Google has recently announced a beta feature that allows advertisers to add negative keyword exclusions at the campaign level for Performance Max campaigns. This new update aims to provide advertisers with more control over their ad targeting and prevent their ads from showing up for irrelevant or unwanted search terms. However, the availability of this feature seems to be slow, with many advertisers not yet seeing it in their accounts.

Why It Matters:

Advertisers have been requesting more control over keyword exclusions in Performance Max campaigns for a long time. With this new feature, advertisers can now have better control over their ad placements and ensure that their ads are shown to the right audience. This can ultimately lead to improved campaign performance and ROI.

The Details:

• One advertiser, Darcy Buck, raised a question on X about the rollout of negative keywords at the campaign level for PMAX. Google Ads’ Liaison Ginny Marvin responded that the feature has started rolling out in beta and will continue to expand in early 2025.

Reality Check: Despite the announcement of the rollout, many advertisers have not yet seen the feature in their accounts. If you have access to this feature, please reach out to us and share your experience.

What’s Next: If the beta testing of this feature proves successful, we can expect broader availability in 2025. This could significantly enhance ad targeting capabilities in Performance Max campaigns. In the meantime, advertisers who have not yet received the update will need to continue using the current method of adding negative exclusions by contacting their account manager.

FAQs:

1. What is the purpose of negative keyword exclusions in Performance Max campaigns?

Negative keyword exclusions help advertisers prevent their ads from showing up for irrelevant or unwanted search terms, improving ad targeting and campaign performance.

2. How can advertisers add negative keyword exclusions at the campaign level for Performance Max campaigns?

Advertisers can add negative keyword exclusions by accessing their campaign settings and selecting the option to exclude specific keywords from triggering their ads.

3. When can advertisers expect broader availability of this feature in Performance Max campaigns?

Google has announced that broader availability of negative keyword exclusions at the campaign level for Performance Max campaigns is expected in 2025.

4. What are the potential benefits of using negative keyword exclusions in ad campaigns?

By using negative keyword exclusions, advertisers can ensure that their ads are shown to a more relevant audience, leading to higher click-through rates and improved campaign performance.

5. How can advertisers monitor the performance of their ad campaigns after implementing negative keyword exclusions?

Advertisers can track the performance of their ad campaigns by analyzing key metrics such as click-through rates, conversion rates, and return on ad spend. They can also use Google Ads’ reporting tools to monitor the impact of negative keyword exclusions on their campaign performance.