Google is currently rolling out a beta feature for campaign-level negative keyword exclusions in Performance Max. This addresses a long-standing request from advertisers.
This update is significant because it gives advertisers more control over keyword exclusions in Performance Max campaigns. These campaigns include various ad formats across Google’s properties. The feature helps advertisers prevent their ads from appearing for irrelevant or unwanted search terms.
Rollout and Availability
Despite the announcement earlier this year, the beta rollout seems to be slow, and many advertisers haven’t seen the feature yet.
-
- Darcy Buck, on X (formerly Twitter), asked about the feature’s availability, referencing Google’s previous announcement about the rollout happening by the end of the year.
- Google Ads Liaison Ginny Marvin responded that the beta rollout has begun and will continue into early 2025.
What Advertisers Can Do
- Check your accounts: If you’re a Performance Max user, check your Google Ads account to see if the feature is available to you.
- Contact Google: If you’re seeing the beta feature in your account, reach out to Search Engine Land to share your experience.
- For now, advertisers who haven’t seen the update will have to continue using the current method of adding negative exclusions – by contacting their account manager.
Potential Impact
If the beta proves successful and becomes widely available in 2025, it could significantly improve ad targeting in Performance Max campaigns.
This would give advertisers much-needed control over their campaigns and potentially lead to better results.
Source: Search Engine Land
