Advertisers have faced challenges with Performance Max campaigns for years due to the lack of robust tools for managing negative keywords. Ads sometimes appeared for irrelevant or unwanted search terms, resulting in wasted ad spend and misaligned targeting. With the introduction of this beta feature, advertisers now have a way to prevent such mismatches, improving overall campaign effectiveness.
The Challenges of Negative Keywords in Performance Max
Before this update, advertisers faced several significant challenges when trying to manage negative keywords in Performance Max campaigns:
1. Limited Control Over Keyword Targeting
Unlike Search campaigns, where advertisers can manually add negative keywords at the campaign or ad group level, Performance Max operates with Google’s AI-driven automation. This often meant ads could show for irrelevant queries, with little control over exclusions.
2. Complex Exclusion Process
Until now, adding negative keywords to Performance Max campaigns required advertisers to go through their Google Ads account manager, a process that could be time-consuming and inconsistent. Advertisers had to rely on external support for updates and changes without direct access.
3. Wasted Ad Spend
The inability to exclude irrelevant search terms led to ad budgets spent on clicks that were unlikely to convert. For example, a premium fashion retailer might have their ads triggered by searches for “cheap” or “discount” products, attracting the wrong audience and decreasing ROI.
4. Lack of Visibility
Performance Max campaigns aggregate data across multiple channels (Search, Display, YouTube, etc.), making it difficult to pinpoint where wasted spend occurs. The absence of negative keyword control compounded this issue, leaving advertisers with limited insights and reactive strategies.
5. Brand Safety Concerns
Without negative keyword exclusions, brands risked their ads appearing associated with inappropriate or irrelevant content, potentially harming brand reputation and trust. Industries with strict compliance requirements, such as finance or healthcare, found this especially challenging.
What’s Next for Advertisers?
The beta is currently rolling out to select accounts. Google will evaluate its performance before a potential wider release in 2025. If the feature proves successful, it could significantly improve ad targeting for Performance Max campaigns.
However, not all advertisers have access to the beta yet. Adding negative keyword exclusions remains unchanged for those who don’t see the option. You must contact your Google Ads account manager for support in setting up exclusions, a step many advertisers hope to skip with the eventual rollout of this new feature.
Staying Ahead
If you manage Performance Max campaigns, it’s worth watching updates to see when this feature becomes available for your account. In the meantime, continue optimising campaigns by:
- Monitoring search term reports for potential irrelevant queries
- Refining creative assets to align with target audience intent
- Leveraging audience signals to enhance targeting precision
This move from Google signals a shift towards greater flexibility and advertiser control, something many in the industry eagerly await.
