Google introduces campaign-level negative keywords in Performance Max

Google says the feature will allow brands to target relevant audiences and align ads with campaign goals

Highlights:

• Campaign-level negative keywords will be available in beta by year-end 2024.
• Brands can exclude specific search queries at the campaign level, tailoring their ad visibility.
• Google says the update is designed to enhance the targeting capabilities of AI-driven campaigns.

Google has announced the beta launch of campaign-level negative keywords for Performance Max (PMax). The feature is set to roll out by the end of this year for advertisers.

With this new update, advertisers will have the ability to exclude certain search terms across their PMax campaigns. They can filter out search keywords that do not align with their products or services and fine-tune their ad targeting by preventing specific search queries from triggering their ads.

According to Google, campaign-level negative keywords will give advertisers more control over their campaigns and ensure that their ads align better with their brand and audience needs.

Previously, PMax campaigns had limited control over keyword exclusions, leading to inefficient ad spend and mismatched audience targeting.

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