Negative Keywords for PMAX: The wait is over
Performance Max is getting smarter: Google is introducing negative keywords, new reports, and AI tools. Advertisers gain more control over their campaigns and finally avoid wastage.
10 Dec 2024
Google recently announced a significant new feature at the DMEXCO conference in Europe: the introduction of negative keyword exclusions for Performance Max campaigns. This function has been long awaited by many advertisers and is expected to be available in a beta version by the end of the year.
Excluding Keywords in the Performance Max Campaign
With the new negative keywords, Performance Max campaigns can be set up to exclude specific search terms. This was not possible previously via the Google Ads interface and required complicated workarounds. This helps to avoid irrelevant traffic and better align ads with the right target audience.
In addition to the negative keywords, there are further updates for Performance Max:
Enhanced Insights and Reporting
Google now offers more detailed insights into the performance of Performance Max campaigns. This includes:
Asset Coverage Reporting: This tool provides a comprehensive overview of the coverage and performance of the deployed assets.
Target Pacing Insights: Advertisers gain insights into progress regarding target CPA and ROAS, making it easier to fine-tune campaigns.
More Languages for Generative AI Tools
Google is expanding its AI tools for Performance Max to six new languages, including German, French, Spanish, Portuguese, Dutch, and Italian. This allows for the adaptation of text and images in ads.
Expanded Control Options
Additionally, Google is offering new Brand Controls for Broad Match ads. This means that brands can now have greater control over whether their ads appear for brand-related search queries or not.
If you want even more control over your Google PMAX and Shopping ads, the Labeling Tool from Label Up will assist you.
Conclusion
The introduction of negative keywords in Performance Max is a significant step by Google to provide advertisers with more control and efficiency in their campaigns. Along with other new features like improved insights and AI-generated assets, Google is clearly focusing more on the needs of advertisers.
These new tools not only offer better control over the budget but also the ability to design campaigns more targeted and to avoid unnecessary costs. Advertisers who have previously hesitated to use Performance Max should now seize the opportunity to test the new possibilities and optimize their campaigns accordingly.
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