Google brings negative keyword exclusions to Performance Max

Google will launch campaign-level negative keywords in Performance Max (PMax) later this year. This will help brands better fine-tune ad targeting on Search.

In addition, Demand Gen campaigns are getting omnichannel bidding and increased flexibility.

Why we care. It’s finally here! Instead of having to go through a form or ask your Google account manager, you will have more control over negative keyword exclusions and how your ads appear, ensuring better alignment with brand and audience preferences.

What’s new.

• Negative keywords in PMax. The power to refine ad targeting by excluding specific search queries on campaign levels will be in your hands. This will start rolling out before the end of 2024.
• Omnichannel bidding in Demand Gen campaigns. This will let you optimize for both online and in-store conversions. This will exit beta soon.
• Demand Gen campaigns will be supported in Display & Video 360. This will add increased flexibility for media buying workflows. This is coming in October.

Bottom line. Google is giving advertisers new AI-driven tools designed to maximize ROI while offering greater control and security in campaign management. Could this be the first stage of Google giving advertisers more control in other areas?