Google Ads Increases PMax Negative Keyword Limits

Google Ads is set to expand the negative keyword limit for Performance Max (PMax) campaigns, increasing the cap from 100 to 10,000. This change aligns PMax campaigns with Search campaigns, offering advertisers more control over ad placements.

Previously, PMax campaigns were restricted to just 100 negative keywords, which many advertisers found limiting. The new 10,000-keyword limit allows for better optimisation and targeting.

The rollout is expected to take place over the next few weeks, benefiting all PMax advertisers. This update addresses concerns about ad visibility and ensures greater flexibility without compromising campaign performance.

Google Ads Liaison, Ginny Marvin, recently addressed advertisers on X regarding the increased negative keyword limit for Performance Max (PMax) campaigns. She explained that while the expansion to 10,000 negative keywords per campaign offers greater control, it is also designed to maintain system flexibility. This update aligns PMax campaigns with Search campaigns, giving advertisers more consistency across different campaign types.

Previously, advertisers were limited to just 100 negative keywords in PMax campaigns. Many found this restriction frustrating, as it reduced their ability to filter out unwanted traffic and optimise ad placements. By increasing the limit to 10,000, Google aims to provide advertisers with more flexibility to refine their targeting and improve campaign performance.

Marvin emphasised that while negative keywords can be useful, advertisers should use them strategically. Excessive use of negative keywords could unintentionally restrict ad reach and limit conversions. She encouraged advertisers to carefully review their keyword exclusions to ensure they are not blocking valuable traffic that could drive business results.

The update is being rolled out gradually and should be available to all PMax advertisers within the next few weeks. This change is expected to significantly enhance campaign management, particularly for businesses that require precise control over their ad placements. By eliminating irrelevant traffic more effectively, advertisers can focus their budget on high-intent audiences.

In addition to the expanded negative keyword limit, Google is also working on further improvements to Performance Max campaigns. One of the key upcoming features is the introduction of negative keyword lists, which will allow advertisers to manage exclusions more efficiently across multiple campaigns. This feature is expected to be introduced later this year.

Currently, advertisers can use other tools to gain additional control over their PMax campaigns. Brand exclusions, for example, allow businesses to prevent their ads from appearing on searches related to specific brands. Account-level negative keywords also provide another layer of filtering, ensuring that unwanted terms are blocked across all campaigns within an account.

The ability to exclude unwanted traffic is especially important for advertisers who want to maintain brand reputation and ensure their ads are reaching the right audience. With a higher negative keyword limit, businesses will be able to fine-tune their targeting without being constrained by the previous 100-keyword cap.

Google’s ongoing improvements to PMax campaigns indicate a continued effort to balance automation with advertiser control. While PMax relies heavily on machine learning, these updates suggest that Google is listening to advertiser feedback and introducing more ways for users to guide campaign performance.

As these changes roll out, advertisers should take the time to review their current negative keyword strategy. With the increased limit, there is now an opportunity to refine exclusions and prevent ads from appearing on irrelevant searches without restricting valuable traffic. Regularly monitoring campaign performance and making data-driven adjustments will be crucial to maximising results.

Overall, the expanded negative keyword limit is a welcome change for many advertisers who have been seeking more control over their Performance Max campaigns. With additional updates on the horizon, Google continues to enhance its advertising platform, offering advertisers a better balance between automation and manual optimisation.