Google Performance Max: Negative Keyword Beta

Google is introducing a new beta feature for Performance Max campaigns that allows advertisers to apply negative keyword exclusions at the campaign level. This update has been highly anticipated by advertisers who have long expressed the need for more control over their campaigns, particularly when it comes to managing the keywords that trigger their ads.

The feature is expected to bring greater flexibility and control, as advertisers can now exclude certain keywords at the campaign level, preventing ads from appearing for unwanted or irrelevant search terms. In the past, advertisers could only exclude negative keywords at the asset group level, which limited their ability to manage keyword exclusions more broadly across their campaigns.

However, despite the excitement surrounding the new feature, availability seems to be slow at the moment. Some advertisers have reported limited access to the beta, with only a small group able to utilise this new functionality so far. This may mean that it will take some time before the feature is rolled out more widely across all users.

The introduction of this feature comes as part of Google’s ongoing efforts to improve Performance Max, which is a campaign type that combines various ad formats across Google’s properties. Advertisers have long struggled with the lack of control over keyword exclusions in this campaign type, as the bundling of ads across different platforms often leads to ads showing up for irrelevant or inappropriate search terms.

With this new beta feature, advertisers will now have the ability to prevent such issues by using negative keyword exclusions at the campaign level. This will give them more control over how their ads are displayed and ensure they reach the right audience, improving overall campaign effectiveness. As the feature becomes more widely available, it is expected to become a key tool for advertisers looking to optimise their Performance Max campaigns.

A recent question posted by Darcy Buck on X has drawn attention to a much-anticipated feature in Google Ads. Buck’s post questioned whether the ability to add negative keywords at the campaign level for Performance Max (PMAX) had already rolled out, especially as the year’s end approaches. He highlighted the announcement Google made earlier in the year, generating curiosity among advertisers eager to see the feature in action.

In response to the growing interest, Google Ads’ Liaison, Ginny Marvin, offered an update to clarify the situation. She explained, “Hi Darcy, this has started rolling out in beta and will continue to expand in early 2025.” This response indicated that the feature’s release is still in progress, with further expansion expected over the next year. While Marvin’s comment offers some insight into the timeline, it has also left many advertisers wondering when they will be able to access the feature in their accounts.

Despite the announcement and initial rollout, many advertisers have reported that they have not yet seen the feature become available. This slow rollout has caused some frustration, particularly as expectations were high following Google’s initial promises. It seems that only a select group of advertisers are currently able to use the new feature, and others have yet to receive any updates in their accounts.

The delayed rollout has sparked questions about the actual timeline and how long it will take for the feature to reach the majority of users. While Marvin’s response indicates that the feature is indeed in beta and should continue expanding, the lack of widespread availability has left many wondering if they will see the feature before the end of 2024. As the rollout progresses, it’s clear that some patience will be required for those who are eager to gain access.

If the beta phase proves successful, the feature could significantly improve ad targeting in Performance Max campaigns once it becomes more widely available. Advertisers would have greater control over their keyword exclusions, particularly at the campaign level, which would help avoid irrelevant or unwanted search terms from triggering ads. This would mark a major step forward in optimising Performance Max campaigns, which have traditionally bundled multiple ad formats across various Google properties.

For now, however, advertisers who do not have access to the feature will need to continue using the current method for adding negative keyword exclusions. This process requires advertisers to contact their Google Ads account managers directly to make adjustments, which can be time-consuming and less efficient than the new campaign-level feature would allow. Until the feature becomes more broadly accessible, it’s important for users to stay up-to-date with any new developments and communicate with their account managers for necessary changes.

Looking ahead to 2025, if the beta test continues to deliver positive results, the feature’s full rollout could be a game-changer for advertisers using Performance Max campaigns. With more precise control over keyword exclusions, advertisers can better tailor their campaigns, ensuring that ads are not shown for irrelevant search terms. As the feature expands, it could help Performance Max users optimise their campaigns more effectively and achieve better results. Until then, patience and communication with account managers will remain key for those seeking to optimise their Performance Max campaigns.