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Did you know you can apply Negative Keywords to your Performance Max campaigns in Google Ads?
By default, this is only possible at the account-level. However, at the end of this post we'll show you How to Apply Negative Keywords in Performance Max Campaigns (campaign-level).
First, lest start by identifying the Search Terms your PMax campaigns are showing for. When you get that list of Search Terms, you need to assess which ones are relevant and which ones are not.
Open a Performance Max report on Dolnai Platform and go to Search Terms section.
Here you will find a list of Search Categories, Search Subcategories, Search Terms and their performance KPIs concerning your PMax campaigns.
Just identify those that you consider that are irrelevant to your business or that do not perform as you expected.
Then, go to Google Ads > Admin > Account Settings > Negative Keywords
These Account-level Negative Keywords will apply to Search, Shopping, and Performance Max Campaigns and prevent your ads from showing to people who search for or browse content related to these words.
You can define up to 1,000 negative keywords to apply to all eligible campaigns.
This will help you save a lot of money that you can use to boost other keywords that are already performing well in your campaigns.
Now, remember I told you at the beginning of this post that I will show you how to apply for Campaign-level Keyword Exclusion in PMax?
Well, there you go...I will show you two options:
This one was the only option available so far with regards to campaign-level Negataive Keywords in Pmax. Find here the Google application form to apply for Campaign-level Keyword Exclusion in PMax.
Google just launched (in Beta mode) the possibility to add Negative Keywords to your Performance Max campaigns. I guess this is not yet available in all accounts but it will roll out soon.
Applying Negative Keywords to your PMax campaigns will prevent your campaigns from showing when queries contain those terms on Shopping and Search inventory.
* Performance Max negative keywords are applicable to Search and Shopping inventory only.
* Negative keyword lists aren’t available to use in your Performance Max campaigns.
You can add Negative Keywords to all campaigns or a specigic Performance Max campaign.
1) Go to your Google Ads account and select the "Campaigns" icon:
2) Click the "Audiences, Keywords, and Content" drop down in the section menu.
3) Click on "Search Keywords".
4) Click the "Negative Search Keywords" tab.
5) Click on the "plus" button
6) Select your PMax campaign.
If you're not able to select any Performance Max campaign, then your account is not yet elegible for Beta testing.
* Negative Keyword lists can't be applied to Performance Max campaigns
7) Add one Keyword per line.
* You can use a Match Type
8) Click "Save".
This will definitely improve performance.
So, review the Search Terms your PMax campaigns are showing for and start applying Negative Keywords to your Performance Max campaigns today!
Yes, you can add negative keywords to PMax campaigns at the campaign-level. Since late 2024 Google launched (in beta) the possibility to apply negative keywords to PMax campaigns. These negative keywords will apply to the Search and Shopping inventory only.
Find here the official Google statement "Negative keywords in Performance Max campaigns (Beta)"
