Google is rolling out several key updates to its Performance Max campaigns, aimed at giving advertisers more control over AI, deeper reporting insights, and enhanced transparency. These changes are designed to optimize results while offering advertisers a clearer view of what drives their performance.
Performance Max has become a go-to tool for advertisers leveraging Google’s AI. With these updates, Google is addressing user feedback by introducing more granular controls and actionable insights, making it easier for businesses to achieve their goals.
Key updates:
1. More campaign controls for steering AI
Negative keywords. Campaign-level negative keywords are now available for all advertisers, allowing greater control over where ads appear.
New customer acquisition goals. A “high-value mode” helps prioritize customers with long-term value using Customer Match data.
Brand exclusions. Retailers with product feeds can now separate exclusions for Search and Shopping ads.
URL-based rules. “URL contains” rules are expanding to campaigns with product feeds, enabling targeted traffic based on page categories.
Demographic and device targeting. Two new betas—age-based exclusions and device targeting—are launching soon, offering advertisers more customization options.
2. Enhanced Search reporting