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Google Ads has recently made a significant update to Performance Max (PMax) campaigns, increasing the negative keyword limit from 100 to 10,000. This change, which aligns PMax with Search campaigns, addresses long-standing feedback from advertisers about the restrictive nature of the previous cap.
Why This Matters:
• Greater Control: Advertisers can now exclude a much wider range of unwanted searches, enhancing brand protection and budget efficiency.
• Improved Brand Safety: With the ability to add more negative keywords, businesses can prevent their ads from appearing in irrelevant or competitor searches.
• Enhanced Efficiency: This update allows for more precise targeting, reducing wasted ad spend on low-value queries.
How to Implement:
• Navigate to your Google Ads account, select the Campaigns icon, and go to the Keywords section under the Audiences, Keywords, and Content dropdown menu.
• Click on the Negative Keywords tab and use the plus (+) button to add your negative keywords manually.
Strategic Considerations:
• Use negative keywords judiciously to avoid overly broad exclusions that might limit valuable conversions.
• Understand match type behavior: broad, phrase and exact match negatives work differently in PMax.
• Regularly audit your negative keywords to avoid blocking potential valuable traffic.
This update is a game-changer for advertisers, offering unprecedented control over PMax campaigns while still leveraging Google's AI-driven automation. It's time to review and optimize your negative keyword lists to maximize this enhanced flexibility.