Google Ads expands campaign-level negative keywords in PMax to all advertisers

Google Ads is rolling out new features for its Performance Max campaigns. The updates fall into three key categories: campaign controls, enhanced search reporting, and improved asset group reporting.

Campaign control updates for advertisers

Campaign-level negative keywords

Google will introduce campaign-level negative keywords to all advertisers in the coming weeks. This feature allows advertisers to exclude specific search queries across their campaigns. 

Google first introduced the feature in October with plans for full rollout by year-end. However, in December the platform began beta testing campaign-level negative keywords and said it will be available to all advertisers in 2025. 

High-value customer mode

The platform is also expanding its high-value new customer mode. Advertisers can now specify high-value customers using Customer Match data.

Google claims its AI will analyze this data to predict which new users are likely to provide long-term value and adjust bidding strategies accordingly. 

Advertisers will also have access to campaign-level reporting to monitor how many new and high-value customers their ads are driving.

Brand exclusion controls

Google has also improved brand exclusion controls for retail advertisers with product feeds. Brands can now allow separate exclusions for Search text ads and Shopping ads. They can use brand exclusion for Search text ads while maintaining branded traffic for Shopping ads.

URL contains rules

Google is expanding “URL contains” rules to product feed campaigns. The expansion will enable advertisers to target specific pages on their websites within Performance Max campaigns that use product feeds.

New targeting updates in beta

Google is also introducing two new targeting betas. One will allow advertisers to exclude specific age groups such as "18-24" or "65+," while the other will provide device-based targeting options across computers, mobile devices, and tablets. 

Search reporting & guidance

Search Themes

Google is making improvements to Search Themes, which were initially introduced in beta. Search Themes allow advertisers to specify keywords that their customers frequently use. 

Now, advertisers can use “search terms insights to see whether queries are coming from Performance Max’s keywordless targeting or from the search themes you’ve added.”

Search Themes indicator

Google says advertisers will also find an indicator next to their search themes. This tool will provide information to assess the usefulness of their search themes in driving additional traffic. 

Asset group reporting updates

Asset group segmentation

The updates also include enhanced asset group reporting, allowing advertisers to analyze campaign performance more granularly. Advertisers can now segment asset group results based on device type, time of day, and other key metrics.

Downloadable performance data 

Google is introducing a new downloadable performance report, which allows advertisers to export asset group performance data for external analysis outside of Google Ads.

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