Due to machine learning, AI is effective on digital marketing platforms, and Google provides Performance Max campaigns. Many digital marketers are familiar with this campaign type, which requires different assets, creates variations, and publishes ads across various Google inventory sources like YouTube, Search, and Discovery. While AI-powered signals often make Performance Max campaigns effective for digital marketers and brand owners, the main drawback has been the limited customization and reporting options. Automation is useful, but sometimes both digital marketers and brands require more control.

It looks like Google Ads has taken this feedback into account and introduced new control options and insights for Performance Max in the latest update. Let’s look at some key highlights.

Campaign-Level Negative Keywords

Previously, there was no option to add negative keywords at the campaign level in Performance Max campaigns. As a workaround, account-level negative keywords were used. While this helped, it also prevented targeting those keywords in other campaigns. Now, negative keywords can be added at the campaign level in Performance Max campaigns.

Recommended use: Informational queries (where users seek knowledge rather than making a purchase) can be added as negative keywords to focus on more sales-driven queries.

Bidding with Long-Term Customer Value Consideration

One of the most important aspects of performance campaigns is identifying ideal customers for a brand. For example, a customer who only purchases a $20 product might not seem valuable initially, but if they make similar purchases once or twice a month, their yearly value exceeds $100. Now, Performance Max campaigns allow advertisers to target high–lifetime-value customers.

For more details, check Google’s article on customer lifecycle goals.

URL Contains Feature

A useful update for e-commerce sites: URL-based filters can now be used to select which pages will be targeted. For example, if an online store wants to promote specific categories like garden products, they can use the /garden/ filter, which will automatically include subpages such as /gardening/shovels/ and /gardening/soils/.

Demographic Exclusions

This new beta feature allows advertisers to exclude specific demographic groups. This is beneficial for brands that target specific or narrow audiences.

Search Report Sources Now Available

Search term reports now show how queries were triggered—whether through URLs or generated search themes. This helps advertisers fine-tune their campaigns by identifying and removing unwanted search sources.

More Detailed Creative Reports

Reporting is a crucial part of digital marketing. One of the most discussed limitations of Performance Max campaigns has been their reporting features. Even when campaigns perform well, marketers need clearer insights to explain their success to clients. The latest update introduces more detailed creative reports, making it easier for marketers and creative agencies to analyze and communicate campaign performance.

Final Notes

Google Ads plays a significant role in digital marketing, and these Performance Max updates, driven by user feedback, show a positive shift in platform responsiveness. While the effectiveness of these updates will be evaluated by many digital marketers, improved reporting features already simplify campaign analysis and optimization.

Source and Further Reading

• Kick off 2025 with new Performance Max features

• Google’s article on customer lifecycle goals

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Disclaimer: We are not affiliated with Google Ads. All trademarks are the property of their respective owners. This content is for informational purposes only.