Google Performance Max: Negative Keywords
Performance Max campaigns are Google Ads' automated advertising solution, reaching potential customers across Search, Display, YouTube, Gmail, and Discover. Unfortunately, PMax campaigns only offer limited control over targeting options after launch. Traditional Google ad campaigns allow negative keywords to be applied during the building process and after ads are live to further optimize campaign performance based on the search terms.
Thankfully, Google introduced the Performance Max Campaign Modification Request Form, empowering you to refine your campaigns for optimal performance.
This blog dives deep into the three modification options available:
- Keyword Exclusion (Negative Keywords):
- Have you ever run Google search ads but received clicks for irrelevant searches? Negative keywords are your solution! Use them to prevent your ads from showing for specific search terms.
- Example: You are running buyer ads for real estate, and adding negative keywords like "cheap" or "rental" can ensure your ads do not appear for search terms with those keywords.
- Topic Exclusion:
- Performance Max leverages topics to target relevant audiences. While Google automates topic selection, you might encounter unwanted categories. Topic exclusions allow you to block your ads from appearing on content related to those topics.
- Example: You're promoting new construction homes ideal for first-time buyers. Excluding topics like "luxury real estate" or "retirement living" ensures your ads reach the most relevant audience.
- Placement Exclusion:
- Performance Max campaigns can display your ads on various websites and apps within the Google Network. However, specific placements might not align with your brand. Placement exclusions let you block your ads from showing on those websites or apps.
- Example: You specialize in selling high-end waterfront condos. Excluding placements on websites known for low-budget furniture or discount living can ensure your ads appear alongside content that resonates with your target audience.
Requesting Modifications for Performance Max Campaigns
Here's how to initiate a modification request manually:
- Contact your Google Ads representative. They'll guide you through the process and ensure your request adheres to Google's advertising policies.
- Provide the necessary details: Be prepared to share your campaign ID and the specific negative keywords, topics, or placements you want to exclude.
- Review and Approval: Once submitted, Google will review your request. Approval times may vary, so patience is key.
Pro Tips for Effective Modifications
- Start Focused: Don't overwhelm your campaign with too many exclusions initially. Begin with a few highly relevant terms, topics, or placements.
- Monitor Performance: Regularly analyze your campaign data to assess the impact of your modifications. This helps you refine your strategy for optimal results.
- Stay Updated: Google Ads is constantly evolving. Keep yourself informed about new features and best practices for managing Performance Max campaigns.
By leveraging the Performance Max Campaign Modification Process, you can steer your campaigns towards targeted audiences and maximize your return on ad spend. Remember, control and automation can work hand-in-hand to unlock the full potential of Performance Max advertising.