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Negative Keywords for PMAX

Illustration of two people interacting with oversized website elements. One stands by a large red magnifying glass and search bar, while the other sits holding a laptop displaying a graph, with a gear icon in the background.

Google will roll out campaign-level negative keywords for Performance Max campaigns at the beginning of Q4, giving advertisers more control over ad targeting.

They will apply to both Search and Shopping inventory.

A Google Ads interface showing the "Keywords" section under the "Campaigns" tab. The screen highlights PMAX options to add negative keywords. There are input fields to add negative keywords and assign them to specific campaigns, with additional sub-menus on the left sidebar.

This long-awaited feature allows brands to exclude specific search queries directly at the campaign level, improving ad relevance and alignment with audience preferences.

Previously, advertisers had to request exclusions through Google account managers. With this update, advertisers can fine-tune their campaigns more efficiently by themselves whenever necessary.

Read the official announcement here: New features and controls for your AI-powered campaigns.

UPDATE: The rollout of negative keywords for Performance Max campaigns is set to continue into 2025.

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