Microsoft Advertising has introduced a new open beta that allows advertisers to add self serve negative keywords directly within Performance Max campaigns.
Advertisers who want to prevent their ads from appearing for specific search queries can now navigate to Campaigns > Negative keywords in the Microsoft Advertising interface to manage exclusions without contacting support.
This update gives advertisers more control over query matching in Performance Max, helping reduce wasted spend and improve traffic quality.
Until now, adding negative keywords for PMax required account level support intervention.
Read the official announcement here: Ad Preview Hub and Other Product News for February 2026