Google is now testing the ability to exclude Search Partners and the Google Display Network from Performance Max campaigns. While this functionality was previously announced, advertisers are now spotting the feature live in accounts.
This could become one of the most impactful control updates for Performance Max in recent months.
Search Partners are often associated with lower quality traffic, while Display placements have frequently raised concerns around invalid traffic, spammy clicks, and ghost conversions.
The new exclusions could help advertisers improve traffic quality, reduce wasted spend, and gain more control over where PMAX ads appear.
This update was shared by Thomas Eccel.