Ginny Marvin, Google Ads Liaison, explained the rationale behind limiting the addition of negative keywords to 100 for Performance Max campaigns. This recent update aims to enhance user control while preserving the flexibility necessary for campaign objectives. Marvin pointed out that advertisers have alternative tools at their disposal, including brand exclusions, account-level negative keywords, and keyword prioritization, to further manage ad visibility and performance, thereby creating a balance between specificity and adaptability in advertising strategy.
The aim is to provide additional control while still giving PMax the flexibility needed to achieve your campaign's stated goal. Note that there are additional tools for controlling where your ads show such as brand exclusions, account level negative keywords and keyword prioritization.
When asked why the limit on negative keywords is set to 100, Ginny Marvin provided clarification that this limitation is designed to support campaign effectiveness without sacrificing flexibility.
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