Google Limits PMax Negative Keywords: How to Adjust Your Strategy [Video]

In a big announcement last week, Google Ads released a series of updates for Performance Max (PMax) campaigns. Among the most exciting changes were improvements to device and demographic targeting, as well as enhanced reporting features. 

However, an update about negative keywords may not have quite lived up to the hype. Read on to learn about the change and how you can adjust your strategy to succeed.

PMax Negative Terms Limited to 100

The bummer from the announcement is that PMax negatives will be capped at 100 per campaign and won’t have the ability to leverage negative keyword lists. This may sound like a lot of terms, but to truly remove all the riff-raff, you’ll likely need a more intentional strategy.

Here are some tips on how you can get the most of those 100 PMax negative terms:

Use Brand Exclusions Where Warranted

Brand exclusions won’t catch all branded terms, but they do a good job of filtering out the majority. If you don’t want your ads …