Google will launch campaign-level negative keywords in Performance Max (PMax) later this year. This will help brands better fine-tune ad targeting on Search.
In addition, Demand Gen campaigns are getting omnichannel bidding and increased flexibility.
Why we care. It’s finally here! Instead of having to go through a form or ask your Google account manager, you will have more control over negative keyword exclusions and how your ads appear, ensuring better alignment with brand and audience preferences.
What’s new.
- Negative keywords in PMax. The power to refine ad targeting by excluding specific search queries on campaign levels will be in your hands. This will start rolling out before the end of 2024.
- Omnichannel bidding in Demand Gen campaigns. This will let you optimize for both online and in-store conversions. This will exit beta soon.
- Demand Gen campaigns will be supported in Display & Video 360. This will add increased flexibility for media buying workflows. This is coming in October.
Bottom line. Google is giving advertisers new AI-driven tools designed to maximize ROI while offering greater control and security in campaign management. Could this be the first stage of Google giving advertisers more control in other areas?
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
