Google has just made a big update to its Performance Max campaigns, which are designed to use automation and AI to help advertisers reach more people across different Google platforms.
Previously, one of the main dissatisfactions about these campaigns was that advertisers were not able to see exactly which search terms were triggering their ads. Now, Google is fixing this issue by showing exactly which search terms are leading to ads being shown. This change will bring a lot more control and transparency for advertisers.
What has Changed?
Before this update, Performance Max campaigns worked sort of like a “black box,” like advertisers had no accurate data about the search terms that were making their ads appear. This lack of information made it harder for advertisers to make improvements and optimize their campaigns.
Now, Google is making those search terms visible in a report called the search terms report. This is the same report that advertisers have been using for standard search campaigns. This means you will be able to see exactly what people are searching for when your ads appear, giving you more insight into how your ads are performing.
Adding Negative Keywords from the Report
A significant benefit of the latest update is the ability to add negative keywords directly from the search terms report. This makes it easier for advertisers to manage irrelevant searches that don’t lead to conversions.
Previously, adding negative keywords to Performance Max campaigns was complicated, but now it is much simpler to block unwanted ones and prevent ads from showing up for them.
This update addresses the long-standing issue of limited visibility in Performance Max campaigns. It also allows advertisers to see which search terms trigger their ads and adjust targeting accordingly.
By gaining control over keywords and preventing irrelevant clicks, advertisers can optimize their campaigns without sacrificing automation, making Performance Max much more appealing.
What’s Next?
Google is continuing to improve Performance Max by making it more transparent. While the campaigns still use AI to optimize ad performance, the new search terms visibility gives advertisers more tools to adjust when needed. This is part of Google’s ongoing effort to give advertisers more control, without losing the benefits of automated optimization.
