Google’s changes have mostly been to ad-related technologies. but the ones specific to Performance Max were made for one reason: They reverse Google’s recent trend of taking visibility and control away from advertisers. 

This includes:

• Negative keywords at the campaign level until the end of the year.
• Impression share reports for search and Shopping ads.
• Asset coverage reports and recommendations for non-performing asset groups.
• Target impression rate statistics for CPA and ROAS targets.
• Continued rollout of asset-level conversion metrics.

Performance Max is not for everyone

Until now. the business and advertising needs of the account made a big difference in whether Performance Max was viable. 

An absolutely great example can be found in e-commerce: A large online store with a big budget has different constraints than growing private labels that were “Meta-first.” 

Some other reasons why an account 

• There are weak or no audience signals available.
• Offline conversion data is missing.
• Inexperience of the account manager.
• Lead generation with multiple lead stages.

Each of these reasons contributed to a campaign driven largely by algorithms at Performance Max. But the campaign requires heavy data input and delivers suboptimal results. 

Campaign-level keywords increase 

We’re certainly excited that phone number list Google is adding campaign-level negative keywords to Performance Max. but we’d also like to warn advertisers and marketers not to rely too heavily on it. 

Performance Max isn’t about over-optimizing keywords. It’s about providing the right inputs. such as audience signals. product data. online and offline conversion tracking. so that you can directly negate what’s not working. 

Nevertheless. these changes are welcome in certain cases. 

If we were running multiple lead-gen

Campaigns for a client in a specific social media as a tool to improve sales healthcare industry group. Performance Max wasn’t a good fit for this type of campaign. so we avoided it. Performance Max tends to drive traffic that we know will never convert into customers. 

These changes allow us to run campaigns in Performance Max more comfortably. They will have a slightly lower budget. or they may not have strong enough signals. or even offline measurement. But we can finally use all the negative keywords that we know will never work in this industry. 

Would Performance Max block the colombia business directory vast majority of negative keywords if I could provide it with the right conversion tracking and data signals? Most likely yes. But sometimes we are unable to input this as not to waste money during the learning period. 

Imagine smaller ecommerce brands with limited budgets in the early stages of Performance Max trying to acquire and accumulate data. These accounts will soon be able to monitor search statistics and block something before the system has accumulated enough data to know what works and what doesn’t.