Debunking PMax Rumors: How to Exclude Audiences in Your Campaigns

To exclude audiences in PMax campaigns, follow these steps:

1. Navigate to the campaign settings and click into Customer Acquisition.
2. Choose to either bid for new customers only or bid more for new customers and then bid for new customers only.
3. Click the red Define existing customer list button.
4. Add customer lists that you want Google to exclude from your campaigns.
5. Click save and you're done.

Note that the setting to exclude audiences is not located in the usual place; you must either use a form or access it through the campaign settings.

The confusion about excluding audiences in PMax likely stems from the fact that the setting to do so is not located where users might expect it. Unlike other campaign types where you can apply signals directly within the campaign, for PMax, you need to use a form or go to the campaign settings to add exclusions. This difference in the user interface could lead to the misconception that audience exclusion is not possible in PMax.