Google has published a comprehensive support article detailing how advertisers can implement and manage negative keywords in Performance Max campaigns, a beta feature announced earlier.
Implementation Guidelines
The support documentation outlines two primary methods for implementing negative keywords:
Campaign-Level Management
The article provides step-by-step instructions for adding negative keywords to specific Performance Max campaigns through the Google Ads platform, detailing the navigation path through:
- Campaigns menu
- Audiences, keywords, and content section
- Keywords tab
- Negative keywords interface
Account-Level Controls
Google details the process for implementing account-wide negative keywords, which includes:
- Navigation through Admin settings
- Implementation of up to 100 negative keywords per account
- Automatic application across all Search and Shopping inventory
Additional Features
The support documentation covers several management functionalities:
- Keyword editing capabilities
- Removal procedures
- Filtering options for better keyword organization
- Match type modifications
The article emphasizes that while negative keyword functionality is available for Search and Shopping inventory, negative keyword lists remain unsupported for Performance Max campaigns.
