Google Ads API Adds Device Targeting and Negative Keyword Lists for PMax Campaigns

The Google Ads API has launched three new features for Performance Max campaigns, enhancing control and precision in targeting and optimization. These updates are available across all supported versions of the API, enabling developers and advertisers to refine their campaign strategies effectively.

New Targeting Capabilities

1. Device targeting
   Advertisers can now specify at the campaign level which devices their Performance Max ads will appear on. This feature allows optimization of campaign reach across different platforms by adding a DeviceInfo criterion to the campaign.

2. Negative keyword lists
   To avoid showing ads for irrelevant searches, support for negative keyword lists at the campaign level has been introduced. Advertisers can upload and apply lists of keywords to exclude, ensuring ads reach the most relevant audience. This is enabled by attaching a NegativeKeywordListInfo criterion to the campaign.

3. Age range exclusions
   This feature allows exclusion of specific age ranges from Performance Max campaigns, enabling more granular audience targeting. It helps comply with age-related advertising regulations and focuses spending on appropriate demographics. To set this up, an AgeRangeInfo negative criterion is added to the campaign.

Implementation and Availability

These features are available immediately on all supported Google Ads API versions. Detailed developer guides provide instructions on how to implement these targeting options in Performance Max campaigns.

The Google Ads API continues to evolve, offering tools to improve campaign performance and targeting precision for advertisers and developers.