Google has kicked off 2025 with major updates to its Performance Max campaigns, offering advertisers greater control, improved transparency, and actionable insights. These new tools leverage advanced AI and refined reporting to optimize campaign performance.
1. Expanded Campaign Controls
Advertisers now have access to new features that enable more precise campaign management:
- Campaign-Level Negative Keywords: Advertisers can exclude specific queries to align campaigns with brand safety or targeting preferences.
- New Customer Acquisition Goal with High-Value Mode: Google AI uses Customer Match to identify and prioritize users with higher long-term value, driving greater ROI.
- Brand Exclusions for Retail Campaigns: Retailers can now exclude brands in Search text ads while maintaining branded traffic in Shopping ads for more tailored targeting.
- “URL Contains” Rules for Product Campaigns: This feature allows advertisers to focus on specific web page categories (e.g., pages with “shoes” in the URL).
- Demographic and Device Targeting (Beta): Advertisers can exclude specific age groups or target devices like computers, mobile phones, or tablets by joining beta programs through Google Ads support.
2. Advanced Search Reporting and Insights
Performance Max campaigns now provide enhanced insights into search behavior:
- Search Themes: Advertisers can suggest customer-centric queries, while new search terms insights reveal whether these queries are sourced from Performance Max’s automated targeting or custom-defined themes.
- Usefulness Indicator: This new tool assesses the effectiveness of search themes by showing whether they drive incremental traffic or need optimization.
3. Improved Asset Group Reporting
Asset group performance reporting has been upgraded for better usability and deeper analysis:
- Granular Performance Metrics: Advertisers can now break down data by device, time, and other dimensions to identify top-performing strategies.
- Downloadable Reports: Performance data is downloadable directly within the Google Ads interface, making collaboration and analysis more streamlined.
These updates empower advertisers to better guide Google’s AI, focus on high-value audiences, and gain transparency into campaign results. To learn more, visit Google’s official announcements.
