Google Performance Max introduces new features: negative keywords, demographic exclusions, new reports, and more.
Posted: Sat Apr 05, 2025 10:22 am
PPerformance Max , Google's artificial intelligence-based advertising tool, is starting 2025 with a package of innovations to take its users' digital campaigns to a new level.
After a 2024 marked by advances such as special lead integration of negative keywords and new customer segmentation, this year Google is expanding this offering to give advertisers more control, transparency, and customization options .
More controls to adjust your campaign objectives
Negative keywords
The ability to customize campaigns is one of the pillars driving these updates. In the coming weeks, campaign-level negative keywords , which were previously in beta, will be available to all advertisers . This feature allows you to exclude unwanted searches , such as those that don't align with a brand's values or are simply not relevant.
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Segmentation of high-value customers
Additionally, Google is reinforcing its focus on acquiring high-value customers with its new customer acquisition objectives . In 2024, the tech company already introduced a beta version of a new high-value customer model, which it is now extending to all its advertisers. This feature allows you to specify who your high-value customers are and their long-term value to your business in customer segmentation .
After this, Google's AI will use your data to predict which new users are most likely to maximize value for your business throughout the cycle. This way, you can bid directly on them. You'll also have access to campaign reporting tools that reveal key data such as how many new customers you acquire in a campaign and, of these, how many are high-value.
After a 2024 marked by advances such as special lead integration of negative keywords and new customer segmentation, this year Google is expanding this offering to give advertisers more control, transparency, and customization options .
More controls to adjust your campaign objectives
Negative keywords
The ability to customize campaigns is one of the pillars driving these updates. In the coming weeks, campaign-level negative keywords , which were previously in beta, will be available to all advertisers . This feature allows you to exclude unwanted searches , such as those that don't align with a brand's values or are simply not relevant.
ad
Segmentation of high-value customers
Additionally, Google is reinforcing its focus on acquiring high-value customers with its new customer acquisition objectives . In 2024, the tech company already introduced a beta version of a new high-value customer model, which it is now extending to all its advertisers. This feature allows you to specify who your high-value customers are and their long-term value to your business in customer segmentation .
After this, Google's AI will use your data to predict which new users are most likely to maximize value for your business throughout the cycle. This way, you can bid directly on them. You'll also have access to campaign reporting tools that reveal key data such as how many new customers you acquire in a campaign and, of these, how many are high-value.