Kick off 2025 with new Performance Max features

Last year at DMEXCO, we introduced the beta for campaign-level negative keywords, which allow you to exclude specific queries you don't want to show ads on for brand suitability or other reasons. This much-requested feature is now rolling out to all advertisers in the next few weeks.

You can also improve how you use Performance Max to prioritize winning new customers using new customer acquisition goals. Last year, we introduced a beta for high value new customer mode, which is now rolling out to all advertisers. With this new feature, you can specify your high-value customers and the long-term value they represent through Customer Match. Google AI will use your data to predict which new users are likely to maximize lifetime value for your business and bid more for them. Reporting is also available at the campaign-level so you can see how many new customers your campaign is driving, and how many were high value new customers.

For retail advertisers with product feeds, you'll soon get better control over how brand exclusions work across different ad formats. Previously, brand exclusions applied to both Search and Shopping ads. You'll now be able to apply brand exclusions to just Search text ads, while keeping branded traffic for Shopping ads. This can be especially useful if you value showing Shopping ads for brand terms, but may want to manage Search text ads for brand terms in a different campaign.

"URL contains " rules, which are available in standard Performance Max campaigns, will be expanding to Performance Max campaigns with product feeds as well. You can use "URL contains" rules to target traffic based on specific page categories on your website. For instance, if you're an athletic apparel store, you can target your campaign specifically to all pages on your site that have "shoes" in the URL.

And two exciting new betas are coming soon to Performance Max campaigns. First, a beta for age-based demographic exclusions will allow you to exclude age brackets, such as "18-24" or "65+". Next, with our Devices beta, you can customize targeting to computer, mobile or tablet traffic. If you're interested in either betas, reach out to your Google Ads account team or Google Ads support to sign up.