How to Use Negative Keywords in Google Performance Max? Updated Guide 2025

Performance Max (or PMax) campaigns are powerful tools within the Google Ads ecosystem. However, a lack of direct control over search terms can lead to unintended results if we don't properly manage negative keywords. In this guide, you'll learn how to optimize these campaigns using up-to-date strategies and key resources.

Why negativize Keywords in PMax?

Performance Max combines multiple ad formats into a single campaign, allowing you to reach audiences across multiple Google channels. However, this automation can lead to ads being displayed for irrelevant or unprofitable search terms. By negativizing keywords, you optimize your spend by avoiding unnecessary clicks and ensure that your campaigns target relevant audiences.

Ways to identify unwanted keywords

Using the Search Terms Insights Report
Access your PMax campaign statistics to analyze the terms that trigger your ads. If you identify keywords that aren't generating positive results, include them in your negative list.

Automated Scripts
Implement a search term script to extract detailed data directly into an Excel. This will allow you to evaluate key metrics such as clicks, ROAS, and CTR, making strategic decisions easier.

Periodic Analysis
The continuous review of terms is essential. Take time weekly to evaluate which keywords are driving ineffective traffic.

Methods for Keyword Negativization in PMax

1. Request Google Ads support
   While the platform doesn't directly support adding negative words to PMax campaigns, you can contact Google Ads support to request specific exclusions at the account or campaign level.
2. Using Google Sheets and Forms
   Through Google Sheets templates, you can manage and update negative keyword lists. Once completed, these lists are sent using forms to apply to your campaigns.
3. Creating Exclusion Lists
   It is advisable to use global lists of negative keywords. This allows for centralized and simplified management, applicable to all relevant campaigns.

Tips for Effective Negativization

1. Don't Forget the Variations
   Negative keywords don't automatically include variations. For example, to block terms related to "buy car," consider adding all of its forms: "buying car," "buying car," etc.
2. Brand Negativization
   If you want to avoid low-quality clicks, consider negativizing terms related to your brand in campaigns aimed at star products. Alternatively, create campaigns unique to your brand with higher ROAS targets.

Impact on Campaign Efficiency

Implementing a negativization strategy can significantly improve the return on investment of your campaigns. In addition, it ensures that advertising budgets are allocated to audiences that actually have conversion intent.

Conclusion

Keyword targeting in Performance Max is key to optimizing your campaigns and maximizing results. By applying these updated strategies, you'll gain more efficient control of your campaigns and higher overall performance.