3 Hidden Google Ads Performance Max Features

Chances are if you do any marketing with Google Ads, you may be using Performance Max campaigns. There's a lot less transparency and options in the settings. However, there are a few things hidden from view that you can take advantage of if you know to ask for them.

1. Campaign Level Negative Keywords for Performance Max

Yes, you can add campaign level negative keywords to Performance Max. Google officially says you can only have account level negative keywords. However, if you happen to work with a Google account manager, they have the ability to add campaign level negatives to any campaign you want. Negative match types are also available if you specify a preference. You just have to know to ask them. (We're not sure if this can be done by contacting normal support channels).

Here's the request template they ask for:

Approval Template for Campaign Level Negative Keywords

Performance Max Campaign Negative Keywords

2. Topic Exclusions for Performance Max

This is another Google internal feature. We're not sure of all the topics that can be excluded, but we definitely know "News" is one of them. One of our clients was experiencing some negative press. We didn't want Performance Max to slot in any potential advertising on a page with negative content. After some time had passed, we lifted the exclusion.

Topic Exclusions for Performance Max

3. Audience data

Performance Max is infamous for its lack of transparency - especially with its audience data. There's a tiny bit of data available for users in Google Ads under "Insights". There's also an internal tool you can request some more info on specific segments. It's called the "Insights Finder Report" and it helps understand the demographic and personas within specific segments. Here's some snippets of what is included.

Performance Max Demographic Data

Are there any other hidden features we don't know about? What are the most useful features you like? Let us know.