The technology company is activating numerous functionalities to help advertisers improve the performance of their campaigns.
Performance Max, Google’s AI-powered advertising tool, is starting 2025 with a package of innovations to take its users’ digital campaigns to the next level.
After 2024 marked by advances such as the integration of negative keywords and the segmentation of new customers, this year Google is expanding this offer to give advertisers more control, transparency and customization possibilities.
More controls to adjust your campaign goals
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 makes it possible to exclude unwanted searches, such as those that don’t align with a brand’s values or are simply not relevant.
Segmentation of high-value customers
In addition, Google is reinforcing its focus on acquiring high-value customers, thanks to new customer acquisition objectives. In 2024, the technology company already introduced a beta version of a new high-value customer modality, which it is now extending to all its advertisers. This feature allows you to specify in customer segmentation who your high-value customers are and what long-term value they represent for your business.
Google’s AI will then use your data to predict which new users are most likely to maximise value for your business over the lifecycle, allowing you to bid directly on them. You’ll also have access to campaign reporting tools that reveal key data such as how many new customers you’re acquiring in a campaign, and of those, how many are high-value.
Brand exclusions applied to search ads only
Additionally, for retail businesses working with product feeds, brand exclusions can now be applied to search-related text ads, keeping brand-related traffic in Shopping ads. This allows advertisers to better manage branded terms across different formats.
Previously, brand exclusions applied to both Search ads and Shopping ads.
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The “URL contains…” rules are expanded
Finally, the “ URL contains …” rules that already existed in standard Performance Max campaigns will now be available for those using product feeds. This is ideal for targeting specific traffic based on specific page categories on your website.
For example, a furniture store can specifically target all pages on their website that include the word “sofa” in their URL.
New demographic and device exclusions
Google has confirmed that two important new features will be coming to Performance Max soon: demographic and device exclusions, both in beta. On the one hand, advertisers will be able to eliminate age ranges that do not fit their target audience, such as users aged 18 to 24, for example.
On the other hand, device targeting will allow you to prioritize traffic from computers, mobile phones or tablets, depending on the objectives of each campaign.
If you are interested in trying out these betas, you can contact the Google Ads support team to request access and explore how these features can enhance your strategies.
More detailed reports for better decision-making
In line with the growing demand for transparency, Google is introducing new reporting tools that make it easier to understand campaign performance.
Among the new features, improvements to search topics stand out, now officially available after a beta phase. These features allow advertisers to define key queries that they know their customers use to search for them, complementing the tool’s automated predictions.
” For example, you can use search term information to see whether queries are coming from Performance Max keyword-free targeting or from search topics you’ve added,” Google explains.
In addition, a utility indicator is introduced, which evaluates whether the selected search topics generate additional traffic or need adjustments. With these tools, advertisers gain greater control to optimize their reach and maximize the impact of their campaigns.
Improvements in asset management
Finally, Google has improved reporting on asset groups. For professionals looking for further data breakdown, it is now possible to segment and download asset group performance. This includes conversions by device, time, and other key parameters, improving analytical capabilities and facilitating external reporting.
