Performance Max Negative Keywords Without Losing Reach

Question 1

How do negative keywords work differently in Performance Max than in Search campaigns?

Accepted Answer

The article states that Google introduced the ability to add campaign-level negative keywords to Performance Max in 2024, but the mechanics differ from Search campaigns. Performance Max runs across Search, Shopping, Display, YouTube, Discover, Gmail, and Maps simultaneously. A negative keyword in Performance Max only affects the Search and Shopping inventory slices and does not block Display placements, YouTube targeting, or Discover feeds.

Question 2

Where do I see what my Performance Max campaign is actually targeting before I block anything?

Accepted Answer

The article directs advertisers not to import a generic list and instead to use the Search Terms Insight report. According to the article, you navigate to the Performance Max campaign, click “Insights” in the left panel, then scroll to the Search Terms section. The report groups queries into “search categories” and “search themes” rather than showing every individual query, showing where impressions and conversions are allocated at the theme level.

Question 3

What belongs on an account-level shared negative list for Performance Max?

Accepted Answer

The article recommends a tiered structure rather than a flat list applied uniformly. Tier 1 is an account-level shared negative list for terms never relevant under any circumstance, such as job queries like “careers,” “salary,” and “hiring” if not recruiting, unrelated industries, explicit terms, and DIY/free queries if selling a premium service. According to the article, this list should be tight at typically 50 to 150 terms, created under Tools > Shared Library > Negative Keyword Lists and then applied to the Performance Max campaign.

Question 4

How do audience signals reduce waste without hard keyword blocks in Performance Max?

Accepted Answer

The article states that audience signals in Performance Max are not hard targeting constraints but suggestions that tell Google’s automation where to start looking for converters. Strong audience signals consistently outperform keyword-level exclusions for steering Performance Max away from low-quality traffic on non-Search placements. The article recommends them as the lever for Display, YouTube, and Discover waste that negative keywords cannot block.

Question 5

How do I know if my negative keywords have over-restricted Performance Max reach?

Accepted Answer

The article advises comparing week-over-week impressions, clicks, conversions, and conversion value within 7 days after adding negatives. A small dip in impressions of 5 to 15 percent paired with stable or improved conversion rate means the negatives are working correctly. A large impression drop of more than 25 percent with falling conversion volume means the account has likely over-excluded.

Question 6

How often should I review Performance Max search terms and negative keywords?

Accepted Answer

The article recommends a recurring cadence rather than a one-time block list because targeting shifts as automation and conversion data evolve. For accounts spending under $25,000 per month on Performance Max, a monthly review of the Search Terms Insight report is adequate, while accounts above that threshold need weekly reviews. Each review should take 20 to 30 minutes to check for new irrelevant themes and add only terms that are clearly wasteful, since Performance Max needs room to explore.