{"id":26505,"date":"2025-09-02T14:00:34","date_gmt":"2025-09-02T08:30:34","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=26505"},"modified":"2026-04-11T18:06:00","modified_gmt":"2026-04-11T12:36:00","slug":"why-negative-keywords-matter-more-than-ever-in-performance-max-campaigns","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/why-negative-keywords-matter-more-than-ever-in-performance-max-campaigns\/","title":{"rendered":"Why Negative Keywords Matter More Than Ever in Performance Max Campaigns?"},"content":{"rendered":"\n<p class=\"lead\">Performance Max (PMax) campaigns have become the backbone of Google Ads automation. With CPCs up nearly <strong><a href=\"https:\/\/searchengineland.com\/google-ads-costs-rise-again-but-conversions-improve-report-455663?\" target=\"_blank\" rel=\"noreferrer noopener\">13% year-over-year<\/a><\/strong>, every wasted click now costs more than ever. In a system driven by Google\u2019s AI, negative keywords have become one of the last \u2014 and most powerful \u2014 levers advertisers can use to cut waste, protect budgets, and steer campaigns toward profitable outcomes.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-negative-keywords-are-critical-in-pmax\"><strong>Why Negative Keywords Are Critical in PMax<\/strong>?<\/h2>\n\n\n\n<p>Unlike Search campaigns, where you choose keywords, PMax uses Google\u2019s AI to find audiences across Search, Shopping, YouTube, Display, and Discover. That flexibility comes with risk: your ads may show up for irrelevant queries, low-intent searches, or placements that don\u2019t align with your goals.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is where <strong>negative keywords<\/strong> act as a safeguard. They help advertisers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Eliminate wasted spend<\/strong> on irrelevant or low-value clicks.<\/li>\n\n\n\n<li><strong>Improve conversion efficiency<\/strong> by steering traffic toward higher-intent queries.<\/li>\n\n\n\n<li><strong>Protect brand safety<\/strong> by blocking unwanted associations.<\/li>\n\n\n\n<li><strong>Give AI better signals<\/strong> so it can optimize around the right audience.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Latest Updates in 2025<\/strong><\/h3>\n\n\n\n<p>Google has made progress in addressing advertiser concerns around control in PMax:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Account-level negative keywords<\/strong> are now fully supported, allowing advertisers to block terms across all campaigns at once.<\/li>\n\n\n\n<li><strong>Campaign-level negatives<\/strong> are now fully rolled out, letting advertisers add them directly in PMax without rep assistance.<\/li>\n\n\n\n<li><strong>Shared Negative Lists<\/strong> \u2192 Negative keyword lists can now be applied to PMax campaigns, making it easier to manage common exclusions (e.g., \u201cjobs,\u201d \u201cfree,\u201d \u201ccheap\u201d) across multiple campaigns.<\/li>\n\n\n\n<li><strong>Expanded search term insights<\/strong> \u2192 Google shows more queries triggering PMax ads, though still not as detailed as standard Search campaigns.<\/li>\n\n\n\n<li><strong>Brand Exclusions<\/strong> \u2192 Dedicated controls to block competitor or unwanted brand terms at scale.<\/li>\n\n\n\n<li><strong>Raised limits<\/strong> \u2192 Campaigns can now include up to <strong>10,000 negative keywords<\/strong>, up from just 100 previously.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output.png\"><img loading=\"lazy\" decoding=\"async\" width=\"818\" height=\"1024\" src=\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output-818x1024.png\" alt=\"\" class=\"wp-image-26537\" srcset=\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output-818x1024.png 818w, https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output-240x300.png 240w, https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output-768x962.png 768w, https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output-1226x1536.png 1226w, https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/09\/output.png 1580w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>These updates matter because they give advertisers more levers to ensure spend efficiency. However, limitations remain.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-challenges-being-faced-by-advertisers\"><strong>Challenges Being Faced by Advertisers<\/strong><\/h2>\n\n\n\n<p>By 2024, Google introduced <strong>account-level negative keywords<\/strong> and limited <strong>campaign-level negatives<\/strong> in PMax. While this was a big step forward, advertisers are still finding negatives <em>hard to manage<\/em> for a few reasons:<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Limited Visibility Into Search Queries<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Search term insights have expanded, but you still don\u2019t get the <strong>full list of queries<\/strong> like in Standard Search campaigns.<\/li>\n\n\n\n<li>This means some wasted clicks remain hidden, making negative keyword strategies <strong>reactive instead of proactive<\/strong>.<\/li>\n\n\n\n<li>As one advertiser on <a href=\"https:\/\/www.reddit.com\/r\/PPC\/comments\/1ihht85\/googles_2025_pmax_updates_are_they_actually\/\" target=\"_blank\" rel=\"noreferrer noopener\">Reddit<\/a> put it: <em>\u201cWe\u2019re still fighting blindfolded \u2014 I see themes, not the actual wasted clicks.\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-channel-inconsistency\"><strong>2<\/strong>. <strong>Channel Inconsistency<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Negatives work well for <strong>Search and Shopping queries<\/strong>, but don\u2019t apply consistently across <strong>YouTube, Display, and Discover<\/strong>.<\/li>\n\n\n\n<li>This creates brand-safety and budget challenges when ads appear in <strong>irrelevant video or content placements<\/strong>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Overblocking vs. Underblocking<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Without <strong>ad group or asset-group level negatives<\/strong>, exclusions apply broadly at the campaign or account level.<\/li>\n\n\n\n<li>Example: Adding <em>\u201ccheap\u201d<\/em> to exclude bargain hunters may also block mid-intent queries like <em>\u201caffordable leather shoes\u201d<\/em> that could convert.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Reactive Management &amp; Time Cost<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Even with shared lists, negatives require <strong>constant monitoring<\/strong> of search term insights.<\/li>\n\n\n\n<li>Advertisers risk spending <strong>time and budget cleaning up after the fact<\/strong> instead of proactively preventing waste.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-lack-of-granular-control\"><strong>5. Lack of Granular Control<\/strong><\/h3>\n\n\n\n<p>You can\u2019t apply <strong>list-level negatives<\/strong> the way you can in Search campaigns. Let\u2019s say you\u2019re selling <strong>premium leather shoes<\/strong>.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In Search, you might have:\n<ul class=\"wp-block-list\">\n<li>Ad group 1: \u201cluxury leather shoes\u201d \u2192 negatives: cheap, discount, free.<\/li>\n\n\n\n<li>Ad group 2: \u201cdurable leather work shoes\u201d \u2192 negatives: luxury, designer, premium.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So you control the targeting <strong>per ad group<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In PMax, if you add <strong>\u201ccheap\u201d<\/strong> as a negative, it blocks that term <strong>everywhere across the campaign<\/strong>, not just for luxury shoes. You can\u2019t separate how negatives apply to different asset groups.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Why it matters:<\/strong> Advertisers lose the fine-tuned control they used to have. Everything is <strong>broader and less precise<\/strong> in PMax, which can lead to over-blocking (excluding too much) or under-blocking (wasting spend).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-does-it-imply\"><strong>What does it imply?<\/strong><\/h3>\n\n\n\n<p>While Google has made progress by introducing negative keywords into PMax, the <strong>black-box nature<\/strong> of the campaign type still makes it hard for advertisers to control waste. Tools like <a href=\"http:\/\/www.karooya.com\" target=\"_blank\" rel=\"noreferrer noopener\">Karooya\u2019s Negative Keyword Tool<\/a> help bridge this gap by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Suggesting keyword exclusions based on actual performance signals.<\/li>\n\n\n\n<li>Highlighting <strong>hidden waste<\/strong> that default Google reporting won\u2019t show.<\/li>\n\n\n\n<li>Allowing advertisers to build <strong>systematic negative lists<\/strong> that can be reused across campaigns.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Advertisers Should Be Cautious About in 2025<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Over-relying on AI<\/strong>: PMax can\u2019t fully understand your business nuances. Use negatives to guide it<\/li>\n\n\n\n<li><strong>Ignoring negatives at setup<\/strong>: Starting broad without exclusions can lead to budget drain.<\/li>\n\n\n\n<li><strong>Assuming updates solve everything<\/strong>: Expanded insights help, but you still don\u2019t see 100% of queries.<\/li>\n\n\n\n<li><strong>Risk of overblocking:<\/strong> Broad negatives can cut off valuable mid-intent traffic.<\/li>\n\n\n\n<li><strong>False sense of security:<\/strong> Shared lists and limits (10,000) look powerful, but poor upkeep leads to wasted spend.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What\u2019s Next? Looking Ahead<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Deeper negative keyword integration<\/strong>: Expect Google to expand controls due to advertiser demand.<\/li>\n\n\n\n<li><strong>Better audience exclusion options<\/strong>: Advertisers are pushing for more control over demographics and placements.<\/li>\n\n\n\n<li><strong>AI-driven negative suggestions<\/strong>: Tools (including third-party ones like Karooya) may begin recommending negatives automatically, based on wasted spend trends.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQs on PMax Negative Keywords<\/strong><\/h2>\n\n\n\n<p><strong>Q1: Can I add negative keywords directly to PMax campaigns?<\/strong><br>Yes. Since late 2023, Google has enabled native campaign-level negatives without needing Google Support.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q2: Is there a limit on the number of negatives I can use?<\/strong><br>Yes. In 2025, you can add up to <strong>10,000 negatives per campaign<\/strong>.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q3: Do negative keyword lists work with PMax?<\/strong><br>Yes. Shared lists can now be applied across multiple PMax campaigns.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q4: What\u2019s the difference between brand exclusions and negatives?<\/strong><br>Brand exclusions specifically block branded queries, while negatives exclude any keywords you define.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q5: Do match types (broad, phrase, exact) work in PMax negatives?<\/strong><br>Yes, though Google still applies close-variant logic. Phrase and exact negatives behave more predictably.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q6: How often should I update negatives?<\/strong><br>At least once a week \u2014 based on search term insights and performance data.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q7: Should I use both brand exclusions and negatives?<\/strong><br>Yes. Negatives block general terms, while brand exclusions handle competitor\/brand-specific filtering.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Final Takeaway<\/strong><\/h2>\n\n\n\n<p>In 2025, running PMax without a negative keyword strategy is like <strong>sailing without an anchor<\/strong>. Yes, Google has rolled out account-level, campaign-level, and shared negative lists, raised limits to 10,000, and expanded search term insights. But challenges remain \u2014 incomplete query visibility, uneven cross-channel application, and the risk of overblocking.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That\u2019s why <strong>negative keywords are not just tactical fixes \u2014 they\u2019re strategic safeguards<\/strong>. They protect budgets, steer AI, and preserve brand safety in a system that\u2019s still largely a black box.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Advertisers who thrive in this AI-first era will be those who:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use negatives consistently, from setup onward.<\/li>\n\n\n\n<li>Monitor and refine them weekly, not reactively.<\/li>\n\n\n\n<li>Leverage tools like <strong>Karooya\u2019s Negative Keyword Tool<\/strong> to uncover hidden waste, manage exclusions at scale, and protect efficiency.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Using tools like <strong><a href=\"http:\/\/www.karooya.com\" target=\"_blank\" rel=\"noreferrer noopener\">Karooya\u2019s Negative Keyword Tool<\/a><\/strong> ensures you:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cut wasted spend.<\/li>\n\n\n\n<li>Protect brand reputation.<\/li>\n\n\n\n<li>Regain some control in an AI-first ad ecosystem.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>Advertisers using Karooya\u2019s Negative Keyword Tool often uncover 10\u201315% wasted spend hidden in query data that Google doesn\u2019t fully surface. Redirecting that spend directly improves ROAS.<\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As CPCs rise and automation grows, negatives remain one of the <strong>last levers of control advertisers truly own<\/strong> \u2014 and those who master them will be best positioned for profitable growth.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.karooya.com\/blog\/performance-max-campaign-what-you-should-know\/\" target=\"_blank\" rel=\"noreferrer noopener\">Performance Max Campaign: What You Should Know<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/how-to-use-karooyas-negative-keywords-tool-for-google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Use Karooya\u2019s Negative Keywords Tool for Google Ads<\/a><br><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Performance Max (PMax) campaigns have become the backbone of Google Ads automation. With CPCs up nearly 13% year-over-year, every wasted click now costs more than ever. In a system driven by Google\u2019s AI, negative keywords have become one of the last \u2014 and most powerful \u2014 levers advertisers can use to cut waste, protect budgets,&#8230;  <a href=\"https:\/\/www.karooya.com\/blog\/why-negative-keywords-matter-more-than-ever-in-performance-max-campaigns\/\" class=\"more-link\" title=\"Read Why Negative Keywords Matter More Than Ever in Performance Max Campaigns?\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[3,6],"tags":[],"class_list":["post-26505","post","type-post","status-publish","format-standard","hentry","category-googl-search-tips","category-negative-keywords"],"featured_image_src":null,"author_info":{"display_name":"Kirti","author_link":"https:\/\/www.karooya.com\/blog\/author\/kirti\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/26505","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=26505"}],"version-history":[{"count":12,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/26505\/revisions"}],"predecessor-version":[{"id":26544,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/26505\/revisions\/26544"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=26505"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=26505"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=26505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}