Google Adds Search Terms Visibility to Performance Max Campaigns

Google is rolling out a significant update to its Performance Max campaigns, giving advertisers more transparency and control over their ad placements.

The big picture:

• Performance Max search terms are now visible in the standard Search Terms report
• Advertisers can add negative keywords directly from the report
• The update integrates with Google’s recent addition of negative keyword capabilities for Performance Max

Why we care. This change addresses one of the biggest criticisms of Performance Max campaigns: lack of visibility into which search queries trigger ads. Advertisers now have the same level of insight and control they’re accustomed to with standard Search campaigns.

Behind the scenes. The update was first spotted by digital marketer Hana Kobzová, suggesting a gradual rollout that hasn’t reached all Google Ads accounts yet.

What’s next? This update represents Google’s ongoing effort to make automated campaign types more transparent while maintaining their AI-driven optimization benefits.

The bottom line. For advertisers who have been hesitant to fully embrace Performance Max due to its “black box” nature, this added transparency could make the campaign type significantly more attractive.

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