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If you are wondering _why_ you would want to add negative keywords to your Performance Max campaigns, read this.

If you are already convinced you need to add negative keywords to your PMax campaigns, you can use any of these methods:

1. 1. Add your negative keywords at the account level
   2. Add your negative keywords to a ‘Negative Keyword List’ and add the list to your PMax campaigns
   3. Add your negative keywords to individual PMax campaigns via the ‘Negative Keywords for Performance Max campaigns‘ feature (still in Beta)

Note that option 1 also negates keywords from non-PMax campaigns in your account. For this reason, this option isn’t my preferred method and I recommend you don’t use it either.

Here’s how.

Continue reading “How to add negative keywords to your performance max campaigns”

If you are wondering _why_ you would want to exclude Mobile App Placements from your account, read this.

If you are looking for the quickest and easiest way to exclude _all_ Mobile App Placements from your account (without having to click 140 App categories) follow these steps:

 

Continue reading “Excluding all Mobile App Placements – the quicker and easier way”

 

Have you checked your Performance Max Website Placements lately?

It’s CRAZY where Google is showing your ads, right? I mean, who want to see their ads appear on ‘247slots.tk’, ‘cupcakes4cash.xyz’, ‘divorcepayday.com’ or some things even more obscure?

Performance Max like to shows show ads in every corner of inventory that is available to Google. Often, without you knowing it!

Remember, Performance Max campaigns maximize your _spend_, NOT your profits.

Here’s WHY you want to exclude certain website placements from your Performance Max campaigns:

1. 1. Brand suitability:
      Avoid showing ads on websites with content that could negatively impact your brand perception, like adult content, gambling sites, controversial topics, or competitor sites.
   2. Irrelevant audience:
      Exclude websites that cater to demographics or interests not aligned with your target customer, minimizing wasted impressions. Think exotics Top Level Domains like ‘.xyz’, ‘.tk’
   3. Cost control:
      By filtering out low-quality placements, you can allocate your ad budget more efficiently towards sites that generate higher conversion rates.
   4. Compliance issues:
      In certain industries, legal or regulatory requirements may mandate excluding specific websites.

 

Examples of some of my clients that are excluding placements:

• • A clothing brand excluding fashion blogs that focus solely on high-end luxury items bcs they are targeting a more budget-friendly market .
  • A health food company excluding websites with content promoting unhealthy eating habits.
  • A financial institution excluding websites known for spreading misinformation about investment strategies.
    

Here’s HOW you can exclude website placements from your Performance Max campaigns:

Continue reading “How To Exclude Website Placements from your Performance Max Campaigns”

 

After conducting audits over hundreds of PMax campaigns, I know that over 80% of them still make this mistake; they DON’T exclude Mobile App placements.

Remember, Performance Max campaigns maximize your _spend_, NOT your profits.

Here’s WHY you want to exclude mobile apps from your Performance Max campaigns:

1. 1. Irrelevant App placements: Your ads almost always appear in apps that are unrelated to your product or service, this is a waste of your budget.
   2. Low-quality clicks: Ads on Mobile Apps mostly lead to accidental clicks that have zero none conversion value, this is true especially for gaming apps (the majority of App placements).
   3. Budget allocation: Mobile Apps can consume a big part of your budget. By excluding them, you can allocate your budget to placements with higher conversion value.
   4. Brand safety: Not all apps are a good fit for your brand’s values or brand safety guidelines.

Here’s HOW you can exclude All mobile apps from your Performance Max campaigns:

Continue reading “How To Exclude Mobile App Placements from your Performance Max Campaigns”