Search and Performance Max are the Ads Power Pairing

Together, AI-powered Search and Performance Max help you maximize conversions across all of Google. Supercharge your Search campaigns by combining broad match keywords with Smart Bidding. Performance Max expands on this to help you drive incremental conversions across all Google advertising channels — including Search. Using improved keywordless AI technology, it analyzes your landing page content, assets and product feed (if you have one) to find new converting queries and generate relevant text ads that match a user’s intent. These are additive search opportunities — on top of unlocking additional performance on YouTube, Display, Discover, Gmail and Maps.

We’ve heard your feedback that you want more ways to steer how Performance Max works on Search and Shopping inventory. Account-level negative keywords became available this month and allow you to exclude specific queries you don’t want to show ads on for brand suitability or other reasons.

Campaign-level brand exclusions are also coming soon for added control, so your Performance Max campaigns won’t serve for branded queries you want to avoid on Search and Shopping inventory. Applying these exclusions will also help block traffic from most brand misspellings and brand searches in a foreign language. You’ll be able to exclude your own brand terms, and choose from a list of other brands to exclude. If any brands are missing from the list, you’ll see an option in Google Ads to request additions.

If you have brand suitability needs on YouTube and Display inventory, please visit the newly launched Content Suitability Center.