Your ads are working hard… for your competition. 😱
That’s not a bad dream. That’s what happens when Performance Max goes rogue.
PMax is Google’s shiny new automation toy—part genius, part gremlin. It promises to do it all: Shopping, Search, Display, YouTube, Gmail, and maybe even fold your laundry.
But here’s the kicker: If you’re not careful, PMax can cannibalize your brand traffic and even bid on competitor terms.
Let’s fix that. 💥
🤖 My PMax Epiphany
I remember the first time a client came to me with a PMax campaign eating up budget like it was a Vegas buffet.
Their ads were showing for terms like “BrandName + Coupon” and even worse—their competitor’s name.
That’s like renting a billboard and having your competitor’s face on it. Not great.
So, we got to work using two secret weapons:
- Brand restrictions
- Negative keywords
Let me show you how they work—and why you need both.
🔍 Step 1: What Are Brand Restrictions in PMax?
Google built Performance Max to be the “set it and forget it” campaign.
Spoiler: Don’t forget it.
Because PMax goes broad. It tries to serve your ads on any Google property it can. That includes Search—even for branded terms you don’t want to target.
Think of Brand Restrictions as your ad bodyguards. They keep your ads from showing on searches with specific brand names—yours or others.
But (and it’s a big but)… not everyone has access yet.
👉 If you don’t see the feature, ask your Google rep or support to enable the Brand Exclusion Beta. You may need to sweet talk them.
🧨 Step 2: How Are Negative Keywords Different?
Negative keywords are old-school PPC gold. You tell Google, “Hey, don’t show my ad if someone types THIS.”
Examples:
- “Free”
- “Jobs”
- “Review”
- “Refund”
The problem? For a long time, PMax didn’t allow them. 😬
But good news: As of early 2024, Google added account-level negative keywords. That’s right—one master list that covers your whole account.
⚠️ WARNING: Use with care. Account-level means just that—every campaign in the account is affected.
You don’t want to block “free” and then kill your “free shipping” campaign. Use a scalpel, not a sledgehammer.
🧠 Step 3: How to Actually Set These Up
For Brand Exclusions:
- Ask your Google rep to enable the Brand Exclusion beta.
- Once approved, go to your PMax campaign > Settings > Brand Exclusions.
- Add competitors, affiliates, or even your own brand if needed.
For Negative Keywords:
- Go to Google Ads > Tools > Account Settings > Negative Keywords.
- Add terms that are irrelevant or unprofitable.
- Monitor performance and update monthly.
🔄 Step 4: Should You Exclude Your Own Brand?
Sometimes, yes. 🙃
Why?
Because Performance Max loves to hog your branded traffic—traffic that a branded Search campaign can get for way less money.
Running your branded terms separately lets you:
- Pay less for clicks
- Write custom ad copy
- Track branded vs non-branded performance
Think of it like separating your steak from your mashed potatoes. PMax likes to stir everything into one messy stew.
🧠 Step 5: My Top Tips for Taming the PMax Beast
Here’s how I keep control while using Performance Max:
✅ Structure your asset groups clearly
✅ Feed PMax sharp audience signals
✅ Use account-level negatives (sparingly)
✅ Request brand exclusions
✅ Separate branded Search campaigns
✅ Monitor PMax insights reports weekly
✅ Keep testing new creatives and audience segments
Performance Max is powerful—but only if you ride shotgun.
💡 Big Lesson
Automation without oversight is just chaos with a fancy interface. The marketers who win with PMax are the ones who guide it with precision.
So be precise. Be proactive. Be profitable. 💸
🧠 FAQs About Brand Restrictions and Negative Keywords
Q: Can I exclude Amazon or Walmart as brand terms in PMax?
A: Yes, if Brand Exclusions are enabled. Add them to the brand block list.
Q: Will account-level negatives hurt my branded campaigns?
A: They can. Always double-check how global terms affect specific campaigns.
Q: Can I exclude keywords like “cheap” or “discount”?
A: Absolutely. Just be sure you’re not also targeting those in a promo campaign.
Q: How often should I review my negative keyword list?
A: Monthly at minimum. Weekly if you spend $10k+/month.
Q: Can I see a report of what search terms triggered my PMax ads?
A: Sort of. Use the Insights tab in Google Ads. It’s limited, but better than nothing.
Q: Should I run brand and PMax campaigns at the same time?
A: Yes—but split them. Don’t let PMax handle branded search if you can do it better.
Q: What if I don’t have a Google rep?
A: Use Google Ads support chat to request brand exclusions. Be persistent!
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Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.