Performance Max campaigns rely on Google’s AI-driven optimization, which does not use traditional keyword targeting. Even with negative keywords, ads may still appear for irrelevant searches due to:
- Broad Audience Signals – Google uses machine learning to expand reach based on user intent, not just keywords.
- Dynamic Ad Placements – Ads can appear across Search, Display, YouTube, and more, influencing relevance.
- Limited Negative Keyword Control – Account-level negative keywords may not fully restrict all unwanted searches.
To improve targeting, refine audience signals, analyze search term insights, and optimize asset groups.
