Google Ads Says Performance Max May Route Brand and Navigational Queries to Search Campaigns
TLDR
Google Ads has updated its Performance Max help documentation to say PMax campaigns may filter out navigational or brand-specific queries and serve them through dedicated Search campaigns instead.
Google Ads added a new section to its How Performance Max interacts with other campaigns help document stating that Performance Max campaigns may filter out navigational or brand-specific search queries to prioritize serving them through dedicated Search campaigns. The update was first noted by SERoundtable.
How we got here: earlier coverage
On August 18, Google updated its Branded Searches conversion metric to use a 7-day attribution window by default and limited eligibility to YouTube and Demand Gen campaigns, removing Performance Max from the supported list. Later, on September 1, Google substantially revised its Performance Max documentation in the Google Ads support center. Now, Google has updated its Performance Max help documentation to say PMax campaigns may filter out navigational or brand-specific queries and serve them through dedicated Search campaigns instead.
Summary of earlier coverage
- Sep 15Google Ads Performance Max now lets you choose between website or Google Business Profile destinations
Google Ads added a landing-page option in Performance Max campaigns to direct clicks to either a website or Google Business Profile.
- Aug 18Google Updates Branded Searches Conversion Measurement, Removes Performance Max Support
Google has updated its Branded Searches conversion metric to use a 7-day attribution window by default and now limits eligibility to YouTube and Demand Gen campaigns, removing Performance Max from the supported list.
- Aug 12Google Adds Local Customer Optimization to Performance Max Campaigns
Google has introduced local customer optimization capabilities to its Performance Max advertising platform.
- Aug 12Google Releases Documentation for Local Customer Optimization in Performance Max Campaigns
Google published new help docs explaining Local Customer Optimization, a Performance Max feature designed to help local businesses reach nearby, ready-to-act customers as it migrates Local Service Ads to its main ad platform.