Google has introduced significant updates to its Performance Max (PMax) campaigns in 2025, enhancing reporting capabilities and providing advertisers with more control and transparency. Here’s an overview of the latest features in 2025:
🔍 Enhanced Reporting Features
1. Search Terms Insights
A new “Source” column has been added to the Search Terms Insights report. This column indicates whether a search query was triggered by Performance Max’s automated targeting, custom search themes, creative assets, or other elements, offering deeper visibility into campaign performance .
2. Search Themes Usefulness Indicator
A “Usefulness” indicator has been introduced for search themes, helping advertisers assess whether added search themes generate new, incremental traffic or overlap with existing signals. This feature aids in refining ad targeting strategies and optimizing campaign performance .
3. Asset Group Performance Segmentation
Advertisers can now segment asset group performance by various metrics, such as device type and time of day. This data is downloadable, allowing for more detailed analysis and reporting .
⚙️ New Campaign Controls
1. Campaign Level Negative Keywords
Advertisers can now add negative keywords at the campaign level, providing greater control over where ads appear and improving targeting precision .
2. Customer Acquisition Goal
A new “high-value mode” has been introduced, allowing advertisers to prioritize acquiring customers with long-term value using Customer Match data. This feature helps in bidding more effectively for high-value users .
3. Brand Exclusions for Different Ad Formats
Retailers with product feeds can now apply brand exclusions separately for Search and Shopping ads, offering more control over ad placements .
4. “URL Contains” Targeting Rules
Performance Max campaigns with product feeds now support “URL contains” targeting rules, enabling advertisers to target traffic based on specific page categories on their websites.
5. Demographic and Device Targeting (Beta)
Upcoming beta features will allow advertisers to exclude specific age brackets and customize targeting by device type, providing more precise audience segmentation .
These updates empower advertisers with enhanced tools to optimize their Performance Max campaigns, offering better insights and greater control over targeting and reporting.