Final URL expansion with Performance Max

Final URL expansion helps you optimize performance of your Performance Max campaigns. Use Final URL expansion to replace your Final URL with a more relevant landing page based on the user's search query and intent, and to generate a dynamic ad headline, description, and additional assets to match your landing page content.

Note: When running Performance Max campaigns for store goals only (store visits, store sales, contacts, and direction clicks), final URL expansion is not supported.

Benefits

  • Reach more customers matching your business through new relevant queries that may not serve through your regular campaigns.
  • Increase ad performance through more relevant ads with dynamic headlines, descriptions, and assets.
  • Drive conversions due to relevant landing pages being selected based on campaign goal, user intent, ad headlines, descriptions, assets, and other signals.

Ways to utilize Final URL Expansion

Here are a few cases of how advertisers might want to use Final URL Expansion:

  • I want the best possible performance for my campaigns → Leave Final URL Expansion on.
  • I want good performance, but don’t want dynamic headlines, descriptions, or assets for certain terms → Leave Final URL Expansion on and use negative keywords (reach out to your Google rep or Google Support to assist with this feature).
  • I want good performance, but there are pages I don’t want to send traffic to → Leave it on and use URL exclusion.
  • I can only send traffic to a single page, as that’s the only path to conversion → Turn Final URL Expansion off.
Note: Keyword exclusions should only be used as a brand safety lever to ensure ads are serving against brand-safe topics, content, searches, and more.

URL Exclusion

If you have pages you need to exclude from sending traffic to, you can use URL exclusion or URL parameter rules. For example, if you don't want customers to be directed to non-commercial pages or sections of your website, you can exclude those pages using URL exclusions.

Note: Your campaign’s Final URL can’t be excluded from your Performance Max campaign using URL expansion exclusions. It will still be served and receive traffic if excluded. For example, if your campaign’s Final URL is www.example.com and you exclude www.example.com from URL expansion, www.example.com will still be served and receive traffic for your campaign.

If you wish to exclude your homepage from serving, you can choose a more specific landing page (such as www.example.com/page) and then exclude your homepage (www.example.com).

Exclude URLs

If you have specific URLs that you don’t want to include in your Performance Max campaign, you can enter these URLs individually and they won’t be served in ads (for example, your careers page).

Exclusion rules

If you have specific URLs or entire categories of your site that you don't want to present in your ads (for example, if you are discontinuing a brand and no longer want to advertise its products), then you can create a rule that includes www.domain.com/brand and excludes www.domain.com/brand/product1, www.domain.com/brand/product2, or any other pages you don't wish to be served in ads.

Instructions to exclude URLs

  1. Sign in to your Google Ads account.
  2. On the left page menu, select Campaigns.
  3. Choose the Performance Max campaign that you want to edit.
  4. On the left page menu, click Settings.
  5. Expand the "Final URL expansion" section.
  6. Select Exclude URLs.
    • From this point, you will be able to add URLs to exclude or use Rules to exclude URLs:
      • To exclude URLs: List the URLs that you wish to exclude, then click Add.
      • To use Rules: Click the "Rules" tab to add the custom rules you want to apply, then click Add.
  7. Click Save.

Opt out of Final URL expansion

Note: Opting out of Final URL expansion isn't recommended as it may limit the ads served by your campaign.

If you don’t want Google to automatically select alternate landing pages, you can opt out of the Final URL expansion feature by following the steps below:

  1. Sign in to your Google Ads account.
  2. On the left page menu, select Campaigns.
  3. Choose the Performance Max campaign that you want to edit.
  4. On the left page menu, click Settings.
  5. Under “Additional settings”, expand the “Final URL expansion” section.
  6. Choose to turn it off.
  7. Click Save.

For advertisers with a Merchant Center feed

For Performance Max campaigns with a Merchant Center feed attached, ads may be served to a URL provided in the campaign (Final URL) or to a product included in the campaign from the attached Google Merchant Center.
  • If Final URL Expansion is turned on: Ads may be served to additional URLs on the provided Final URL domain in addition to product URLs from the GMC that are included in listing groups for the Performance Max campaign.
  • If Final URL Expansion is turned off: Ads will be served only to the Final URL in addition to product URLs from the GMC that are included in listing groups for the Performance Max campaign.
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