Performance Max uses a "keywordless targeting" approach that leverages Google AI and machine learning to find and serve ads to customers likely to convert. Instead of manual keyword management, the system uses various signals from your campaign, website, or feeds to determine when, and for which queries, your ads should be shown for optimal performance.
To steer this powerful automation, you have a toolkit of controls to refine and direct the AI. Use controls like search themes and Final URL expansion to provide strategic guidance. These tools give the AI valuable context about your business and customers, helping it discover new, high-value opportunities faster.
Other controls offer more precise restrictions. Use tools like URL exclusions, page feeds, negative keywords, and brand exclusions to set firm boundaries for where your ads can and can’t appear. This is critical when you have specific brand safety or business requirements.
This guide provides a comprehensive overview of these controls and how to combine them strategically to achieve your business objectives.
