How to Exclude Products from Google Ads Performance Max Campaigns
Google Ads Performance Max campaigns automatically use your entire product feed, which may not always be ideal. Sometimes, you might want to exclude specific products that have low margins, low conversion rates, or are out of stock. In this guide, I’ll show you step-by-step how to exclude products from your Performance Max campaign and optimize your ad spend.
Why Exclude Products in Performance Max?
Excluding certain products from your Performance Max campaign can help you:
✅ Avoid advertising out-of-stock or seasonal products
✅ Focus on high-performing products
✅ Improve return on ad spend (ROAS)
✅ Prevent budget waste on low-margin items
Ways to Exclude Products from Performance Max
There are a few methods to exclude products:
1️⃣ Exclude via Product Feed (Google Merchant Center)
•Use custom labels to categorize products you don’t want to advertise
•Set rules in Google Merchant Center to exclude products
2️⃣ Exclude via Asset Group Settings in Google Ads
•Go to your Performance Max campaign
•Select the Asset Group
•Adjust your product feed by excluding certain categories
3️⃣ Exclude Using Account-Level Negative Keywords
•Apply negative keywords to prevent certain searches from triggering your ads
Final Thoughts
Excluding specific products from Performance Max ensures your budget is spent efficiently on high-performing items. This small tweak can increase profitability, reduce wasted spend, and improve campaign performance.
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