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SEM Management

How to Exclude Placements in PMax Campaigns

Ángel Simancas
Updated on_
February 16, 2024

Placements exclusion in Google Ads Performance Max campaigns is something that many people are not aware of. However this is an important task if you are wondering how to optimize performance max campaigns.

Today we are going to see how to get the Performance Max campaign placements data and how to exclude placements in Google Ads:

   1) How to get the Performance Max campaign placements data

         A) In Google Ads interface (limited metrics available)

         B) In Dolnai tool (all metrics available)

   2) How to Exclude Placements in PMax Campaigns (account-level exclusion)

1) How to get the Performance Max campaign placements data

Performance Max campaign placements data in Google Ads interface (limited metrics available)

Although PMax campaigns only allow for placements exclusion at the Account level, it is always a good idea to exclude placements that are not a good fit for your business and that subtly drain your budget.

To find those websites, apps, YouTube videos/channels,..., where your ads were shown you need to know that for Performance Max campaigns this data is located in a different section than the rest of campaign types.

If you try to see this data from the usual “Placement” report under the "Content" section in Google Ads interface, you will only see placements concerning other campaigns that are not PMax campaigns.

Google Ads Placements report (non-PMax campaigns)
Google Ads Placements report (non-PMax campaigns)

In order to see the data concernig PMax campaigns you need to go to the Performance Max Placements report. To get this report go to the “Predefined Reports” section and select “Performance Max Placements report”.

Google Ads predefined reports
Google Ads predefined reports

Google Ads predefined reports drop-down menu
Google Ads predefined reports drop-down menu

Once you select the "Performance Max campaigns placements" report you will find the following table:

Performance Max campaigns placements report (table)
Performance Max campaigns placements report (table)

As you will notice, Google Ads does not provide much information...basically just the placements impressions. If you try to add some metrics like Clicks you will find out that they are not available in this report:

Unavailable metrics in Performance Max campaigns placements report
Unavailable metrics in Performance Max campaigns placements report

Performance Max campaign placements data in Dolnai tool (all metrics available)

However at Dolnai we developed a tool for PMax Campaigns that (inter alia) will provide you with much more information regarding those Performance Max campaign placements. See below a screenshot of Dolnai PMax tool:

Dolnai Tool Performance Max Placements report
Dolnai Tool Performance Max Placements report

Below you can see an expanded view of the Dolnai Tool for PMax campaign placements with all the metrics available:

Dolnai Tool Performance Max Placements report (All metrics)
Dolnai Tool Performance Max Placements report (All metrics)

With all the above available information you can get a better understanding of where your ads showed and the performance along all those placements.

Currently it is only possible to exclude placements at the Account-level but, as mentioned at the beginning of this post, it is always a good idea to exclude unwanted placements even if it is at the account level.

2) How to Exclude Placements in PMax Campaigns (account-level exclusion)

Once you have detected a number of placements that you wish to exclude from your account, go to Content > Placements > Placement Exclusion

There you just have to add those YouTube channles/videos, websites, apps or app categories that you wish to exclude.

Remember that you can only edit account-level placement exclusions for Performance Max campaigns

Google Ads Performance Max Campaign Placements Exclusion
Google Ads Performance Max Campaign Placements Exclusion

Just click "Save"...and that's it. From now on those placements will be excluded from your account placements.

Now it is on you to focus on what matters ;)

Try it out now!

Ángel Simancas
Updated on_
February 16, 2024

What are Performance Max Placements?

Performance Max placement report shows you where your ads showed. This report tells you how many impressions your ads received among the different websites, apps, YouTube channels/videos,...they were showed.

Google Ads interface only shows you the Impressions, however with Dolnai PMax Tool you can get many more metrics like Clicks, Conversions, ...

Can I exclude placements in PMax campaigns?

Yes you can, nevertheless this exclusions will apply at the Account-level. Meaning you cannot exclude placements only for Performance Max campaigns.

What does 'Google Owned & Operated' placement mean?

These are all sites owned by Google and shows you the combined impressions served on YouTube, Discover, Feed, Gmail and others.

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