Three updates from Microsoft Advertising this month. The headline feature is self serve negative keywords for Performance Max, something advertisers have been requesting since the format launched. The other two updates simplify bidding and improve Lodging campaign management.
Negative Keywords for Performance Max
This is the update most advertisers will care about. You can now add, modify, and delete negative keywords for Performance Max campaigns through keyword lists. Match type behaviour works the same as traditional Search campaigns, and the feature supports API, Editor, and Google Ads imports.
The limit is 5,000 keywords per list. Currently, negative keywords apply only to Search and Shopping inventory within Performance Max. That is an important distinction. Your Audience Network placements are not affected.
For advertisers running Performance Max alongside dedicated Search campaigns, this gives you meaningful control over query matching without sacrificing the automated reach that makes the format useful.
Simplified Bid Strategies
Microsoft consolidated its automated bidding options. Conversion focused campaigns now use Maximise Conversions with optional Target CPA. Value focused campaigns use Maximise Conversion Value with optional Target ROAS.
Existing campaigns continue unchanged. The simplification applies only to newly created campaigns. The performance mechanics are identical. This is a usability improvement, not a strategic shift.
Lodging Campaign Health Checks
Property Centre's Health check diagnostics are now generally available. These tools help advertisers running Property Promotion Ads and Hotel Price Ads identify issues like missing prices or invalid images that affect campaign delivery.
You can access summaries and download detailed reports through Tools, then Property Centre, then Health check summary. For travel advertisers managing Lodging campaigns, this reduces the time spent troubleshooting feed issues.
What This Means
The negative keyword update for Performance Max is the most significant change. It addresses the biggest control gap in the format and makes Performance Max more viable for advertisers who need precision alongside automation. If you are running Performance Max campaigns, review your existing negative keyword lists and apply them.
This insight is based on content originally published on the Microsoft Advertising Blog, rewritten with added context and perspective by Scepter Digital.
