Unraveling the Confusion: Google Performance Max Placement Rules Exposed

Google Performance Max Placement Rules: A Source of Confusion

A discrepancy has surfaced between Google’s official stance on API-based placement exclusions and real-world observations, especially for Performance Max (PMax) campaigns.

The Contradiction:

• Google asserts that API-based placement exclusions do not work for PMax.
• However, numerous advertisers have reported successful API-based exclusions.
• UI-based exclusions function as expected, adding to the confusion.

The inconsistency between Google’s stated policy and actual functionality creates uncertainty for advertisers managing campaigns programmatically.

Why We Care

This discrepancy affects how advertisers manage placement exclusions at scale through APIs and automation tools. The confusion could impact campaign safety and brand protection strategies, especially for those running Performance Max campaigns across multiple accounts. If exclusions aren’t efficiently implemented, ads could appear on disreputable sites.

Reality Check

The issue was initially highlighted by Navah Hopkins, Brand Evangelist of Optmyzr, on LinkedIn, stemming from a conversation in Google’s help forum. A Google advisor stated that placement exclusion isn’t supported in PMax campaigns:

However, recent testing by automation expert Nils Rooijmans confirmed on LinkedIn that API-originated placement exclusions are indeed effective for Performance Max campaigns, contradicting Google’s official position:

Another advertiser in the help forum also stated they can add exclusions through their API.

Bottom Line

The documented behavior suggests that Google’s official stance may need updating since API-based exclusions appear to function similarly to UI-based ones.