What Performance Max negative keywords do not block
Applying negative keywords to Microsoft Performance Max is essential, but algorithmic boundaries mean standard ad group negatives do not function as expected.
The structural absence of ad group negatives#
In traditional Search campaigns, ad group negative keywords sculpt query flow between tight keyword themes. Performance Max does not support ad group negative keywords because asset groups do not operate on discrete keyword lists.
As explained in Microsoft Performance Max Negative Guide, 2026, negative keyword exclusions must be configured at the campaign or account level.
Account-level negative keyword lists#
Account-Level Negative Keyword Lists apply universally across all campaign types, including Performance Max, Search, and Shopping. This is the primary mechanism for blocking universal junk queries (e.g., 'cracked', 'free download', 'reddit').
Account-level negative lists automatically protect all active and future Performance Max campaigns in the account.
Brand exclusion lists and brand cannibalisation#
To prevent Performance Max from taking credit for organic brand queries or stealing traffic from dedicated brand search campaigns, apply a Brand Exclusion List at the campaign level as detailed in Microsoft PMax Best Practices, 2026.
What negatives cannot block on Audience placements#
Negative keywords only filter text-based search queries on Bing and Yahoo. They do not block display placements on MSN, Outlook.com, or Edge. Blocking specific publisher websites requires using Website Exclusion lists.
Consult our Microsoft Ads Hub for comprehensive PMax auditing frameworks.
Performance Max exclusion tool comparison#
The table below clarifies which tool to use for specific Performance Max exclusion needs.
| Exclusion Objective | Correct Tool to Apply | Where Configured |
|---|---|---|
| Universal Junk Search Queries | Account-Level Negative Keyword List | Tools > Negative Keyword Lists |
| Protect Own Brand Terms | Campaign Brand Exclusion List | Campaign Settings > Brand Exclusions |
| Exclude Competitor Brands | Account-Level Negative List | Tools > Negative Keyword Lists |
| Block Low-Quality Display Sites | Website Exclusion List | Tools > Exclude Websites |
Frequently asked questions#
Can I add negative keywords directly to PMax asset groups?
No, Microsoft Performance Max does not support asset group negative keywords; negatives must be applied at the campaign or account level.
How do I exclude my brand name from Microsoft PMax?
Apply a Brand Exclusion List in your Performance Max campaign settings, selecting your verified brand identity from Microsoft's brand directory.
Do negative keywords block display ads on MSN and Outlook in PMax?
No, negative keywords only filter search queries; to block display placements on MSN or Outlook, use Website Exclusion lists.
Can I use account-level negative lists with Microsoft PMax?
Yes, account-level negative keyword lists apply across all campaigns, providing universal negative filtering for Performance Max.
What happens if my brand name is not in Microsoft's brand directory?
You can submit a request to Microsoft Advertising to add your brand to the directory, or add exact brand terms to an account-level negative list.
Read more on this topic#
The Microsoft Ads Hub
Free tools, campaign guides and live news for every Microsoft Ads format.
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