Microsoft Ads launches self-serve negative keyword lists for PMax
Performance Max now supports negative keyword lists at the campaign level in Microsoft Advertising, according to Ads Liaison Navah Hopkins.
What’s happening. You can now create and manage shared negative keyword lists directly in the UI. Lists support up to 5,000 negatives (one per line) and apply at the campaign or account level. Match types work the same in Performance Max as in traditional Search campaigns.
- Lists can also be edited, exported as CSV files, or removed from campaigns as needed.
- Microsoft notes that match type formatting requires brackets for exact match and quotation marks for phrase match — not hyphens.
Why we care. Negative keywords filter irrelevant traffic and protect your budget. Making lists self-serve streamlines your workflow, reduces reliance on support tickets, and gives you faster control over search query exclusions.
Bottom line. Microsoft is giving you more operational control — and removing friction from one of the most critical levers of campaign efficiency.
Dig deeper. How to add keywords that won’t trigger my ads (negative keywords)
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