Google Tests Performance Max Network Controls in Alpha

Google is currently testing a new "Partners (Alpha)" setting within its Performance Max campaigns, which grants advertisers the ability to selectively include or exclude the Search Partners network and the Google Display Network. This represents a significant departure from previous iterations of Performance Max, where both networks were automatically included without any user-configurable opt-out options. The introduction of this setting provides advertisers with a greater degree of control over ad placements, enabling them to better align their campaign inventory with specific marketing objectives.

Advertisers focused on optimizing efficiency metrics, such as Return on Ad Spend (ROAS) or Cost Per Acquisition (CPA), can now conduct tests to determine if excluding certain networks leads to improved campaign performance. The "Alpha" designation indicates that this feature is presently available only to a select group of advertisers, and Google has not yet disclosed any plans for a wider rollout or a definitive launch date. This granular control has been a frequently requested feature by Performance Max users.

The development was initially observed by Saquib Syed, a PPC Growth Strategist, who shared his findings on LinkedIn. The ability to manage network inclusion offers advertisers a more tailored approach to leveraging Google's automated campaign management, potentially enhancing the effectiveness of their advertising spend by allowing them to dictate where their ads are served.