{"id":710833,"date":"2026-02-07T18:35:14","date_gmt":"2026-02-07T15:35:14","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/"},"modified":"2026-02-07T18:35:14","modified_gmt":"2026-02-07T15:35:14","slug":"performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/","title":{"rendered":"Performance Max reporting for ecommerce: What Google is and isn\u2019t showing you"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2459eb47ac9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2459eb47ac9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Explore_how_to_make_smarter_use_of_search_terms_channel_and_placement_reports_and_device-level_performance_to_improve_campaign_control\" >Explore how to make smarter use of search terms, channel and placement reports, and device-level performance to improve campaign control.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Taking_a_fresh_look_at_Performance_Max\" >Taking a fresh look at Performance Max<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Understanding_Performance_Max_search_terms\" >Understanding Performance Max search terms<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Search_term_insights_vs_campaign_search_term_view\" >Search term insights vs. campaign search term view<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Search_theme_reporting\" >Search theme reporting<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Search_term_controls_and_optimization\" >Search term controls and optimization<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Negative_keywords\" >Negative keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Brand_exclusions\" >Brand exclusions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Optimization_strategy\" >Optimization strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Modern_optimization_approaches\" >Modern optimization approaches<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Channels_and_placements_reporting\" >Channels and placements reporting<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Channel_performance_report\" >Channel performance report<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Channel_and_placement_controls\" >Channel and placement controls<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Placement_exclusions\" >Placement exclusions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Tools_for_placement_review\" >Tools for placement review<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Search_Partner_Network\" >Search Partner Network<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Device_reporting_and_targeting\" >Device reporting and targeting<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Device_analysis\" >Device analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Device_targeting_considerations\" >Device targeting considerations<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/performance-max-reporting-for-ecommerce-what-google-is-and-isnt-showing-you-2\/#Watch_PMax_reporting_for_ecommerce_What_Google_is_and_isnt_showing_you\" >Watch: PMax reporting for ecommerce: What Google is (and isn\u2019t) showing you<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Explore_how_to_make_smarter_use_of_search_terms_channel_and_placement_reports_and_device-level_performance_to_improve_campaign_control\"><\/span>Explore how to make smarter use of search terms, channel and placement reports, and device-level performance to improve campaign control.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Performance Max has come a long way since its rocky launch. Many advertisers once dismissed it as a half-baked product, but Google has spent the past 18 months fixing real issues around transparency and control. If you wrote Performance Max off before, it\u2019s time to take another look. <\/p>\n<p>Mike Ryan, head of ecommerce insights at Smarter Ecommerce, explained why at the latest SMX Next.<\/p>\n<h2 id=\"taking-a-fresh-look-at-performance-max\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Taking_a_fresh_look_at_Performance_Max\"><\/span>Taking a fresh look at Performance Max<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Performance Max traces its roots to Smart Shopping campaigns, which Google rolled out with red carpet fanfare at Google Marketing Live in 2019. <\/p>\n<p>Even then, industry experts warned that transparency and control would become serious issues. They were right \u2014 and only now has Google begun to address those concerns openly.<\/p>\n<p>Smart Shopping marked the low point of black-box advertising in Google Ads, at least for ecommerce. It s<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">trip<\/a>ped away nearly every control advertisers relied on in Standard Shopping: <\/p>\n<ul class=\"wp-block-list\">\n<li>Promotional controls.<\/li>\n<li>Modifiers.<\/li>\n<li>Negative keywords.<\/li>\n<li>Search terms reporting.<\/li>\n<li>Placement reporting.<\/li>\n<li>Channel visibility. <\/li>\n<\/ul>\n<p>Over the past 18 months, Performance Max has brought most of that functionality back, either partially or in full.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1456\" height=\"792\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.27.46\" class=\"wp-image-465949\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.27.46.png 1456w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.27.46-768x418.png 768w\" data-lazy-sizes=\"(max-width: 1456px) 100vw, 1456px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.27.46.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1456\" height=\"792\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.27.46.png\" alt=\"Screenshot 2025 12 09 At 23.27.46\" class=\"wp-image-465949\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.27.46.png 1456w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.27.46-768x418.png 768w\" sizes=\"(max-width: 1456px) 100vw, 1456px\"><\/figure>\n<h2 id=\"understanding-performance-max-search-terms\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understanding_Performance_Max_search_terms\"><\/span>Understanding Performance Max search terms<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search terms are a core signal for understanding the traffic you\u2019re actually buying. In Performance Max, most spend typically flows to the search network, which makes search term reporting essential for meaningful optimization.<\/p>\n<p>Google even introduced a Performance Max match type \u2014 something few of us ever expected to see. That\u2019s a big deal. It delivers properly reportable data that works with the API, should be <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>able, and finally includes cost and time dimensions that were completely missing before.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-search-term-insights-vs-campaign-search-term-view\"><span class=\"ez-toc-section\" id=\"Search_term_insights_vs_campaign_search_term_view\"><\/span>Search term insights vs. campaign search term view<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google\u2019s first move to crack open the black box was search term insights. These insights group queries into search categories \u2014 essentially prebuilt n-grams \u2014 that roll up data at a mid-level and automatically account for typos, misspellings, and variants. <\/p>\n<p>The problem? The metrics are thin. There\u2019s no cost data, which means no CPC, no ROAS, and no real way to evaluate performance.<\/p>\n<p>The real breakthrough is the new campaign-level search term view, now available in both the API and the UI. <\/p>\n<p>Historically, search term reporting lived at the ad group level. Since Performance Max doesn\u2019t use ad groups, that data had nowhere to go. <\/p>\n<p>Google fixed this by anchoring search terms at the campaign level instead. The result is access to far more segments and metrics \u2014 and, finally, proper reporting we can actually use.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"812\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.29.50\" class=\"wp-image-465950\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.29.50.png 1432w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.29.50-768x435.png 768w\" data-lazy-sizes=\"(max-width: 1432px) 100vw, 1432px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.29.50.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"812\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.29.50.png\" alt=\"Screenshot 2025 12 09 At 23.29.50\" class=\"wp-image-465950\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.29.50.png 1432w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.29.50-768x435.png 768w\" sizes=\"auto, (max-width: 1432px) 100vw, 1432px\"><\/figure>\n<p>The main limitation: this data is available only at the search network level, without separating search from shopping. That means a single search term may reflect blended performance from both formats, rather than a clean view of how each one performed.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-search-theme-reporting\"><span class=\"ez-toc-section\" id=\"Search_theme_reporting\"><\/span>Search theme reporting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Search themes act as a form of positive targeting in Performance Max. You can evaluate how they\u2019re performing through the search term insights report, which includes a <em>Source<\/em> column showing whether traffic came from your URLs, your assets, or the search themes you provided. <\/p>\n<p>By totaling conversion value and conversions, you can see whether your search themes are actually driving results \u2014 or just sitting idle.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"774\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.30.44\" class=\"wp-image-465951\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.30.44.png 1428w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.30.44-768x416.png 768w\" data-lazy-sizes=\"(max-width: 1428px) 100vw, 1428px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.30.44.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"774\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.30.44.png\" alt=\"Screenshot 2025 12 09 At 23.30.44\" class=\"wp-image-465951\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.30.44.png 1428w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.30.44-768x416.png 768w\" sizes=\"auto, (max-width: 1428px) 100vw, 1428px\"><\/figure>\n<p>There\u2019s more good <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> ahead. Google appears to be working on bringing Dynamic Search Ads and AI Max reports into Performance Max. That would unlock visibility into headlines, landing pages, and the search terms triggering ads.<\/p>\n<h2 id=\"search-term-controls-and-optimization\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Search_term_controls_and_optimization\"><\/span>Search term controls and optimization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-negative-keywords\"><span class=\"ez-toc-section\" id=\"Negative_keywords\"><\/span>Negative keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Negative keywords are now fully supported in Performance Max. At launch, Google capped campaigns at 100 negatives, offered no API access, and blocked negative keyword lists\u2014clearly positioning the feature for brand safety, not performance. <\/p>\n<p>That\u2019s changed. Negative keywords now work with the API, support shared lists, and give advertisers real control over performance.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"806\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.32.13\" class=\"wp-image-465952\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.32.13.png 1424w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.32.13-768x435.png 768w\" data-lazy-sizes=\"(max-width: 1424px) 100vw, 1424px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.32.13.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"806\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.32.13.png\" alt=\"Screenshot 2025 12 09 At 23.32.13\" class=\"wp-image-465952\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.32.13.png 1424w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.32.13-768x435.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\"><\/figure>\n<p>These negatives apply across the entire search network, including both search and shopping. Brand exclusions are the exception \u2014 you can choose to apply those only to search campaigns if needed.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-brand-exclusions\"><span class=\"ez-toc-section\" id=\"Brand_exclusions\"><\/span>Brand exclusions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Performance Max doesn\u2019t separate brand from generic traffic, and it often favors brand queries because they\u2019re high intent and tend to perform well. Brand exclusions exist, but they can be leaky, with some brand traffic still slipping through. If you need strict control, negative keywords are the more reliable option.<\/p>\n<p>Also, Performance Max \u2014 and AI Max \u2014 may aggressively bid on competitor terms. That makes brand and competitor exclusions important tools for protecting spend and shaping intent.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-optimization-strategy\"><span class=\"ez-toc-section\" id=\"Optimization_strategy\"><\/span>Optimization strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here\u2019s a simple heuristic for spotting search terms that need attention:<\/p>\n<ul class=\"wp-block-list\">\n<li>Calculate the average number of clicks it takes to generate a conversion.<\/li>\n<li>Identify search terms with more clicks than that average but zero conversions.<\/li>\n<\/ul>\n<p>Those terms have had a fair chance to perform and didn\u2019t. They\u2019re strong candidates for negative keywords.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1426\" height=\"792\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.33.29\" class=\"wp-image-465953\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.33.29.png 1426w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.33.29-768x427.png 768w\" data-lazy-sizes=\"(max-width: 1426px) 100vw, 1426px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.33.29.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1426\" height=\"792\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.33.29.png\" alt=\"Screenshot 2025 12 09 At 23.33.29\" class=\"wp-image-465953\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.33.29.png 1426w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.33.29-768x427.png 768w\" sizes=\"auto, (max-width: 1426px) 100vw, 1426px\"><\/figure>\n<p>That said, don\u2019t overcorrect. <\/p>\n<p>Long-tail dynamics mean a search term that doesn\u2019t convert this month may matter next month. You\u2019re also working with a finite set of negative keywords, so use them deliberately and prioritize the highest-impact exclusions.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-modern-optimization-approaches\"><span class=\"ez-toc-section\" id=\"Modern_optimization_approaches\"><\/span>Modern optimization approaches<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s not 2018 anymore \u2014 you shouldn\u2019t spend hours manually reviewing search terms. Automate the work instead.  <\/p>\n<p>Use the API for high-volume accounts, scripts for medium volume, and automated reports from the Report Editor for smaller accounts (though it still doesn\u2019t support Performance Max).<\/p>\n<p>Layer in AI for semantic review to flag irrelevant terms based on meaning and intent, then step in only for final approval. Search term reporting can be tedious, but with Google\u2019s prebuilt n-grams and modern AI tools, there\u2019s a smarter way to handle it.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"790\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.35.03\" class=\"wp-image-465954\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.35.03.png 1440w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.35.03-768x421.png 768w\" data-lazy-sizes=\"(max-width: 1440px) 100vw, 1440px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.35.03.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"790\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.35.03.png\" alt=\"Screenshot 2025 12 09 At 23.35.03\" class=\"wp-image-465954\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.35.03.png 1440w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.35.03-768x421.png 768w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\"><\/figure>\n<h2 id=\"channels-and-placements-reporting\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Channels_and_placements_reporting\"><\/span>Channels and placements reporting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-channel-performance-report\"><span class=\"ez-toc-section\" id=\"Channel_performance_report\"><\/span>Channel performance report<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The channel performance report \u2014 not just for Performance Max \u2014 breaks performance out by network, including Discover, Display, Gmail, and more. It\u2019s useful for channel visibility and understanding view-through versus click-through conversions, as well as how feed-based delivery compares to asset-driven performance.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"802\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.36.03\" class=\"wp-image-465955\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.36.03.png 1428w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.36.03-768x431.png 768w\" data-lazy-sizes=\"(max-width: 1428px) 100vw, 1428px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.36.03.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"802\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.36.03.png\" alt=\"Screenshot 2025 12 09 At 23.36.03\" class=\"wp-image-465955\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.36.03.png 1428w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.36.03-768x431.png 768w\" sizes=\"auto, (max-width: 1428px) 100vw, 1428px\"><\/figure>\n<p>The report includes a Sankey diagram, but it isn\u2019t especially intuitive. The labeling is confusing and takes some decoding:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Search Network:<\/strong> Feed-based equals Shopping ads; asset-based equals RSAs and DSAs.<\/li>\n<li><strong>Display Network:<\/strong> Feed-based equals dynamic remarketing; asset-based equals responsive display ads.<\/li>\n<\/ul>\n<p>Google also announced that Search Partner Network data is coming, which should add another layer of useful performance visibility.<\/p>\n<h2 id=\"channel-and-placement-controls\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Channel_and_placement_controls\"><\/span>Channel and placement controls<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Unlike Demand Gen, where you can choose exactly which channels to run on, Performance Max doesn\u2019t give you that control. You can try to influence the channel mix through your ROAS target and budget, but it\u2019s a blunt instrument \u2014 and a slippery one at best.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-placement-exclusions\"><span class=\"ez-toc-section\" id=\"Placement_exclusions\"><\/span>Placement exclusions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The strongest control you have is excluding specific placements. Placement data is now available through the API \u2014 limited to impressions and date segments \u2014 and can also be reviewed in the Report Editor. Use this data alongside the content suitability view to spot questionable domains and spammy placements.<\/p>\n<p>For <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>, pay close attention to political and children\u2019s content. If a placement feels irrelevant or unsafe for your brand, there\u2019s a good chance it isn\u2019t driving meaningful performance either.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-tools-for-placement-review\"><span class=\"ez-toc-section\" id=\"Tools_for_placement_review\"><\/span>Tools for placement review<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you run into YouTube videos in languages you don\u2019t speak, use Google Sheets\u2019 built-in <em>GOOGLETRANSLATE<\/em> function. It\u2019s faster and more reliable than AI for quick translation. <\/p>\n<p>You can also use AI-powered formulas in Sheets to do semantic triage on placements, not just search terms. These tools are just formulas, which means this kind of analysis is accessible to anyone.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-search-partner-network\"><span class=\"ez-toc-section\" id=\"Search_Partner_Network\"><\/span>Search Partner Network<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Unfortunately, there\u2019s no way to opt out of the Search Partner Network in Performance Max. You can exclude individual search partners, but there are limits. <\/p>\n<p>Prioritize exclusions based on how questionable the placement looks and how much volume it\u2019s receiving. Also note that Google-owned properties like YouTube and Gmail can\u2019t be excluded.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"768\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.44.28\" class=\"wp-image-465956\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.44.28.png 1428w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.44.28-768x413.png 768w\" data-lazy-sizes=\"(max-width: 1428px) 100vw, 1428px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.44.28.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"768\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.44.28.png\" alt=\"Screenshot 2025 12 09 At 23.44.28\" class=\"wp-image-465956\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.44.28.png 1428w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.44.28-768x413.png 768w\" sizes=\"auto, (max-width: 1428px) 100vw, 1428px\"><\/figure>\n<p>Based on Standard Shopping data, the Search Partner Network consistently performs meaningfully worse than the Google Search Network. Excluding poor performers is recommended.<\/p>\n<h2 id=\"device-reporting-and-targeting\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Device_reporting_and_targeting\"><\/span>Device reporting and targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Creating a device report is easy \u2014 just add device as a segment in the \u201cwhen and where ads showed\u201d view. The tricky part is making decisions.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-device-analysis\"><span class=\"ez-toc-section\" id=\"Device_analysis\"><\/span>Device analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For deeper insight, dig into item-level performance in the Report Editor. Add <em>device<\/em> as a segment alongside <em>item ID<\/em> and <em>product titles<\/em> to see how individual products behave across devices. Also, compare competitor performance by device \u2014 you may spot meaningful differences that inform your strategy.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"780\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.45.34\" class=\"wp-image-465957\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.45.34.png 1424w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.45.34-768x421.png 768w\" data-lazy-sizes=\"(max-width: 1424px) 100vw, 1424px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.45.34.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"780\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.45.34.png\" alt=\"Screenshot 2025 12 09 At 23.45.34\" class=\"wp-image-465957\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.45.34.png 1424w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.45.34-768x421.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\"><\/figure>\n<p>For example, you may perform far better on desktop than on mobile compared to competitors like Amazon, signaling either an opportunity or a risk.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-device-targeting-considerations\"><span class=\"ez-toc-section\" id=\"Device_targeting_considerations\"><\/span>Device targeting considerations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Device targeting is available in Performance Max and is easy to use, much like channel targeting in Demand Gen. But when you split campaigns by device, you also split your conversion data and volume\u2014and that can hurt results.<\/p>\n<p>Before you separate campaigns by device, consider:<\/p>\n<ul class=\"wp-block-list\">\n<li>How competition differs by device<\/li>\n<li>Performance at the item and retail category level<\/li>\n<li>The impact on overall data volume<\/li>\n<\/ul>\n<p>Performance Max performs best with more data. Campaigns with low monthly conversion volume often miss their targets and rarely stay on pace. As more data flows through a campaign, Performance Max gets better at hitting goals and less likely to fall short.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"768\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 09 At 23.47.13\" class=\"wp-image-465958\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.47.13.png 1418w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.47.13-768x416.png 768w\" data-lazy-sizes=\"(max-width: 1418px) 100vw, 1418px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.47.13.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"768\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.47.13.png\" alt=\"Screenshot 2025 12 09 At 23.47.13\" class=\"wp-image-465958\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.47.13.png 1418w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.47.13-768x416.png 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/figure>\n<p>Any gains from splitting by device can disappear if the algorithm doesn\u2019t have enough data to learn. Only split when both resulting campaigns have enough volume to support effective machine learning.<\/p>\n<h2 id=\"conclusion\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Performance Max has changed dramatically since launch. With search term reporting, negative keywords, channel visibility, placement controls, and device targeting now available, advertisers have far more transparency and control than ever before. <\/p>\n<p>It\u2019s still not perfect \u2014 channel targeting limits and data fragmentation remain \u2014 but Performance Max is fundamentally different and far more manageable.<\/p>\n<p>Success comes down to knowing what data you have, how to access it efficiently using modern tools like AI and automation, and when to apply controls based on performance insights and data volume needs.<\/p>\n<h2 id=\"watch-pmax-reporting-for-ecommerce-what-google-is-and-isnt-showing-you\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Watch_PMax_reporting_for_ecommerce_What_Google_is_and_isnt_showing_you\"><\/span>Watch: PMax reporting for ecommerce: What Google is (and isn\u2019t) showing you<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/2z7nQiaIwrQ\" data-id=\"2z7nQiaIwrQ\" data-query=\"feature=oembed\" data-alt=\"Ecommerce PMax reporting: What Google is (and isn\u2019t) showing you\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"Ecommerce PMax reporting: What Google is (and isn\u2019t) showing you\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/2z7nQiaIwrQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/performance-max-reporting-ecommerce-smx-next-465948\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore how to make smarter use of search terms, channel and placement reports, and device-level performance to improve campaign control. Performance Max has come a long way since its rocky launch. Many advertisers once dismissed it as a half-baked product, but Google has spent the past 18 months fixing real issues around transparency and control&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":710834,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-09-at-23.50.50.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-710833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/710833","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=710833"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/710833\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/710834"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=710833"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=710833"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=710833"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}