Google is testing a new Partners (Alpha) setting in Performance Max that gives advertisers the ability to opt in or out of Search Partners and the Google Display Network—a level of control that hasn’t previously existed in the automated campaign type.
What’s happening. Some advertisers are seeing a new Partners (Alpha) setting within Performance Max campaigns that lets them choose whether to include:
- Search Partners
- Google Display Network (GDN)
Until now, both networks were automatically included in Performance Max with no option to exclude them.
Why we care. The update gives advertisers greater control over where Performance Max ads appear, making it easier to align inventory with campaign objectives. Those focused on efficiency metrics such as ROAS or CPA can now test whether excluding certain networks improves performance.
What we’re watching. The feature is currently labelled Alpha, indicating it is only available to a limited number of advertisers. Google has not announced when—or if—it plans to roll the setting out more broadly.
The bottom line. Google’s new Partners (Alpha) setting could give Performance Max advertisers one of their most requested controls: the ability to decide whether campaigns run across Search Partners and the Display Network, rather than relying entirely on Google’s automation.
Spotted. This update was spotted by PPC Growth Strategist Saquib Syed, who shared spotting it on LinkedIn.
