It has just been announced that the word limit to apply negatives within an individual Performance Max campaign has had a vast, and very much appreciated, increase to 10,000 (the limit was previously 100). The increase is inline with Search campaigns’ negative keyword limit.
The expansion of negatives provides advertisers with wider control over ads and increased flexibility. However, there has been note of the potential risk when limiting conversions with the misapplication of negatives. There is also mention of PMax negative keyword lists being implemented at some point.
