This time the focus is on enhancing advertiser’s control by improving both reporting and targeting capabilities. Let’s take a look at some of the key changes:

• Negative keywords: Advertisers can now add negative keywords at the campaign level, providing greater control over where ads appear.
• New customer acquisition goals: A “high-value mode” prioritizes customers with long-term value using customer match data.
• Brand exclusions: Retailers with product feeds can now separate exclusions for search and shopping ads.
• Demographic and device targeting: New betas for age-based exclusions and device targeting offer more customisation options.
• Usefulness Indicator: A new feature evaluates the incremental traffic impact of search themes, helping advertisers refine their targeting.

Quite a set of impactful changes to enhance the campaign experience. Google’s new rollout should give ad managers a fair bit more control over things.