Google Ads updated its How Performance Max interacts alongside another campaigns in your document assistance document to add a new division on how "Performance Max campaigns may additionally display out navigational or brand-specific hunt queries to prioritize serving them through dedicated Search campaigns."
This document alter was spotted by Hana Kobzová who posted concerning this on PPC News Feed - she wrote, "Google has updated its records to signify that Performance Max campaigns may display out navigational and brand-specific searches in favor of dedicated brand Search campaigns. This alter ensures that brand-related queries are managed by campaigns offering additional exact control."
Here is the new paragraph that was added to the document (which was not in the archived version):
Performance Max campaigns may additionally display out navigational or brand-specific hunt queries to prioritize serving them through dedicated Search campaigns. This ensures brand-related queries are handled by campaigns offering additional exact control. To grasp this traffic, justify your dedicated brand Search campaigns have adequate prosperity and high-quality, eligible ads, and regard adding Search Themes to the Performance Max campaign.
Here is a screenshot of the addition:
If you desire to mark navigational and brand traffic, Google recommends adding Search Themes to the Performance Max campaign.
Forum conversation at LinkedIn.
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