Google tests new Performance Max network controls in Partners Alpha
▼ Summary
– Google is testing a new Partners (Alpha) setting in Performance Max that lets advertisers opt in or out of Search Partners and the Google Display Network.
– Previously, both networks were automatically included in Performance Max with no exclusion option.
– The update gives advertisers greater control to align inventory with campaign objectives, such as testing if excluding certain networks improves ROAS or CPA.
– The feature is labeled Alpha and is only available to a limited number of advertisers, with no announcement on broader rollout.
– The setting could provide one of the most requested controls for Performance Max advertisers, reducing reliance on Google’s automation.
Google is currently testing a new Partners (Alpha) feature within Performance Max campaigns, granting advertisers the long-awaited ability to manually opt in or out of Search Partners and the Google Display Network. This marks a significant shift in control for a campaign type that has historically operated without such granular network settings.
Advertisers participating in the test now see a dedicated Partners (Alpha) toggle inside their Performance Max campaigns. This setting allows them to decide whether their ads appear on:
- Search PartnersPreviously, both networks were automatically included in every Performance Max campaign, with no option for exclusion.Why this matters. This update hands advertisers more inventory control, enabling them to better align ad placements with specific campaign goals. For those prioritizing efficiency metrics like ROAS or CPA, testing the exclusion of certain networks could reveal performance improvements and more cost-effective spend.What to watch. The feature currently carries an Alpha label, meaning it is only accessible to a limited group of advertisers. Google has not yet confirmed a broader rollout timeline or whether the setting will eventually become standard.The bottom line. Google’s new Partners (Alpha) setting addresses one of the most requested controls from Performance Max advertisers: the ability to choose whether campaigns include Search Partners and the Display Network, instead of relying entirely on automated network selection.Discovery. This update was first reported by PPC Growth Strategist Saquib Syed, who shared the finding on LinkedIn.
