Advertisers can now test a new Partners (Alpha) setting in Performance Max, offering the option to include or exclude Search Partners and the Google Display Network. The feature is in limited release and could impact campaign efficiency.
Google is piloting a new Partners (Alpha) setting within Performance Max campaigns, giving select advertisers the ability to opt in or out of Search Partners and the Google Display Network for the first time. This marks a significant shift from previous versions, where both networks were automatically included and could not be excluded.
Some advertisers have reported seeing the new setting, which allows them to choose whether their Performance Max ads appear on Search Partners, the Google Display Network, or both. This added flexibility enables marketers to better align ad placements with their campaign goals and test the impact of excluding certain networks on key metrics like ROAS and CPA.
Until now, Performance Max campaigns relied entirely on Google's automation to determine where ads would run, with no manual controls over network selection. The introduction of this setting responds to longstanding advertiser requests for more transparency and control over inventory sources.
The Partners (Alpha) feature is currently available only to a limited group of advertisers, as indicated by its 'Alpha' label. Google has not provided details on when or if the setting will be rolled out more broadly to all users.
PPC Growth Strategist Saquib Syed was among the first to spot the update, sharing news of the feature on LinkedIn. The move is being closely watched by advertisers seeking greater influence over campaign performance and inventory quality.
