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The ultimate PMax negative keyword strategy to cut waste (w/ Guillaume Devinat) | S2 EP8
The paid media lab · 2025-07-09 · 31 min
Episode notes
Performance Max campaigns are everywhere - but most advertisers are still flying blind when it comes to controlling spend and cutting waste. To help marketers take back control, we spoke to Guillaume Devinat, CEO of PPC optimization platform Optmyzr, and uncovered the ultimate PMax negative keyword strategy. In the session, Guillaume reveals the findings of a huge study into how advertisers use (or don’t use) negative keywords in PMax - and shares a practical, step-by-step framework to cut waste, reduce junk traffic, and improve efficiency.
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