Google Introduces Search Themes to Performance Max Campaigns

Google Updates

The introduction of Search Themes to Performance Max campaigns promises to redefine how we strategise and implement Google Ads. 

What Are Search Themes in Performance Max?

Search Themes in Performance Max introduce a welcome enhancement to the targeting capabilities of ad campaigns. They allow us to define a set of keywords and topics closely aligned with the content and context of Google ads. This helps with the creation of more focused advertising strategies that can better reach the desired audience.

Performance Max currently looks at your assets, feeds, and landing pages to predict which placements, including search queries, will perform well for your campaign. Now with the search themes beta, you can fill in gaps by adding information about your business that you expect to perform well. By combining your expertise with Google AI you’ll be able to expand your reach on all channels, including Search. 

Search Themes are essentially clusters of keywords and relevant topics that advertisers can use to guide Google AI. These themes help in identifying and targeting potential customers who are most likely to respond to specific ads based on their search behaviour and content preferences. By integrating these themes into Performance Max campaigns, we can ensure ads are displayed to users whose interests match the product or service we advertise.

Benefits of Using Search Themes

The primary benefit of using Search Themes is the enhanced ability to reach a more targeted audience. This targeted approach not only increases the likelihood of engaging potential customers but also improves the overall efficiency of the advertising spend. The added benefit is a potential ROAS boost to due to the increased relevance of the ads to the users who see them. Additionally, Search Themes simplify the campaign management process by reducing the need for extensive keyword research and continuous campaign adjustments. This frees us up to focus more on creative aspects and strategic planning.

How Do Search Themes Improve Campaign Performance?

Filling Knowledge Gaps

One of the significant ways Search Themes enhance campaign performance is by addressing the knowledge gaps that might exist in the data Google currently uses to optimise Performance Max campaigns. By allowing advertisers to input additional information about their business, such as details about new products or services, Search Themes empower Google’s AI to make more informed decisions. This helps to fine-tune targeting and improve the reach of campaigns across all channels, including Search. For instance, if a company’s landing page lacks the latest updates about its offerings, Search Themes can compensate by providing these essential details, ensuring the ads are as relevant as possible.

Reaching New Audiences

Search Themes also play a crucial role in reaching new and relevant audiences. By defining specific queries and themes that advertisers anticipate their potential customers will use, they can guide Google’s AI to target these users more effectively. This is particularly beneficial for businesses in new markets or when launching new products with little to no historical performance data. During special promotions or seasonal sales.

How to Implement Search Themes in Your Campaign

Step-by-step guide

  1. Sign in to your Google Ads account: Begin by accessing your account to manage your campaigns.
  2. Select campaigns > asset groups: Navigate through your dashboard to find the specific asset groups where you want to implement Search Themes.
  3. Select Signals: Within the asset group settings, click on the Signals option to start adding your Search Themes.
  4. Add your Search Themes: Input up to 25 broad themes related to your campaign. These should be broad enough to cover related keywords and topics.
  5. Save your changes and review the search themes associated with your campaign: After adding the themes, save the changes and review to ensure everything is set up as intended.

Tips for effective implementation

  • Align Search Themes with your assets and messaging: Ensure that the themes are closely aligned with your campaign’s content and goals. This alignment helps Google’s AI to understand the context and relevance of your ads better.
  • Use broad themes rather than specific search terms: Broad themes provide wider coverage and are more effective in capturing the related search intents of your target audience.
  • Regularly analyze search term insights: Keep track of how your Search Themes are performing by analyzing the search term insights. This data can help refine your themes and optimise campaign performance.
  • Consider brand exclusions and account-level negative keywords: Make sure that your Search Themes do not conflict with these settings to ensure proper targeting.
  • Focus on quality, not quantity: While you can add up to 25 themes per asset group, prioritise the quality and relevance of these themes over their number.