Guiding Performance Max with Search Themes

Performance Max, with its focus on assets, feeds, and landing pages, has been a game-changer for predicting successful placements on Google Ads. However, the introduction of the "search themes" beta brings a new dimension to the table. This feature allows advertisers to strategically guide Performance Max to serve on placements that may have been previously overlooked.

Unleashing Your Expertise

The magic of search themes lies in the synergy between your business expertise and the power of Google AI. By providing additional information about your business that might not be easily learned by AI, you can effectively fill in gaps and expand your reach across all channels, including Search.

When to Utilise Search Themes:

Incomplete Landing Pages:

• If your landing page lacks complete details or the latest updates about your products and services, search themes can help bridge the information gap.

New Market Expansion:

• Expanding into a new market or launching a new product where historical performance data is limited? Search themes offer a strategic boost.

Seasonal Promotions:

• Planning a holiday promotion without extensive performance history? Search themes can help optimise your campaign for the seasonal rush.

Comprehensive Coverage:

• Seeking to broaden your reach within Performance Max across all channels? Search themes ensure comprehensive coverage on crucial business themes.

Campaign Optimisation:

• Accelerate the ramp-up and performance optimisation of your campaign by providing vital information through search themes.
  
  

The Power of Search Themes

When you add search themes, you signal to Google AI that you're targeting specific traffic in your Performance Max campaign across Google Ads inventory, including Search, YouTube, Gmail, Discover, Maps, and Display. Not only do search themes help you reach audiences based on their search behaviour, but they also have the same prioritisation on Search inventory as your phrase match and broad match keywords.

Adding Search Themes to Your Arsenal

If you're wondering how to integrate search themes into your Performance Max campaign, it's a straightforward process. You can add up to 25 search themes, providing a powerful tool to align your campaign with customer queries and interests.

How It Works

Optional and Additive:

• Search themes are optional and additive to queries Performance Max matches using URLs, assets, and more.

Up to 25 Themes per Asset Group:

• You can add up to 25 search themes per asset group, offering flexibility and customization.

Respects Brand Exclusions:

• Search themes respect brand exclusions in Performance Max and account-level negative keywords.

Results and Prioritisation:

• Results from search themes direct customers to landing pages indicated via your Final URL expansion, page feeds, and URL contains settings, with prioritisation similar to phrase match and broad match keywords.
  
  

Look to the Future

While search themes are currently optional, keep in mind that they will be automatically upgraded in early 2024, replacing existing custom segments based on search activity in Performance Max. This transition is accompanied by improved insights and guidance for better understanding the impact of search themes.

In conclusion, search themes in Performance Max mark a significant stride toward more personalised and effective advertising. By seamlessly combining your industry knowledge with the capabilities of Google AI, you unlock the potential for reaching untapped audiences. Embrace the power of search themes, stay ahead of the curve, and watch your Performance Max campaign flourish.

If you have any questions about how you can make your Google Ads campaigns work better for you, get in touch with us here.