Google today is adding search themes – a new, optional signal – to Performance Max.
Search themes are a new way for advertisers to provide information about a business (e.g., what topics lead to conversions) or customers (e.g., search queries your customers are likely to use) to help improve performance.
As Google explained:
- “When you add search themes, you’re telling Google AI you want to reach that traffic in your Performance Max campaign across all Google Ads inventory, including Search, YouTube, Gmail, Discover, Maps, and Display. Search themes also help you find audiences across channels based on users’ search behavior.”
Google also emphasized that for Search inventory, “exact match keywords that are identical to the search queries will continue to be prioritized over search themes and other keywords.”
Filling in knowledge “gaps.” With search themes, Performance Max can go beyond using assets, feeds and landing pages to predict campaign-level performance. Google provided five examples of where it makes sense for advertisers to use search themes:
- Your landing page doesn’t have complete details or the latest updates about the products and services you offer.
- You’ve just expanded into a new market or launched a new product or service where your campaigns don’t have extensive performance history.
- You are launching a new promotion or sale for the holiday season where you don’t have extensive performance history.
- You want to expand your reach within Performance Max—...
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