le adds search themes to Performance Max: what you need to know //

Google’s Performance Max campaigns were introduced with the goal of making advertising across its various properties (search, video, Gmail and Maps, Discover, Gmail), easy to manage.

It’s easy to get started with Performance Max. How do you optimize Performance Max campaigns? This can be a lot more challenging.

Google has recently released ” search theme“, a beta feature designed to help advertisers target their ads using a similar approach to keyword-based advertising that is familiar to most advertisers. This article will explain what search themes are and how they can be used.

Table of Contents

What are the search themes for Performance Max?

Google’s fully-automated campaign type gives you very little control. Although you can use audience signals, improve your website, your ad assets and your product feed to target your Google Ads campaigns, this is still lacking in comparison to the Google Ads’ targeting options. Running search ads with Performance Max can be frustrating, especially for those of us used to robust keyword-targeting options.

Search themes is a new feature which allows advertisers to give Google some additional context or signals that will help them target their Performance Max campaign. Google can share search themes with advertisers to show how they expect customers to find their products and services.

Google can now use these themes to better target audiences, based on search behavior. Google can use these search topics to refine its Performance Max campaign goals, or to achieve new relevant placements in the SERP.

Search themes are an optional feature of Performance Max campaigns. We’ve seen that Performance Max campaigns are more effective when given better signals. I would encourage you to provide Google at least a couple of search themes so it can optimize your campaign. Advertisers are allowed to provide up to 25 themes for each asset group.

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Custom segments will be replaced by search themes based on intent

Google announced that it will end support for custom segment, based on previous search activity in Performance Max campaigns by early 2024. These audience segments will be automatically upgraded to Search Themes.

These audiences were formerly known as “Custom Intent audiences”. They used signals that are very similar to the new Search themes. This allowed them to target people based on past Google searches. This audience signal is similar to Google’s “search themes beta” and will not negatively affect campaign performance. It should streamline workflows and make signal management easier for marketers.

Search campaigns and other campaign types will continue to use custom segments created based on past search activity. All other custom segments (affinities and interests, apps, URLs and demographics), will also continue to exist and function in Performance Max campaigns. They serve as valuable audience indicators for Google’s ongoing optimizing.

How can I create search themes for my Performance Max campaigns.

Google’s Search Themes is a beta feature that is not available to all advertisers. However, it is expected to be released to more advertisers over the course of the rest year.

  1. Add search themes to Performance Max campaigns by:

    Choose a Performance Max campaign.
  2. Select an Asset group. Select an Asset group.
  3. You’ll see a “Signals” card next to your ad asset in the Asset group. Click on the pencil icon to edit these signals.
  4. You’ll find the Search Themes Beta here. Advertisers are able to add as many as 25 search themes to each asset group in order to improve their Performance Max campaign. Each search theme is limited to 80 characters. google ads search themes set up in performance max
  5. Scroll down to the bottom and save any changes you make to the Asset group signal!

You can edit or remove search themes at any time using this menu. Google no longer uses the signal once it has been changed or removed.

Google may still serve ads for similar searches if they believe it is relevant. Search themes will respect your brand exclusions and account-level negative keyword settings. You’ll want to keep these tools in place if you want your Performance Max campaigns to stop generating irrelevant traffic.

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What will my search ads look like if I use the Performance Max themes?

Both Performance Max campaigns as well as traditional search campaigns can serve ads in the Google SERP or search partner engines. Advertising campaigns that are both Performance Max and search campaigns can often cause issues for advertisers. Both campaigns are targeting the exact same searches, and they may have to serve different ads to those searches. Search themes within Performance Max can help advertisers avoid some of these issues.

Google gives priority to exact match keywords, which are the same as the search. Google’s Search themes receive the same priority as phrase and broad match keyword.

Performance Max campaigns are still more important than your exact match keywords.

Search themes for Performance Max: Best practices

Follow these tips to make the most out of your search themes.

1. Search themes can provide missing information on your landing pages

It’s fine if you have just launched a product or website. Your landing page might not contain every feature, benefit, value and detail a user may consider. A clean and simple landing may encourage more visitors to convert.

You need not worry if Google cannot find the context on your landing page. Use search themes liberally in your Performance Max campaign to give Google those extra signals so that it can better understand what your audience is looking for and optimize its placements.

2. Use direct messaging, especially when using brand messages.

What is direct? Consider the popular fast-casual Hooters. You might think that their business is a chicken wing restaurant if you read the website or descriptions. We all know there are some keywords missing in the description, which would help to distinguish their business from other similar businesses.

It’s not wrong to have hidden benefits you don’t explicitly mention in your advertisements or website. You might have a hotel that welcomes everyone but caters to a specific group, such as a religious or foreign-speaking community, families, tourists or those recovering from medical procedures. Or perhaps it is haunted. Advertisers can use search themes in Performance Max to signal ads that are relevant to specific searches. For example, if someone wants to find a Paranormal Vacation, a Sabbath friendly accommodation, or a Sanctuary near their treatment, they may not want to write it explicitly on their website or ads.

3. Search themes are unique and varied.

Advertisers can choose up to 25 different search themes for each asset group. The more signals that you provide Google, the better the performance of your Performance Max campaigns. Quantity is not the only factor that determines quality.

Make sure they’re not the same as broad match keywords. The search themes “car”, “automobile”, and similar ones will all reach the same audience, and performance won’t be improved incrementally.

4. Search for competitor terms

This is especially important if your brand is new. It will help Google better understand what keywords and phrases are being searched for by your customers. Google will allow you to bid on the keywords of your competitors within your search campaign. They also include your competitor’s brand names and product names in search themes. Be sure to check local laws and regulations regarding advertising on trademarks and competitor brands before implementing this strategy.

5. Performance Max campaigns can be used alongside traditional search campaigns

Search themes can be a powerful addition to your Performance Max campaign. Your Performance Max campaigns may automatically target the Search Network, but don’t ignore the importance of your own search campaigns.

Search themes in your Performance Max campaigns can be used to scale up incremental traffic, find new placements, and apply this insight to your search campaign. When you create your search campaigns, include exact match keywords to ensure that they are given priority over the Performance Max theme signals. You can then continue to refine, target and optimize your newfound traffic.

Performance Max campaign themes: how to use them correctly

Google’s beta search themes will allow advertisers to share their expertise with their Performance Max campaigns powered by machine learning. Search themes give you more control over Performance Max campaigns and make them more tailored to your audience.

The article Google adds search themes to Performance Max: what you need to know first appeared on WordStream.

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