When Google initially launched its Performance Max campaigns, the aim was to simplify the management of advertising across all Google platforms (search, display, video, Discover, Gmail, and Maps) within a single campaign type. Starting with Performance Max campaigns is straightforward. Optimizing them? That’s another story altogether. Fortunately, Google recently introduced a new beta feature for Performance Max campaigns called “search themes” aimed at assisting advertisers in targeting their ads more effectively. This feature utilizes a keyword-like approach familiar to most advertisers. This article will delve into what search themes are, how to set them up, and how to utilize them properly.
Table of contents
- What are search themes for Performance Max campaigns?
- Search themes will replace custom segments based on search intent
- How do I create search themes?
- How will search themes affect my search ads?
- Best practices for using search themes in Performance Max campaigns
What are search themes for Performance Max campaigns?
Google’s fully automated campaign type offers limited control. You can enhance ad assets, websites, product feeds, and provide audience signals for better targeting in Performance Max campaigns. However, this still pales in comparison to the targeting capabilities of other Google Ads options. Many advertisers accustomed to robust keyword targeting in search campaigns find running search ads through Performance Max campaigns limiting. Search themes are a new feature that empowers advertisers to provide additional context and signals to Google for refining Performance Max campaign targeting. Advertisers can use search themes to indicate how they anticipate customers to search for their products or services. This added context allows Google to leverage these search themes as signals for targeting audiences based on their search patterns. Google might use these themes to fine-tune Performance Max campaign targets or to access new relevant placements on the search engine results page (SERP) and beyond.
While optional in Performance Max campaigns, search themes can significantly enhance campaign performance. Providing Google with at least a few search themes can significantly improve campaign optimization. A maximum of 25 search themes per asset group is permitted.
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Search themes are set to replace custom segments based on search intent
Google’s recent announcement of Search themes also revealed the phasing out of custom segments based on past search activity within Performance Max campaigns by early 2024. These audience segments will be automatically transitioned to Search Themes. Previously called “Custom Intent” audiences, these segments relied on signals akin to the new Search themes, essentially targeting individuals based on their Google search history. Given the similarity between this audience signal and Google’s new “search themes” beta, the automatic upgrade in 2024 is unlikely to impact campaign performance negatively. This change should streamline workflows and simplify signal management for advertisers.
Custom segments based on past search activities will remain functional in other campaign types, including search campaigns. All other custom segments based on attributes like affinities, interests, apps, URLs, and demographics will persist in Performance Max campaigns, serving as valuable audience signals for Google’s ongoing optimization.
How do I create search themes in my Performance Max campaigns?
Search themes, currently in beta, may not be accessible to all advertisers yet. However, Google plans to expand its availability throughout the year.
Adding search themes to Performance Max campaigns is simple: Start by selecting a Performance Max campaign.
Choose an Asset group. Note that each asset group can have distinct audience signals and search themes.
Locate the “Signals” card next to your ad assets in the Asset group. Click the pencil icon to modify your signals.
This is where you’ll find the new Search Themes beta. You can add up to 25 unique search themes per asset group, each under 80 characters, to enhance the signals of your Performance Max campaign.
Remember to save changes to your Asset group signals at the bottom of the page! Search themes can be modified or removed at any time from this menu. Once altered or deleted, Google will cease using that signal for ad targeting. Unlike removing a keyword or adding a negative keyword in a search campaign, Google might still display ads for similar searches deemed relevant to users even after a search theme is removed. Search themes will, however, respect any existing brand exclusions or account-level negative keywords. Utilize those tools to prevent irrelevant traffic to your Performance Max campaigns!
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How will search themes in Performance Max campaigns affect my search ads?
Both Performance Max and traditional search campaigns can trigger ads on the Google SERP and search partner engines. Running both campaign types simultaneously might lead to instances where both target the same searches, potentially resulting in different ad experiences for the same searches or challenges in managing the two campaigns in sync. Search themes in Performance Max can mitigate these issues. When multiple campaigns or ad groups are eligible to serve an ad for a search, Google prioritizes exact match keywords take precedence. Google’s new Search themes are assigned a lower priority, equivalent to phrase and broad match keywords.
Exact match keywords in search campaigns will override Performance Max campaigns, making them indispensable for advertisers.
Best practices for using search themes in Performance Max campaigns
While additional data and context generally enhance Performance Max campaigns, follow these tips to maximize the impact of search themes:
1. Bridge information gaps on landing pages
Newly launched products or websites may not encompass every feature, benefit, use case, value proposition, and detail a searcher might consider. A clean and concise landing page often leads to better conversion rates. Utilize search themes liberally in your Performance Max campaigns to provide those supplementary signals to Google, even if your landing page doesn’t explicitly state them. This helps Google understand what your audience seeks and optimize placements accordingly.
2. Be upfront, especially with implicit brand messaging
Consider the restaurant chain Hooters. Based solely on their website or descriptions, one might perceive them as just a chicken wings establishment. However, there are unspoken aspects that differentiate them from competitors and contribute to their brand identity. It’s acceptable to have implicit benefits not overtly stated in ads or on your website. Perhaps your hotel caters to specific demographics like families, tourists, religious groups, foreign-speaking guests, or patients recovering from medical procedures nearby, or maybe it has a reputation for being haunted. While you might not want to advertise these aspects directly, using search themes in Performance Max campaigns allows you to target those seeking such specific experiences.
3. Diversify and maximize unique search themes
With an allowance of up to 25 search themes per asset group, the more signals you provide to Google, the better your Performance Max campaigns tend to perform. However, quantity should not come at the expense of quality. Similar to broad match keywords in search campaigns, ensure your search themes aren’t redundant. For instance, “car” and “automobile” will attract the same audience, offering no incremental performance gain.
4. Explore competitor terms as search themes
Especially for new brands, this helps Google understand who your potential customers are already searching for. Similar to bidding on competitor keywords in search campaigns (where permitted), consider incorporating competitor brand names and product names as search themes. However, be mindful of legal and regulatory constraints regarding advertising on competitor brands and trademarks before implementing this strategy.
5. Integrate search campaigns with Performance Max campaigns
Don’t underestimate the importance of dedicated search campaigns even though Performance Max campaigns automatically target the search network. Leverage search themes within your Performance Max campaigns to uncover new placements and scale incremental traffic, then apply those insights to your search campaigns. As you develop search campaigns, prioritize exact match keywords to ensure they supersede your Performance Max search theme signals, allowing for continued targeting, optimization, and refinement of your newly acquired traffic.
Use search themes effectively in Performance Max campaigns
Google’s new search themes beta empowers advertisers to impart their expertise, providing enhanced signals to the machine learning algorithms driving Performance Max campaigns. This feature offers greater control, leading to more effective and targeted campaigns tailored to your desired audience.