Google added “Search Themes.” to its Performance Max advertisements, which are exciting. Advertisers may get more control over AI-driven campaigns and access more relevant search traffic with this functionality.
Understanding Search Themes
“Search Themes” lets advertisers specify subjects and categories to help Google’s AI engine improve campaign success. The main purpose is to help Performance Max campaigns generate search traffic that matches advertisers’ goals.
What Sets Search Themes Apart?
Performance Max campaigns forecast placements using budget, assets, feeds, and landing pages. The new “Search Themes” feature lets advertisers incorporate business-related categories and subjects. This instruction enhances the AI’s comprehension beyond assets and feeds.
Benefits and Practical Applications
Google emphasizes the benefits of this functionality, especially when AI fails to understand complicated or innovative campaign data. Examples of when “Search Themes” are useful:
- Incomplete or Outdated Landing Pages: “Search Themes” can fill gaps by addressing landing pages with missing or outdated product or service details.
- Expanding into New Markets: It’s a valuable tool for businesses venturing into new markets where campaigns lack historical performance data.
- Promoting New Holiday Offers: For seasonal campaigns, particularly those without historical data, “Search Themes” can help advertise new holiday promotions effectively.
- Comprehensive Coverage: Advertisers can use “Search Themes” to achieve a more extensive reach on essential business themes.
Crucial Details to Know
Performance Max advertisers can add 25 search themes per ad group. These themes work like phrases and broad-match keywords in typical Search campaigns to support the advertising plan. Brand bans and account-level negative keywords remain.
Adopting “Search Themes” is easy. These topics can be entered at the campaign ad group level. The AI will match search queries and placements with these themes after setup. It will help the marketing reach places that Google may not have considered relevant.
Search Themes is a compelling addition to Google’s Performance Max campaigns, offering advertisers the tools they need to fine-tune their campaigns, maximize their reach, and achieve more precise targeting in a dynamic digital landscape.