If you've spent any time using the Google Ads platform, you'll know that Google Search Ads are centered around themes. That's been true since their introduction in 2000, and it still is today. But do they still look the same? Let's take a closer look.
When we discuss search ad themes, we live in an age where keywords are the hero. The story revolves around the keyword, how often the keyword appears in your ad copy is what matters, and nothing else matters (much). But when you apply the idea of search themes to your Performance Max campaigns, a number of different features come into play.
In this post, we explain how you can use the new Search Themes beta to improve your Performance Max campaigns and why Search Themes are useful in common digital advertising scenarios.
Many advertisers have found success by adding Performance Max (PMax) campaigns to their accounts. According to the Google Ads and Commerce blog, data shows that users who implemented PMax campaigns in their accounts experienced an average 18% increase in conversions at a similar cost per action. This increase is primarily due to advancements in AI technology for bidding and matching search queries. You get real-time performance optimization across Google properties like Search, Maps, and YouTube, as well as more advanced campaign and asset group reporting. Combined, this gives you the opportunity to discover more relevant customers and increase conversions.
But that's not all – with the addition of PMax Search Themes Beta, you can now leverage our expertise and Google's AI to capture new, relevant traffic and expand your reach even further. Search Themes are perfect for providing Google with information about your products or services that may not be included on your landing page.
You know what your customers are looking for, so why not leverage AI to bring in new, relevant traffic? We all know AI isn't perfect, but it can definitely be a great companion if you provide it with information that it can't learn quickly.
“PMax Search Theme” appears in chat
How does PMax Search Themes work?
example: Your product is a perfect Mother’s Day gift, but your landing page isn’t promoting it as such.
Adding search themes like “mother's day gifts,” “mother's day gift ideas,” or “great gifts for mom” can signal to Google that your products are a great Mother's Day gift idea.
Each asset group within a P-MAX campaign can have up to 25 unique themes to choose from, expanding your reach to a wider audience.
There is a limit to the number of search themes you can add to a PMax campaign, but we recommend following Google's best practices: Aim for a maximum of 7-10 search themes per PMax campaign. Avoid using punctuation, URLs, or phone numbers. Also, keep each search theme no longer than 20 characters.
To make choosing a search theme easier, think like your customers: What are they searching for? There may be industry jargon you don't know, so make sure you work with people who are knowledgeable in related niche terms. Don't forget your strategy, focus only on what you're promoting, and you'll be good to go.
If you want to highlight multiple offers, Google suggests creating separate campaigns for each so you can target each theme as precisely as possible.
Worried about how search themes will affect brand exclusions or account-level negative keywords you've already identified? Don't worry, the new search themes beta takes these into account so you won't cast your net in areas you've already excluded. You can also use search term insights to see which categories your themes match, so you can monitor and adjust as needed.
Search themes beta for Google Ads P-Max campaigns is a game-changing feature for advertisers, allowing you to expand your reach, improve performance, and discover new audience segments while maintaining relevant ad placement. Make the most of your digital advertising efforts and incorporate search themes into your P-Max campaigns today.
