Performance Max, or PMAX, campaigns were a big leap forward for marketing professionals. They let us use automation and AI to show our ads to a more specific audience with greater chances of conversion. To keep increasing their efficiency across all platforms, Google has introduced Search Themes, and at Trilogi, as a Premier partner agency, we explain how they work and how to apply them to your current strategy.
Search Themes, an improvement still in beta
The main purpose of this feature is to provide information to the AI behind Google Ads Performance campaigns. It fills information gaps to reach a more specific target audience across all the ad possibilities offered by Google and its various platforms.
How this new tool works
To start using this feature, you need to understand how it works. The first step is knowing what type of information to feed into it, which should focus on two areas:
- The customer: Information we know about our most typical customer, drawn from our experience or data gathered in the physical store.
- Internal: Knowledge about the company or our product that will be relevant to the user who sees our ad.
There are some specific rules for these terms that you need to know to use them properly.
- You can add up to 25 themes per asset group.
- Using them is optional.
- The AI respects brand exclusions in negative keywords.
- Results from these terms will be redirected to the landing page specified by the advertiser.
- You can view the data obtained even at search term level.
Benefits of including these terms in your campaign
This new feature increases reach to consumers across all kinds of channels. It is especially relevant for search results, as it lets you define the target audience more efficiently.
This type of information also helps the AI behind Performance Max learn about the company and about certain customers it finds harder to get information on.
To achieve these benefits, it’s essential to fill the following gaps:
- The landing page lacks details or the latest updates on the products offered.
- We’re facing new users after opening a new market.
- Launching a new promotion for a season where we don’t have a good performance history.
- Expanding Performance Max reach by including search history.
Search Themes are a perfect tool for optimizing and improving Performance Max campaigns. They fill information gaps so the AI can learn and improve ad conversions.
