Performance-Maximized Beta Search Themes for Google Ads

 in beta. You can use search themes as an optional signal to tell Google AI more about your company and increase relevant reach from your Google ad campaigns.

Although it is currently voluntary, Google will automatically upgrade your current custom segments to search themes in early 2024 based on search activity. You won't be able to add or modify custom segments in Performance Max based on previous search activity after search themes are released. According to Google, custom segments based on interests will still be accessible.

Currently, Performance Max uses information from your feeds, landing pages, and assets to forecast which placements—including search queries—will work best for your campaign. Search themes "can fill in gaps by adding information about your business that you expect to perform well." This is what they accomplish. stated Google.

Search themes in Performance Max campaigns will be prioritized similarly to your phrase match and broad match keywords in Search campaigns, especially on Google Search inventory. The search queries' exact match keywords will remain given precedence over other keywords and search themes. Remember that search themes are not required. Additionally, you will be able to manage the kinds of search traffic that Performance Max serves up by utilizing techniques such as brand exclusions.

This interface can be seen in this screenshot:

This is how it functions:

• You may identify searches that you know your target audience is doing by using search themes. These are other searches that Performance Max would match you to based on your URLs, assets, and other information. They are optional.
• Each asset category may have up to 25 search topics added.
• Negative keywords at the account level and brand exclusions in Performance Max will be respected by search themes.
• Customers will be directed to the landing pages you've specified via your Final URL expansion, page feeds, and URL includes settings by results derived from search themes.
• In your search campaigns, search themes will be prioritized in the same way as phrase match and broad match keywords.
• At the campaign and account levels, you will be able to view the search categories that your advertisements matched to as well as the corresponding conversion performance in your search terms insights. You may now download your data and use the API to retrieve it, as well as examine search term insights for customized period ranges.

A week ago, David Kyle mentioned on X that he received this notification on his account. This is what it offered him:

These are a few Google posts for FAQs:

Will Performance Max traffic be limited by search themes? Nope. When keywordless AI technology is unable to locate the traffic using the final URL expansion feature, search themes may be able to find fresh or incremental traffic that leads to enhanced performance.

• What effect will search themes have on my search campaign keywords? In your search campaigns, search themes will be prioritized in the same way as phrase match and broad match keywords; the theme with the greatest Ad Rank will take precedence.
• Does Performance Max require search themes? Nope. You can utilize search themes as an optional input to improve efficiency.
• Can I take search themes off once I've used them? Sure. Anytime you wish to take a search theme out of your Performance Max asset group, you can do so.