Google Ads Performance Max campaigns are a powerful tool for businesses of all sizes to reach their target audience and achieve their marketing goals. Performance Max campaigns use machine learning to optimize your ads across all of Google's channels, including Search, YouTube, Gmail, Discover, Maps, and Display.
One of the newest features in Performance Max campaigns is search themes. Search themes allow you to provide Google AI with more information about your business and goals, which can help Google AI to better match your ads with relevant search queries and users.
Search themes are optional signals that you can add to your Performance Max asset groups. Search themes can be broad or specific, and they can be related to your products or services, your target audience, or your overall business goals.
When you add search themes to your Performance Max campaign, Google AI will use them to help match your ads with relevant search queries and users across all Google channels. Search themes will also help Google AI to find audiences across channels based on their search behavior.
Here are a few ways that search themes can skyrocket your ROAS and make you more money:
- Fill in the gaps: If you have a new landing page or product that doesn't have a lot of performance history yet, you can use search themes to help Google AI understand what your business is all about and who your target audience is. This can help Google AI to better match your ads with relevant search queries and users, even if they haven't visited your website before.
- Nudge your campaign in the right direction: If you're not happy with the performance of your Performance Max campaign, you can use search themes to nudge Google AI in the right direction. For example, if you're only getting conversions from low-value keywords, you can add search themes for high-value keywords. This can help Google AI to focus on showing your ads to users who are more likely to convert on high-value keywords.
- Target new markets or customer segments: If you're looking to expand your reach and target new markets or customer segments, you can use search themes to do so. For example, if you're a clothing e-commerce brand and you want to start targeting the Spanish-speaking market, you could add search themes for Spanish-language clothing keywords. This can help Google AI to show your ads to Spanish-speaking users who are interested in buying clothing.
- Promote new products or services: If you're launching a new product or service, you can use search themes to promote it. For example, if you're a software company and you're launching a new email marketing platform, you could add search themes for email marketing keywords. This can help Google AI to show your ads to users who are interested in learning more about email marketing.
- Support seasonal or promotional campaigns: If you're running a seasonal or promotional campaign, you can use search themes to support it. For example, if you're running a Black Friday sale, you could add search themes for Black Friday keywords. This can help Google AI to show your ads to users who are searching for Black Friday deals.
- Target your competitors' keywords: If you want to compete with your competitors for high-value keywords, you can use search themes to target their keywords. This can help Google AI to show your ads to users who are searching for the same keywords that your competitors are targeting.
Here are some best practices for using search themes in your Performance Max campaigns:
- Use a mix of broad and specific search themes. Broad search themes will help you to reach a wider audience, while specific search themes will help you to target your ads more precisely.
- Make sure that your search themes are relevant to your business and goals. Don't add search themes that are not relevant to your products or services, or that you're not interested in targeting.
- Monitor your search terms insights to see which search themes are driving the most conversions. You can use this information to optimize your search themes and improve your campaign performance.
Search themes are a powerful new feature in Performance Max campaigns that can help you to skyrocket your ROAS and make more money. If you're not already using search themes in your Performance Max campaigns, I encourage you to give them a try.
