New Search Themes in Google Ads: Boost Your PMax Campaigns with AI Power

Google Ads has always been about themes. Since its launch in 2000, search advertising has revolved around keywords. However, with Google’s ever-evolving platform, search themes are getting a major upgrade, especially with the introduction of Search Themes Beta for Performance Max (PMax) campaigns. Aspen Peak Agency has the expertise to utilize PMax campaigns and take your brand across multiple Google platforms. Let’s take a deeper dive into what this means for advertisers.

What Are Search Themes in Google Ads?

In traditional search ads, keywords take center stage—they’re the stars of the show. Search themes, however, take this concept further by grouping relevant keywords into overarching topics that help Google better understand your products and services.

With the new Search Themes Beta for PMax campaigns, advertisers can unlock advanced targeting capabilities by providing Google with more detailed information about their offerings. Think of it as giving AI a roadmap to help it find your ideal audience.

Why Use Search Themes in Performance Max Campaigns?

Performance Max campaigns have already proven to be effective. According to the Google Ads & Commerce Blog, advertisers using PMax see an average of 18% more conversions at a similar cost per action. The magic lies in Google’s AI-powered bidding and search query matching across platforms like Search, Maps, and YouTube.

Search Themes Beta takes this a step further by:

Expanding your reach to new, relevant audiences
Providing real-time performance optimization
Improving campaign reporting and insights

By leveraging search themes, you can discover more relevant customers and drive incremental conversions.

How Does Search Themes Beta Work?

Search Themes Beta allows you to guide Google’s AI by adding specific themes to your PMax campaigns. For example, if your products are great Mother’s Day gifts but your landing pages don’t explicitly say so, you can add themes like:

“Mother’s Day gifts”
“Mother’s Day gift ideas”
“Great gifts for mothers”

By adding these search themes, you’re signaling to Google that your products are relevant for those searches. This helps your ads appear to users looking for Mother’s Day gift ideas, even if your landing page doesn’t directly mention it.

Best Practices for Using Search Themes

To make the most of Search Themes Beta, follow these tips:

Limit Your Themes: Google recommends using 7-10 search themes per PMax campaign. Avoid using punctuation, URLs, or phone numbers, and keep each theme under 20 characters.
Think Like Your Customers: Consider what your audience is searching for. Collaborate with industry experts to uncover niche keywords and phrases that may not be immediately obvious.
Create Separate Campaigns for Different Themes: If you want to target multiple themes, consider creating separate campaigns for each to ensure precision targeting.

What About Negative Keywords?

Worried that search themes might interfere with your brand exclusions or account-level negative keywords? Don’t be. The Search Themes Beta takes these into account, ensuring that your ads don’t appear in unwanted areas. Use Search Terms Insights to monitor which categories your themes match and make adjustments as needed.

Why Search Themes Are a Game-Changer

Search Themes Beta in Google Ads is revolutionizing how advertisers approach targeting in Performance Max campaigns. By giving Google’s AI more context, you can:

Expand your reach
Boost your campaign performance
Uncover new audience segments

This new feature is all about making the most of your digital advertising efforts. By combining your expertise with Google’s AI, you can unlock new opportunities and drive better results. Let Aspen Peak Agency design an ad campaign to optimize your brand's reach.

Aspen Peak Agency Team