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Performance Max campaigns in Google Ads now include Search Themes, a powerful feature that lets you guide Google’s AI toward the most relevant searches for your business. In this video, you’ll learn exactly what Search Themes are, how they are different from keywords, and why they matter for improving ad performance. I’ll walk you through how to set them up step by step, highlight best practices, and show you where advertisers often go wrong. Whether you’re new to Performance Max or just want to sharpen your targeting, this tutorial makes it simple and actionable. By the end, you’ll know how to use Search Themes to increase traffic quality and get more conversions from your ads.
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Frequently Asked Questions:
What are Search Themes in Performance Max?
Search Themes are signals you provide to Google that suggest the types of search queries you want your Performance Max campaigns to show up for. They’re not traditional keywords but guide the AI in targeting.
How are Search Themes different from regular keywords?
Keywords directly control bidding and matching in Search campaigns, while Search Themes are softer signals that help Google’s algorithm understand your desired audience intent in Performance Max.
Do I still need keywords if I’m using Search Themes?
Yes, if you’re running dedicated Search campaigns. Performance Max uses Search Themes in addition to your assets and audience signals, but it doesn’t replace keyword targeting in standard Search.
How many Search Themes should I add?
Start with 5 to 15 related themes that describe your business and target customers. Too many can dilute Google’s learning.
Can I change or update Search Themes later?
Yes, you can add, remove, or refine them at any time, and Google’s algorithm will adapt as it gathers new performance data.
Do Search Themes affect all channels in Performance Max?
They primarily change Search inventory within Performance Max, but they also help Google better understand your audience signals across other placements.
How long does it take to see results after adding Search Themes?
It usually takes 1 to 2 weeks for Google’s machine learning to optimize around new inputs, so allow some time before judging performance.
Do Search Themes cost extra to use?
No, there’s no additional fee. They simply influence how your existing budget is spent more effectively.