In this blog post, we at StubGroup, a top Premier Google partner digital advertising agency, will share some insights into a powerful feature in Google Ads – Search Themes in Performance Max campaigns. We’ll explore what Search Themes are, how they function, and whether your campaigns could benefit from incorporating them.
Understanding Search Themes
In November 2023, Search Themes officially moved beyond the beta phase, providing advertisers with a powerful tool to enhance the targeting capabilities of their Performance Max campaigns. At StubGroup, we empower advertisers to create a list of up to 25 words or phrases linked to their ad content, offering a more nuanced approach to targeting that goes beyond conventional search signals.
What Do Search Themes Enable?
We believe that Search Themes grant advertisers the ability to convey additional information to Google about their offerings and target audience. This extended input helps Google comprehend the context of ads, facilitating more precise targeting. Unlike relying solely on landing pages, audience data, and ad copy, Search Themes empower advertisers to explicitly specify relevant terms, ensuring ads reach users who may not have been previously targeted.
Examples of Search Theme Usage
To illustrate the practical applications of Search Themes, we have examples from various industries. For instance, an insurance company specializing in unique products could leverage Search Themes to highlight phrases like “SR22” or “insurance for non-car owners.” Similarly, a hotel near the New York City marathon start line could utilize Search Themes to capture the attention of users interested in marathon-related searches, even if not explicitly mentioned on their website.
How to Approach Search Themes
Our experts emphasize the importance of intentional planning when incorporating Search Themes into campaigns. Although initial tests did not reveal significant changes in performance, we acknowledge that Google’s evolving nature and constant updates to the program necessitate ongoing testing. Advertisers are encouraged to experiment with Search Themes, providing Google with additional signals and insights to optimize campaign performance continually.
Should You Use Search Themes?
Search Themes are optional in Performance Max campaigns, allowing advertisers to add or remove them as needed. While specific performance metrics for individual Search Themes aren’t available, we recommend leveraging this feature to provide Google with valuable information that may not be apparent from landing pages or ad copy alone.
Conclusion
As Google refines its algorithms and gathers more data on the effectiveness of Search Themes, at StubGroup, we encourage advertisers to embrace this feature as a valuable tool for refining targeting strategies. Stay tuned for updates as the industry learns more about the impact of Search Themes on Performance Max campaigns. For now, consider incorporating them into your campaigns and monitoring performance for potential improvements.
If you would like more information or are interested in talking to one of our experts about your digital advertising, you can learn more here!