Use search themes with your Performance Max campaign

With the search themes beta, you can add the words and phrases your customers use to find your offerings to help Performance Max campaigns reach the right audience.

By combining your expertise with Google AI, you’ll be able to expand your reach to relevant customers across Google channels, including Search.

Here’s how it works:

• Search themes let you indicate queries that you know your customers are looking for.
  • Search themes are optional and additive to the queries and placements Performance Max predicts will perform well based on your assets, feeds, and landing pages.
• Add up to 25 search themes per asset group.
• Exclusions and negative keywords still apply.
• Search themes will have the same prioritization as your phrase match and broad match keywords in your Search campaigns.

Instructions

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Asset groups.
4. Click the pencil icon next to "Signals" on the right side of the asset group card to edit signals.
5. On the “Signals” card, select Search themes.
6. Add up to 25 unique search themes. For example, avoid “car” and “automobile,” as they’ll reach the same audience.
   • As you enter the search themes, they become chips in the input area.
7. Click Save.

Learn more about how to Unlock new relevant traffic on Performance Max with search themes.