What are Search Themes in Google Ads?

Search themes in Google Ads refer to specific keyword themes or sets that help define and organize a campaign’s targeting strategy.

They focus on grouping keywords based on intent or relevance to your products or services. 

By aligning your search themes with user intent, you can improve ad frequency and optimize ad frequency—ensuring your ads are shown to the right audience at the right time.

Performance Max Search Themes

What are Performance Max Search Themes?

Performance Max Search Themes are a feature of Google Ads’ Performance Max campaigns that allow advertisers to organize and categorize search terms based on specific themes or goals. These themes help Google Ads understand the advertiser’s objectives, which allows the system to deliver optimized results across multiple Google channels (Search, Display, YouTube, etc.).

How to Set Up Performance Max Search Themes?

To set up Performance Max Search Themes:

1. Go to Campaign Creation: Start by creating or editing a Performance Max campaign.
2. Define Your Goal: Choose your campaign objective (sales, leads, website traffic, etc.).
3. Add Search Themes: In the “Audience Signals” section, you can add specific search themes or interest categories relevant to your business. These will guide Google Ads in targeting relevant searches to deliver higher quality traffic.

Can You Add Negative Keywords to Performance Max?

Yes, you can add negative keywords to Performance Max campaigns, although the level of control is not as granular as when you add keywords to Google Ads in Search campaigns.

Here’s how:

1. Navigate to the Campaign Settings
   Go to your Performance Max campaign and click on the “Settings” tab. This is where you can manage your campaign’s various options, including negative keywords.
2. Add Negative Keywords
   In the “Negative Keywords” section, you can enter the specific keywords you want to exclude. These could be terms that are irrelevant to your business or that bring in low-quality traffic.
3. Use Keyword Lists
   If you have predefined negative keyword lists, you can apply them to your Performance Max campaign. This saves time if you manage multiple campaigns with the same exclusions.

Performance Max vs. Search Campaigns

When deciding between Performance Max and Search Campaigns in Google Ads, here are some things to consider: 

1. Campaign Reach
   Performance Max campaigns offer broader reach across multiple Google platforms, such as Search, Display, YouTube, and Gmail. In contrast, Search campaigns target users on Google Search based on specific search queries.
2. Keyword Control
   Performance Max relies on automation, using audience signals and search themes for targeting. Search campaigns give full control over keyword selection for precise targeting.
3. Audience Targeting
   Performance Max uses audience signals (demographics, interests, behaviors) for optimization, while Search campaigns focus mainly on search queries with less robust audience targeting.
4. Automation vs. Manual Control
   Performance Max automates bidding, targeting, and ad placements, requiring less manual management. Search campaigns allow for manual control over bids, keywords, and match types.
5. Use of Negative Keywords
   Performance Max offers limited negative keyword control, whereas Search campaigns provide full control, allowing for precise exclusion of irrelevant terms.
6. Reporting and Insights
   Performance Max provides overall performance insights across multiple platforms but lacks detailed search term data. Search campaigns offer granular search query data for precise optimization.
   

Search Theme Examples

E-commerce Campaign Search Themes

For an e-commerce business, search themes are geared towards helping customers find specific products and make purchases. Some examples include:

1. “Buy [product name]”
2. “[Product type] sale”
3. “[Product brand] store”
4. “Discount [product name]”
5. “Best [product type] deals online”

These themes focus on purchasing intent, product types, and specific brands, ensuring ads appear when users are ready to shop.

Service-Based Business Campaign Search Themes

Service-based businesses should focus on terms that reflect customer inquiries about specific services. For instance:

1. “[Service type] near me”
2. “[Service type] pricing”
3. “[Location] [service type]”
4. “Best [service type] in [location]”
5. “Affordable [service type] for [problem]”

These search themes are designed to target customers looking for specific services in their area, along with pricing and reputation-based queries.

Real Estate Campaign Search Themes

In real estate, search themes should be focused on property types, locations, and specific buyer needs. Examples include:

1. “Homes for sale in [location]”
2. “Luxury apartments in [location]”
3. “Affordable houses in [location]”
4. “Real estate agent in [location]”
5. “Best real estate deals in [location]”

These search themes are aimed at buyers or renters looking for properties in particular areas.

Search Themes Best Practices

1. Align Themes with Business Objectives

To ensure your Performance Max campaign achieves its goals, it’s crucial to align your search themes with your business objectives. 

For example:

• If your goal is sales, you might focus on search themes like “buy [product name]” or “best [product type] deals.”
• For lead generation, you could target search themes such as “[service type] pricing” or “[location] [service type].”
• For traffic generation, you might choose broader search themes like “how to [solve problem]” or “guide to [product/service].”

2. Use Broad and Specific Keywords

Incorporating a mix of both broad and specific (long-tail) keywords within your search themes helps you capture users at different stages of the buyer’s journey.

• Broad keywords (e.g., “buy shoes online”) help attract a larger audience, capturing users early in the research phase.
• Specific (long-tail) keywords (e.g., “buy Nike running shoes for women size 8”) target users with higher intent who are closer to making a purchase decision.

3. Refine Audience Signals

Leveraging audience signals can help Google’s AI better understand which types of users are most likely to convert based on demographics, interests, behaviors, and past interactions.

For instance:

• If you’re running a campaign for luxury watches, your audience signals might include users who have shown interest in high-end fashion or luxury goods.
• For a local service business, audience signals could include geographic data, such as users who have previously searched for “home services in [location].”

4. Monitor Performance

Use performance data to analyze which themes are driving the best results and which ones may need refinement.

For example:

• If you notice that certain search themes are bringing in irrelevant traffic or underperforming, adjust them by adding negative keywords or rephrasing the theme.
• If a theme is generating a lot of conversions, consider expanding it to reach even more potential customers.

5. Optimize Negative Keywords

One of the best ways to maximize your Performance Max campaign’s effectiveness is by optimizing negative keywords. 

For instance:

• If you’re selling premium laptops, you might add “cheap” or “discount” as negative keywords to avoid attracting users looking for lower-cost alternatives.
• For a service-based business like plumbing, you might exclude keywords like “DIY plumbing” or “plumbing tips” to ensure you’re only targeting people ready to hire a professional.