The Performance Max (PMax) feature has increased the Search Theme limit from 25 to 50 per Asset Group, allowing for greater guidance in campaign targeting. This update is already live in many accounts.
Search Themes are optional prompts that inform Google about the actual search queries used by the audience. By incorporating up to 50 keywords or phrases per asset group, advertisers can enhance Google's AI targeting capabilities beyond just assets and landing pages.
Key points about Search Themes include:
- They do not restrict reach but complement Google's targeting.
- Negative keywords remain applicable.
- They are prioritized similarly to phrase or broad match in Search campaigns.
This update provides opportunities for optimization, including:
- Adding high-performing search terms.
- Aligning creative strategies with user intent.
- Tightening targeting while maintaining automation flexibility.
This enhancement can significantly impact how PMax campaigns are managed.
