Search Themes Comes To Google Performance Max
Google just changed ad targeting. On Thursday the company launched in beta “search themes” to give marketers a way to reach consumer audiences with specific interests.
The feature is driven through Performance Max, which supports performance campaigns based on specified conversion goals. The idea is to help identify new or incremental traffic that drives improved performance when that traffic can’t be found with keywordless AI technology.
Performance Max historically analyzed assets, feeds, and landing pages to predict ad placements — including search queries — that will perform well for campaigns. But now with search themes in beta, marketers also can fill the gaps by adding information about the business-like sales and promotions in the ad.
Adding search themes tells Google AI to reach out for the traffic through Performance Max campaigns across all Google Ads inventory, including Search, YouTube, Gmail, Discover, Maps, and Display. It also helps you find audiences across channels based on users’ search behavior.
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