Google adds search themes to Performance Max

Google today is adding search themes – a new, optional signal – to Performance Max. As Google explained:“When you add search themes, you’re telling Google AI you want to reach that traffic in your Performance Max campaign across all Google Ads inventory, including Search, YouTube, Gmail, Discover, Maps, and Display. Search themes also help you find audiences across channels based on users’ search behavior.”Google also emphasized that for Search inventory, “exact match keywords that are identical to the search queries will continue to be prioritized over search themes and other keywords.”Filling in knowledge “gaps.” With search themes, Performance Max can go beyond using assets, feeds and landing pages to predict campaign-level performance. Search themes will respect brand exclusions in Performance Max and account-level negative keywords. Search themes will have the same prioritization as your phrase match and broad match keywords in your Search campaigns.