Alex van de Pol’s Post

📈 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐫𝐨𝐥𝐥𝐬 𝐨𝐮𝐭 𝐚 𝐛𝐞𝐭𝐚 𝐟𝐞𝐚𝐭𝐮𝐫𝐞, "𝐬𝐞𝐚𝐫𝐜𝐡 𝐭𝐡𝐞𝐦𝐞𝐬” The feature is aimed at boosting Performance Max campaigns. It allows advertisers to provide additional business-related information to guide Performance Max towards unexplored placements. It's touted to work harmoniously with existing assets, feeds, and landing pages, with a promise of extending reach across all channels, including Search. As for now only a small proportion of the Pmax traffic goes to search for most retail advertisers. Likely this feature will chance this as phrase and broad match keywords will have the same priority with this enabled. Although I have not had the chance to use this beta feature myself I see some potential pros and cons: 𝐏𝐫𝐨𝐬: - Potential to access new traffic areas by communicating more business specifics to Google AI. - Flexibility to adjust campaign focus when entering new markets or launching new products/services. - May provide a workaround for landing pages that aren't updated frequently. 𝐂𝐨𝐧𝐬: - Being in beta, the feature may have unforeseen bugs or inconsistencies. - The effectiveness heavily relies on Google AI’s understanding and interpretation, which might not always align with advertisers’ intentions. - It leads to (even more) lack of control and transparency on how and where ads are placed, amidst the black box of Google's algorithm. While search themes could usher in new opportunities, a cautious approach is advisable given the dependency on Google AI and the feature being in its beta phase. 📎see link in the comments #GoogleAds #PerformanceMax #SearchThemes #DigitalAdvertising #BetaFeatures