Google has doubled down on its automation-first strategy with a key update to Performance Max (PMax) campaigns: some advertisers can now add up to 50 Search themes.
Why we care
. This update gives advertisers more flexibility and control in guiding Google’s AI-powered targeting. Search themes, which help steer PMax toward relevant search traffic, are increasingly critical for advertisers looking to influence automation without relying on traditional keywords.
Catch up quick
. Search themes act as keyword-like signals to help Performance Max campaigns align with user intent. The limit started at 10, was
raised to 25 in late 2023
, and now stands at 50.
Between the lines.
Several advertisers had objected to the prior limit of 25 themes.
Was overly limiting, particularly for accounts handling extensive product ranges or various customer groups. It seems Google’s adjustment was made specifically in response to this feedback.
What’s next
Keep an eye out as marketers explore the enhanced flexibility. Look forward to revised guidelines on organizing themes, refining testing approaches, and avoiding duplication with current Search or Shopping campaigns.
First seen.
This discovery was initially made by Google Ads specialist Pronay Roy and later shared by Thomas Eccel on LinkedIn.