How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
Paid Media / Google Ads & Meta Ads
Paid Media / Google Ads & Meta Ads
Paid Media / Google Ads & Meta Ads
Paid Media / Google Ads & Meta Ads
25 déc. 2024
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
Here is how the auction works
• Only one of these keywords can match the search term and trigger an ad to enter the auction.
• The table below outlines the priority rules that determine which keyword is selected
The order ➡️
𝟭. 𝗘𝘅𝗮𝗰𝘁 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* exact keyword [skydiving license] in the Search campaign is prioritized over any other broad or phrase keyword or a Performance Max campaign.
𝟮. 𝗣𝗵𝗿𝗮𝘀𝗲 𝗮𝗻𝗱 𝗯𝗿𝗼𝗮𝗱 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗼𝗿 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗵𝗲𝗺𝗲𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* Performance Max search theme “skydiving license” is prioritized over the phrase keyword “skydiving”. In this case, the phrase keyword isn't identical to the query.
𝟯. 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: 𝗔𝗜 (𝗮𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲) 𝗯𝗮𝘀𝗲𝗱 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗮𝘁𝗶𝗼𝗻
& 𝟰. 𝗔𝗱 𝗥𝗮𝗻𝗸
Practical tips:
• Use broad Search Themes to guide your PMax campaigns
• Match search intent with assets and messaging
• Avoid duplicates and close variants to prevent overlap
• Monitor spend allocation scripts
• Check Search Term Insights to analyze alignment
• You can include fewer than 25
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
Here is how the auction works
• Only one of these keywords can match the search term and trigger an ad to enter the auction.
• The table below outlines the priority rules that determine which keyword is selected
The order ➡️
𝟭. 𝗘𝘅𝗮𝗰𝘁 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* exact keyword [skydiving license] in the Search campaign is prioritized over any other broad or phrase keyword or a Performance Max campaign.
𝟮. 𝗣𝗵𝗿𝗮𝘀𝗲 𝗮𝗻𝗱 𝗯𝗿𝗼𝗮𝗱 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗼𝗿 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗵𝗲𝗺𝗲𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* Performance Max search theme “skydiving license” is prioritized over the phrase keyword “skydiving”. In this case, the phrase keyword isn't identical to the query.
𝟯. 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: 𝗔𝗜 (𝗮𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲) 𝗯𝗮𝘀𝗲𝗱 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗮𝘁𝗶𝗼𝗻
& 𝟰. 𝗔𝗱 𝗥𝗮𝗻𝗸
Practical tips:
• Use broad Search Themes to guide your PMax campaigns
• Match search intent with assets and messaging
• Avoid duplicates and close variants to prevent overlap
• Monitor spend allocation scripts
• Check Search Term Insights to analyze alignment
• You can include fewer than 25
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
Here is how the auction works
• Only one of these keywords can match the search term and trigger an ad to enter the auction.
• The table below outlines the priority rules that determine which keyword is selected
The order ➡️
𝟭. 𝗘𝘅𝗮𝗰𝘁 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* exact keyword [skydiving license] in the Search campaign is prioritized over any other broad or phrase keyword or a Performance Max campaign.
𝟮. 𝗣𝗵𝗿𝗮𝘀𝗲 𝗮𝗻𝗱 𝗯𝗿𝗼𝗮𝗱 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗼𝗿 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗵𝗲𝗺𝗲𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* Performance Max search theme “skydiving license” is prioritized over the phrase keyword “skydiving”. In this case, the phrase keyword isn't identical to the query.
𝟯. 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: 𝗔𝗜 (𝗮𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲) 𝗯𝗮𝘀𝗲𝗱 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗮𝘁𝗶𝗼𝗻
& 𝟰. 𝗔𝗱 𝗥𝗮𝗻𝗸
Practical tips:
• Use broad Search Themes to guide your PMax campaigns
• Match search intent with assets and messaging
• Avoid duplicates and close variants to prevent overlap
• Monitor spend allocation scripts
• Check Search Term Insights to analyze alignment
• You can include fewer than 25
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
Here is how the auction works
• Only one of these keywords can match the search term and trigger an ad to enter the auction.
• The table below outlines the priority rules that determine which keyword is selected
The order ➡️
𝟭. 𝗘𝘅𝗮𝗰𝘁 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* exact keyword [skydiving license] in the Search campaign is prioritized over any other broad or phrase keyword or a Performance Max campaign.
𝟮. 𝗣𝗵𝗿𝗮𝘀𝗲 𝗮𝗻𝗱 𝗯𝗿𝗼𝗮𝗱 𝗺𝗮𝘁𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗼𝗿 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗵𝗲𝗺𝗲𝘀 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺
Example : For the search term "skydiving license", the identical* Performance Max search theme “skydiving license” is prioritized over the phrase keyword “skydiving”. In this case, the phrase keyword isn't identical to the query.
𝟯. 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: 𝗔𝗜 (𝗮𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲) 𝗯𝗮𝘀𝗲𝗱 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗮𝘁𝗶𝗼𝗻
& 𝟰. 𝗔𝗱 𝗥𝗮𝗻𝗸
Practical tips:
• Use broad Search Themes to guide your PMax campaigns
• Match search intent with assets and messaging
• Avoid duplicates and close variants to prevent overlap
• Monitor spend allocation scripts
• Check Search Term Insights to analyze alignment
• You can include fewer than 25
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As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
Google Ads
As a freelance Google Ads expert, I help you build campaigns that are clear, structured, and focused on results. We’ll define your goals together, then I’ll take care of everything from setup to daily optimization.
Facebook Ads
As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
Google Ads
As a freelance Google Ads expert, I help you build campaigns that are clear, structured, and focused on results. We’ll define your goals together, then I’ll take care of everything from setup to daily optimization.
Facebook Ads
As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
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Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
Google Tag Manager
As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
Google Tag Manager
As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
Google Tag Manager
As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
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If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
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