How to use Audience Signals & Search Themes in Google Campaigns
PMax Audience Signals and Search Themes are the two key ways performance marketers guide Google's AI. Audience Signals (like Customer Match and In-Market) provide a starting point for who to target, while Search Themes suggest what queries are most relevant to your business. We explain why they are signals, not targeting, and provide the 2025 strategy to use them together for maximum conversion value.
🔑 Core PMax Strategy Walkthrough:
Audience Signals: How to leverage high-quality First-Party Data (Customer Match) and Custom Segments (based on interests/URLs) to give the AI its most valuable starting hints.
Search Themes: Best practices for structuring your search themes (up to 50 per Asset Group) to fill gaps where your assets/landing page content is insufficient.
The Crucial Distinction: Why relying on these as strict targeting is the biggest PMax mistake and what truly drives performance (Conversion Tracking & Asset Quality).
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