Microsoft Advertising Allows Up To 50 Search Themes In PMax Campaigns

01/13/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Microsoft Advertising Expands Search Themes to 50 for Performance Max Campaigns

Microsoft Advertising has increased the limit to 50 search themes for Performance Max (PMax) campaigns, enhancing campaign targeting capabilities. Search themes guide PMax campaigns by providing relevant keywords and phrases, improving audience reach without traditional keywords. This update allows better alignment with ideal customers through integration with LinkedIn profile targeting and audience signals. The feature is now live and aims to boost campaign effectiveness, especially for niche markets and new products.

Optimixed’s Overview: Enhanced Targeting Precision with Expanded Search Themes in Microsoft Performance Max Campaigns

What’s New with Microsoft Advertising Performance Max Campaigns?

Microsoft Advertising recently announced a significant update to its Performance Max (PMax) campaigns by expanding the allowable number of search themes from a lower limit to 50 themes. This enhancement is designed to refine and improve campaign targeting by giving advertisers more flexibility and control over how their ads reach potential customers.

Why Search Themes Matter

  • Guided Targeting: Search themes provide descriptive words and phrases that reflect what customers are likely to search for, helping PMax campaigns understand search intent better.
  • Keywordless Optimization: Unlike traditional keyword-based campaigns, PMax uses these themes to target audiences more effectively without relying on exact keywords.
  • Improved Audience Reach: This update helps advertisers reach niche markets, promote new products, and address specific customer needs more efficiently.

Integration with Other Targeting Signals

Advertisers can combine search themes with other powerful audience signals such as LinkedIn profile targeting and impression-based remarketing. This multi-layered approach ensures that PMax campaigns are oriented towards the ideal customer profiles, maximizing the impact of advertising spend.

Conclusion

The expansion to 50 search themes represents a strategic improvement in Microsoft Advertising’s Performance Max campaigns, offering businesses enhanced tools for precise targeting and better campaign outcomes. This update is currently live and is expected to be officially highlighted in upcoming Microsoft Advertising blog posts.