{"id":1204,"date":"2026-01-10T04:00:12","date_gmt":"2026-01-09T20:00:12","guid":{"rendered":"http:\/\/longzhuplatform.com\/?p=1204"},"modified":"2026-01-10T04:00:12","modified_gmt":"2026-01-09T20:00:12","slug":"microsoft-expands-search-themes-in-performance-max-to-50","status":"publish","type":"post","link":"http:\/\/longzhuplatform.com\/?p=1204","title":{"rendered":"Microsoft expands search themes in Performance Max to 50"},"content":{"rendered":"

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Ahead of a slate of announcements coming next week, Microsoft Advertising says advertisers can now add up to 50 search themes to Performance Max campaigns \u2014 a significant increase from previous limits.<\/p>

Why we care. <\/strong>Search themes act as strategic signals that guide Performance Max toward the queries and intent patterns advertisers care most about. Increasing the cap gives marketers far more room to shape how automation interprets demand, especially for complex or multi-category businesses. <\/p>

Advertisers will also no longer have to collapse intent into a handful of themes or spin up multiple campaigns just to reflect different product lines or use cases.<\/p>

The big picture.<\/strong> Microsoft is leaning into signal-based control rather than rigid keyword targeting. Advertisers can pair search themes with LinkedIn profile targeting and other audience signals, including impression-based remarketing, to help Performance Max focus on high-value customers instead of broad, generic demand.<\/p>

What to watch.<\/strong> Microsoft says additional updates are coming in its Advertising blog next week, suggesting this expansion is part of a broader push to make Performance Max more flexible \u2014 and more advertiser-guided \u2014 without walking back automation.<\/p>

First seen. <\/strong>Microsoft Product Liaison Navah Hopkins shared this news on LinkedIn as well as teasing some updates coming next week Wednesday (Jan 14th). <\/p>

The bottom line.<\/strong> By allowing up to 50 search themes, Microsoft is giving advertisers a stronger steering wheel for Performance Max, not by adding complexity, but by expanding the signals that matter most.<\/p> <\/div>

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page\u2019s content was written by either an employee or a paid contractor of Semrush Inc.<\/em> <\/p>

\"Anu\"Anu <\/div> <\/p><\/div>

Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span> since 2024. She covers<\/span> paid search, paid social, retail media, video and more.<\/span><\/p>

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. <\/span><\/span>Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of <\/span><\/span>weekly podcast PPC Live The Podcast.<\/span><\/span><\/p>

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.<\/span><\/span><\/p> <\/p><\/div> <\/p><\/div> <\/p><\/div> <\/p><\/div> <\/p><\/div> <\/div>

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News#Microsoft #expands #search #themes #Performance #Max1767988812<\/p> ","protected":false},"excerpt":{"rendered":"

Ahead of a slate of announcements coming next week, Microsoft Advertising says advertisers can now add up to 50 search themes to Performance Max campaigns \u2014 a significant increase from previous limits. Why we care. Search themes act as strategic signals that guide Performance Max toward the queries and intent patterns advertisers care most about. […]<\/p>\n","protected":false},"author":1,"featured_media":1205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[972,701,734,83,528,95,973],"class_list":["post-1204","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","tag-expands","tag-max","tag-microsoft","tag-news","tag-performance","tag-search","tag-themes"],"acf":[],"_links":{"self":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts\/1204","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1204"}],"version-history":[{"count":0,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts\/1204\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/media\/1205"}],"wp:attachment":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1204"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1204"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}