AI Max for Google Search Campaigns
Source: blog.google
Introducing AI Max for Search Campaigns
A new suite of targeting and creative enhancements, AI Max for Search campaigns, is bringing the best of Google AI to Search campaigns. This suite is rolling out to all advertisers globally in beta starting later this month.
AI is changing Google Search. It’s becoming more exploratory and multimodal, with AI-powered responses and the ability to search with Google Lens. Google Search is moving beyond matching queries to predicting user needs, delivering relevant ads in new moments.
By adopting AI-powered ads solutions, you can maximize performance. AI Max for Search campaigns helps you expand your reach into new queries, while giving you granular controls and reporting transparency. Data shows that advertisers activating AI Max in Search campaigns typically see more conversions or conversion value at a similar CPA/ROAS. For campaigns mostly using exact and phrase keywords, the typical uplift is even higher.
Supercharge Performance with AI Max
With search term matching, you can expand upon your existing keywords using broad match and keywordless technology to find more relevant and high-performing search queries. Google AI will learn from your current keywords, creative assets, and URLs to help you show up on more relevant searches. The way your keywords and keywordless matches are prioritized in serving works the same as it does today in Search and Performance Max campaigns.
Showing up in new searches means your creative needs to adapt. Text customization helps you generate new text assets, like headlines and descriptions, based on your landing page, ads, and keywords. Our ability to generate assets that feature calls-to-action and unique selling points has improved. Pair this with final URL expansion to send users to the most relevant pages on your website. Combine all the features in AI Max together to precisely capture new intent and show users relevant content.
For example, if someone searches for “colorful midi dresses for spring and summer,” your campaign with only exact match keywords like “red midi dress” might miss them. AI Max can ensure your ad stays relevant by adapting your ad content to match the query.
Advertisers are seeing stronger results by activating AI Max in their Search campaigns. One company saw incremental performance by using AI Max to find new search opportunities and boost ad relevance in their Search campaigns — with a higher conversion rate at a lower cost-per-conversion. They unlocked more conversions from new search queries by turning on search term matching in AI Max. Another company drove more leads at a lower cost-per-action by turning on AI Max in their Search campaigns. They saw an increase in conversions from new queries and decided to expand AI Max to more Search campaigns.
New Controls and Reporting Improvements
AI Max comes with new controls. Exclusively in AI Max for Search campaigns, locations of interest helps you reach specific customers based on their geographical intent at the ad group level. With brand controls, you can specify the brands you want your ads to be associated with or prevent your ads from appearing alongside specific brands.
A new URL parameter gives you greater visibility into search terms across all match types, so you can optimize your landing pages and maintain detailed tracking. Reporting improvements are rolling out to both Search and Performance Max. Headlines and URLs in the search terms report give you a clearer view into customer ad journeys. Improved asset reports show you how your assets are performing against KPIs like spend and conversions. You’ll have the option to remove any generated assets with asset removals or specify where you'd like to send your customers with URL controls.