AI Max for Search Campaigns
Source: blog.google
Introducing AI Max for Search Campaigns
Google Ads is introducing AI Max for Search campaigns, which includes targeting and creative enhancements using Google AI. This suite aims to improve your Search campaigns. AI is making Google Search more exploratory and multimodal, turning it into a discovery and decision-making engine with AI-powered responses and the ability to search with Google Lens. As Search becomes more effortless, business growth opportunities expand.
Instead of simply matching queries, Google Search can now predict user needs, delivering relevant ads in new contexts. To maximize performance and prepare for future Search experiences, adopting AI-powered ads solutions is key. AI Max for Search campaigns is a new, one-click feature suite rolling out in beta to all advertisers globally later this month. It expands reach into new queries while providing controls and reporting transparency.
Advertisers using AI Max in Search campaigns typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns using mostly exact and phrase keywords, the uplift is even higher at 27%. With one click, AI Max brings Google AI into your Search campaigns.
Supercharge Performance with AI Max
Search term matching expands upon existing keywords using broad match and keywordless tech to find relevant search queries and conversions. Google AI learns from keywords, creative assets, and URLs to help you appear in relevant searches. Keyword and keywordless matches are prioritized as they are today in Search and Performance Max campaigns.
Creative needs to adapt to match intent in real time. Text customization, under the asset optimization panel in AI Max for Search campaigns, generates new text assets based on your landing page, ads, and keywords. The ability to generate assets with calls-to-action and unique selling points has improved. Pair this with final URL expansion to send users to relevant website pages.
Combining all AI Max features helps capture intent and show users relevant content. For instance, an apparel brand promoting a summer line could capture a search like “colorful midi dresses for spring and summer,” which a campaign with only exact match keywords like “red midi dress” would miss. Even with a broad match keyword, AI Max ensures ad relevance by adapting content to match the query.
Advertisers are already seeing stronger results by activating AI Max. L'Oréal saw incremental performance by finding new search opportunities and boosting ad relevance, achieving a 2X higher conversion rate at a 31% lower cost-per-conversion. They unlocked more conversions from queries like “what is the best cream for facial dark spots?” by turning on search term matching.
MyConnect, an Australia-based utility connection service, drove 16% more leads at a 13% lower cost-per-action by turning on AI Max, building on existing AI-powered Search features. They saw a 30% increase in conversions from new queries and plan to expand AI Max to more campaigns.
AI Max includes new controls for precision. Locations of interest, exclusive to AI Max for Search campaigns, help you reach customers based on geographical intent at the ad group level. Brand controls at the campaign and ad group level allow you to specify brands to associate with or prevent ads from appearing alongside. A new URL parameter offers visibility into search terms across match types, enabling landing page optimization and detailed tracking.
Reporting improvements are rolling out to Search and Performance Max. Headlines and URLs in the search terms report offer a clearer view into customer ad journeys. Improved asset reports show asset performance against KPIs like spend and conversions. You can remove generated assets or specify where to send customers with URL controls.
For updates on AI Max for Search campaigns and other Google Ads innovations, tune into Google Marketing Live on Wednesday, May 21 at 9 a.m. PT.