AI Max for Search Campaigns

Google Unveils AI Max for Search Campaigns

Google Ads has introduced AI Max for Search campaigns, a suite of AI-powered features designed to enhance targeting and creative capabilities. This new tool leverages Google AI to make Search campaigns more effective by predicting user needs and delivering relevant ads in new contexts. As Google Search becomes more exploratory and multimodal, AI Max aims to help businesses capitalize on these advancements.

AI Max for Search campaigns is rolling out in beta globally later this month. It expands the reach of advertisements into new queries while providing controls and reporting transparency. Early adopters have reported significant improvements, with advertisers seeing a 14% increase in conversions or conversion value at similar cost-per-action (CPA) or return on ad spend (ROAS). For campaigns relying on exact and phrase keywords, the uplift is even more substantial, at 27%.

Enhancing Performance with AI Max

One of the key features of AI Max is its ability to expand search term matching. By utilizing broad match and keywordless technology, AI Max identifies relevant search queries and conversions beyond existing keywords. Google AI analyzes keywords, creative assets, and URLs to help advertisers appear in relevant searches. This approach prioritizes keyword and keywordless matches, similar to current practices in Search and Performance Max campaigns.

Creative adaptation is another strength of AI Max. The asset optimization panel in AI Max for Search campaigns generates new text assets based on landing pages, ads, and keywords. This ensures that creative content matches user intent in real time. For example, AI Max can adapt calls-to-action and unique selling points to better align with user queries, enhancing ad relevance and effectiveness.

The combination of AI Max features helps capture user intent and display relevant content. For instance, an apparel brand promoting a summer line could capture searches like “colorful midi dresses for spring and summer,” which might be missed by campaigns using only exact match keywords like “red midi dress.” Even with broad match keywords, AI Max ensures that the content remains relevant to the user's query.

Real-World Success Stories

Early adopters of AI Max have already seen promising results. L'Oréal achieved a 2X higher conversion rate at a 31% lower cost-per-conversion by activating AI Max. The company unlocked more conversions from queries like “what is the best cream for facial dark spots?” by leveraging search term matching.

MyConnect, an Australia-based utility connection service, reported a 16% increase in leads at a 13% lower cost-per-action after adopting AI Max. They saw a 30% increase in conversions from new queries and plan to expand AI Max to more campaigns. These success stories highlight the potential of AI Max to boost ad relevance and performance.

Advanced Controls and Reporting

AI Max includes new controls for precision targeting. The “locations of interest” feature, exclusive to AI Max for Search campaigns, allows advertisers to reach customers based on geographical intent at the ad group level. Brand controls at the campaign and ad group level enable advertisers to specify brands to associate with or avoid appearing alongside.

Reporting improvements are also part of the AI Max suite. Enhanced search terms reports provide clearer views into customer ad journeys, while improved asset reports show asset performance against key performance indicators (KPIs) like spend and conversions. Advertisers can remove generated assets or specify where to send customers with URL controls, offering greater flexibility and control.

Looking Ahead

Google is set to provide more updates on AI Max for Search campaigns and other Google Ads innovations at Google Marketing Live on Wednesday, May 21 at 9 a.m. PT. As AI continues to reshape the digital advertising landscape, AI Max stands as a significant step forward in making Search campaigns more intelligent and effective.