Google’s AI Max Arrives for Search Campaigns: Enhanced Performance Now Official
Google has officially introduced AI Max for Search campaigns, a significant update designed to enhance performance for advertisers in North America. This new campaign setting integrates seamlessly into existing Search campaigns, bringing expanded query reach, adaptive creative capabilities, and improved controls, all aimed at delivering better results while maintaining advertiser transparency.
AI Max for Search is not a new campaign type but rather a one-click setting within your current Search campaigns. Once activated, it introduces three key improvements:
- Search term matching: AI extends your keyword matching to capture relevant, high-performing search queries you might currently be missing.
- Text customization: Formerly known as Automatically Created Assets (ACA), this feature dynamically generates new headlines and descriptions based on your landing pages, existing ads, and keywords.
- Final URL expansion: Directs users to the most relevant pages on your website based on their search intent.
Advertisers retain control by being able to opt out of text customization or final URL expansion at the campaign level, and search term matching at the ad group level. However, Google suggests utilizing all three features together for optimal performance. It’s important to note that exact keyword matches will always take priority.
Google’s introduction of AI Max addresses the evolving nature of search, with more complex and conversational queries becoming common, especially with the integration of AI-powered experiences. It also responds to advertiser feedback regarding the need for transparency and control within automated campaign settings. AI Max aims to provide both, offering new targeting and creative tools while preserving access to existing Search reports and controls. More detailed reporting, including search terms by asset and improved URL parameters, is also being rolled out.
To address brand safety concerns, Google has included several controls with the AI Max for Search launch:
- Brand controls: Specify brands your ads can appear alongside or exclude specific brands.
- Location of interest controls: Target users based on their geo-intent at the ad group level.
- Creative asset controls: Remove generated assets or block them if they don’t align with brand guidelines.
It’s worth noting that currently, AI-generated assets will go live before advertiser review, requiring proactive monitoring.
Regarding reporting updates, AI Max enhances existing Search reporting with:
- Search terms reporting now shows associated headlines and URLs.
- Asset reports measure performance by spend and conversions, not just impressions.
- A new URL parameter provides deeper insight into search queries and performance across match types.
Early testing of AI Max has shown promising results in North America, with advertisers seeing an average of 14% increase in conversions or conversion value. Notably, campaigns primarily using exact or phrase-match keywords experienced even higher lifts, around 27%.
AI Max offers the adaptive capabilities of Performance Max within your Search campaigns without necessitating a new campaign type or sacrificing keyword control. For those already using broad match and automated bidding, this will likely feel like a natural progression. For advertisers who rely more on exact and phrase match, it presents a chance to expand reach cautiously while maintaining essential controls.
This update underscores Google’s ongoing commitment to automation in advertising, balanced with the need for advertiser oversight and strategic input.
Ready to see how AI Max for Search can boost your campaign performance? Contact me today to discuss how this new feature can benefit your business.
What is AI Max for Search?
AI Max for Search is a new setting within Google Search campaigns that uses AI to expand keyword matching, improve ad creatives, and enhance reporting to drive better performance.
Is AI Max a new campaign type?
No, AI Max is not a new campaign type. It’s a one-click upgrade available within existing Search campaign settings.
What are the core benefits of using AI Max for Search?
The main benefits include expanded reach through improved search term matching, more dynamic and relevant ad creatives, and enhanced reporting insights.
What kind of performance improvements can be expected with AI Max?
Early tests in North America showed an average increase of 14% in conversions or conversion value, with up to 27% increases for campaigns using mostly exact or phrase-match keywords.
What controls do advertisers have with AI Max for Search?
Advertisers have controls over brand safety, location of interest targeting, and the ability to remove or block generated creative assets. They can also opt out of text customization and final URL expansion.
How does AI Max for Search compare to Performance Max?
While both can be eligible for the same Search auctions, if a user’s search exactly matches a keyword in your Search campaign with AI Max enabled, the Search campaign will take priority. AI Max operates within the Search campaign framework, offering similar adaptive capabilities.