Google Ads introduced a significant update to its Search campaigns with the launch of AI Max, which will begin rolling out globally in beta format this month. This new functionality promises to optimize ad performance by enabling better query matching, dynamic personalization options and greater control over campaigns.
Key benefits for advertisers
Advertisers who enable AI Max in their Search campaigns can expect significant improvements in their results, with key benefits being highlighted:
- Increased conversions: Early tests indicate that advertisers can experience 14% more conversions or value of conversions, while maintaining a similar CPA (cost per acquisition) or ROAS (return on ad spend). For those using exact or phrase match keywords, the increase is even more impressive, reaching 27%.
- Better search term matching: AI Max uses artificial intelligence to extend keyword matching, covering relevant queries that might otherwise go unnoticed.
- Dynamic text personalization: This tool, which replaces the old Automatically Created Assets system, generates new headers and descriptions based on existing landing pages and ads.
- End URL expansion: Direct users to the most relevant pages of your site, according to search intent, thus improving the user experience.
Control and brand safety
Many advertisers are concerned that automation will end up showing their ads in irrelevant or risky places. To avoid that, AI Max includes controls designed to reduce such problems.
- Brand Controls: Ability to select which brands your ads will appear next to or exclude certain brands.
- Location controls: Geographic targeting at the ad group level, ideal for companies with multiple locations.
- Creative asset controls: Ability to delete generated assets that do not comply with brand guidelines.
However, it is important to note that AI-generated assets will be activated before advertisers have a chance to review them, requiring active monitoring to avoid compliance issues.
Innovations in reporting and analysis
AI Max not only integrates with existing reports, but also introduces new analysis capabilities:
- Search term reports: Headers and URLs associated with searches will now be displayed.
- Asset measurement: Performance will be evaluated not only by impressions, but also by spend and conversions.
- New URL parameters: Increased visibility over search queries and their performance on different match types.
AI Max represents a major shift in the way Google search campaigns can be scaled, offering the versatility of optimized performance without replacing keyword management. For advertisers already using broad match strategies and automated bidding, AI Max can be a natural evolution. However, it is essential that marketers carefully evaluate the implementation of AI Max, balancing automation with a sound strategy.
As the complexity of search behavior increases, those who thoughtfully adopt AI Max will gain a competitive advantage. In this constantly developing field, Known Online is positioned as a leader, offering companies the tools they need to adapt and thrive in the new era of digital advertising.
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