For any marketer using Google Ads, choosing between broad match and AI Max can make or break your search campaigns. While both automate targeting via Smart Bidding, their scope and capabilities differ significantly.
Understanding the Key Differences
Broad match is a traditional keyword match type designed to scale reach by matching queries related to your keyword. This can work well, particularly with automated bid strategies, but the broad range of terms that may be targeted needs to be monitored in the Search Terms report, and negatives added where necessary.
In contrast to standard broad match targeting, the new AI Max option is a robust suite of automation features offering broader system controls, such as:
- Text Customisation: Google dynamically generates headlines and ad descriptions.
- Final URL Expansion: Sends traffic to any highly relevant page on your website.
- Brand Settings: Offers brand inclusions, exclusions, and unbranded-only search targeting.
- Location Intent: Targets users based on geographical interest at the ad group level.
- Granular Reporting: Reveals the exact match of keywords, served headlines, and landing pages.
Which Option Works Best?
Google says that AI Max delivers a clear advantage for modern campaign scaling. Broader query targeting converts at a higher rate when paired with automatically customised copy and landing pages.
The path forward depends on your current setup:
- Using Phrase Match: If your impression share is above 50% and performance is stable, skip broad match and implement AI Max directly.
- Using Exact Match: Introduce a single broad match keyword into your ad group first. Evaluate it for two conversion cycles before moving up.
Best Practices for Implementation
AI Max is still quite a new option and has only recently come out of beta format. Some advertisers have found that it can widen the search reach too dramatically and generate wasted spend for terms that are not relevant, so it needs to be monitored and assessed by each advertiser.
Google advises that you should not use AI Max to fix a failing campaign, because AI acts as an amplifier, not a problem solver. Ensure conversion tracking and an established bid strategy are in place before making the switch. Additionally, implement AI Max within an existing campaign rather than starting a new one. This allows the AI algorithm to build upon existing data for faster optimisation.
If you want to know how the use of AI Max or Broad Match could help your business’s Ads campaigns, please get in touch.