Google recently announced the launch of AI Max for Search Campaigns which is a comprehensive suite of targeting and creative enhancements that it claims brings the best of Google AI to take Search campaigns to the next level.
AI is unleashing the full potential of Google Search by transforming it into an even more helpful engine for discovery and decision-making, with AI-powered responses in AI Overviews and the ability to search what you see with Google Lens.
As Google Search makes finding what is needed even more effortless, opportunities to grow businesses expand. With AI for Search, Google is moving beyond simply matching to users’ queries (even on the most nuanced and complex questions) to predicting what they might need next. This ability to capture richer signals of intent means it can also deliver relevant ads in new moments and contexts that didn’t exist before.
It’s key to adopt the latest AI-powered ads solutions to help maximise performance now and get campaigns ready for the ever-evolving Search experiences of tomorrow, which is why Google began in late May to roll out AI Max for Search campaigns globally in beta.
This suite of targeting and creative enhancements enables Search campaigns to improve performance by expanding their reach into new queries that weren’t previously being accessed, while providing the granular controls and reporting transparency that’s desired.
Google claims advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns that are still mostly using exact and phrase keywords, the typical uplift is claimed to be even higher, at 27%.
With search term matching it’s possible to expand upon existing keywords using broad match and keywordless technology to find more relevant and high-performing search queries and conversions that would otherwise be missed. Google AI learns from the current keywords, creative assets and URLs to help ads show up on more relevant searches. (The way the keywords and keywordless matches are prioritised in serving works the same as it does today in Search and Performance Max campaigns).
Showing up in new, relevant searches means that creatives need to adapt to match emerging intent in real time. Under the “asset optimisation” panel in AI Max for Search campaigns, text customisation (formerly known as “automatically created assets”) helps to easily generate new text assets, like headlines and descriptions, based on the landing page, ads and keywords. Google’s ability to generate assets that feature clear calls-to-action and unique selling points has improved and this paired with final URL expansion sends users to the most relevant pages on the website.
AI Max for Search campaigns also optimises campaigns with enhanced controls and deeper insights that give the precision that keywords were previously used for. As an example, locations of interest helps to reach specific customers based on their geographical intent at the ad group level. Also, with brand controls at both the campaign and ad group level it’s possible to specify the exact brands that ads are wanted to be associated with, or prevent ads from appearing alongside specific brands.
There’s also a new URL parameter that gives greater visibility into search terms across all match types, so landing pages can be optimised in real time and maintain detailed tracking as targeting is expanded.
Reporting improvements to both Search and Performance Max have also been rolled out. Headlines and URLs in the search terms report provide a clearer view into customer ad journeys and improved asset reports show how assets are performing against KPIs like spend and conversions, not just impressions. There’s also the option to remove any generated assets with asset removals, or specify where to send customers with URL controls.
You can read more about how AI Max for Search campaigns works.
If you want to know more about how AI Max for Search Campaigns could help your business’s Ads performance, please get in touch.