Google’s AI Max for Search campaigns is now rolling out globally in beta. With new features like one-click experiments and text guidelines, it gives advertisers powerful automation along with more creative and brand-safe controls.
Its goal is to bring the power of Google AI into your existing Search setup with a single click while still giving you the flexibility to stay in control. Instead of replacing Search campaigns, it layers automation and smart controls on top of what you already use.
Here’s what’s new, why it matters, and everything you need to know.
Key Features
a) Expanded Search Term Matching & Keyword-less Targeting
- Combines broad match, keywordless technology, and landing page signals to find relevant queries beyond your defined keywords.
- Ad group-level controls let you toggle search term matching on/off and apply exclusions as needed.
b) Asset Optimisation & Text Customisation
- Automatically generated headlines, descriptions, and other creative assets, drawing from your existing ads and site content.
- Final URL expansion: AI may serve ads that lead users to landing pages best suited to their intent. You can still restrict pages via URL rules.
c) One-Click Experiments
- Integrated directly into the campaign flow: you can A/B test AI-on vs AI-off versions within the same campaign without duplicating it.
- Auto-apply options if results are clear, or manual decisions after experiment review.
d) Text Guidelines & Brand-Safe Creative Controls
- Coming this fall: tools allowing advertisers to define term exclusions (exact words/phrases to avoid) and message restrictions (styles, styles, associations) at the campaign level.
- These guidelines will apply both to AI Max and Performance Max campaigns.
e) Enhanced Transparency & Reporting
- Match type indicators and “source” columns help you see which search terms came from AI expansion vs your keywords.
- Improved asset reports that go beyond impressions to show spend, conversions, and ad behaviour.
Why Do Advertisers Need This
Automated solutions like Performance Max offered scale, but often at the cost of transparency and brand consistency. AI Max aims to bridge that gap:
- Offers both automation and control.
- Maintains transparency with detailed reporting.
- Scales through AI-matched queries instead of manual keywords.
- Lets you toggle automation on or off, rather than locking you in.
- Adds brand-safe guidelines to keep tone, language, and messaging aligned.
How AI Max Works in Practice
AI Max enhances campaigns across three main layers:
- Search Term Expansion: Your ads can trigger on additional queries predicted to convert. Disable this feature or refine it with negative keywords.
- Creative Optimisation: Ads can adapt headlines, descriptions, and landing pages. Switch it off if you want full manual control.
- Experimentation: One-click experiments make it easy to compare manual versus AI-enhanced setups. Results are directly accessible in the dashboard.
Based on early data, Google reports that advertisers testing AI Max have seen around 14% more conversions or conversion value at similar costs.
Best Practices for Advertisers
- Start with Controlled Experiments: Use one-click experiments before rolling AI Max out across all campaigns.
- Keep Bid Strategies Consistent: Don’t change your bidding goal mid-test, as this can skew results.
- Use Negative Keywords and Exclusions: Avoid irrelevant clicks with careful targeting, exclusions, and brand terms.
- Review Reports Frequently: Check which assets and search queries are driving conversions and adjust accordingly.
- Plan for Seasonality: Test AI Max ahead of peak shopping or holiday periods to give the system time to learn.
Potential Challenges and How to Address Them
While AI Max brings powerful capabilities, advertisers should watch out for potential pitfalls:
- Over-expansion of queries: Ads may match to loosely related searches, leading to wasted spend. The fix? Use negative keywords and monitor reports.
- Brand messaging drift: AI-generated text may not always reflect your brand voice. Use text guidelines and exclusions to keep messaging consistent.
- Landing page mismatches: With URL expansion, users could be directed to underperforming pages. Apply URL restrictions for higher relevance.
- Over-reliance on automation: Even the smartest AI needs human oversight. Review campaign performance rather than relying on AI for every decision.
What’s Next: Looking Ahead
Later this year, Google will roll out text guidelines more broadly, extending brand-safety controls across AI Max and Performance Max. More detailed reporting and refined exclusion tools are also on the horizon. Together, these changes show Google’s commitment to balance automation with advertiser control.
While AI Max isn’t a “set-and-forget” solution, advertisers who adopt it with careful testing, strong brand guidelines, and ongoing monitoring can expect measurable improvements in campaign performance.
In short, AI Max helps you automate smarter, not blindly.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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