A New Era for Search Campaigns with Google AI Max
Google has introduced AI Max, a new feature within its Search campaigns, aiming to enhance ad performance through advanced artificial intelligence. This development is part of Google's ongoing efforts to integrate AI into its advertising platforms, following recent updates to Performance Max campaigns.Campaign Asia
What is AI Max?
AI Max is an optional setting within existing Search campaigns that leverages Google's AI capabilities to optimise ad delivery and performance. It combines several existing features with new enhancements to provide a more efficient advertising experience.
Key Components:
Search Term Matching: Expands reach by using broad match and keywordless technology to identify relevant search queries beyond exact keywords.
Text Customisation: Automatically generates ad headlines and descriptions based on your landing pages, ads, and keywords, adapting to emerging user intents.
Final URL Expansion: Directs users to the most relevant landing page on your website, potentially improving user experience and conversion rates.
Enhanced Controls: Offers ad group-level location settings and brand controls, allowing advertisers to specify brand associations and exclusions.
Performance Insights
Early adopters of AI Max have reported promising results:
An average 14% increase in conversions or conversion value at a similar cost per action (CPA) or return on ad spend (ROAS).
Campaigns primarily using exact or phrase match keywords experienced up to a 27% uplift in performance.
For instance, L'Oréal Chile utilised AI Max to discover new search opportunities and enhance ad relevance, achieving a 2x higher conversion rate at a 31% lower cost per conversion.
Considerations for Advertisers
While AI Max offers several benefits, it's essential to assess its suitability for your specific campaigns:
Advantages:
Simplifies campaign management by automating ad creation and targeting.
Enhances reach and performance without requiring a complete campaign overhaul.
Potential Drawbacks:
Reduced control over specific keyword targeting and ad placements.
Dependence on AI decisions may not align with all brand strategies or compliance requirements.
It's advisable to monitor campaign performance closely when enabling AI Max and adjust settings as needed to align with your advertising goals.
Getting Started
AI Max is currently rolling out in open beta and can be activated within your existing Search campaigns. Advertisers have the flexibility to opt into or out of individual features, such as text customisation and final URL expansion, at the campaign level.
As AI continues to shape the future of digital advertising, tools like AI Max represent significant steps toward more intelligent and efficient campaign management.
Note: This article is based on information available as of May 2025. For the latest updates and detailed guidance, refer to Google's official resources or consult with a digital advertising professional.
