Introducing AI Max .... [Google Ads Major Update]

Summary

Google's new AI Max, previously called Search Max, is revolutionizing Google Ads by eliminating the need for traditional keyword targeting. Instead, businesses provide URLs for Google to target and can still refine campaigns with negative keywords. While AI Max offers benefits for discovering new keywords, businesses with strict regulations or niche markets should be cautious. The update also introduces detailed reporting at the asset level within Performance Max campaigns. Users are encouraged to test AI Max gradually in separate campaigns to evaluate its effectiveness without disrupting existing ones.

Takeaways

• 😀 AI Max is a new feature from Google that allows for keywordless targeting, focusing on the URL instead of individual keywords.
• 😀 This feature has been in development for about six months and was originally planned to be called Search Max.
• 😀 AI Max is an optional feature, meaning businesses can opt-out and test it at their own pace without it affecting their current Google Ads account.
• 😀 Google Ads users will need to adapt to faster changes in the platform as new features and updates, like AI Max, are rolled out frequently.
• 😀 The interaction with Google search is changing rapidly, with features like Gemini 2.0 coming soon, which could affect search behavior and ad placements.
• 😀 With fewer ad placements on search results, businesses might see higher cost-per-click (CPC) as more advertisers compete for the same space.
• 😀 AI Max will use URLs for targeting instead of keywords, similar to dynamic search ads, and it can still incorporate negative keywords for refinement.
• 😀 A recommended strategy for testing AI Max is to create a new campaign using AI Max while excluding high-performing keywords as negatives to avoid disruption.
• 😀 Google’s annual reports suggest that new search terms are growing rapidly, providing an opportunity to discover new keywords with AI Max.
• 😀 AI Max also expands ad creation by automatically generating headlines and descriptions based on landing page content, but businesses with strict regulations should avoid it.
• 😀 AI Max is combined with new reporting features in Performance Max campaigns, allowing for detailed performance data at the asset level, including click-through rate and cost-per-click.

Q & A

What is AI Max, and how does it differ from previous features in Google Ads?

AI Max is a new feature in Google Ads that eliminates the need for keyword targeting. Instead of entering keywords, you provide a URL, and Google uses that to target relevant ads. It expands on the dynamic search ads feature that has been around since 2011 but now includes more advanced capabilities like automatically generating ad copy.

What does it mean by 'keywordless targeting' in AI Max?

Keywordless targeting means that with AI Max, you no longer enter keywords for targeting. Instead, Google will use the URL of your landing page to determine the best targeting strategy, leveraging AI to find relevant keywords automatically.

Is AI Max mandatory for all users, and should businesses be worried about it?

No, AI Max is optional. If you don’t want to use it initially, you can opt out, and it won’t affect your account. It’s recommended to test it gradually when you're ready, but there’s no need for alarm as it won't automatically change your current campaigns.

How can businesses safely test AI Max without risking the performance of their existing campaigns?

A safe way to test AI Max is by setting up a new search campaign dedicated to AI Max. You can also add your high-performing keywords as negative keywords in this new campaign to ensure that the test doesn't interfere with your current successful campaigns.

What is the role of negative keywords in AI Max campaigns?

Even though AI Max eliminates the need for keyword targeting, you can still use negative keywords at the account, campaign, or ad group level to refine the targeting. This allows you to avoid irrelevant traffic and find new, potentially valuable keyword themes.

How is AI Max useful for discovering new search terms and keywords?

AI Max can help businesses discover new search terms by automatically targeting via URLs and generating new keyword themes that were previously untapped. This can be particularly valuable for finding high-converting keywords that could enhance bottom-of-the-funnel campaigns.

What kind of businesses might not benefit from using AI Max?

Businesses with strict regulations around ad copy, or those in highly specialized niches with specific targeting needs, may not benefit from AI Max. Since Google has more control over ad copy and targeting, businesses with highly regulated sectors or those with niche premium pricing may find AI Max unsuitable.

How does AI Max affect ad copy generation and customization?

AI Max includes functionality for automatic ad copy generation, pulling content from your landing page and targeting keywords. However, businesses that require tight control over ad copy and targeting should be cautious, as Google will generate the headlines and descriptions autonomously.

What changes are being introduced in Performance Max campaigns alongside AI Max?

Performance Max campaigns are being enhanced with asset-level reporting. This means advertisers will have access to more granular data, such as click-through ratios, conversion data, and cost per click, specifically for each asset in the campaign, including automatically generated headlines and assets.

Why is it important for businesses to stay updated with Google Ads changes like AI Max?

Staying updated is crucial because the way people interact with search is evolving rapidly, and changes like AI Max reflect these shifts. Ad placements are becoming more competitive, which could increase costs per click, so adapting to new features like AI Max can help businesses stay competitive and optimize their campaigns effectively.