AI Max for Search Campaigns: Everything You Need to Know

Summary

In this video, the speaker discusses AIAX for Google Search and Ads, explaining how it integrates features like broad match, dynamic search ads (DSA), and automatically created assets. They critique the technology, noting that while it may work well for large companies with extensive data, small businesses may not see the same results. The speaker emphasizes that AIAX is essentially a bundling of existing features into one setting and doesn't dramatically change the way search campaigns work. They suggest testing AIAX cautiously, without overhauling successful campaigns, and only continuing if it proves more profitable.

Takeaways

• 😀 AIAX is a new suite of tools for Google search campaigns that combines several existing technologies like broad match, dynamic search ads (DSA), and automatically created assets.
• 😀 Google's case studies on AIAX have shown up to a 14% increase in conversions with the same CPA, and a 27% increase for those using only exact and phrase match keywords.
• 😀 AIAX is built primarily for large companies with vast amounts of data, but smaller businesses may not see the same level of success due to less data.
• 😀 AIAX is not a revolutionary change, but rather a bundling of existing features into one setting to make it easier for advertisers to use them.
• 😀 AIAX introduces 'keywordless' technology, signaling a potential future where advertisers may not rely on keywords in the same way.
• 😀 Broad match keywords are not fundamentally changed by AIAX; AIAX adds additional features like dynamically created assets and URL expansion.
• 😀 AIAX allows Google to create ad assets and dynamically adjust final URLs, similar to how DSA campaigns function, improving campaign reach and relevance.
• 😀 New features in AIAX include location of interest targeting at the ad group level, which offers more flexibility for geo-targeting.
• 😀 Reporting updates are coming to AIAX, including better clarity on asset performance and placement insights, which were previously available in Performance Max campaigns.
• 😀 The main difference between broad match and AIAX is that AIAX includes AI-driven asset creation and dynamic URL expansion, but the core mechanics of broad match remain the same.
• 😀 Advertisers should approach AIAX cautiously, testing it in a conservative manner, especially in campaigns that are not performing at their best, and measuring its impact through split tests.

Q & A

What is AIAX for Google Search and Google Ads?

AIAX (AI Ads Experience) is a suite of targeting and creative enhancements that leverages Google's AI technology to optimize search campaigns. It combines various existing features like broad match keyword technology, dynamic search ads (DSA), and automatically created assets into one easy-to-use setting.

How does AIAX differ from broad match keyword targeting?

While broad match keyword targeting uses AI signals to expand the reach of ads, AIAX goes a step further by incorporating additional features like automatic asset creation and final URL expansion. Essentially, AIAX combines broad match with DSA-style technology and final URL expansion for better ad performance.

What is keywordless technology in AIAX, and how does it work?

Keywordless technology, also known as keywordless matching, signals a move away from bidding on specific keywords. In AIAX, Google uses advanced AI to match search queries with relevant ads, even if those queries don't exactly match the specified keywords. This approach shows potential signs of Google moving toward a keywordless advertising world.

Can AIAX improve campaign reach beyond what broad match does?

AIAX is essentially broad match with added features like automatic asset creation and final URL expansion. While it doesn’t necessarily expand reach beyond broad match, it allows Google to create relevant assets and test different final URLs to enhance ad performance.

What are automatically created assets in AIAX?

Automatically created assets are ad copies generated by Google based on the contextual data from landing pages and existing ads. This allows Google to dynamically adjust ad text to improve relevance and performance without requiring manual input from the advertiser.

How does final URL expansion work in AIAX?

Final URL expansion allows Google to direct traffic to alternative landing pages that might perform better for a given query. This feature is similar to Dynamic Search Ads (DSA), where Google automatically tests and directs traffic to the most relevant landing page for the query.

What is the role of 'location of interest' in AIAX?

Location of interest gives advertisers ad group-level control over targeting different locations within a campaign. For example, you can now target different regions (e.g., California and New York) within separate ad groups in a single campaign, offering more flexibility and control over ad delivery.

What new reporting features are coming with AIAX?

AIAX introduces enhanced reporting features, including more detailed insights on search term performance, landing pages, and automatically created assets. These updates aim to provide advertisers with clearer data on how their campaigns are performing and where their budget is being spent.

Should I test AIAX for my campaigns?

Yes, it is recommended to test AIAX. However, it's important to approach the testing conservatively. Run tests on campaigns with sufficient conversion volume and avoid testing on your best-performing campaigns. A 50/50 split test between your standard setup and AIAX could provide valuable insights.

What is the general takeaway from AIAX for search campaigns?

AIAX combines features that already exist (such as broad match, DSA, and automatic asset creation) into a simple setting for easier use. While it doesn’t drastically change the fundamentals of Google Ads, it does streamline the process and can provide additional controls and reporting, making it easier for advertisers to optimize campaigns.