AI Max is Google’s new one-click upgrade to traditional Search campaigns within Google Ads. Rather than a new campaign type, it is a combination of new and existing features layered on top of traditional search campaigns. There are several features included in AI Max, but the main features of AI Max are search term matching, text customization (automated assets), and final URL expansion.
1. Search Term Matching
Search term matching is supposed to expand advertisers’ reach by using AI to match ads to relevant queries, including those not in their keyword list.
Things to note about Search Term Matching:
- Search Term Matching is an ad group level control.
- It leverages a combination of broad match and keywordless technologies.
- It learns from your current keywords, landing pages, assets, and campaign URLs.
- Google can match a search query to your ad without relying on your keyword list at all.
The main levers for control with Search Term Match are negative keywords and brand controls. When advertisers conduct a search term report, they will see reporting that shows whether each match came from a targeted keyword or AI Max.
2. Text Customization (formerly automatically created assets)
Asset optimization uses generative AI to create customized ad copy by drawing on content from your existing headlines, descriptions, landing page text, and other assets. By analyzing this material alongside real-time user search signals, the system generates new variations that aim to reflect the intent behind specific queries better. The goal is to make ads feel more relevant and tailored to each search, thereby improving engagement and performance without requiring advertisers to write every possible variation manually.
- Text Customization is a campaign level control.
- It automatically generate new headlines and descriptions based on your landing pages, ad copy, and keywords.
- It tailors messaging in real-time to match emerging user intent.
3. Final URL Expansion
Final URL Expansion automatically sends traffic to the most relevant pages on your site based on the user’s query and ad group theme, aiming to improve performance. It requires the use of Text Customization to keep ad copy aligned with the landing page. If enabled, pinned assets may be skipped when a more relevant URL is selected to match user intent better.
This feature directs users to the most relevant page on your site based on their search query:
- Instead of always using the single final URL you set, AI Max dynamically chooses the best landing page.
- Advertisers can add URL inclusions at the ad group level for pages that Final URL Expansion may have skipped.
- URL Exclusions can be added at the campaign level to prevent Google from sending traffic to specific pages.
Additional AI Max Features
- Locations of Interest (New)
- Ad group level control.
- Allows ads to reach users based on geographic intent, even in keywordless matches.
- Brand Settings
- Brand inclusions: Specify brands to associate with ads.
- Campaign and ad group level control.
- Brand exclusions: Prevent ads from appearing alongside certain brands
- Campaign level control.
- Brand inclusions: Specify brands to associate with ads.
Summary
Google AI Max aims to bridge the gap between traditional Search campaigns and fully AI-driven campaigns, such as Performance Max. Rather than introducing a new campaign type, Google AI Max will replace the Broad Match Campaign setting as the new one-click upgrade to traditional Search campaigns, layering in existing features that have been rebranded and new AI-powered features on top of existing setups.
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