Google has launched AI Max for Search campaigns, its new AI-assisted advertising solution focusing on target audiences and creativity, globally for advertisers. According to the tech company, advertisers who activate this toolset will obtain, on average, 14% more conversions with a similar CPA/ROAS.
AI Max for Search campaigns was announced in May this year, and its beta version is now available in Google Ads, Google Ads Editor, Search Ads 360, and through the Google Ads API.
AI Max consists of a set of advanced AI-powered features designed to enhance the performance of Google’s Search campaigns. Some of the features and capabilities included are as follows:
The search term matching expands the possibilities of your existing keywords. You can use expanded matching and the keyword-free technology to capture more relevant search queries (which were previously inaccessible) and that provide high performance.
Furthermore, Google’s AI has the ability to learn from your current keywords, creative assets, and URLs, to help you appear in more relevant searches. “The way you prioritize your keywords and keyword-free matching is the same as with current Search campaigns and with Performance Max“, explains Google.
Now that it is possible to appear in new relevant searches thanks to the search term matching, it is necessary to adapt creative assets in real-time to users based on their intent. To address this, Google has integrated a text customization feature in its asset optimization panel.
This feature, formerly known as “automatically created assets,” allows you to quickly and easily generate new text resources, from headlines to descriptions, based on your website’s information, your advertising, and your keywords.
The company states: “we have improved our ability to generate assets with clear calls to action and unique selling propositions, alongside the expansion of final URLs, with the aim of redirecting users to the most relevant pages of your website“.
These tools allow you to have extensive control over the brands you wish to associate with or not. That is to say, you will be able to specify which brands your ads should associate with or alongside which they should not appear.
Google emphasizes that it is possible to combine all AI Max features to optimize your results and accurately target your audience’s interests.
The tech company presents the following example to illustrate: “suppose you have a clothing brand and want to promote a new summer line. If someone searches for ‘mid-calf skirt dresses with vibrant colors for spring and summer’, a campaign based exclusively on exact keyword matching, such as ‘red mid-calf skirt dress’ would have missed this search. Now, it is enough to assign that term an expanded match, and AI Max will ensure your ad is relevant, intelligently adapting the content to the search query“.
Photo: Google
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