Every few months, Google launches a new feature – and reactions usually split into two extremes: either it’s a welcome but overdue correction or a sign of PPC end times.
AI Max is no exception. Some advertisers love what it represents and how it’s delivered, while others are ready to dismiss it altogether.
As with most things, the reality falls somewhere in between. Instead of speculating on what-ifs, I’ll share what I’ve seen after testing AI Max for 30+ days across multiple accounts.
Google’s new AI Max feature explained
AI Max is an optional toggle for your Search campaigns that opens you up to what Google calls “the full potential of Google Search.”
It allows Google to go beyond keyword targeting and show your ads to people that its machine learning algorithms feel might soon need what you’re offering.
Think of how broad match keywords go beyond what people are searching for in the moment to what they might search for in the future.
Now expand that principle further past query-based targeting entirely to cover:
- Past search history.
- Demographic and behavioral attributes.
- Historical search intent.
- All the other user measurements Google has access to, but that we can’t see.
Plus, AI Max will also show your ads for keywords that it determines might be a fit based on the content of your website and landing pages.
Reminder: Brand controls for Search are exclusive to AI Max
In case you missed it, Google has moved brand inclusions/exclusions for Search to AI Max. This means that you can only use these features if you are using AI Max.
I don’t see a problem here. This isn’t Performance Max, where everything is combined into one.
You should already be running a standalone Search campaign for your branded terms.
Key differences between AI Max and Performance Max
The ability to run your Search campaigns with or without AI Max enabled separates it from Performance Max – which is its own campaign type covering a variety of ad inventories, including Shopping, Display, YouTube, and Gmail.
Still, they’re both algorithm-driven, so I think about them in similar ways.
- Spam is likely to be heavy when using form submissions unless there’s a filter to minimize that, so I prefer to use them for calls only. Conversely, this is also part of what makes AI Max a no-brainer for ecommerce, which is less prone to spam.
- They’re both prone to matching with some random queries that may not be great for lead quality, so even legitimate inquiries from real people might be unqualified and looking for something else due to…
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