Google introduces AI Max to search campaigns

Google has introduced AI Max, a new campaign-level setting for existing search campaigns intended to drive increased performance by finding more relevant and high-performing search queries and automatically adapting campaign creative. 

The one-click feature suite is rolling out to advertisers globally in beta later this month. 

According to Google, advertisers that activate AI Max in search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns that are still mostly using exact and phrase keywords, the typical uplift is 27%.

Brian Burdick, senior director, Search Ad Automation at Google, said in a blogpost: “To help you maximise performance now, and get your campaigns ready for the ever-evolving Search experiences of tomorrow, it’s key to adopt the latest AI-powered ads solutions.

“[With AI Max] you can power up your performance by expanding your reach into new queries that you weren’t accessing before—all while getting the granular controls and reporting transparency you need.”

With popular search trends ever-changing, showing up in these new, relevant searches means campaign creative needs to match emerging intent in real time. 

To help, under AI Max’s ‘asset optimisation’ panel, text customisation—formerly known as ‘automatically created assets'—allows brands to easily generate new text assets, like headlines and descriptions, based on their landing page, ads and keywords.

Burdick added: “Our ability to generate assets that feature clear calls-to-action and unique selling points has improved. Pair this with final URL expansion to send users to the most relevant pages on your website.”

Crucially, AI Max comes with new controls that give advertisers the precision previously only available by using keywords. Exclusive to AI Max for search campaigns, locations of interest helps brands reach specific customers based on their geographical intent at the ad group level.

With brand controls at both the campaign and ad group level, advertisers can specify the exact brands they want their ads to be associated with, or prevent ads from appearing alongside specific brands.

To get the most out of AI Max, Burdick encourages organisations to combine all the features together “to precisely capture new intent and show users relevant content that aligns with their interests." 

Google claims that advertisers including L'Oréal and MyConnect are already seeing stronger results by activating AI Max in their search campaigns.

L'Oréal enjoyed incremental performance improvements by using AI Max to find new search opportunities and boost ad relevance in their search campaigns—with a 2X higher conversion rate at a 31% lower cost-per-conversion. 

Nicolás Moya, CMO of L'Oréal Chile, said: “AI Max not only allowed us to pioneer the use of AI in Search—it also propelled us into new markets, reaching untapped audiences with lower costs, higher conversions and more relevant ad experiences that significantly boosted engagement.”