The new kid on the block in paid search is called AI Max, and you guessed it, it’s powered by artificial intelligence – in this case, machine learning. So, what can you expect from Google’s shiny new tool, and is it worth a punt? Let’s dig into the details. 

What is AI Max for Search?

AI Max for Search is a brand-new feature that was introduced to the Google Ads platform recently. It’s designed to enhance paid search campaigns by using Google’s AI to improve both ad performance and, more importantly, ad relevance. 

Let’s take a look at the benefits of AI Max (as stated by Google): 

Increased Reach

AI Max helps advertisers reach relevant users by using AI to find new audiences beyond those searching for a limited set of keywords, providing more opportunities to appear in search results. 

Enhanced Ad Relevance

AI Max improves the relevancy of your ads by closely matching them with a user’s search query, improving campaign efficiency and increasing clicks for a higher return on investment. 

Improved Conversions

AI Max drives improved conversion rates by matching ads to more relevant searches and sending users to the most relevant landing pages, ultimately driving higher conversion rates.

What is the difference between Performance Max and AI Max?

Performance Max (or PMax) is an AI-powered automation tool that delivers ad campaigns across multiple Google Networks, including search, display, YouTube, Gmail and discovery. 

PMax campaigns are effective for brand awareness and reaching the right audience at the right time. However, Performance Max provides very little visibility into the underlying mechanics, so there’s no way of really knowing what’s happening. This can leave some marketers feeling like they don’t have a say in how their campaigns are handled.   

AI Max is focused solely on search instead of multiple platforms. It shows precisely what is happening behind the scenes and provides significant visibility, which allows marketers to take control of their keywords and offers informative insights for professional reporting. 

Read more: Understanding Google PMax – tips to maximise your efforts 

Should I use AI Max for my campaigns? 

AI Max can be a very beneficial tool to make use of across search. However, this isn’t the only tool you should be using – other areas will require your attention first, including setting up campaign goals and audiences.  

AI Max is most effective and efficient when introduced into an already well-established and good-performing campaign. AI Max uses automated learning to serve ads that match the user’s search query as closely as possible, which improves conversion rates and other efficiency metrics such as click-through rates (CTR). 

On the other side of the coin, if your industry is a niche and a specific product or service, then AI Max may not be the best option for you, as this may generate less-relevant ad impressions and users to your business, which will likely waste budget and provide very little value. 

Due to the above points, it is strongly recommended that you take a cautious approach when deciding to implement AI Max into your paid search campaigns. Acknowledge the impact this could have on your campaigns from both a positive and negative perspective.

How will Google’s AI Max affect the paid search landscape?

Google’s AI Max is already having an impact on the paid search landscape by introducing a more AI-focused approach across keyword auctions and delivery throughout Google Search. 

As mentioned earlier, the more established the campaign, the greater the chance of AI Max making an impact. Early-movers with an appetite for learning more about machine learning in paid search will have the opportunity to take a step ahead of their competition.  

This could help increase efficiency metrics across the board, including click-through and conversion rates, leading to long-term improvements. Right now, AI Max is a great place to test these theories, but it’s not enough to rely on it alone.

Before you begin, enlist the help of a PPC expert to create a solid foundation for your campaigns.

Final thoughts

Google’s AI Max is a very useful introduction to the Google Ads platform. It will provide marketers an alternative route to enhance and achieve further success from already well-established campaigns from an artificial intelligence perspective. 

The key consideration for AI Max is to determine if it is suitable for your search ads marketing strategy. Take into consideration your campaign goals and what it is you’re looking to achieve from your campaigns. 

If your industry is niche, we would ideally advise against pushing AI Max, as you will likely target users who are irrelevant to your business, which will result in wasted budget and a drop in efficiency. 

However, if your industry is more common and traditional, then AI Max will likely have a much better impact on your search campaigns and will give you a better chance of gaining an edge over your competitors, by using automated learning to provide users with ads that relate most to the search query, which will improve efficiency and conversion rates.

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