Google has announced a significant upgrade to its search advertising platform with the introduction of AI Max for Search campaigns. 

This new suite of AI-powered features which will launch globally later this month, promises to enhance campaign performance, expand reach to untapped audiences, and streamline ad creation with a one-click activation by leveraging existing search campaigns. 

Some of its power-packed features include, but are not limited to, Smarter Search-Term Matching, which helps advertisers broaden their reach by identifying relevant search queries from existing keywords, and landing page URLs that have previously been missed through leveraging broad match and keywordless technology and an AI-powered text customisation feature which generates ad copies based on an advertiser’s existing ads, landing page content and specific keywords.

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Some other features include intelligent URL Expansion, which skips to the most relevant page on an advertiser’s page based on a user’s specific search query. Enhanced URL parameter and reporting, which offers deeper insights into the search terms triggering ads, and reporting improvements by providing clearer data on search term performance and key asset metrics.

Early testing of  Google AI Max for Search campaigns has yielded promising results for beta testers. Google reports that advertisers activating the feature typically see a 14% increase in conversions or conversion value at a similar cost per acquisition (CPA) and return on ad spend (ROAS). For campaigns primarily using exact and phrase match keywords, the uplift can be as high as 27%.

This move by Google comes as competition in the AI-powered advertising space intensifies. Microsoft Advertising offers its Performance Max campaigns, which also utilise AI to optimise ad delivery across its network, including Bing and other platforms. Microsoft has highlighted the impact of its Copilot AI in boosting click-through and conversion rates. While Meta Ads primarily focuses on social media advertising, it also employs AI for ad targeting and creative generation within its ecosystem. 

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