AI Max for Search is designed to help advertisers shift from matching words to matching meaning, according to Google.
If you’re wondering why Google is pushing so hard for “Ai advertising,” the simple answer is this. The company is certain that the future of search is now powered by intent, not just keywords. And this means a whole new way of advertising.
As I mentioned a few months back, Google’s AI Max for Search is designed to help advertisers shift from matching words to matching meaning. It claims to find new search opportunities, then tailors ad headlines and landing pages in real time to match user intent.
In an example, Google says: “Imagine that someone searches ‘electric SUV for large family’ on Google. A brand like Volvo might not have manually bid on that specific phrase. But with AI Max, it understands the user’s intent. It has learned from Volvo’s website and creative assets that Volvo vehicles are a great fit for this search. As a result, AI Max can serve a perfectly tailored ad with a headline generated in real time, like ‘A 7-Seat Electric SUV’, right when the customer is looking.”
Anyone who’s gone over to Performance Max advertising has already thrown everything Google has to offer at Ai advertising, but AI Max for Search can be switched on for campaigns in search-only accounts. The best place to find it will inevitably be in the ‘recommendations’ tab. My long-standing worry about all this automation is that we can’t be absolutely certain what’s going out in our name, or where. A new ‘sources’ column in AI Max reports aims to help, by giving more insight into where traffic comes from, which might appeal to anyone concerned about lack of control over their campaigns.