I wrote in December that Google would launch keywordless Search ads in 2025. I based my prediction on Google’s evolving assessment of searchers’ intent. Keywords used to be the sole factor. Now, they are one of many variables that dictate the ads a user sees.
Last week, Google introduced a campaign type called “AI Max for Search.” Keywords are present but as themes instead of the leading indicator.
Artificial intelligence drives the new campaign type. Performance Max campaigns and smart bidding already rely on AI. AI Max moves beyond query matching to capture signals of what searchers seek.
The main features of AI Max are already available in Search as options to turn on or off. With AI Max, advertisers go all in. Google determines:
- Ads that show from the initial broad match keyword list.
- Ad text to convert the most searchers.
- The URL for top performance.
Let’s review each of these components.
With AI Max, Google determines the ad text and the final URL. Click image to enlarge.
Search term matching
Existing Search campaigns include an option for broad match keywords solely — pausing phrase and exact match. Google claims the combination of broad match and smart bidding will improve targeting and thus performance.
Search term matching is a logical iteration of pairing queries with ads. A keyword list is only the beginning. Google’s AI analyzes the keywords, assets, and landing pages to determine the ads to show.
Search term matching is akin to “you might like” suggestions on Netflix based on a user’s viewing history. The same principle applies here. Google will show an ad if it’s relevant to a searcher, regardless of the advertiser’s keyword.
Text customization
Formerly called automatically created assets, text customization allows Google’s AI to use the verbiage from ads, landing pages, and assets to produce customized headlines and descriptions.
For example, an advertiser selling picture frames may write a headline of “All Sizes of Picture Frames.” Google may instead show “4 x 6 Picture Frames” if it determines the searcher wants that dimension and the advertiser carries it.
Advertisers can view Google’s headlines and descriptions via “asset performance” at the account or campaign level and filter by “automatically created” to see the exact assets that showed. Advertisers can remove an asset as needed.
Advertisers can filter by “automatically created” at the account or campaign level to see the exact assets.
Final URL expansion
Google has long altered advertisers’ URLs in Performance Max and Dynamic Search Ads campaigns. Like text customization, Google changes the final URL to improve performance. Combined, the two features produce an entirely new ad.
Advertisers can now provide URL inclusions and exclusions. Inclusions instruct the AI what URLs to target, such as those manually submitted or in a page feed. URL exclusions can target blog pages, for example, if an advertiser doesn’t want to pay for that traffic.
Other features
Google’s announcement of AI Max for Search included a slew of additional features. One is brand settings, wherein advertisers can include or exclude brand names from their ads.
For example, an advertiser selling only Nike and Adidas shoes could designate a brand inclusion for those names and a brand exclusion for “Reebok” queries.
Google is upgrading reporting transparency, a much-needed improvement after the launch of Performance Max campaigns, which did not include a search term report. AI Max campaigns correct this by including an “AI Max” column in the report to show the query and the combination of query, assets, and the final URL.
In short, Google Ads continues to evolve. Keywords are no longer the primary targeting method. AI has and will reshape the platform and performance.