AI Max is a new one-click update available within existing search campaigns.
The new feature aims to address both concerns over losing transparency and control as campaign automation expands, and changing search behaviour as users are using more complex, conversational, and even visual queries.
Layered as three core elements: search term matching, text customisation, and final URL expansion, Google recommends all three to be used in conjunction.
Advertisers who enable AI Max in their Search campaigns can expect stronger performance through improved query matching, dynamic creative, and better control features.
Google has added several controls to address brand consistency and safety, with reporting improvements also expected as the new feature rolls out.
