Prepare for Google AI Max: Your Essential Pre-Test Checklist
▼ Summary
– AI Max is Google’s new semi-keywordless targeting tool that uses signals beyond keywords to show ads, but it is not required for ads to appear in AI Overviews.
– Before testing AI Max, ensure accurate conversion tracking and use an automated, conversion-focused bidding strategy like Target CPA or Target ROAS for predictable results.
– AI Max performs best in campaigns with a history of broad match success and a high monthly conversion volume (over 30, ideally over 100), and it should not be enabled if you are already losing impression share due to budget.
– Use caution with AI Max’s URL expansion and automatically created assets, as they can lead to irrelevant landing pages or non-compliant ad copy, requiring regular review and exclusions.
– Test AI Max cautiously by first enabling it in a few high-performing, non-brand ad groups with strong conversion data, using Google Ads Editor for precise control, and closely monitoring search terms and performance.
Google’s AI Max represents a significant shift towards a more signal-driven, semi-keywordless approach to search advertising. While keywords provide a foundational starting point, the system leverages a wider array of signals to determine ad placement. For accounts with a proven track record using broad match, AI Max can be a powerful tool for uncovering new conversion opportunities. However, for accounts that are not well-optimized or have struggled with broad match, it can quickly become an expensive experiment. It’s important to clarify a common misconception: using AI Max is not a requirement for your ads to appear in AI Overviews, as broad match keywords can achieve this independently. This guide focuses on AI Max as a conversion expansion tool and outlines the critical review steps you should complete before initiating a test.
Before you enable AI Max, a thorough account audit is non-negotiable. Begin by verifying that your conversion tracking is precise, free of duplication, and aligned with genuine business outcomes. The system optimizes based on the success metrics you define, so inaccurate data will lead to poor performance decisions. Next, ensure you are using an automated bidding strategy focused on conversions, such as Target CPA or Target ROAS. Our analysis indicates AI Max operates more predictably with these target-based strategies than with the “maximize” bid options, which can aggressively spend budget without regard for efficiency.
Adequate conversion volume is another prerequisite. Although technically possible to enable AI Max in a campaign with zero conversions, performance becomes highly erratic with fewer than 30 conversions per month. For more reliable results, aim to test in campaigns exceeding 100 monthly conversions, provided they also have a history of broad match success. Furthermore, you should not be losing impression share due to budget constraints. If your budget is already maxed out, introducing AI Max will simply divert funds away from your best-performing, handpicked keywords. The ideal scenario is to fully fund your core keywords first, then use AI Max to experiment with any remaining budget.
Perhaps the most critical factor is proven success with broad match keywords. AI Max essentially treats all your keywords as broad match and then expands targeting even further. If broad match hasn’t worked for you historically, enabling AI Max will likely waste money. First, dedicate time to making broad match effective, which may involve restructuring ad groups, testing new ad copy, and optimizing landing pages. Only after establishing consistent success should you consider testing AI Max.
When you enable the feature, you’ll face decisions about URL expansion and automatically created assets. URL expansion allows Google to select any page from your site as a landing page. Most advertisers should immediately exclude non-conversion-oriented pages like help files, FAQs, blogs, and outdated designs. This is especially crucial for businesses using geographically specific landing pages, as AI Max has been known to mismatched locations, sending California traffic to a Texas page, for example. Regular review of the URLs being used is essential.
The potential of automatically created assets for ad extensions like sitelinks and callouts is considerable, offering a new level of messaging scale. However, you cannot enable this feature for extensions alone; it also generates additional responsive search ad (RSA) assets. These auto-generated RSAs have a mixed track record and can sometimes create customer confusion by making unsubstantiated promises or using non-compliant messaging. If you proceed, utilize Google’s text guidelines and term exclusions (where available) to steer the creative process and commit to frequent reviews.
For testing, begin with your top non-brand campaigns that have high conversion volume and a successful broad match history. AI Max can be inconsistent with brand terms, so non-brand expansion typically offers more potential. Enabling it at the ad group level allows for controlled tests, though the web interface makes this process cumbersome. Using Google Ads Editor for the initial setup is a much more efficient way to activate AI Max in only your chosen ad groups.
AI Max is a new and evolving product. While its long-term potential for time savings and conversion growth is undeniable, it requires careful management. You must be prepared to consistently monitor search terms, review used URLs, and audit auto-created assets. The most effective testing approach involves starting with limited, high-potential ad groups, rigorously analyzing the results, and only expanding use once you confirm positive performance. By following this structured pre-test checklist, you can determine if your account is truly ready to explore what AI Max can offer.
(Source: Search Engine Land)
