The new "Ad Group setting for AI Max" Beta is appearing in some Google accounts, marking a significant shift from manual keyword targeting to AI-driven intent prediction in paid search. This feature enables AI Max settings at the ad group level, reflecting Google's move toward a keywordless future.
Key Functionality of Search Term Matching
- Search Term Matching automatically expands keywords to broad match.
- Google AI leverages landing page and asset content to identify additional eligible search terms.
- Disabling this feature reverts the ad group to strict keyword and match type control, turning off algorithmic expansion.
Implications and Control Layers
This update is less about convenience and more about encouraging advertisers to trust AI-driven keyword expansion as the default approach in PPC campaigns. Manual keyword control may become the exception rather than the norm, with Google pushing for predominantly automated keyword management.
Despite this automation, Google provides advertisers with four levels of control at the ad group level:
- Search Term Matching
- Brand Inclusions
- Location of Interest
- URL Inclusion
These controls allow advertisers to gain incremental reach but also introduce the risk of irrelevant terms appearing in queries loosely related to the intended audience or intent.
