The Digital Marketing Podcast by Exposure Ninja Everything Marketers Need to Know About AI Max for Search
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Jun 11, 2025 Rebecca Pilkington, Head of PPC at Exposure Ninja, delves into Google's AI Max for Search, a game-changer in PPC advertising. She shares how brands like L'Oréal have doubled conversions while cutting costs, emphasizing that AI Max enhances human expertise, rather than replaces it. The discussion covers implementation strategies for varying business sizes and the importance of cross-channel integration. With real client insights, Rebecca reveals that effective campaign management requires a symbiotic relationship between AI and human oversight, urging marketers to adapt swiftly.
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AI Max Enhances Search Campaigns
- AI Max for Search is an enhancement of existing search campaigns, not a new campaign type.
- It combines broad match, AI generative features, and dynamic search ads to optimize ads and keywords automatically.
Understanding Google Quality Score
- Google uses quality score to rank ads based on keywords, ad copy relevance, landing page quality, and bid amount.
- Higher quality scores win auctions and get better ad placements.
Test AI Max Before Scaling
- Use AI Max cautiously by testing it on mid-level campaigns with sufficient data before scaling.
- Avoid moving your entire budget immediately, especially if you’re a niche or small business.