Search Max: New Google Ads Campaign Type

Google Ads is constantly evolving, and the latest development on the horizon is the introduction of Search Max, a new campaign type currently in beta testing. This innovative campaign aims to blend the strengths of existing Search campaigns, Performance Max campaigns, and Dynamic Search Ads into a fully automated search solution. The promise is greater reach, enhanced automation, and smarter targeting, all driven by Google’s advanced artificial intelligence.

However, this shift towards increased automation also brings considerations around control, potential costs, and the level of insight advertisers will have into campaign performance. Let’s delve deeper into what Search Max entails and how it compares to the campaign types we’re already familiar with the information we know so far.

Understanding Search Max

Search Max is designed to minimise manual input by advertisers in managing search campaigns. It leverages AI to automate key aspects, including:

• Search Term Matching: Instead of relying solely on manually selected keywords and their match types, Search Max aims to broaden reach by combining broad match, Performance Max (for search inventory), and Dynamic Search Ads capabilities. This means Google’s AI will determine when and for which search queries your ads are eligible to appear.
• Text & URL Optimisation: The campaign will dynamically select the best-performing URLs from your website and adjust ad copy based on the user’s search query, aiming for optimal relevance and engagement.

The underlying principle is to allow Google’s AI to identify and target potential customers across its search inventory more effectively, potentially uncovering opportunities that traditional keyword-based targeting might miss.

If Search Max is a mix between different campaign types, lets look into what those campaigns are, and how Search Max incorporates them together seamlessly…

Search Campaigns:

Traditional Search campaigns have been the cornerstone of Google Ads, allowing advertisers to show text ads to users actively searching for specific keywords. Key characteristics include:

• Keyword-Based Targeting: Advertisers meticulously select keywords and define their match types (exact, phrase, broad) to control which search queries trigger their ads.
• Manual or Smart Bidding: Advertisers have the option to set bids manually or utilise Google’s Smart Bidding strategies to optimise for conversions or other goals.
• Granular Control: With Search campaigns, you gain significant control over when your ads show (ad scheduling), where they appear (device targeting), and who sees them (audience layering). You can also adjust bids based on performance data using bid modifiers and specify a maximum you’re willing to pay per click.
• Transparency: Advertisers have detailed insights into search terms, keyword performance, and audience demographics.

Search campaigns offer the significant advantage of reaching users actively seeking specific information related to your offerings, providing high intent traffic and granular control over keywords, targeting, and bidding. This precision allows for efficient budget allocation and detailed performance analysis. However, they can suffer from limited reach by only targeting explicitly defined keywords, require substantial manual effort for ongoing management and optimisation, and may miss out on potential customers using slightly different but relevant search terms.

Performance Max Campaigns:

Performance Max campaigns represent a more recent shift towards full automation, allowing advertisers to access all of Google’s advertising inventory (Search, Display, YouTube, Discover, Gmail, and Maps) from a single campaign. Key features include:

• Goal-Based Optimisation: You set specific conversion goals (awareness, leads, traffic, sales, store visit or app promotion), and Google’s AI optimises bids and placements across all channels to achieve those goals.
• Asset-Based Ads: You provide a variety of assets (text, images, videos), and Google AI assembles and serves the most effective ad combinations across different platforms.
• Audience Signals: While not strict targeting, you can provide audience signals to guide Google’s AI in finding relevant customers.
• Automated Reach: Performance Max aims to find converting customers wherever they are on Google’s network.

Performance Max campaigns offer the significant advantage of broad reach across all of Google’s advertising inventory, leveraging AI to find conversions and potentially uncover new customer segments with less manual effort. The automated optimisation across channels and ad formats can lead to increased conversion volume and efficiency. However, this automation comes with the trade-off of reduced control over where and when ads appear, limited insight into channel-specific performance and the exact search queries driving results, and a potential for less relevant traffic if not carefully managed with audience signals and exclusions.

Similarities Between Search Max, Search, and Performance Max

Despite their differences, these campaign types share some fundamental similarities:

• Ultimate Goal: All aim to connect businesses with potential customers and drive desired actions (e.g., website visits, leads, sales etc).
• Leverage Google’s Ad Network: They all operate within the Google Ads ecosystem, utilising its reach and infrastructure.
• Bidding Systems: All campaign types utilise bidding strategies, whether manual or automated, to determine ad placement based on budget and performance goals.
• Focus on Relevance: While the approach differs, all strive to show relevant ads to users based on their queries or online behaviour.
• Reporting and Analytics: Google Ads provides reporting tools to track the performance of all campaign types, although the level of detail varies.

Navigating the Future with Search Max

Search Max represents a continued push towards automation within Google Ads. While the promise of increased reach and efficiency is appealing, advertisers need to be mindful of the potential trade-offs in terms of control and transparency.

Key Considerations for Advertisers:

• Monitoring Performance: Closely track key metrics like search terms, conversion rates, and cost-per-click to ensure traffic quality remains high. When looking at the conversion rates of a search campaign in comparison to a performance max campaign, there is a clear distinction between the two due to the volume of traffic being driven via the performance max, leading to a lower conversion rate and click-through-rate.
• Landing Page Optimisation: With automated URL selection, ensure all potential landing pages are optimised for conversions.
• Negative Keywords: Proactively manage negative keywords to prevent ads from showing for irrelevant searches, especially with broader matching.
• Testing and Comparison: If you gain access to Search Max, rigorously test it against your existing Search campaigns to evaluate its performance and identify the best approach for your business goals.

As Search Max evolves from its beta phase, the advertising landscape will undoubtedly continue to adapt. Staying informed and being prepared to test and adjust your strategies will be crucial for success in this new era of search advertising.