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Marketers rely on Google Search ads to deliver performance against their marketing goals, but staying on top of shifting user behavior and ensuring they’re set up for success can be a challenge. Search ads are powered by the best of Google AI to help advertisers grow their businesses and stay ahead of the curve. That’s why we’re introducing AI Max for Search campaigns, a simpler, comprehensive solution that delivers powerful performance without sacrificing control or transparency.

AI Max offers a comprehensive suite of targeting and creative enhancements–including improved search term matching, better text customization of your headlines and descriptions, and final URL expansion to increase the relevancy of your landing page to a user’s intent.

AI Max offers improved reporting to enhance ad performance, maintain campaign relevancy, and extend campaign reach. This guide explains how AI Max works and when you should use it.

Benefits

• Maximize reach and drive performance: Expand your keywords to find untapped, performant queries with broad match, asset-based targeting and keywordless technology.
• Enhance creative relevance: Use AI to optimize creative content based on your customers’ unique interests, and seamlessly integrate your ads into their results.
• Get the control and transparency you need: Access new actionable insights to see how AI Max improves your performance.

Advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS.

How AI Max for Search campaigns works?

AI Max is a comprehensive suite of targeting and creative features. Two main features, search term matching and asset optimization, leverage Google AI to optimize your ads in real time and tailor your creative message to reach your customers and drive more value for your business.

This article explains how search term matching and asset optimization works and lists all available features in AI Max.

Search term matching

Turning on AI Max will turn on search term matching for your campaign. You can toggle it off in the ad group settings.

Benefits:

• Incremental reach and performance: With search term matching, you can expand upon your existing keywords using broad match and keywordless technology to find more relevant and high-performing search queries — queries and conversions that you’d otherwise miss. Google AI will learn from your current keywords, creatives and URLs to help you show up on more relevant searches.
• More control: AI Max comes with new controls that give you the precision you previously used keywords for. Exclusively in AI Max for Search campaigns, locations of interest helps you reach specific customers based on their geographical intent at the ad group level. And with brand controls at both the campaign and ad group level, you can specify the exact brands you want your ads to be associated with, or prevent your ads from appearing alongside specific brands.
• More transparency: Headlines and URLs in the search terms report give you a clearer view into customer ad journeys. And the improved asset reports show you how your assets are performing against KPIs like spend and conversions, not just impressions. You’ll have the option to remove any generated assets or specify where you'd like to send your customers with URL controls. New match type values for AI Max and “source” columns provide insights into why your ads matched.

Asset optimization

Asset optimization is a panel of campaign-level settings that delivers more tailored creative messaging at scale. It includes text customization (formerly known as automatically created assets) and final URL expansion settings. Turning on AI Max will turn on text customization and Final URL expansions for the campaign. You can toggle them off individually in campaign settings.

Note: Final URL expansion requires text customization to be turned on to ensure ad copy matches landing page.

Benefits

• Improved performance: Google automatically sends users to the landing page from your domain that is predicted to perform best and serves relevant ad copy customized to user intent. This unlocks new user journeys that can drive incremental performance.
• More relevant ads: Asset optimization helps optimize your ad to better tailor your creative message to the user and drive more value for your business.
• Drive efficiency: Improve your efficiency with automatically created ads with just a few clicks. Enabling these settings can drive better results with less time and less manual effort.
• More Transparency: Gain deeper insights into performance metrics with improved performance and contextual reporting for your assets.

Note: If you've enabled the final URL expansion setting, pinning of RSA assets will not be respected.

Features available in AI Max

With AI Max, you’ll be able to balance driving better performance and improving flexibility with AI, all while gaining new, precise controls for your campaigns. The following features and settings are included in AI Max:

• Search term matching:Search term matching uses broad match, asset-based, and landing page-based technology to improve campaign reach.Ad group level control (on by default when AI Max is turned on for the campaign).
• Text customization (formerly known as automatically created assets):Uses text from your existing ads, landing page copy, and assets along with generative AI to create customized ad copy that’s more relevant to specific user searches.Campaign level control.
• Final URL Expansion: Send traffic to the most relevant URLs on your website when it's likely to result in better performance. Final URL expansion will only send traffic to URLs that are query relevant and themed to your ad group. Requires text customization to be turned on to ensure ad copy matches landing page.When Final URL expansion is turned on for your campaign, pinned assets aren’t used if a more relevant URL is chosen, because they may not match the customer’s intent. Learn more About Asset Optimization.Campaign level control.
• Locations of interest: Reach specific customers based on their geographical intent even in keywordless matches.Ad group level control.
• Brand settings: Specify the exact brands you want your ads to be associated with (brand inclusions), or prevent your ads from appearing alongside specific brands (brand exclusions).Brand inclusions: Campaign and ad group level controlBrand exclusions: Campaign level control.
• URL inclusions:Utilize URL inclusions to include URLs that were not captured by final URL expansion. Learn more about how to use URL inclusions.Ad group level control.
• URL exclusions: Exclude specific URLs from serving as landing pages in your campaignCampaign level control.
• Updates to reporting: AI Max includes reporting improvements to help track your campaign’s performance. Search Terms report:Includes “AI Max” as a new match type for those incremental search terms and a source column that shows if the match is because of broad match expansion or keywordless matching.A new view that shows the combined search term, headlines and URLs to provide a full view into customer ad journeys Keywords report: New summary rows now show “AI Max” to understand total contributions from AI Max Landing pages report: New “Selected by” column shows performance of AI Max landing pages Asset report: Shows performance of AI Max assets.

Upgrading existing campaign settings to AI Max

Campaigns that have enabled the following features prior to adopting AI Max will notice a change in how these settings can be managed. To learn more, navigate to the dedicated feature page linked below:

• Text customization (formerly known as automatically created assets): Upgraded into AI Max
• Brand settings: Upgraded into AI Max
• Broad match campaign setting: Upgraded into AI Max

After AI Max is activated for a campaign, these settings will be fully upgraded.

Introduction
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In today's digital age, social media plays a huge role in building a brand. Whether you're a small business, a startup, or even a personal brand, social media offers a fantastic way to reach your audience, connect with them, and grow your presence. But how can you use it effectively for branding? Let’s break it down!

1. Know Your Audience

The first step is understanding who your audience is. Different platforms attract different people. For example:

Instagram is great for a younger audience and visual content.
LinkedIn is perfect for professionals and B2B branding.
Facebook often targets a broader, diverse audience.

Once you know who you're trying to reach, you can tailor your content to their preferences. This helps in creating a message that resonates with them.

2. Create Consistent Branding

Your brand needs to be recognizable. This means using consistent colors, logos, fonts, and tone of voice across all social platforms. When people see your posts, they should immediately think of your brand. This consistency builds trust and makes your brand memorable.

Logo: Use the same logo across all platforms.
Color Scheme: Stick to your brand’s colors.
Tone: Whether you're casual, formal, or quirky, maintain a consistent tone.

3. Share Valuable Content

People won’t follow your brand just because you ask them to. They follow you because you offer something of value. Share content that:

Educates
Entertains
Inspires

This could be blog posts, videos, behind-the-scenes glimpses, or user-generated content. For example, if you run a bakery, share recipes, baking tips, or fun videos of how your treats are made.

4. Engage with Your Audience

Social media is all about conversation. Don’t just post and leave—engage! Respond to comments, ask questions, and show that you’re listening. Building a relationship with your audience strengthens brand loyalty.

Reply to Comments: Make your audience feel heard.
Host Q&A Sessions: These are a great way to interact and provide direct value.
User-Generated Content: Encourage your followers to create content related to your brand and share it.

5. Leverage Influencers

Working with influencers can help boost your brand. Influencers have loyal followers who trust their recommendations. When they promote your brand, it’s like a trusted friend endorsing you. Start by finding influencers whose values align with your brand, and reach out to collaborate.

6. Track and Analyze Your Efforts

Always track your social media performance. Most platforms offer insights or analytics tools. Pay attention to which posts perform well, what content your audience engages with, and adjust your strategy accordingly.

Some key metrics to watch include:

Likes, Shares, and Comments: Indicate engagement.
Follower Growth: Shows how well your brand is attracting new people.
Click-through Rates: Measure how effective your posts are in driving traffic.

7. Run Targeted Ads

If you want to reach a larger audience quickly, running paid ads on social media can help. Platforms like Facebook, Instagram, and LinkedIn allow you to target specific demographics, interests, and behaviors. This ensures your brand reaches the right people.

Conclusion

Social media is a powerful tool for building your brand if used correctly. The key is to know your audience, maintain consistency, provide valuable content, engage with your followers, and continuously adapt your strategy based on data. With time and effort, you can create a strong, recognizable brand that resonates with your audience.