With AI and automation quickly changing the way we search online, Google is introducing new features to adapt to these developments. Enter Search Max.

Search Max is a fully automated campaign type focusing exclusively on search. It combines elements of Performance Max and Dynamic Search Ads with broad match keyword targeting to minimize the manual work involved in setting up and managing a Search campaign.

Search Max is in closed beta at the moment, so the details of exactly how it works are a bit hazy. But there is some indication of what to expect, so let’s take a look at what we know about Search Max so far, and how advertisers can prepare for this new campaign type.

What is Search Max?

Search Max is a new campaign type from Google that’s likely to be available to all advertisers sometime in the next few months. 

This image from Google Ads Expert Thomas Eccel’s post on Search Max provides a good overview of the key differences between Search Max and classic search campaigns:

Unlike existing Search ads, Search Max will use Google’s machine learning algorithms to automatically generate optimized search ads based on a new feature called ‘search term matching’.

Let’s take a look at the two core features Google has highlighted within Search Max, and how they’re likely to work.

Key features of Search Max

Google has highlighted search term matching and text and URL optimization as the two core features of Search Max. Here’s what their official one-sheeter reveals about each feature (see the full one-sheeter below):

• “Search term matching brings together the best of Broad Match, Pmax (Search), and DSA [Dynamic Search Ads], using the latest AI technology to extend the reach of your Search campaigns, while leveraging all your inputs including keywords, creatives, and URLs to reach your most relevant customers.”
• “Text and URL optimization harnesses the power of automation by directing traffic to the most performant URLs for each user query and creating relevant ads to drive increased performance.”

In a nutshell, Search Max users won’t be able to target exact keywords or choose where Google sends your ad traffic. AI does most of the work for you — but while this saves time, it may not give you the results you want. Expanding campaign reach is likely to increase spend, but it’s only beneficial if you’re reaching the right audience.

When will Search Max be available to all advertisers?

There’s no news yet on when Search Max will be available to everyone. It’s currently in closed beta, so only a select few advertisers can access and use this feature.

Potential pros and cons of Search Max

Based on what we know about Search Max so far, here’s how advertisers can expect to benefit from this new match type:

• Greater reach — Search Max is designed to show your ads to more people, increasing the reach of your campaigns.
• Less manual work — Automated targeting plus automated ad creation can (theoretically) create much less manual work for advertisers.
• More relevant ads — Dynamic ad adjustments based on user search terms could lead to higher click-through rates.

But there are also some likely challenges:

• Limited control — Historically, switching to automated campaign types has limited advertisers’ visibility and control over ad spend and other aspects of their campaigns. For example, you may find your ads are displayed to less relevant audiences thanks to automated targeting systems.
• Higher ad spend — Because your ads will reach more users, you can expect to pay more. Higher costs don’t always equate to more conversions, especially if targeted users aren’t relevant.
• Lower quality leads — Expanded targeting could lead to lower quality lead generation, especially if your landing pages aren’t fully optimized.
• Reliance on AI accuracy — If Search Max is a black-box system, you’ll need to blindly trust Google’s algorithms to correctly interpret search intent and display ads and URLs that convert.

What marketers are saying about Search Max

There aren’t yet many cold hard facts about Search Max, leading to a lot of speculation among marketers online. Some feel that from what we know so far, it sounds very similar to existing Google Ads features such as Smart campaigns and Dynamic Search Ads:

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But others are less relaxed about what this means for Google Ads users. Some are worried that Search Max may obscure results and limit control, in a similar vein to PMax. Weighing up the benefits of PPC automation with the potential black-box nature of Search Max is a key concern for many marketers:

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It’s easy to tar Search Max with the same brush as Performance Max. But it’s early days, and as Bind Media founder Eliot Shiner highlights, PMax has evolved to become a more useful tool than it was initially. Search Max may have similar teething problems, but Google is pitching it a different way to steer advertisers towards it more gently:

Either way, some advertisers believe Google’s current legal challenges may affect its ability to roll Search Max out more widely. If the ruling finds Google has monopolized online advertising, it will be compelled to give marketers more control, not less:

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So it remains to be seen whether Search Max will restrict visibility and control the way many marketers fear. But either way, it’s almost certain to have an impact on the way we advertise. 

Some marketers suggest the launch of Search Max signals the end of keyword-based targeting altogether:

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It’s all speculation at this point. But that doesn’t mean you can’t start preparing for when Search Max drops in your Google Ads dashboard.

How to prepare for Search Max

Using expert tips from experienced marketers, we’ve compiled a list of things you can do to prepare for Search Max.

1. Stay alert

Monitor Google’s official channels for Search Max developments. If you’re keen to automate more of your advertising efforts, it’s important to get ahead of the curve on this one.

2. Don’t set and forget Search Max campaigns

While Google’s rhetoric suggests Search Max is simple and effective, it’s very risky to set and forget automated campaigns. You could see rapid spend with little to show for it.

While we don’t yet know what reporting will be available with Search Max, you should prepare to monitor campaigns closely to check you’re getting the results you expected.

3. Optimize your landing pages

With Search Max, Google’s algorithms choose the page your traffic is sent to. So you’ll need to optimize potential landing pages to maximize conversions.

It’s unclear how exactly Search Max will select URLs, but landing page optimization is known to affect Ad Rank. So combing through your landing pages pre-emptively is a good way to boost your Ad Rank even if you don’t use Search Max.

4. Update negative keywords

Negative keywords have always been important, but if Search Max is really a move towards keywordless targeting, they’re going to be essential.

Automated targeting means Google is likely to display your ads for more irrelevant search terms. Pre-empt this by updating your negative keyword list now.

Additionally, Google has advised beta testers to make use of URL exclusions. So you may need to consider which pages you want to exclude from future Search Max campaigns.

5. Choose campaigns to test against Search Max

It’s important to test Search Max against non-automated search campaigns to see which campaign type gives you the best results. Before Search Max rolls out, review your existing campaigns to see which might work well as benchmarks for your Search Max campaigns.

When testing, choose your advertising KPIs in advance. Test Search Max against just one or two campaigns to begin with, then compare the impact of each campaign type.

Protect your ad spend with Lunio

Search Max appears to be another move towards an AI-based advertising landscape. Combining elements of PMax, DSA, and broad match targeting, it’s designed to allow advertisers to create fully automated Search campaigns.

But like other automated features within Google Ads, Search Max may further limit visibility and manual controls. That’s why it’s essential for marketers to prepare for Search Max by checking your account readiness and planning to test this new campaign type.

Search Max may also make it harder to oversee your ad spend. So it’s essential to take steps to protect your ad budget as automation becomes more widespread. Lunio removes invalid traffic from manual and automated campaigns to prevent bots and fake users draining your ad budget. 

Get a free 14-day traffic audit to see how much of your current traffic is invalid.