Google is sunsetting several legacy Search tools in favour of AI Max, which is moving out of Beta.
Beginning in September, Dynamic Search Ads (DSA), automatically created assets (ACA) and campaign-level broad match settings will automatically be upgraded to AI Max.
Google said in a press release: “As consumer searches become more complex and unpredictable, moving beyond landing page data to include broader, real-time intent signals allows you to connect with customers in the moments that matter most.”
AI Max is built to meet these changing search needs. According to Google, it offers the same benefits as DSA and includes AI-powered tools to prepare campaigns for the new era of Search.
It combines ads and website content with richer signals to help find untapped queries while ensuring ads always stay relevant. AI Max also offers more advanced controls, such as brand, location controls and text guidelines.
Google said: “AI Max for Search campaigns sees an average of 7% more conversions or conversion value at a similar CPA/ROAS when using the full feature suite, search term matching, text customisation, and final URL expansion, compared to using search term matching alone.”
DSA users can voluntarily upgrade to AI Max today, with automatic upgrades beginning in early September and ending at the end of the month.
Source: Performance Marketing World