With Search Max, Google can dynamically select the most efficient ad texts and destination pages, depending on the user’s request.
Google Ads Search Max functionality is still in the testing phase with some advertisers. It could extend more in the year.
While Performance Max, launched in August 2022, offers multichannel distribution thanks to automatic learning, Search Max further pushes automation. “This integration allows the campaign to cover a wider range of research requests beyond all traditional keywords,” explains David Gonzalez, founder of the Google Ads on Steroids agency. For this, “Search Max aims to combine the performance of the broad request, Dynamic Search Ads and Targeting based on assets, which was not available before”, develops Valentin Quélard, worker Google Ads at the Skema Business School.
Recall that a keyword in broad query corresponds “to all research of equivalent expressions and keywords in exact correspondence, as well as additional associated research.” The Dynamic Search Ads, or DSA, constitute dynamic announcements of the research network based on the content of the website. Finally, assets are, according to Google, content elements which “include titles, descriptions, links to certain sections of your website, call buttons, geographic information and more.”
“To simplify, Search Max will use the keywords, as does the broad targeting, the URLs of the site, such as the DSAs, and the elements of the advertisement, like PMAX for example, to make the campaign spread over new research,” says Valentin Quélard. “Thanks to the automation of optimizations and adjustments, advertisers must be able to see an improvement in the efficiency of campaign management,” adds David Gonzalez. “As IA learns performance data, it can optimize auction and targeting more fluid than traditional manual settings. This” smarter “targeting could lead to a more effective allowance of your advertising budget over time.”
According to Valentin Quélard, the advertiser should keep some autonomy. “The product has been designed by Google to improve the performance potential of Search campaigns, while not sacrificing control, in particular thanks to customization options at the campaign level and advertising groups. Google also introduces a certain level of transparency, by offering reports that display the keywords and dynamic targets together.”
An installation subject
The functionality is currently in beta version, if you are not yet registered for this closed group, you can wait for a wider future deployment. For those with the possibility of using it, “Search Max is activated in terms of campaign parameters, but only for campaigns using Smart Bidding”, Pointes Valentin Quélard. “You then have several choices, depending on whether you want to activate the correspondence of research terms, or Search Term Matching, and the optimization of texts and URLs.” Let us indicate that, according to Google, “the types of keyword correspondence determine the necessary level of correspondence between the keyword and the user’s request so that the advertisement is taken into account for auction. You can for example use the large request in order to distribute your ad for a greater variety of research or the exact keyword to target specific research.” Once checked, the optimization of texts and URLs gives Google the possibility of modifying the text text and directing Internet users to other pages of the site.
“To get the best product performance, Google recommends activating both the Search Term Matching and the complete optimization of the texts and URLs,” says Valentin Quélard. “However, I advise you to activate the keyword correspondence first and carry out a test before activating the other options. You can completely activate the Search Term Matching by announcements after having activated it at the campaign level. If you set up URL options, make sure to add exclusions of URLs to protect your sensitive content.”
Still limited and to be controlled
Currently, “certain features are still in development, in particular the complete optimization of texts and URLs”, specifies Valentin Quélard. “For the moment, the pilot does not support the existing pin when using the optimization of texts and urls.” Pins controls the location of an element. “You certainly have access to a report, but it is not as complete as those currently available for your research campaigns,” says Valentin Quélard. “Also, although Google seeks to offer more control to advertisers, Search Max represents an additional step towards automation, to which all advertisers are not yet ready.”
For David Gonzalez, a way to prepare for this feature for advertisers is to actively monitor performance measures, in order to identify and quickly face any problem. “Follow the reports on research terms, conversion rates and cost per click. Adjust your negative keywords and destination pages if necessary, to keep control over traffic quality. This implies rigorous management of negative keywords and frequent campaign tests, compared to traditional strategies based on keywords.”
