AI Max, Broad Match and the Keywordless Future of Google Ads

Inside Google Ads with Jyll Saskin Gales

What's the difference between AI Max and Broad match keywords in Google Ads? Should you use them? In episode 79 of the Inside Google Ads podcast, host Jyll Saskin Gales talks to James Deeney of the Paid Media Lab podcast. They dive deep into keywordless targeting, discussing the highly anticipated AI Max feature for search campaigns, broad match keywords, and how to succeed with Google Ads today. Jyll explores the shift from keyword matching to intent prediction and the role of AI in optimizing campaign performance. The conversation also provides practical advice on effectively using broad match, addressing common misconceptions and offering strategies for better results.
Key topics discussed:

• Debunking myths and misconceptions about AI Max for search campaigns.
• Understanding the true nature of AI Max as a bundle of features, not a new campaign or match type.
• The increased transparency and control offered by AI Max.
• The future of keywordless PPC and intent-based targeting.
• Leveraging final URL expansion and the importance of accurate conversion data.
• Strategies for effectively using broad match keywords in Google Ads.
• The crucial role of first-party data (customer lists) and creative in campaign success.

This conversation was originally recorded for the Paid Media Lab podcast. You can find it wherever you follow podcasts. Jyll also delivered a free, 1-hour workshop for Lunio yesterday called "Beyond Keywords: Advanced Audience Targeting Strategies in Google Ads." You can catch the recording on Lunio's YouTube channel: https://www.youtube.com/@lunio_ai
You can get Inside Google Ads episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode79
Google Ads Coaching
Need some expert help with your Google Ads campaigns? Want to start testing AI Max the right way? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode79
Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask me your questions at an exclusive live video call every single month. Yes, we cover AI Max in the course! Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode79
Read more about this topic on Jyll's Google Ads Blog
- AI Max for Search Campaigns: What you need to know about "Search Max": https://learn.jyll.ca/blog/ai-max-for-search-campaigns-what-you-need-to-know-about-search-max
- Should you use Broad Match keywords in Google Ads? https://learn.jyll.ca/blog/should-you-use-broad-match-keywords-in-google-ads
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