AI Max in Google Ads: Key things you need to know (w/ Jyll Saskin Gales)

Video Description

AI Max is here - but getting the right information about it, and what it means for your campaigns, can be hard to find. To help marketers get a clear view on how to prepare for AI Max, we spoke to Google Ads Expert Jyll Saskin Gales. Jyll is a former Google employee, top PPC consultant, and author of Inside Google Ads - a fitting book title, given that very few people know what goes on inside Google's Ads than her. In this extended episode of the Paid Media Lab, we spoke to Jyll about all-things AI Max, as well as how Broad Match ties in (and how to use Broad Match effectively). Expect to learn: • What AI Max is and how it evolved from Search Max • Key AI Max features: text customization, keyword list targeting, final URL expansion • New transparency and control options in AI Max • Shift from keyword matching to intent prediction in Google Ads • Opportunities and risks of keywordless PPC • Best practices for using broad match effectively • Jyll’s three C’s: conversion tracking, customer lists, creative • The truth about audience signals in AI/Performance Max • How to test AI Max responsibly Don't have time to listen to the whole thing? Find our written recap of the session here: https://www.lunio.ai/blog/google-ads-ai-max-explained Timestamps: 0:00 - Intro 2:36 - ‘Inside Google Ads’ book discussion 4:08 - Why ‘the house always wins’ in Google Ads 6:45 - AI Max vs. Search Max 8:45 - What is AI Max? 9:57 - How transparent is AI Max? 11:34 - Is AI Max just broad match + DSA? 12:59 - Is this the ‘keywordless future’? 15:29 - Final URL Expansion + audience signals 22:20 - Should you test AI Max? 25:07 - Using Broad Match effectively 29:00 - Where Jyll uses Broad Match 31:24 - Key Broad Match advice & guardrails 34:14 - Pairing Broad Match with first-party data 39:00 - Final thoughts & outro Subscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast -- or find us wherever you get your podcasts: Watch on YouTube: / @lunio_ai Listen on Spotify: https://open.spotify.com/show/5K858fJ... Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast... Listen on Amazon Music: https://music.amazon.co.uk/podcasts/7... Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library