I Predicted Google Would Launch Keywordless Search Ads by 2025
In December, I made a bold prediction that Google would introduce keywordless Search ads by 2025. This forecast was based on Google’s shifting focus towards understanding searchers’ intent beyond just keywords. While keywords used to be the primary factor in determining ads, they are now just one of many variables taken into account by Google.
Just last week, Google unveiled a new campaign type called “AI Max for Search,” which marks a significant step towards keywordless advertising. While keywords are still present in this new campaign type, they are now treated as themes rather than the main indicator.
The driving force behind AI Max is artificial intelligence. With the success of Performance Max campaigns and smart bidding, Google is now leveraging AI to capture signals of what searchers are truly looking for.
Some of the key features of AI Max were already available in Search as optional settings, but with AI Max, advertisers are fully embracing Google’s AI capabilities. Google now determines:
- Which ads to display based on broad match keywords
- The most effective ad text to convert searchers
- The optimal URL for performance
Search Term Matching
Search term matching is a new approach that combines broad match keywords with smart bidding, resulting in improved targeting and performance. Google’s AI analyzes keywords, assets, and landing pages to determine the most relevant ad to show to searchers.
This concept is similar to personalized recommendations on streaming platforms like Netflix, where ads are tailored to individual searchers based on their preferences.
Text Customization
Formerly known as automatically created assets, text customization allows Google’s AI to generate customized headlines and descriptions using content from ads, landing pages, and assets. This ensures that the ad content is highly relevant to the searcher’s intent.
Final URL Expansion
In addition to text customization, Google also adjusts advertisers’ final URLs to enhance performance. Advertisers can now provide URL inclusions and exclusions to guide the AI on which URLs to target or avoid.
Other Features
Google has introduced several other features with AI Max for Search, including brand settings that allow advertisers to include or exclude specific brand names from their ads. Reporting transparency has also been improved, with a new “AI Max” column in the report showing the query and how it relates to the assets and final URL.
In conclusion, Google Ads is constantly evolving, and keywords are no longer the primary targeting method. AI technology is reshaping the platform and driving better performance for advertisers.