Google is expanding AI Max for Search campaigns, giving advertisers new tools to test changes to budgets, ROI targets, and campaign settings before actually rolling them out. Google announced this update on its blog.
There are three changes worth knowing about.
1. Test multiple campaigns at once
Starting in September, advertisers will be able to test different budgets and ROI targets across several Search campaigns within a single A/B test, instead of testing one at a time.
2. Brand and location controls no longer need to be removed.
This one fixes a real pain point. Previously, running an AI Max experiment sometimes meant advertisers had to strip out their brand and location controls, which meant the test wasn’t really reflecting how the campaign actually runs day to day. Now those controls can stay on during the experiment, so the results are more accurate.
3. Performance Planner gets smarter.
Google is also expanding Performance Planner. Advertisers will now be able to see:
- What might happen if they change the budget?
- How performance could shift with different bidding adjustments
- What impact changing ROI targets could have
Google will forecast all of this ahead of time, and once you’ve seen the numbers, you can apply the suggested changes with a single click.
Why does this matter?
The real benefit here is that advertisers don’t have to make big changes blind. Instead of just flipping a switch and hoping for the best, they can test first:
Change → Experiment → Check performance → Then implement
Start the conversation by posting the first comment