"Google announced three forthcoming ad updates: AI Max for Shopping campaigns, AI Brief, and text disclaimers for Search. All three use AI (with guardrails) for advertisers. AI Max for Shopping will act similarly, with a key difference: Text ads can show from Google-generated copy based on Merchant Center data. Searchers won't necessarily see image-based product listing ads, even though it's a Shopping campaign. Advertisers who opt in to AI Max for Shopping allow ads to show in AI Overviews and AI Mode, as is the case for AI Max for Search."
"For example, say an advertiser bids on the keyword "clear storage bins." With AI Max enabled, Google can show the ad for a query of "What are the differences between clear and plastic storage bins?" Further, Google can alter the ad text and the final URL to improve conversions. AI Max for Shopping will act similarly, with a key difference: Text ads can show from Google-generated copy based on Merchant Center data."
"AI Brief informs Google of advertisers' preferences. The feature will roll out in AI Max for Search and then to Performance Max and AI Max for Shopping. In an AI Brief, an advertiser of high-end office chairs might provide: "Include pricing in ads to better pre-qualify users before they click." "Do not show ads for queries that include 'inexpens"
"Google has not revealed whether AI Max advertisers can opt out of text customization and final URL expansion for Shopping, like they can for Search. The differences between AI Max and Performance Max campaigns can be confusing. Google recommends Performance Max for multichannel promotion across Search, Shopping, Display, and Video. Google will presumably add text customization to Shopping ads in Performance Max campaigns. For single-channel ads such as Search or Shopping, Google suggests AI Max campaigns."
Google announced three upcoming ad updates for its May 20 Marketing Live event. AI Max for Shopping will use AI with guardrails to customize text ads using Google-generated copy based on Merchant Center data, and it will allow ads to appear in AI Overviews and AI Mode. AI Max for Shopping will differ from image-based product listing behavior, since searchers may not see image-based product listing ads even within Shopping campaigns. Google has not confirmed whether advertisers can opt out of text customization and final URL expansion for Shopping. AI Brief will let advertisers provide preferences and will roll out first in AI Max for Search, then to Performance Max and AI Max for Shopping. Text disclaimers for Search will also be introduced.
Read at Practical Ecommerce
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