Final URL expansion is an opt-in, campaign-level setting that is available through AI Max for Search Campaigns. To send traffic to the most relevant URLs on your domain when it’s likely to result in better performance, enable “Final URL expansion”. Final URL expansion will only send traffic to URLs that are query relevant and themed to your ad group.
Set up Final URL expansion in a new Search campaign
- Go to the Create button
and click Campaign.
- Create a new Search campaign.
- When you reach the “AI Max” page, toggle to opt-in to AI Max settings.
- Final URL expansion is turned on by default when you opt in to AI Max.
and click Campaign.Set up Final URL expansion in an existing Search campaign
- Go to Settings within the Campaigns menu
.
- Click the Search campaign you’d like to update.
- Click AI Max in the section menu.
- Turn on AI Max if it isn’t already on.
- Note: To turn on AI Max, toggle the button for “Optimize your campaign with AI Max”. Text customization and Final URL expansion settings will be enabled by default.
- If AI Max is already enabled but Final URL expansion is not, under “Asset optimization”, select the Final URL expansion checkbox to turn on the setting.
- Note: In order to use the “Final URL expansion” setting, “Text customization” must be enabled. Turning off “Text customization” will also turn off “Final URL expansion”.
- Turn on AI Max if it isn’t already on.
- Select Save.
- When both Text customization (formerly known as automatically created assets) and Final URL expansion settings are turned on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About text customization in Search campaigns.
- It’s recommended to turn on both Text customization and Final URL expansion settings.
- When Final URL expansion is turned on for your campaign, pinned Responsive search ad assets aren’t used if a more relevant URL is chosen, because they may not match the customer’s intent. To always use pinned assets, turn off final URL expansion.
| Text customization | Final URL expansion | Responsive Search ad (RSA) pinned asset serving |
| Pinned RSA assets will serve as expected | ||
| Pinned RSA assets will not be respected |
How to exclude URLs
URL exclusions allow you to exclude URLs from serving in Final URL expansion. URL exclusions requires Text customization and Final URL expansion to be turned on.
- Go to Settings within the Campaigns menu
- Click the Search campaign you’d like to update.
- Scroll down to the AI Max section and select it to expand the section.
- Ensure the AI Max toggle is on.
- Note: AI Max must be enabled to use URL exclusion.
- Under "Final URL expansion", select Add URL exclusions.
- In the “Add URL exclusions” slider panel, list the URLs that you want to exclude in the URLs tab, then select Add.
- Note: To use rules to exclude URLs, select the Rules tab to add your custom rules. Then select Add.
- Select Apply to close the slider panel, then Save in the “AI Max” section.
How to apply URL Inclusions
Google AI selects the best performing landing page from your website. Utilize URL inclusions to include URLs that were not captured by final URL expansion.- Select the relevant campaign and navigate to Ad groups.
- Scroll down to AI Max and click Add URL inclusions.
- Click Save after adding the relevant URL inclusions
Use page feeds with URL expansion
You can provide a feed of URLs for your Search campaign to use. Page Feeds complements Google’s automated understanding of what products and services advertisers should be using when Final URL expansion is enabled. To target specific feed URLs with Final URL Expansion enabled, use custom labels for campaign-level URL exclusion or ad-group-level inclusions. Learn more about How to use page feeds.
