You can use performance reporting metrics in Google Ads to understand your AI Max performance. These metrics, including the search terms report, the keyword report, the asset report, and the landing pages report, can help you to reimagine your campaigns and reach the target audience that’s best for you.
This article explains the reporting options available with your AI Max for Search campaigns.
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Benefits
- Analyze valuable insights: Performance reports allow you to analyze valuable insights about your audience and the assets that you use to drive traffic. You can review details like headline and landing-page combinations to determine what assets your audience responds to best.
- Simplified advertiser experience: To make creating ads and campaigns in Google Ads easier, you can use AI Max reporting and automation to help simplify your account structure and save time.
- Refine your brand: With Google Ads reporting for AI Max, you can regularly review and optimize text customization (formerly known as automatically created assets), easily removing anything that doesn’t align with your brand. Learn more About text customization in Search campaigns.
Before you begin
To get the most out of your reporting metrics, you should wait at least 2 weeks after enabling AI Max for a new or existing Search campaign before making changes, like adding negative keywords. This ramp up period allows Google Ads to learn and optimize. Learn more about how to Set up AI Max in Google Ads.
After your campaign has started to optimize, you can view available reports from the Campaigns menu in Google Ads.
Understand your performance report
To enhance your Search campaign with AI Max enabled, you can view the following reports from your Google Ads account.
Search terms report
The search terms report shows you how your ads performed when triggered by actual searches within the Search Network. You can use this report to:
- Understand AI Max automation traffic and its value.
- Assess headline and landing page relevance to search terms.
- Simplify your account structure with automation insights.
The "Match type" column in your search terms report tells you how closely the search terms that triggered your ads on Google are related to the actual keywords in your account.
On top of the search terms report table, select the Search terms dropdown and choose “Search terms and landing pages from AI Max”. This view lists the search terms that triggered your ads and shows the headlines, landing pages, campaigns, and ad groups that made up the full customer ad journey.
Keywords report
The Keywords report displays the performance of different keywords, their match type and which campaign and ad group they’re associated with. You can use this report to:
- Get keywords and dynamic ad targets.
- Find comprehensive account/campaign statistics.
- Understand broad match keyword expansion's contribution to AI Max performance.
- Understand keywordless targeting contributions.
At the bottom of the keywords report, there are 2 aggregate rows for AI Max-specific performance:
- Total: AI Max expanded matches: Total traffic from broad match keywords created by AI Max for Search campaigns, based on the keywords you added
- Total: AI Max landing page matches: Total traffic from search queries that matched because of your landing pages or assets, outside of your keywords
Asset report
On the Asset report, the “Expanded final URL assets” tab shows asset and URL combinations. Google customized text assets are marked “Automatically created” in the “Source” column of the asset report. You can use this report to:
- View assets created by text customization and Final URL Expansion.
- Optimize your creative assets setup.
- Remove assets that don’t align with your business or are non-compliant with asset requirements.
An asset's status appears in the first column (a green circle means enabled). To remove an asset, click its status icon and select "Remove." Learn more about campaign level asset reporting for responsive search ads.
Landing pages report
The Landing pages report shows aggregated statistics at the landing-page level. This includes advertiser-provided URLs and and Final URL Expansion URLs. You can use this report to:
- Ensure URLs selected by Google meet your needs.
- Optimize your website.
- Set URL inclusions and exclusions.
Best practices
To make the most out of your reporting metrics, consider the following:
- Focus on consumer search behavior. Remember that searches can be varied and high volume. To get the most out of your metrics, focus on driving performance and reaching your value and conversion goals instead of trying to make every match relevant.
- Review your search terms every 1-2 weeks.
- Let Google Ads learn and optimize. You should add negative keywords only when a search term isn't performing well against your performance goals across all campaigns. To help determine if your goals are being met, assess performance at both the ad group or campaign level.
- Avoid overusing negative keywords, as this can limit the benefits of intent-based targeting. Legitimate reasons for negative keywords include separate budgets, KPIs and goals, or unique creatives and experiences that require a swimlane strategy.
