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Google has rolled out several updates to Google Ads during the Think Retail event. Among these, the global availability of AI Max for Search campaigns stands out. This beta feature, now accessible worldwide, allows all advertisers to experiment with AI Max in their search marketing efforts. It will be integrated not only into the Google Ads web interface but also into Google Ads Editor, Search Ads 360, and via the Google Ads API.
A demonstration video highlights the AI Max capabilities, including its ability to run one-click experiments to optimize campaigns. This feature simplifies testing different ad variations and strategies quickly, making campaign management more efficient.
Another new feature, text guidelines, aims to help advertisers create brand-safe ad copy. This campaign-level tool enables marketers to fine-tune their messaging by setting specific restrictions. Users can exclude certain words or phrases entirely and define concepts or styles to avoid—such as emphasizing that products are not discounted. Up to 25 exact exclusions and 40 message restrictions can be added per campaign, ensuring brand consistency and compliance.
In addition to creative tools, Google Merchant Center is evolving with AI-driven insights that offer actionable recommendations to stay ahead of shifting demand. Enhancements to Product Studio also enable more dynamic product scene swaps at scale, along with the ability to convert images into engaging videos, and additional campaign ideas tailored to current trends and seasonal peaks.
Asset Studio is set to introduce a new set of generative AI tools soon, and content creation within Performance Max and Demand Generation campaigns will soon benefit from Imagen 4, Google’s latest generative image technology.
Furthermore, Google Ads is expanding its budget management options to include Search, Performance Max, and Shopping campaigns. Marketers can now set campaign durations with specific start and end dates and allocate a total budget for time-bound promotional periods ranging from three to ninety days. During these periods, Google’s AI will optimize ad spend to maximize performance in alignment with customer demand.
These updates collectively emphasize Google’s push toward more sophisticated, automated campaign management tools, leveraging AI for better targeting, creative control, and budget efficiency.
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