Google Ads Tests Serving Traditional Match Types in AI Mode

Google Ads is testing the serving of regular pure Search campaigns with restrictive match types in AI Mode. The experiment, confirmed by Ginny Marvin, Google's Ads Liaison, allows exact and phrase match keywords to serve text ads in AI Mode in cases where there is explicit and direct user intent.

This change marks a departure from previous requirements that only allowed AI Max and PMax for Search, or broad and smart bidding, to show in those places. Marvin noted that this experiment is limited in scope and currently only applicable to certain situations with explicit user intent.

The PPC industry has expressed excitement about this development, but Anthony Higman cautions that it may be more than just a 'small test'. Others have also reported seeing the change and agree that it's significant because it now allows for more traditional match types to serve in AI Mode.