Anthony Higman personally tested and confirmed that Google is now serving regular Search campaigns with restrictive match types within AI Mode. He posted about this on LinkedIn.
He wrote:
“BREAKING!! Google is now serving regular pure Search campaigns with restrictive match types in AI Mode!!! Confirmed through multiple campaigns and tests on our side!!! Let’s gooooo!!!!!”
Ginny Marvin replied to Anthony, wrote:
“Hi Anthony, Exact and phrase match keywords are eligible to serve text ads in AI Mode. Note however that this is limited to cases where there is explicit and direct user intent. AI Max and PMax for Search are designed to capture complex conversational intent and access our latest ad formats (like Highlighted Answers).”
This clarifies that Exact and Phrase match keywords can now serve text ads within AI Mode, but only in cases involving explicit, direct user intent. For broader, more conversational queries, Google continues to rely on AI Max and Performance Max for Search, which are built to handle that kind of complex intent and access newer ad formats like Highlighted Answers.
Image Credit: solitudemarketing
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