Google has begun testing restrictive match types for regular Search campaigns in AI Mode. This small experiment allows exact and phrase match keywords to serve text ads, but only where there is direct user intent.
The AI Mode, distinct from AI Max and Performance Max, captures simpler intentions as opposed to the complex conversational intent usually required for these ad formats. The experiment was initially spotted by Anthony Higman and confirmed by Ginny Marvin, Google’s Ads Liaison.
The experiment presents an opportunity for advertisers to potentially leverage AI-driven targeting in more focused keyword scenarios, expanding beyond previous capabilities limited to broader targeting and bidding strategies.
This update was spotted by Anthony Higman and also reported by Barry Schwartz.