How should marketers use AI-powered Search ads to accomplish their business goals?

Analysis of Correct Answer(s)

This option describes the modern best practice for running AI-powered Search campaigns, often called the "power trio." These three components work together to maximize performance: - Broad match: Feeds the AI system a wide range of relevant search queries. This allows machine learning to identify new opportunities and understand user intent more broadly, going beyond the exact keywords you've chosen. - Smart Bidding: Uses AI to analyze numerous real-time signals (like device, location, and user behavior) to set the optimal bid for each specific auction. This automates the process of bidding for your business goals, such as conversions or conversion value. - Responsive Search Ads (RSAs): Provide the AI with multiple headlines and descriptions. The system then automatically tests different combinations to create and serve the most relevant and effective ad for each individual user and their query.

By combining these three elements, you give Google's AI the data, automation, and creative flexibility it needs to achieve your business goals efficiently.

Analysis of Incorrect Options

• Use exact match keywords: This approach is too restrictive for an AI-powered strategy. It severely limits the volume of data and signals the AI can learn from, hindering its ability to find new conversion paths and optimize effectively.
• Rely on manual bidding: This directly contradicts the principle of using AI. Smart Bidding is designed to outperform manual bidding by processing countless signals that a human cannot, making more precise, real-time bid adjustments.
• Reduce and reinvest paid search budgets: This is a budgetary choice, not a strategy for using AI within Search ads. While high-quality image assets are important, reducing the core campaign budget is not how you leverage AI to improve search performance.