Google’s new AI-powered ad tool targets low-traffic search queries
TL;DR
- In beta, ‘Search Bidding Exploration’ finds low-traffic queries with high conversion potential and adjusts ROAS targets.
- The tool is part of Google's Smart Bidding suite. It supports campaigns using target ROAS strategies.
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Google is testing a new AI-powered tool for advertisers called Search Bidding Exploration. This tool aims to find low-traffic search queries. Still in beta, this tool was pitched to advertisers in the third quarter of the year.
How Search Bidding Exploration works
Search Bidding Exploration identifies low-traffic queries to find audiences with high conversion potential. Search Engine Land says the tool uses AI to:
- Find low-traffic queries that still have strong conversion potential.
- Automatically adjust return on ad spend (tROAS) targets.
- Expand ad reach beyond the historically successful search terms.
Search Bidding Exploration is part of Google’s Smart Bidding suite. The tool is currently only available for campaigns without budget constraints. It is accessible to larger advertisers. Google recommends it for campaigns using tROAS bid strategies and for advertisers running Dynamic Search Ads.
Search Bidding Exploration can be activated within campaign settings for search campaigns using the tROAS strategy.
According to AdWeek, Search Bidding Exploration addresses a long-standing criticism of automated bidding tools like Google’s Performance Max and Meta’s Advantage+ campaigns. These tools often focus on “low-hanging fruit” by targeting audiences likely to convert.