You can use performance reporting metrics in Google Ads to understand your AI Max performance. These metrics, including the search terms report, the keyword report, the asset report, and the landing pages report, can help you to reimagine your campaigns and reach the target audience that’s best for you.
This article explains the reporting options available with your AI Max for Search campaigns.
On this page
- Benefits
- Before you begin
- Understand your performance report
- Reporting for all AI Max features
- How to navigate and interpret your Search Campaigns for Travel performance reports
- Best practices
Benefits
- Analyze valuable insights: Performance reports allow you to analyze valuable insights about your audience and the assets that you use to drive traffic. You can review details like headline and landing-page combinations to determine what assets your audience responds to best.
- Simplified advertiser experience: To make creating ads and campaigns in Google Ads easier, you can use AI Max reporting and automation to help simplify your account structure and save time.
- Refine your brand: With Google Ads reporting for AI Max, you can regularly review and optimize text customization (formerly known as automatically created assets), easily removing anything that doesn’t align with your brand. Learn more About text customization in Search campaigns.
Before you begin
To get the most out of your reporting metrics, you should wait at least 2 weeks after enabling AI Max for a new or existing Search campaign before making changes, like adding negative keywords. This ramp up period allows Google Ads to learn and optimize. Learn more about how to Set up AI Max in Google Ads.
After your campaign has started to optimize, you can view available reports from the Campaigns menu in Google Ads.
Understand your performance report
To enhance your Search campaign with AI Max enabled, you can view the following reports from your Google Ads account.
Search terms report
The search terms report shows you how your ads performed when triggered by actual searches within the Search Network. It shows you where customers are directed when they click on your ad. You can use this report to:
- Understand AI Max automation traffic and its value.
- Assess headline and landing page relevance to search terms.
- Simplify your account structure with automation insights.
The "Match type" column in your search terms report tells you how closely the search terms that triggered your ads on Google are related to the actual keywords in your account.
On top of the search terms report table, select the Search terms dropdown and choose “Search terms and landing pages from AI Max”. This view lists the search terms that triggered your ads and shows the headlines, landing pages, campaigns, and ad groups that made up the full customer ad journey.
By default, it'll display the landing page view of the report. In the top right corner, you can toggle between different views of the search terms report. You can view your campaign’s performance by:
- Search terms
- Search terms and landing pages from AI Max
- Search terms from Dynamic Search Ads
- Search terms and landing pages from Dynamic Search Ads
Learn more About the Dynamic Search Ads search terms report.
Keywords report
The Keywords report displays the performance of different keywords, their match type and which campaign and ad group they’re associated with. You can use this report to:
- Get keywords and dynamic ad targets.
- Find comprehensive account/campaign statistics.
- Understand broad match keyword expansion's contribution to AI Max performance.
- Understand keywordless targeting contributions.
At the bottom of the keywords report, there are 2 aggregate rows for AI Max-specific performance:
- Total: AI Max expanded matches: Total traffic from broad match keywords created by AI Max for Search campaigns, based on the keywords you added
- Total: AI Max landing page matches: Total traffic from search queries that matched because of your landing pages or assets, outside of your keywords
Campaign level asset report: Expanded final URL assets tab
In the Asset report, the “Expanded final URL assets” tab shows asset and URL combinations. You can use this report to:
- View assets, both advertiser-uploaded and those created by text customization, that served with expanded final URLs due to the Final URL expansion feature.
- Remove unfavorable assets.
- Remove assets that don’t align with your business or are non-compliant with asset requirements.
Campaign level asset report: Associations tab and Performance tab
In the Asset report, the “Associations” and “Performance” tabs let you view asset performance and insights for single or multiple campaigns. Google customized text assets are marked “Google AI” in the “Added by” column of the asset report. You can use this report to:
- View assets created by text customization.
- Review the performance of your assets.
- Remove unfavorable assets.
Ad level asset report
The ad level asset report lists each asset, including headlines and description lines created by text customization in your ads. Google customized text assets are marked “Google AI” in the “Added by” column of the asset report. You can use this report to:
- Compare assets within your ad, including those created by text customization.
- Remove assets that don’t align with your business or are non-compliant with asset requirements.
- Identify which assets are most effective to enhance the performance of your ads.
Go to the Ad level Asset report
Landing pages report
The Landing pages report shows aggregated statistics at the landing-page level. This includes advertiser-provided URLs and Final URL Expansion URLs. You can use this report to:
- Ensure URLs selected by Google meet your needs.
- Optimize your website.
- Set URL inclusions and exclusions.
Reporting for all AI Max features
| Search term matching |
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| Text customization |
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| Final URL Expansion |
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| Brand settings |
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| URL inclusions |
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| URL exclusions |
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How to navigate and interpret your Search Campaigns for Travel performance reports
To help evaluate your metrics in Google Ads, Search Campaigns for Travel’s reporting unifies fragmented data in a single performance report. You can review cohesive performance details, like search term reporting, across multiple levels of your account.
To help evaluate your metrics in Google Ads, Search Campaigns for Travel’s reporting unifies fragmented data in a single, cohesive view across multiple levels, like search term reporting. Because Search Campaigns for Travel merges AI Max with your data feed, success is measured by how effectively your specific inventory converts.
Format performance: Travel Promotion Ads, Booking Links, and Travel Feeds in Search Ads
Search Campaigns for Travel allow you to run multiple formats within a single campaign. You can segment your reports using the "Ad format" column to compare performance across:
| Format | Description |
| Travel Promotion Ads (TPA) | Image-rich ads featuring specific travel inventory. |
| Booking Links (BL) | Direct links to a partner’s landing page to book inventory |
| Text Ads (incl. TFSA) | Standard search text ads enhanced with travel feed data. |
Best practices
To make the most out of your reporting metrics, consider the following:
- Focus on Intent: Prioritize driving conversion goals over strict keyword relevance. Search behavior in travel is varied and high-volume.
- Regular Reviews: Evaluate search terms and item group performance every 1-2 weeks.
- Negative Keywords: Use negative keywords sparingly. Only add them when a term consistently underperforms against your goals across all campaigns. Overusing them can limit the benefits of intent-based targeting.
