Microsoft Advertising Launches AI Max Globally for Search Campaigns

Image credit: Search Engine Journal

Microsoft Advertising globally launched AI Max for Search campaigns on Tuesday, introducing new automation features and enhanced advertiser controls after several months of testing.

The general availability of AI Max aims to streamline campaign management through automated processes while allowing advertisers to maintain specific oversight at the ad group level.

The suite integrates three core automation features: search term matching, text customization, and final URL expansion, according to Microsoft Advertising.

Advertisers can manage where these AI Max features are applied through ad group-level settings, ensuring targeted control over campaign elements.

Initial controls available at launch include brand inclusions and exclusions, term exclusions for text assets, and URL rules for final URL expansion.

Microsoft Advertising stated that existing campaigns utilizing Predictive matching or autogenerated text assets would automatically have the corresponding AI Max settings enabled.

Additionally, AI Max settings are designed to carry over from Google Ads imports, simplifying transitions for advertisers.

An exception applies to campaigns previously upgraded from Dynamic Search Ads (DSA), which will not automatically import AI Max settings.

Navah Hopkins, an industry expert, noted that the emphasis on advertiser controls within AI Max reflects a strategic balance between automation and user agency.

The global rollout positions Microsoft Advertising’s Bing and Copilot-powered search ecosystem with advanced tools for digital marketers worldwide.

Source: Search Engine Journal