"You can really see this come to life in the chart below, where exact match and phrase both get broadened by AI max, whilst broad match isn't affected at all - because it's already broad. This also aligns with Google's statements that campaigns & accounts which rely heavily on exact match will see the strongest volume uplift. AI Max search term matching is rather starved of opportunity to find new impressions if broad match is the dominant targeting model."
"I also looked at the range of typical outcomes. Here I learned that exact match expansions usually accounts for between 27% and 89% of AI Max match type impressions. The 80% average below skews a bit high in that range, but ultimately the results observed in any given campaign will depend on the specific keyword match strategy and keyword volumes."
"My hypothesis here is that advertisers often use exact match keywords for their own brand terms, and then AI Max comes along and says "Aha! This other term is broadly related!" Yet, that other term is categorically different: it's a competing brand."
AI Max expands the reach of exact match and phrase match keywords, effectively broadening their matching scope while leaving broad match unchanged. One million AI Max impressions show that exact match expansions frequently represent a large share of AI Max match-type impressions, ranging roughly from 27% to 89% with an average near 80% in observed samples. Campaigns that rely heavily on exact match tend to see the strongest uplift in impression volume. Broad-match-dominant accounts provide fewer new impression opportunities for AI Max. Outcomes depend on specific keyword match strategies and keyword volumes, and competing-brand matches can increase.
Read at Search Engine Roundtable
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