Welcome to the Signal-First Era | Rethinking Search Strategy in A Max

In some ways, search has never been more powerful — but it’s also never been less transparent. As AI-driven automation expands in Google Ads, you see less. Search term data is limited, match types blur, and traditional optimization levers disappear. How do you optimize when you can no longer see what you once could?

Come see how AI Max is reshaping modern search strategy — from keyword management to signal-driven performance. You'll learn how to rethink account structure, strengthen conversion tracking, and evolve reporting to stay competitive.

After this session, you’ll be able to:

- Understand how AI Max affects search term visibility and match types.
- Shift from keyword-first optimization to a signal-first strategy.
- Strengthen conversion tracking to better guide machine learning.
- Redefine performance reporting in an AI-driven environment.

Transcript

1. WELCOME TO THE Signal-First Era Rethinking search strategy in AI Max Susan Yen · SearchLab Digital · @ppcrealtalk Based on firsthand account experience, expert conversations, and patterns emerging across the industry
2. Raise your hand if your search term report looks smaller than it did two years ago?
3. The Shift Nobody Can Ignore Visibility Google is making more choices faster than you can react
4. The Shift Nobody Can Ignore Automation Google is making more choices faster than you can react Visibility Google is making more choices faster than you can react
5. The Shift Nobody Can Ignore Automation Google is making more choices faster than you can react Speed Real-time auction decisions beyond human scale. Visibility Google is making more choices faster than you can react
6. THEN It’s the fourth planet from the Sun and is a very cold place • Keywords = Control • Search Terms • Structure • More Data NOW
7. THEN It’s the fourth planet from the Sun and is a very cold place • Keywords = Control • Search Terms • Structure • More Data NOW • Signals = Control • Search Terms • Automated Bids • Input Matter More
8. What is AI Max? Automation Layer
9. What is AI Max? Automation Layer Expanded Reach
10. What is AI Max? Automation Layer Expanded Reach Signal-Driven Auctions
11. YOU ARE NOT LOSING CONTROL. You are losing visibility into decisions already being made for you.
12. The News: DSA is Upgrading to AI MAX Add your brand as a negative or brand exclusion Set URL exclusions now Audit your conversion tracking
13. From Keyword-First to Signal-First
14. The Signal Stack Conversion Tracking
15. The Signal Stack Conversion Tracking Audience Signals
16. The Signal Stack Conversion Tracking Audience Signals Query Context
17. The Signal Stack Conversion Tracking Audience Signals Query Context
18. The Signal Stack Conversion Tracking Audience Signals Query Context Creatives & Landing Pages
19. THE MOST IMPORTANT SIGNAL
20. Conversion Tracking IS Your New Lever
21. Primary vs Secondary Optimize for secondary conversions and you're training Google to find browsers, not buyers.
22. FUTURISTIC BACKGROUND INFOGRAPHICS • Which conversion drives the most value to your business growth? • Just because they are both primary conversions doesn’t mean they are worth the same • At the campaign level, choose the correct conversions; don’t just set them all the same. Value-Based Bidding
23. Primary Vs Secondary Value-Based Bidding Offline Conversion Import
24. Audience Signals Matter More Than Ever 1st Party Data Similar Audience In-Market Signals
25. How to Test Two ways in. One Right Timeline
26. Options 50/50 Experiment · Cleaner data · Better for client justification
27. 50/50 Experiment · Cleaner data · Better for client justification Just Turn It On · Faster learning · Harder to isolate Options
28. Know Your Controls
29. Campaign Level Settings Text Customization Turn off if you need strict creative control
30. Campaign Level Settings Text Customization Final URL Expansion Set URL exclusions BEFORE enabling & any page you don't want Google choosing Turn off if you need strict creative control
31. Campaign Level Settings Text Customization Final URL Expansion Set URL exclusions BEFORE enabling & any page you don't want Google choosing Brand Exclusion Turn off if you need strict creative control Turn off if you need strict creative control
32. Ad Group Level Settings Search Term Monitoring Won’t go beyond broad match & Increase rank Brand Exclusions Location of Interest URL Exclusion Useful for umbrella brands & Brand Associations Ad group sets interest locations Set your own rules or Google will choose.
33. Testing Timeline 01 03 02 2 Month Learning No Bandwith? Monitor Activity Not working? Test again in 6 months, the product keeps improving
34. What Most People Get Wrong 01 02 03 Too Many Changes – Unstable Learning
35. What Most People Get Wrong 01 02 03 Too Many Changes – Unstable Learning Fighting Against Automation
36. What Most People Get Wrong 01 02 03 Too Many Changes – Unstable Learning Fighting Against Automation Ignoring Bad Data
37. What You Should Focus On CPA & ROAS Trends 14–30 day rolling windows 1 Conversion Quality – Are leads being closed? 2 Incrementality – Would these customers have converted anyway? 3 Auction Insights – How is your competitive position shifting? 4
38. How To Know It Is Working Search Term Report Filter Match types = AI Max 01 Keywords All Summary Tab 02 Insights Report Check Page Selection 03
39. Key Takeaways Less manual visibility, more AI optimization power Signals and intent matter Conversion tracking drives performance Over-optimization hurts machine learning Success is measured by business outcomes, not platform metrics
40. AI Didn’t Replace Marketers. It Replaced Bad Input. The Signal-first marketers win.
41. Thank you! linkedin.com/in/susan-yen @ppcrealtalk @PPCRealTalk/videos