Google tests new AI tool for large advertisers
The Search Bidding Exploration tool could help advertisers using tROAS bidding and broad match keywords in unlimited budget campaigns.
Google started pitching advertisers on “Search Bidding Exploration,” an AI-powered tool that identifies valuable but low-traffic search queries.
This new AI-powered feature in beta aims to help advertisers find untapped traffic opportunities in search campaigns.
How it works. The tool is part of Google’s Smart Bidding suite and uses AI to:
- Find converting queries that get less traffic.
- Automatically adjusting tROAS targets (up to 10% lower).
- Expand reach beyond historically successful search terms.
The catch. The tool only works for campaigns without budget constraints, limiting its accessibility to larger advertisers.
Why we care Google’s latest AI test will automatically adjust tROAS targets and broaden keyword matches for those who won’t be too dramatic about negative results — those with unlimited budgets. If you have a limited budget, this update isn’t for you. This is for those with big budgets who have money to throw at an ad campaign with the possibility of extra growth from this new opportunity.
Between the lines. This update tries to address a common critique that AI-driven ad tools like Performance Max and Meta’s Advantage+ simply target “low-hanging fruit” audiences who would convert anyway.
However, it’s uncertain whether Google will provide detailed reports on this data, leaving some ambiguity around the transparency level of this tool’s insights as well.
What they’re saying. “Part of the issue with any of the AI-driven products is they optimize in the margins, but you’re optimizing against the same pools,” one anonymous ad buyer told Adweek. “You’ll hit a ceiling.”
How to use it: Advertisers can enable the feature directly in campaign settings for search campaigns using tROAS strategy.
Bottom line. For advertisers already using Smart Bidding and looking to scale their campaigns, Search Bidding Exploration offers a new way to expand reach — provided they have the budget to support it.
What to watch. How this tool performs in real-world conditions, whether Google will expand access beyond beta testing and whether Google intends on creating a solution alongside this one that will be targeted to those with limited budget.
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About the author
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.