Nyra

The search term report has always been the most sincere conversation that a Google Ads campaign ever had with the company behind it – the raw record of what users entered before clicking on the ad, which can either be an entirely on-target query with intent to buy something or a variation of it that the ad campaign matched to without any particular intention from the advertiser’s side. Google Ads AI Max search terms behavior in 2026 has complicated this conversation in a way that demands a new way of handling the data than the old one used by regular search ads or even dynamic search ads that AI Max is meant to replace. The main difference is that, unlike in keyword targeting, AI Max does not find relevance based on the match between the text string searched by the user and the ad but on the relevance of the conversation, of the intent signal, and of the behavioral context that the AI has determined to be pertinent to the goals of the campaign and not just to the text string typed in....