Monday, July 27

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⚡️ Today’s Headlines ⚡️

🧰 ChatGPT Ads added a slate of new advertiser tools. The new tools include conversion bidding, geographic exclusions, and bulk tools to help improve campaign optimization, conversion measurement, and budget pacing to scale performance.

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🔎 Bluesky’s AI assistant is now an open-ended research tool. The AI assistant was built to let users build custom social fees without programming, but its new feature lets users ask it for information and news spreading across Bluesky’s social network.

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💰 Google is adding household income exclusions to Performance Max campaigns. The new setting has been spotted and would allow advertisers to exclude specific household income segments at the campaign level while keeping PMax’s automated optimization.

💡 Today’s Insight 💡

How to prepare for Google’s DSA sunset and move to AI Max

🗞 TL;DR - After much back-and-forth, Google is phasing out Dynamic Search Ads (DSAs) in favor of AI Max for Search, a major shift in how Search campaigns are built and optimized. Users can still create DSA campaigns until January 2027, with automatic migration now beginning in February 2027. Search Engine Land has everything you need to know about making the switch.

💡 Insight - So, what’s changing? Unlike DSAs, which relied primarily on website content to dynamically match queries and generate headlines, AI Max combines AI-powered query matching, asset generation, and landing page selection to expand reach and improve performance.

Okay, what should I do to adapt? First off, migrate before the deadline so you have control over the migration and post-migration period. You can do this in your DSA campaign settings.

Next, review AI-generated ads and brand controls. Check to ensure automatically created responsive search ads follow brand guidelines. AI Max’s feature “Text Guidelines” is a brand safety control to help with this.

Monitor your search terms. While DSA matches ads based on website crawling, AI Max reads your website and factors in additional user intent signals.

Lastly, watch where Final URL expansion sends traffic. DSA restricts traffic to your existing dynamic ad targets, while Final URL expansion can route users to any relevant landing page on your domain if it predicts a higher conversion likelihood. Use URL exclusion lists and Brand Controls to keep AI in check.

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