Google Ads AI Max Columns & Optimized Targeting
This article explains what Google Ads AI Max columns, brand inclusions, locations of interest, and optimized targeting are, and how they work together in campaign management. You will learn what each setting does, how to configure them, and common pitfalls to avoid.
Background: The Shift to AI-Driven Bidding and Targeting
Google Ads has moved away from manual, keyword-only control toward machine learning that automates bidding, ad placement, and audience selection. The “AI” in AI Max refers to Google’s automated bidding strategies (like Maximize Conversions or Maximize Conversion Value) that use real-time auction signals to set bids. These strategies are paired with “optimized targeting,” which expands your audience beyond your explicitly defined targeting to find more conversions. Brand inclusions and locations of interest are two controls that let you guide—but not fully override—the AI’s decisions.
What Are AI Max Columns in Google Ads?
In Google Ads reporting tables, “AI Max” columns are not a standard column set. Instead, they refer to the columns you add to see performance of campaigns using automated bidding. Common columns include:
- Conversions (by conversion action)
- Conversion value / ROAS
- Cost per conversion
- Search impression share
- Top vs. Other search page metrics
To see these, click the columns icon in your campaign table, then select “Modify columns.” Under “Performance,” you can add metrics like “Conversions,” “Conv. rate,” “Cost / conv.” Under “Competitive metrics,” add “Search impr. share” and “Top impr. share.” These columns help you evaluate whether the AI is meeting your targets.
How to Set Up Brand Inclusions for AI Max Campaigns
Brand inclusions are a targeting control that tells Google to prioritize or restrict traffic to searches that include your brand terms. For Performance Max campaigns, you can add brand exclusions (to avoid your brand) and, in some accounts, brand inclusions. For Search campaigns using broad match with automated bidding, you can use negative keywords to exclude brand terms, but positive brand targeting is not a direct setting—you would use keyword match types.
To add brand exclusions in Performance Max: go to the campaign, click “Settings,” then under “Brand exclusions,” click “Edit brand exclusions” and select the brands you want to exclude. This prevents your ads from showing on searches that include those brand terms. Brand inclusions (available in beta for some advertisers) let you specify which brand terms you want to prioritize. If you don’t have access, you can simulate inclusions by using separate campaigns with exact-match brand keywords and higher bids.
Locations of Interest vs. Location Presence
When you set location targeting, you choose between “Presence” (people physically in the location) and “Interest” (people who are interested in the location, even if not there). For AI Max campaigns, you can select “Presence or interest” to broaden reach. This is useful for businesses that serve tourists or remote customers. For example, a hotel in Miami might target “presence or interest” for “Miami” to capture people planning trips. To change this, go to Settings > Locations, click “Edit locations,” then under “Location options,” choose “Presence or interest.” Note that if you use optimized targeting, Google may show ads to people outside your selected locations if it predicts conversions, so monitor your placement reports.
Optimized Targeting: How It Works and When to Use It
Optimized targeting is an AI feature that expands your audience beyond your selected targeting signals (keywords, audiences, placements) to find more conversions. It analyzes user behavior in real time and shows ads to people who are likely to convert, even if they don’t match your original criteria. It is enabled by default for most campaign types, including Display and Performance Max. You can turn it off in campaign settings, but Google recommends leaving it on for accounts with limited conversion data or when you want to scale.
To turn it off: in the campaign, go to Settings, find “Optimized targeting,” and uncheck the box. However, for Performance Max, it is always on—you cannot disable it. For Search campaigns, optimized targeting is not available; you use broad match keywords instead. Use optimized targeting when you have a clear conversion action and want to reach new audiences. Monitor search terms and placement reports to ensure traffic quality.
Common Problems and How to Fix Them
One common issue is that optimized targeting brings irrelevant traffic, leading to wasted spend. To fix this, add negative keywords and audience exclusions. For brand inclusions, if you accidentally exclude your own brand, you’ll lose branded traffic. Always double-check your brand exclusion list. Another problem is that locations of interest can cause your ads to show to people outside your service area, which may be fine for e-commerce but bad for local businesses. Use “Presence” instead if you only want local customers.
Also, AI Max columns can be misleading if you don’t set up conversion tracking correctly. Ensure your conversion actions are defined and that you’re tracking the right value. If you see low impression share, increase your budget or bids (with automated bidding, adjust your target ROAS or target CPA).
Comparing AI Max with Manual Bidding and Targeting
Manual bidding gives you full control but requires constant optimization. AI Max (automated bidding) saves time and often improves performance, but it’s a black box. Optimized targeting is a form of audience expansion; manual targeting is more precise but limits scale. For small budgets, manual bidding might be safer. For large budgets with solid conversion data, AI Max and optimized targeting can outperform manual methods. A hybrid approach: use manual targeting with automated bidding, and let optimized targeting expand only if you have the budget to test.
Costs and Safety Considerations
AI Max strategies don’t have extra fees—you pay the same per click or impression as with manual bidding. However, optimized targeting can increase spend because it shows ads to more people. To control costs, set a daily budget and a target CPA or ROAS. Safety: always monitor your search terms and placements to prevent your ads from appearing on irrelevant or harmful sites. Use exclusions for content (like parked domains) and negative keywords. Never share your Google Ads login credentials, and enable two-factor authentication.
Frequently Asked Questions
Can I use brand inclusions with Performance Max campaigns? Yes, but only if you have access to the brand inclusion beta. Otherwise, use separate Search campaigns with exact-match brand keywords and high bids.
What is the difference between location presence and interest? Presence targets people physically in the location; interest targets people who are interested in the location, even if they are elsewhere. Choose “presence or interest” to reach a broader audience, but be aware of irrelevant clicks.
Should I turn off optimized targeting? Only if you have a very specific audience and you see wasted spend. For most advertisers, keeping it on helps discover new customers. Monitor performance and adjust if needed.
How do I add AI Max columns to my report? Click the columns icon, select “Modify columns,” then search for metrics like “Conversions,” “Cost / conv.,” and “Search impr. share.” Save the column set.
Why is my brand not showing up in brand exclusions? Brand exclusions only work for brands that Google recognizes. If your brand is not in the list, you may need to use negative keywords instead.
Does optimized targeting work with Search campaigns? No, optimized targeting is available for Display, Discovery, and Performance Max campaigns. For Search, use broad match keywords and automated bidding to achieve similar expansion.
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