?????? ???? ???????? ?? ?? ???: Final URL expansion and URL rules directly feed keywordless search term matching in AI Max. Keep Final URL expansion turned off at the campaign level if you want to restrict traffic exclusively to your URL inclusions.
??????????? & ?? ??????: As searches become longer and more conversational, focus on both your measurement foundation and tying measurement to business outcomes:
- Guide AI to deliver the best performance for you by building Data Strength. Connect all your data sources in Data Manager, and implement Google Tag Gateway and enhanced conversions for more robust visibility into your conversions.
- Move away from last-click models. Conversational search is a multi-step journey and last click attribution just captures what happened at the very end. Switching to Data-Driven Attribution (DDA) allows you to measure how ads influence the entire path to purchase.
- As search becomes a multi-turn conversation rather than that single query, it's even more important to focus on metrics like conversion rates, conversion quality, ROAS, and profit. When your measurement strategy is tied to back end business value, that's when you'll be optimizing for the conversions that matter most to your business.
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