An advertiser is worried that AI Max for Search and Performance Max will override their most important keywords. Which statement correctly describes keyword prioritization?
Correct Answer
Exact match keywords that are identical to a query are always prioritized.
Why is this the correct answer?
The correct statement is that exact match keywords that are identical to a query are always prioritized. This is the safeguard that makes AI-driven expansion safe to adopt. If a person's search is identical to an eligible exact match keyword in the account, that keyword's Search campaign takes priority over Performance Max and over AI Max expansion, provided the ad is eligible to serve. The advertiser therefore keeps deliberate control of the queries that matter most — brand terms, core products, anything with a carefully written ad and landing page — while automation works on everything else. Understanding this removes the usual objection to expansion. Advertisers are not choosing between control and reach: they keep exact control where they have specified it, and let AI find demand in the space they have not, which is where most incremental growth comes from.
Why are the other options wrong?
Performance Max ignores exact match keywords to maximize cross-channel reach.
Performance Max does not ignore exact match keywords. When a query exactly matches an eligible exact match keyword, the Search campaign serves instead.
AI targeting only works if the account has no exact match keywords.
AI targeting works perfectly well in accounts that use exact match keywords. The two are designed to run alongside each other.
Expansion always takes priority over exact match keywords.
Expansion does not take priority over identical exact match keywords. The priority rule works the other way round.
Real-world example
A software company worries Performance Max will hijack its brand searches. It keeps a brand Search campaign with exact match keywords and its best landing page. Brand queries continue to serve from that campaign, while Performance Max picks up category and competitor-adjacent demand the brand campaign never covered.
Topics in this question
About the Google Ads Search Certification
The Google Ads Search Certification proves you can build and optimise Search campaigns that hit a business goal.
Exam guide and all 213 Google Ads Search questions →Related Google Ads Search questions
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- 5With billions of searches on Google every day, how does Google AI help marketers maximize search ad performance?Explained
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