Beyond the Keyword: Unlocking Intent with AI Max

Oliver Kiderle & Tanja Winterberg

Significant shifts in consumer behavior, including complex and multimodal queries, are driving the evolution of search and fundamentally changing Google’s ad solutions. This presentation will cover these changes and then delve into key performance enhancements within matching, creatives and bidding. We’ll specifically cover AI Max and how it improves search performance by shifting matching beyond short keywords toward intent-based targeting.

Oliver Kiderle

Product ManagerGoogle

Oliver is a product manager at Google’s Zurich offices, leading product quality across keyword match types and keywordless matching. He has a diverse background in search engine marketing that includes direct account experience with businesses of all sizes, and his focus is on helping advertisers achieve their business goals by balancing the need for control with the opportunities of AI and automation.

Tanja Winterberg

Head of Search+, Northern EuropeGoogle

Tanja is an experienced Digital Marketing Leader with 15 years at Google, having worked across various international markets.

She drives strategy by leveraging the power of Search as a commercial platform, expertly guiding businesses to transform consumer intent into measurable performance. For the past few years, Tanja has led a team of Performance Marketing Specialists covering the Nordics and Benelux. In this role, she partners with the region’s largest companies across a wide range of industries to define and optimize their digital strategies, accelerating their growth on Google’s platforms.