Anastasia Braitsik is a titan in the digital marketing sphere, renowned for her ability to dissect complex data analytics and transform them into high-performing SEO and content strategies. As a global leader who has navigated the industry’s most volatile shifts, she brings a wealth of experience in bridging the gap between traditional search mechanics and the frontier of generative AI. Her perspective is particularly vital now, as the lines between automated machine learning and manual keyword precision continue to blur in the modern search ecosystem.
The discussion centers on the strategic pivot within Google’s AI Mode, where traditional Search campaigns are finally gaining a foothold. We delve into how exact and phrase match keywords are being tested within this AI-powered experience, providing a vital alternative to fully automated products. The conversation also explores the nuances of user intent, the persistence of advertiser control in an increasingly automated world, and the specific conditions under which these classic campaign types are permitted to appear alongside newer, conversational ad formats.
How do you interpret the shift allowing traditional exact and phrase match keywords to surface in AI Mode, and what does this signify for the balance of power between advertisers and automation?
This shift feels like a breath of fresh air for those of us who have spent years meticulously grooming keyword lists to achieve surgical precision. For a long time, there was a growing anxiety that to participate in the AI-powered search experience, one had to surrender all control to AI Max or Performance Max. By initiating this small experiment, Google is essentially acknowledging that human-curated intent still holds immense value even in a machine-led environment. It is a digital handshake between the old guard of keyword targeting and the new frontier of generative responses. When I see traditional text ads appearing in AI Mode, it signals that Google realizes its AI can’t always replicate the laser-focused relevance that a well-crafted exact match keyword provides.
What specific advantages do you see for brands that choose to maintain restrictive keyword targeting now that these ads can appear in AI-powered search results?
The primary advantage is the ability to maintain a tight grip on the brand’s narrative without being forced into the broader, often unpredictable net of fully automated campaigns. Advertisers can now reach users in AI Mode while keeping their match types restrictive, which is a major win for budget efficiency and brand safety. It allows a campaign to exist in that high-tech AI space without the need to broaden match types or migrate to more automated products that sometimes feel like a black box. This experiment provides a clear path for those who want the visibility of AI Mode but require the accountability of phrase and exact match. It’s about having the best of both worlds: the cutting-edge placement of AI search and the reliable guardrails of traditional targeting.
Google has mentioned that this eligibility is limited to queries with explicit and direct intent. How does this distinction change the way a strategist approaches keyword selection?
This distinction forces us to be much more intentional about the “why” behind a search query rather than just the “what.” We have to look for those moments where a user isn’t just browsing or chatting with an AI, but is ready to take a specific action that maps directly to an advertiser’s core offering. In my experience, when Google identifies this explicit and direct user intent, the traditional text ad acts as a clear, authoritative answer to a specific problem. It means we should be doubling down on keywords that represent the bottom of the funnel, where the user’s path is unmistakable. We are moving away from a one-size-fits-all automation strategy and back toward a more nuanced understanding of how specific phrases trigger immediate solutions in a conversational context.
How do you see these traditional text ads coexisting with more complex formats like Highlighted Answers within the AI Mode interface?
The coexistence of these formats creates a multi-layered search experience where the format matches the complexity of the user’s journey. While AI Max and Performance Max are still the heavy hitters for conversational, multifaceted searches, these traditional text ads serve as the reliable anchors for straightforward needs. Imagine a user asking a complex question about a multi-step project where Highlighted Answers provide the guide, but a traditional text ad appears for the specific tool they need to buy right now. It creates a ecosystem where the AI provides the context and the keyword-based ad provides the immediate conversion point. This experiment proves that there is room for both the conversational narrative of AI and the direct, transactional nature of classic search advertising.
What should performance marketers be monitoring in their campaign data right now to see if they are benefiting from this experiment?
Marketers need to be incredibly vigilant with their segment data to see where their impressions are actually landing. Since this is currently a small experiment confirmed by experts like Anthony Higman across multiple campaigns, you won’t see a massive “AI Mode” button in your dashboard just yet. You should be looking for shifts in performance metrics on your most restrictive match types and checking for unexpected surges in visibility for queries that show that explicit intent. It’s about looking for those “ghost” impressions that suggest your ads are appearing in newer, AI-driven layouts even if you haven’t opted into Performance Max. If you see high engagement on exact match keywords despite the search landscape becoming more conversational, it’s a strong sign your traditional campaigns are successfully crossing the bridge into AI Mode.
What is your forecast for the role of manual keyword control as Google continues to refine its AI-powered search experience?
I believe we are heading toward a hybrid future where manual keyword control acts as the specialized precision tool within a broader automated framework. We won’t see the death of the keyword; instead, we will see its evolution into a high-intent trigger that the AI respects as a primary signal. As Google refines this experience, I expect that exact and phrase match keywords will become the premium tier of search, used specifically to capture the most valuable, direct-intent traffic. Automation will handle the “discovery” and “conversational” heavy lifting, but the human-defined keyword will remain the gold standard for closing the deal. The successful marketer of the future won’t choose between AI and keywords; they will use keywords to train the AI on exactly where the most profitable conversions live.
