"Google explained, "In some cases, a user's search may involve more complex search journeys, for example, searches on Lens, AI Mode, AI Overviews, or auto-complete searches." So that means, "these searches are not considered technically identical to a keyword, keywords may not automatically be prioritized." Instead, AI-based ad group prioritization ensures that the most relevant ad groups or asset groups are selected to match the user's overall intent."
"Google at some point added a section to this Google Ads document explaining that because of all the new Google AI search features, like Lens, AI Mode, AI Overviews, or auto-complete searches - the search terms report now may show keywords that "represents the best approximation of the user's intent.""
"This means the search terms report may not show the actual keywords but something that tries to match the user's intent."
"Here is the document: ... "Another super interesting note is that in these cases, keywords may not actually be used at all, but instead Google will use AI based ad group prioritization in these cases to attempt to get the closest match.""
Google Ads search terms reporting can include keywords that represent the best approximation of a user’s intent due to newer AI search features such as Lens, AI Mode, AI Overviews, and auto-complete searches. These searches are not treated as technically identical to a specific keyword, so keywords may not be automatically prioritized. Instead, AI-based ad group prioritization selects the most relevant ad groups or asset groups to match the user’s overall intent. As a result, the search terms report may not show the exact keywords entered by users, but rather intent-matching approximations. In some cases, keywords may not be used at all, with AI prioritization attempting to find the closest match.
Read at Search Engine Roundtable
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