Writing compelling, must-click ads was, until recently, one of the last aspects of PPC that couldn’t be automated. But with the introduction of ChatGPT and the rise of other large language models (LLMs), automation in PPC is now on a whole new level.
Automation has had a game-changing impact on PPC marketing over the last six months, according to Frederick Vallaeys, co-founder & CEO of digital marketing agency Optmyzr, who spoke at SMX Advanced. So how can you use GPT to your advantage in PPC?
Here’s a recap of Vallaeys’ top tips and tricks that he believes can help you get the best PPC results, from having played with GPT.
Advertisers can create campaigns on platforms such as Google’s Performance Max with a generative build experience. Marketers simply need to have a conversation with the Google system to build it out using prompts.
This can be used not just for PMax, but also traditional search and shopping campaigns.
To give instructions via prompts, make sure you are as clear as possible. Try following a similar setup to what we’ve listed below:
Vallaeys said he has tested GPT 3.5 and 4.0. There are differences between the two – both work – but he advised running the OpenAI in chat mode rather than completion as it “maintains context.”
GPT is an excellent tool when it comes to keyword classification because “it figures everything out for you” at a much faster pace, Vallaeys said:
GPT is a great tool for finding keyword for existing ad groups. Simply, create a prompt with a simple direction, such as “Find me keywords similar to existing keywords in that ad group.”
During his presentation, Vallaeys shared that he used this exact technique himself and that the results GPT served were “quite good.”
Using GPT to create ad content has recently been a huge talking point amongst marketers. One aspect of the tool that seems to have really impressed the industry is that the bot remembers your previous instructions and the results it served.
This means that if you have just asked GPT to find keywords, you won’t need to remind the bot of these results before going on to create your ad as it still has this context.
Although Vallaeys was impressed with GPT’s ability to create ad content, he did note that it still needs more development (e.g., the bot isn’t great with character counts and the results aren’t always usable).
GPT can help ensure landing pages are as effective as possible.
For example, if you come across a website that you like and think the style of writing is of particularly high quality, GPT can help emulate that same writing style for your campaigns. Vallaeys explained:
If you’re a shopping advertiser and want to create great headlines and product descriptions, GPT can help you.
“This is what it’s good at,” Vallaeys said. “It’s really good at writing.” He added:
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Vallaeys and his team have tried and tested GPT's translating capabilities and were very happy with the results. "GPT is really good at translations," he added. If you're in regions such as Europe, you will find this tool particularly helpful because of the huge variety of languages spoken there.
Sharing the results from his own experiments, Vallaeys said:
You can also use AI to create unique pictures – whether that be creating completely new images or overlaying existing graphics.
"AI generated images don't always look fantastic," warned Vallaeys. However, it can still prove to be a very handy and time-saving tool.
Audiences are becoming increasingly important in PPC. This is another area where AI can help.
"You can have a conversation with AI and ask what characteristics or attributes would a budget-conscious traveler have, for example. And it'll give you a list," Vallaeys said. He added:
Once a campaign is up and running, marketers can use GPT to check that it's not running alongside poor search terms.
You can do this by feeding GPT a list of keywords and asking AI to rank them from most to least relevant. GPT then decides by itself how it's going to group and score keywords.
As the capabilities of AI continue to grow, some marketers have grown increasingly concerned about job security. However, the truth of the matter is that AI is not coming for your job.
from Search Engine Land https://searchengineland.com/revolutionize-ppc-gpt-429202
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