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Writing compelling, click-through 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. <\/p>\n
Automation has had a transformative impact on PPC marketing over the past six months, according to Frederick Vallaeys, co-founder and CEO of digital marketing agency Optmyzr, speaking at SMX Advanced. So how can you use GPT to your advantage in PPC?<\/p>\n
Here’s a rundown of Vallaeys best tips and tricks he believes can help you get the best PPC results, since playing with GPT.<\/p>\n
Advertisers can build campaigns on platforms like Google’s Performance Max with a generative build experience. Marketers simply need to have a conversation with Google’s system to create it using prompts. <\/p>\n
This can be used not only for PMax, but also for traditional search and shopping campaigns.<\/p>\n
When giving instructions through instructions, be sure to be as clear as possible. Try a setup similar to the one we listed below:<\/p>\n
Create requests: <\/strong>Enter the specified URL, ad text, and the keyword you want to be the focus of the request.<\/p>\n Give simple instructions<\/strong>: Ask Google a clear question, such as “Search for some keywords to advertise your landing page.”<\/p>\n Results: <\/strong>The AI \u200b\u200bshould instantly provide you with an answer to help you on your way to creating your campaign.<\/p>\n Vallaeys said he has tried GPT 3.5 and 4.0. There are differences between the two, both work, but he advised running the OpenAI in chat mode instead of full as it “maintains context”.<\/p>\n GPT is a great tool when it comes to keyword ranking because it “does everything for you” at a much faster rate, Vallaeys said: <\/p>\n “To rank keywords, they have to be converted into a mathematical model, which is basically vectors. The AI \u200b\u200bsystem is very good at this.” “So if you say here’s a list of keywords, put it in categories, you don’t even have to specify what the categorization means, like what kind of high-level categories you need. GPT does that for you .” “Then you can go further and say ‘Well, actually, GPT, you can give me this output in table format and the second column should be the ranking and the first column should be the keyword suggestion; then it will become much more useful? .\u201d “Then you have everything on one sheet that you can copy and paste into Excel or Google Sheets.”<\/p>\n GPT is a great tool for finding keywords for existing ad groups. Simply create a request with a simple direction, such as “Find me keywords similar to existing keywords in this ad group.” <\/p>\n During his presentation, Vallaeys shared that he used this exact technique himself and that the results that GPT gave were “pretty good.”<\/p>\n Using GPT to create ad content has been a big topic of conversation among marketers recently. 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. <\/p>\n This means that if you’ve just asked GPT to find keywords, you don’t need to remember those results in the bot before creating your ad, as it still has that context. <\/p>\n “It’ll just say ‘here’s a couple of ad copy related to what you were asking about’ – it still knows what you’re talking about,” Vallaeys said.<\/p>\n While Vallaeys was impressed with GPT’s ability to create ad content, he noted that it still needs more development (for example, the bot isn’t great with character counting, and the results aren’t always usable).<\/p>\n GPT can help ensure that your landing pages are as effective as possible. <\/p>\n For example, if you find a website you like and think the writing style is particularly high quality, GPT can help you emulate that same writing style for your campaigns. Vallaeys explained:<\/p>\n “I found a website I liked, so I went to GPT and asked what the text style was on that page. GPT told me that the writing style was business-oriented, focused on the customer, along with a number of other points.\u201d So I then asked GPT to take certain text from my landing page and rewrite it in a style more similar to the other website. He took those style points and rewrote the text for me, which improved my landing page.<\/p>\n If you’re a shopping advertiser looking to create great headlines and product descriptions, GPT can help. <\/p>\n “That’s what’s good about it,” Vallaeys said. “He is very good at writing.” Added:<\/p>\n “You can literally say, here’s a URL: What’s the product category of this page? Then you can put the product category in the Google Merchant Center feed.”[If you\u2019re not happy with your content] you can say give me a better description of the title and it will give you a new title. These are quick ways to try to optimize if you’re a shopping advertiser.”<\/p>\n Get the daily search newsletter marketers trust.<\/p>\n Vallaeys and his team have tried and tested GPT’s translation capabilities and were very happy with the results. “GPT is very good at translations,” he added. If you’re in regions like Europe, you’ll find this tool especially useful because of the wide variety of languages \u200b\u200bspoken there. <\/p>\n Sharing the results of his own experiments, Vallaeys said:<\/p>\n “We took a line from one of our headlines, and I don’t speak Finnish, so I couldn’t even pronounce the words!” \u201cBut my Finnish teammates said [GPT provided a] very, very good translation.” “So it’s a good way to do translations. And again, you can scale them using a spreadsheet with GPT.” <\/p>\n You can also use AI to create unique images, either by creating entirely new images or overlaying existing graphics.<\/p>\n Simply upload the image of the product you want to use. Tell the AI \u200b\u200bto remove the background from the photo. You can then place the remaining image on top of another image.<\/p>\n “AI-generated images don’t always look great,” Vallaeys warned. However, it can still prove to be a very useful and time-saving tool.<\/p>\n Audiences are becoming increasingly important in PPC. This is another area where AI can help.<\/p>\n “You can have a conversation with AI and ask what characteristics or attributes a budget-conscious traveler would have, for example. And it will give you a list,” Vallaeys said. Added:<\/p>\n “Now, I can copy those keywords and I can create custom audiences on Google.” “You can enter keywords, and that’s a great way to use GPT to build audiences from scratch.” “It’s basically like your intern giving you new suggestions, new ideas about who might be looking for the kind of things you’re selling.” “GPT can give you that insight. They can open your perspective and give you some ideas that you might otherwise have completely missed.”<\/p>\n Once a campaign is up and running, marketers can use GPT to check that it’s not running alongside poor search terms. <\/p>\n “You want to make sure you’re not wasting your money,” Vallaeys said. <\/p>\n You can do this by feeding GPT a list of keywords and asking the AI \u200b\u200bto rank them from most to least relevant. GPT then decides for itself how it will group and score the keywords. <\/p>\n Vallaeys added:<\/p>\n “For me, the key point is that there is always the bottom of the list: the least relevant things.” \u201cI can look at that and quickly get some really good ideas for negative keywords, and I don’t have to look at a list of hundreds of potential search terms to figure out what’s least relevant to what my website is about. ” “So this is another way that GPT is quite useful.”<\/p>\n As AI capabilities continue to grow, some vendors have become increasingly concerned about job security. However, the truth is that AI is not coming for your job. <\/p>\n2. Use GPT for keyword ranking<\/h2>\n
3. Search for keywords for existing ad groups<\/h2>\n
4. Creating ad text using GPT<\/h2>\n
5. Optimization of landing pages<\/h2>\n
6. Improvement of product pages<\/h2>\n
7. Translate with GPT<\/h2>\n
8. Creation of unique images<\/h2>\n
9. Audience development<\/h2>\n
10. Performance Review<\/h2>\n