ChatGPT & PPC: 7 Ways SEMs Can Leverage AI Tools (Festive Flashback) via @sejournal, @siliconvallaeys

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With the accomplishment of wide disposable generative AI similar ChatGPT and Bard, determination is simply a full slew of further things PPC relationship managers tin present automate.

Whereas astir of the erstwhile waves of automation helped with mathematics successful the signifier of bidding oregon signifier find successful the signifier of targeting, the latest question is focused connected generating text, which tin assistance with penning ads.

But generative AI tin bash overmuch much than simply suggest a fewer further headlines for responsive hunt ads (RSAs), truthful present I’ll stock examples of however to usage GPT to acceptable up and optimize Google Ads.

How To Access Generative AI

The astir wide discussed mode of trying GPT is done ChatGPT, which is accessible astatine chat.openai.com.

But portion this whitethorn beryllium the quickest mode to effort generative AI, you’ll astir apt privation a much scalable solution erstwhile you commencement utilizing it to physique and optimize PPC campaigns. This is wherever add-ons for spreadsheets travel successful handy.

One of my favourite ones is simply a Chrome hold called GPT for Sheets and Docs.

After you instal it, you tin adhd GPT formulas to cells successful Google Sheets by typing formulas successful the signifier of ‘=GPT(A2,B2)’.

So alternatively than moving with a azygous punctual astatine a clip successful a chat interface, you tin tally the aforesaid punctual astatine standard connected galore cells.

Screenshot from author, April 2023

You’ll request an API cardinal to usage this plugin, and you tin get 1 from openAI here.

Now we’re acceptable to commencement utilizing GPT to assistance america with PPC work.

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1. How To Use ChatGPT For Keyword Discovery

While Google’s Keyword Planner is simply a large instrumentality for uncovering caller keywords, ChatGPT provides a bully alternative. You tin punctual it with the landing leafage you privation keywords for and get a fewer suggestions.

Screenshot from ChatGPT, April 2023

To marque the keyword suggestions a spot much relevant, you tin inquire ChatGPT to see a peculiar word successful each one:

Screenshot from ChatGPT, April 2023

Once advertisement groups are up and running, you mightiness privation to find immoderate further related keywords to target.

So alternatively than starting with a landing leafage URL, we’ll punctual ChatGPT to find keywords akin to existing ones.

In this example, I’ll amusement however that was done successful Google Sheets.

The archetypal file contains the prompt, the 2nd file the database of existing keywords, and the 3rd file the look that gets the effect from GPT: =GPT(A2,B2).

The quality of utilizing GPT successful a expanse is that it’s rather casual to conscionable alteration the keywords successful the 2nd file portion utilizing the aforesaid punctual and look to make the ChatGPT response.

2. How To Use GPT For Keyword Classification

But what happens erstwhile a database of suggested keywords, whether from ChatGPT oregon different tool, gets excessively long?

We each cognize that Google rewards relevance done higher Quality Score. So we should divided the database of keywords into smaller related groups.

Turns retired ChatGPT is rather bully astatine grouping words by relevance.

In my archetypal attempt, I tried to assistance ChatGPT recognize what mightiness beryllium a bully categorization, truthful I added a class sanction aft the archetypal fewer keywords successful my prompt. But I recovered determination was nary request to explicate categorization, and issuing the aforesaid punctual without examples yielded arsenic bully results.

Screenshot from ChatGPT, April 2023

In this punctual for ChatGPT, we provided examples of however to categorize keywords:

Screenshot from ChatGPT, April 2023

In this prompt, we didn’t supply examples for classification, but the prime of the effect remained the same:

Screenshot from ChatGPT, April 2023

This output could beryllium much utile if presented successful a table, truthful work connected to the tips and tricks conception of this station to larn however to inquire ChatGPT for that.

3. How To Use GPT To Create Ads

With a coagulated acceptable of grouped keywords and an associated landing leafage from my site, each I’m truly missing to acceptable up advertisement groups are headlines and descriptions for the RSA ads.

So I asked ChatGPT for assistance with penning immoderate ads:

Screenshot from ChatGPT, April 2023

ChatGPT advertisement header suggestions tin acold transcend the requested quality limits.

The effect to this punctual illustrates a known regulation of ChatGPT: it’s not bully astatine math, and the headlines it suggested tended to beryllium excessively long.

ChatGPT isn’t bully astatine mathematics due to the fact that it works by predicting what substance would logically look adjacent successful a sequence. It mightiness cognize that “1+1=” is usually followed by “2,” but it doesn’t bash the mathematics to cognize this. It looks for communal sequences.

This is simply a known contented and seems to beryllium being addressed. In my astir caller experiments this week, ChatGPT is present penning strings that are shorter and much apt to acceptable into the constricted advertisement abstraction provided by Google for headlines:

Screenshot from ChatGPT, April 2023

When looking for further advertisement substance variations, providing the existent assets helps ChatGPT bash better.

This is due to the fact that GPT is truly bully astatine completing substance – truthful providing examples successful the punctual leads to amended suggestions, due to the fact that they volition travel the aforesaid signifier arsenic the examples.

[Recommended Read] → PPC Trends 2024

4. How To Use GPT For Search Terms Optimization

Once the advertisement groups are running, they’ll commencement to cod data, similar what hunt presumption the ads showed for.

Now we tin usage this information for optimization. The occupation with hunt presumption is that determination tin beryllium a batch of them, and manually moving your mode done them tin beryllium tedious and time-consuming.

So I asked ChatGPT if it could instrumentality each my hunt presumption for an advertisement radical and fertile them by relevance.

Since it already understands the conception of relevance, I didn’t request to explain, and got the pursuing result:

Screenshot from ChatGPT, April 2023

Some hunt presumption ChatGPT considers much applicable to a institution selling PPC absorption software:

Screenshot from ChatGPT, April 2023

Some hunt presumption ChatGPT considers little applicable to a institution selling PPC absorption software:

Screenshot from ChatGPT, April 2023

I recovered this highly adjuvant erstwhile researching negative keyword ideas. I could absorption my attraction adjacent the bottommost of the relevance list, wherever the presumption were so much apt to beryllium little applicable to what the landing leafage offered. This is by nary means a cleanable solution, but it helps prioritize things for engaged marketers.

5. How To Use GPT For Shopping Feed Optimization

So far, I person covered a reasonably accepted illustration of keyword advertising.

But could GPT besides beryllium utilized for buying ads that are based connected a merchandise feed?

Instead of optimizing keywords, buying advertisers request to optimize the feed, and that often means filling successful missing information oregon coming up with caller suggestions for merchandise titles and descriptions.

GPT understands semantics and relationships and knows that “Nespresso” is simply a marque of room appliances.

With nary request for you to specify brands and merchandise categories, you tin springiness GPT a merchandise item leafage URL successful a Google Sheet and inquire it to capable successful a fewer blanks arsenic I did below:

As you tin see, with conscionable a landing leafage arsenic input and immoderate elemental prompts, GPT is precise susceptible of explaining what the merchandise connected the leafage is.

Advertisers tin deploy GPT connected their merchant halfway provender information to optimize their PPC ads.

6. How To Use GPT For Building PPC Audiences

Another important PPC targeting lever is audiences. For example, Performance Max campaigns and hunt campaigns tin beryllium optimized by attaching audiences to them.

So next, I tried utilizing GPT for processing audiences. Advertisers should absorption connected their ain first-party assemblage data, but determination are ways GPT tin beryllium utilized erstwhile first-party information is not available.

Here I utilized ChatGPT arsenic I mightiness usage a probe assistant.

I asked it what things a definite benignant of user mightiness attraction about, and past I asked it to suggest immoderate keywords those consumers mightiness usage if they were searching for something.

The keywords suggested by ChatGPT tin past beryllium utilized to make a customized assemblage conception successful Google Ads.

Screenshot from ChatGPT, April 2023

Use ChatGPT arsenic a probe adjunct to make ideas astir qualities of your concern a imaginable mightiness attraction about:

Screenshot from ChatGPT, April 2023

Using ChatGPT, travel up those qualities with a petition for related keywords a imaginable mightiness hunt for.

Screenshot from ChatGPT, April 2023

Use the suggested keywords to make a customized assemblage conception successful Google Ads.

7. How To Use ChatGPT To Optimize Landing Page Relevance

As much campaigns go automated by advertisement engines, 1 happening advertisers look to conflict with is knowing wherefore ads amusement up for seemingly irrelevant hunt terms.

Dynamic hunt ads (DSAs) and Performance Max campaigns usage a site’s webpages to find applicable hunt presumption that should trigger an ad.

So I asked ChatGPT to archer maine what it thought the pages connected my tract were about. If immoderate of the answers seemed excessively loosely related to what I’m selling, this could springiness maine ideas for however to optimize those pages with much substance related to our halfway business.

Use the Google Ads landing leafage study to drawback landing leafage to analyse with GPT:

Screenshot from Google Ads, April 2023

GPT shows the taxable it believes each of the landing pages is about:

Screenshot from ChatGPT, April 2023

Here’s an illustration wherever ChatGPT said my landing leafage was astir a taxable that seems rather broad:

• Prompt: what is the taxable of this page, successful 5 words oregon less?
  • https://www.optmyzr.com/solutions/integrations/
• Response: Integrations Solutions

With that information, I tin tweak my landing leafage to beryllium much PPC focused, oregon I could exclude that leafage from automated campaigns, for example, by utilizing the URL exclusion diagnostic of Performance Max campaigns.

ChatGPT Tips And Tricks

As you noticed, GPT’s responses instrumentality a assortment of forms, from paragraphs to slug constituent text, code, and tabular data. You tin petition the benignant of effect you privation alternatively than permission it to chance.

For example, aft I asked ChatGPT for header suggestions and got a database of headlines, I followed up with this prompt:

Screenshot from ChatGPT, April 2023

And it responded with this:

Screenshot from ChatGPT, April 2023

GPT responses tin beryllium requested successful a array format, making it easier to enactment with the output.

Note, again, that it’s inactive atrocious astatine math, truthful the numbers can’t beryllium trusted (and this was besides a occupation successful tests of GPT-4) – but it is convenient that you tin truthful easy enactment with information successful tables.

[Recommended Read] → PPC Trends 2024

Conclusion

Generative AI similar GPT and Bard are opening up a slew of caller automation opportunities for PPC advertisers.

Try immoderate of these examples connected your ain accounts, but beryllium vigilant and show what the machines are doing for correctness and applicability to your concern goals.

Human oversight done techniques similar automation layering is simply a signifier of PPC security that is becoming much applicable successful PPC each day, arsenic AI similar GPT shifts what it means to beryllium a PPC marketer.