Pay-per-click (PPC) ads are a powerful way to put your brand in front of the customer, drive targeted traffic to your website, generate new leads, and accelerate sales. But not all PPC ads perform equally well, and it takes time consuming research, extensive data analysis and creativity to produce an ad copy that delivers an exceptionally high ROI.
Generated pre trained transformer or ChatGPT is a great tool to leverage AI and natural language processing, which is now helping search engine marketers (SEMs) to supercharge PPC advertising. Generative AI tools based on large language models (LLMs) can create content for PPC ads that appeals to your target audience as well as complements your blog post, social media posts, and other forms of digital marketing content.
Here are a three rapidly evolving use cases of artificial intelligence tools, such as ChatGPT and Bard to maximize the power of PPC ads:
1. Keyword Discovery
ChatGPT or Bard can help with keyword research so that your Google or Facebook PPC ad copy is optimized for search engines and reaches your target audience at the right place and the right time. You can also use ChatGPT to find keywords that include a particular term that you specify in your prompt. All the keywords can be grouped and organized in Google Sheets for your easy keyword analysis.
For example, you can prompt ChatGPT to find keywords that include the term “women’s handbags.” The ChatGPT response may be something like this: “buy women’s handbags online,” “women’s handbags near me,” “women’s handbags in Michigan,” and so on. You can further prompt your generative AI tool to suggest related keywords based on user input, and it may come up with recommendations, such as: “women’s handbags for sale,” “best bags for women,” and “women’s accessories”.
2. Identifying Target Audiences
As an SEM or digital advertiser, you will sometimes have substantial first-party customer data to know their tastes and preferences and changing consumer demand trends. That makes it easier to craft your PPC ad and design the ad campaign for maximum audience reach and impact. But quite often, sufficient first-party data may not be available to you.
In this situation, you can turn generative AI tools into your digital research assistant. You can prompt the tool to suggest what product attributes a particular category of customers may care about (such as, price, quality, aesthetics, durability, or brand image), and then further prompt the tool to suggest keywords these customers may be using to search for the product.
In some cases, where you are looking to introduce or launch a new product or service, and are unsure about which are the ideal customer segments for it, you can get help from generative AI tools. You can use a prompt, such as: “I want to run a Google Ad campaign for a new restaurant offering Japanese cuisine. Generate an ideal audience for this ad.”
3. Creating Ad Ideas and Assets
RDAs or Response Display Ads are digital ads that Google automatically creates using the images, videos, headlines, logo, and ad copy you provide. The RDA automatically adjusts the format, size and appearance of the ad to fit the available ad space. You can use your generative AI tool, such as ChatGPT or Bard to suggest creative ad ideas and assets.
For example, you can use this prompt: Give me some creative images, descriptions, and slogans for a response display ad for Google Ads for “men’s watches.” You can also brainstorm PPC ad headline ideas and calls-to-action (CTA) with AI tools. A simple prompt that can serve your purpose is as follows: “I wish to create a YouTube ad for online yoga classes. Generate some concise CTA ideas for this ad.”
Create a Winning PPC Ad Campaign Strategy with Generative AI
For SEMs and PPC advertisers who are competing for the customer’s attention in an overcrowded online space, generative AI tools, such as Bard and ChatGPT are unleashing a whole new era of opportunities. The AI use cases for PPC ads are still in an early stage of development, but the change is happening at a lightning speed. It’s time to try out these tools and use the insights they generate to build more successful and results-driven PPC ad campaigns.
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