If you read our previous article entitled “3 Ways Search Engine Marketers Can Leverage AI Tools”you would have discovered that pay-per-click 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. In that article, keyword discovery, identifying target audiences and creating ad ideas and assets where the 3 ways mentioned.
However not all paid ads perform equally well, and it takes time, money and lots of research, along with extensive data analysis and not to mention creativity to produce an ad copy that delivers an exceptionally high ROI.
Generated pre trained transformer (or ChatGPT as most now call it) is a great tool to leverage artificial intelligence 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 four more rapidly evolving use cases of artificial intelligence tools, such as ChatGPT and Bard to maximize the power of PPC ads:
1. Generating PPC Ad Copy
A limitation of ChatGPT, Google Bard and other generative artificial intelligence tools at present is that they cannot produce original content from their own imagination (at least not yet) like humans can. But you can still leverage AI tools as your assistant copywriter when you are looking to create informative and engaging PPC ad copy optimized with your list of keywords.
Example: You want to advertise a new hand sanitizer and highlight the fact that it is sustainably produced with renewable ethanol that protects the environment. You can prompt the AI tool to help with content creation for this ad, and it may come up with this ad copy idea: “Show you care for the environment with our safe and effective eco-friendly hand sanitizer made from renewable ingredients.”
2. A/B Testing for PPC Ads
A/B testing or split testing is commonly used in creative marketing and advertising to test the effect of different versions of a particular ad copy to identify the most effective option. Apart from relying on human opinion and instinct, you can additionally get help from Bard or ChatGPT to get a more data-driven answer.
You can use this prompt in ChatGPT: “I wish to create two versions of this ad copy for A/B testing purposes. Recommend your choice and give reasons for it as well. Within seconds you will have well-researched, data-based insights from the AI tool to help you make a better decision.
3. Optimizing Landing Page Content
The goal of your PPC ad is to direct targeted traffic to your landing page. The most crucial part begins here because if the landing page copy is compelling, the visitor who landed on your page by clicking on the ad can get converted into an actual customer. By using Bard or ChatGPT to generate well-structured, informative, and convincing content, you can increase your conversion rates (which is the ultimate goal of your PPC ad campaign.)
4. Performance Analysis and Reporting
Finally, you can use ChatGPT or Bard to analyze how many clicks your PPC ad has generated, how many visitors landed on your target web page, what was their engagement level with your ad and page content, and what percentage of them actually took buying action. The extraordinary data processing and analytical abilities of generative AI can provide you these accurate insights very fast to help you determine your ad campaign performance. ChatGPT can also prepare a performance report based on these insights.
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, 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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