The buzz around AI is undeniable, and it's easy to feel overwhelmed by the vast possibilities. However, many marketers have yet to tap into its potential.
In this blog post, I share a few insights into how I've harnessed the power of AI, particularly through ChatGPT, in my PPC digital marketing journey.
How I’ve Harnessed the Power of AI in PPC
Harnessing the power of AI in digital marketing has transformed my approach to PPC campaigns.
Below, I share how I’ve utilized AI to enhance various aspects of my PPC work. This demonstrates the capabilities of AI as a supportive tool, rather than a complete replacement for human effort.
1. Ad Writing Support
In PPC, character limits can be restricting, and writer's block is a common hurdle.
As someone more inclined towards numbers than wordsmithing, I've found a unique ally in ChatGPT (other AI tools are available and work the same way).
While teaching it to count characters proved challenging, I leveraged it by pasting my description lines, and sometimes website content. Then, by asking for multiple variations, I can cherry-pick elements to craft compelling ads.
Even during the less festive times, like payday and for everyday ad writing, ChatGPT has proved to be a valuable companion, turning a daunting task into a source of amusement.
Example Prompts:
"Using the content below, please create 8 Google Ads ad variations for ‘Brand name’…. CONTENT BLURB"
"Please create 5 Description lines for an Ad within Google Ads with this content."
These prompts help overcome the character limit challenge, allowing you to mix and match elements from different suggestions to craft the perfect ad. If the responses are too long, you can refine them further.
Sample Output:
"Experience the ultimate comfort with Brand Name's latest collection. Shop now!"
"Upgrade your style with Brand Name – premium quality, unbeatable prices!"
"Discover elegance and luxury with Brand Name's exclusive range. Buy today!"
"Brand Name brings you top-notch products. Check out our latest arrivals now!"
2. Competitor Expansion
Understanding your competition is crucial. Provide ChatGPT with a few competitors or query the top brands within a specific product range and it can help compile a comprehensive list.
A quick Google search, coupled with a review of Shopping ads for these brands, results in valuable competitor insights.
Example Prompt:
"List the top 5 competitors for 'Product X' in the market and provide a brief overview of their key strengths."
Sample Output:
Competitor A: Known for innovative features and high-quality materials.
Competitor B: Offers competitive pricing and extensive customer support.
Competitor C: Strong brand reputation and excellent product durability.
Competitor D: Wide range of products with customisable options.
Competitor E: Focus on eco-friendly and sustainable products.
3. Keyword Ideas
Generating top-notch keyword lists with ChatGPT is a breeze. Asking for 10 search terms for a topic or product allows me to populate Google Keyword Planner efficiently, creating a robust keyword strategy.
Example Prompt:
"Provide the top 10 search terms for 'organic skincare products'."
Sample Output:
Organic Skincare
Natural face creams
Eco-friendly skincare
Best organic moisturisers
Chemical-free skincare products
Organic anti-ageing creams
Natural skincare routine
Organic beauty products
Natural skincare brands
Organic facial cleansers
A word of caution - don’t blindly rely on keywords you get back from ChatGPT.
Use ChatGPT just for the topic ideation stage of keyword research and for inspiration. Then, improve accuracy by taking the results and verifying them using Google Keyword Planner. This provides the metrics you need to choose the best keywords for your PPC strategy.
4. Product Title Optimisation
AI can aid in optimising product titles. Much like its support in ad writing, this feature ensures that product titles are descriptive and tailored for maximum impact by including key terms.
Example Prompt:
"Optimise the following product title for SEO: 'Natural Face Cream with Aloe Vera and Vitamin E'."
Sample Output:
"Organic Aloe Vera and Vitamin E Face Cream – Natural Skincare Moisturiser"
Beyond ChatGPT
And it's not just ChatGPT; the landscape of AI platforms extends to video editing, image creation, and much more.
Notably, Google is at the forefront, introducing tools within the Merchant Centre and PMax to optimise images, and many more features as detailed in a recent announcement during Google Marketing Live.
While this is still rolling out, it underscores the continuous evolution and integration of AI in the marketing space.
Other AI Tools
Video Editing: Tools like Adobe Premiere Pro with AI features are great for automatic video editing.
Image Creation:Â DALL-E and MidJourney are useful for generating unique images based on text prompts.
A Word of Caution About Using AI
Be sure to check all outputs from AI before using them to ensure they’re in the correct spelling, e.g. UK or American English, make sense and are factually correct.
Embracing the Future of AI in Marketing
AI opens doors to unprecedented innovation and efficiency in PPC and beyond. By leveraging AI tools like ChatGPT, marketers can enhance ad creativity, competitor analysis, keyword strategies, and product optimization.
As AI continues to evolve, its integration promises to redefine digital marketing strategies, empowering marketers to achieve greater success in reaching and engaging their audiences.
Embrace the possibilities; the synergy between marketers and AI opens doors to innovation and efficiency.
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