Synthetic intelligence can complement pay-per-click promoting efforts. I’ll describe these makes use of on this publish, specializing in ChatGPT and Google Adverts.
Marketing campaign Construction
Assume I’m creating an advert marketing campaign for Greatest Purchase’s laptop computer computer systems. Based mostly on Greatest Purchase’s touchdown web page for these objects, I ask ChatGPT:
I’d wish to create a Google Adverts marketing campaign for laptops primarily based on this web page: https://www.bestbuy.com/web site/computers-pcs/laptop-computers/abcat0502000.c. What ought to my advert teams be?
ChatGPT’s options are a begin, however they aren’t sufficiently segmented. Greatest Purchase’s web site accommodates extra laptop computer classes, together with:
- “Enterprise laptops”
- “Refurbished laptops”
- “Dell laptops”
Right here is my follow-up immediate:
There are extra classes of laptops on this web page. Are you able to create extra teams?
ChatGPT generated extra options — fewer than I anticipated however sufficient to work with. I can use these advert teams and develop on them as essential.
Key phrase Choice
Having decided the advert teams, I ask for potential key phrases:
I’ve determined to create an advert group for Macbooks. What are potential key phrases primarily based on search quantity that I ought to use?
Solely a few of ChatGPT’s key phrases are related. For instance, I need to present adverts to searchers who kind “MacBook Air” however not for “MacBook specs.” I ask for extra key phrases centered on “MacBook Air”:
Please develop on MacBook Air phrases.
I evaluate these key phrases and decide that some require their very own advert group. For instance, Greatest Purchase’s in depth choice of MacBook Air M1s might use a separate advert group with its personal key phrases.
Importantly, I’m not anticipating ChatGPT to create all advert teams and key phrases, solely options to assist brainstorm.
Advert Copy and Property
An advert on Google can have as much as 15 30-character headlines and 4 90-character descriptions. Thus writing copy will be time-consuming. ChatGPT might help. First, I ask for the headlines by offering the character counts and objectives:
From this web page: https://www.bestbuy.com/web site/all-laptops/macbooks/pcmcat247400050001.c, create fifteen headlines which are 30 characters or much less. The headlines ought to embody a mix of the advantages, options, value-adds, and name to actions listed on this web page.
All the headlines exceed 30 characters, regardless of asking in any other case. I repeat my request for 30 characters max:
Please create headlines which are 30 characters or fewer.
The response now matches my request. I cannot probably use all of the headlines as some lack relevancy. I can ask for extra:
Please create extra headlines utilizing the theme of “Highly effective MacBook Professional.”
A number of of those headlines have greater than 30 characters. It’s a reminder to be constant and clear with all prompts.
My subsequent immediate is for advert extensions:
Please write callout and structured snippet extensions for this web page https://www.bestbuy.com/web site/computers-pcs/lapto-computers/abcat0502000.c.
The extensions appear good initially. Nonetheless, all however one callout extension surpass the 25-character restrict. Most options for structured snippet extensions aren’t out there as header sorts. The designation “Varieties” is an out there structured snippet header in Google, however “Laptop computer Varieties” is just not, and neither is “Display Sizes” nor “Storage Capability.”
Nonetheless, I can nonetheless use the remaining content material of the structured snippets — with appropriate headers.
Audiences
ChatGPT can advocate Google Adverts audiences. My immediate asks for related in-market audiences looking for laptops:
What are related Google Adverts in-market audiences I ought to goal for people who find themselves looking for laptops?
These viewers options are value testing and tweaking as essential. As with marketing campaign construction, key phrases, and advert copy, ChatGPT’s lists are useful starters to construct on.
Timesaving
I may also use ChatGPT for varied account duties, similar to:
- Discovering detrimental key phrases,
- Discovering search traits,
- Figuring out rivals.
AI doesn’t change human-built advert campaigns. ChatGPT’s preliminary responses on this publish wouldn’t have created a profitable marketing campaign. Advert teams weren’t segmented sufficient. Key phrases had been too generic, and the advert copy exceeded character necessities.
However the software improved as I honed my prompts. It saved time and streamlined my efforts.