In the world of pay-per-click (PPC) marketing, automation has always been a sought-after goal. The ability to automate various aspects of PPC campaigns can save time and resources while improving overall efficiency. Until recently, writing compelling ads was an area that remained challenging to automate. However, with the advent of ChatGPT and other large language models (LLMs), PPC automation has reached new heights. Let’s explore tips and tricks for leveraging GPT effectively in PPC campaigns.
Building Campaigns with GPT
Thanks to GPT, advertisers can now create campaigns on platforms like Google’s Performance Max (PMax) through a generative build experience. The process involves having a conversation with the Google system using prompts. This technique is not limited to PMax but can also be applied to traditional search and shopping campaigns. When using prompts, it is crucial to provide clear instructions. Consider following the suggested setup:
- Create prompts: Specify the URL, ad text, and keyword you want to focus on.
- Give clear instructions: Ask Google a direct question, such as “Find relevant keywords for advertising the landing page.”
- Obtain results: The AI will promptly provide you with an answer, helping you build your campaign effectively.
We recommend using GPT 3.5 and 4.0. While both versions work well, he suggests running OpenAI in chat mode to maintain contextual understanding.
GPT for Keyword Classification
GPT is a powerful tool for keyword classification, as it excels at understanding and categorizing keywords quickly. GPT automatically transforms keywords into mathematical models, or vectors, which enables efficient classification. With GPT, you don’t need to specify high-level categories explicitly. Simply provide a list of keywords, and GPT will categorize them for you. To make the output more usable, ask GPT to provide the results in a table format with the keyword suggestions in the first column and their respective classifications in the second column. This way, you can easily copy and paste the data into Excel or Google Sheets.
Finding Keywords for Existing Ad Groups
GPT is a valuable tool for discovering keywords that are similar to those in your existing ad groups. Create a prompt with a clear direction, such as “Find keywords similar to those in this ad group.”
Creating Ad Text with GPT
Using GPT to generate ad content has been a hot topic among marketers lately. One notable feature of GPT is its ability to remember previous instructions and results. Therefore, if you have already asked GPT to find keywords, you don’t need to remind it of those results when you move on to creating your ad. GPT maintains context and can suggest relevant ad texts based on your previous inquiries.
Optimizing Landing Pages
GPT can play a crucial role in optimizing landing pages for maximum effectiveness. If you come across a website with exceptional writing style and quality, GPT can help you emulate that style for your campaigns. GPT provided insights such as business orientation and customer focus. By requesting GPT to rewrite a certain piece of text from your landing page in a style similar to the one found on the other website, you can enhance your landing page and align it with your desired style.
Enhancing Product Pages
For shopping advertisers aiming to create appealing headlines and product descriptions, GPT can be a valuable asset. Provide GPT with a URL and ask it to determine the product category for that page. You can then include the product category in your Google Merchant Center feed. If you are unsatisfied with your existing content, ask GPT to provide a better title or description, and it will generate new suggestions. These quick optimization techniques can be beneficial for shopping advertisers looking to improve their campaigns.
Translating with GPT
GPT’s translation capabilities have been extensively tested and proven to be highly effective, particularly in regions like Europe with diverse languages. The results were impressive, providing accurate and useful translations. GPT allows for scalable translations through spreadsheets, making it a valuable tool for multilingual campaigns.
Creating Unique Imagery
AI can also be leveraged to create unique images by generating new visuals or overlaying existing graphics. To utilize this feature:
- Upload the product image you wish to use.
- Instruct the AI to remove the background from the photo.
- Layer the remaining image over another picture.
While AI-generated images may not always be flawless, they can save time and prove to be a useful resource.
Developing Audiences
Building audiences is becoming increasingly important in PPC marketing, and AI can assist in this area as well. By engaging in a conversation with AI, you can ask about the characteristics and attributes of specific target groups. For instance, you can inquire about the traits of budget-conscious travelers and receive a comprehensive list of keywords. Leveraging this insight, you can create custom audience segments in Google. GPT acts as a helpful assistant, offering new suggestions and ideas for potential customers that you may have otherwise overlooked.
Reviewing Performance
Once a campaign is live, it is essential to ensure that it is not running alongside irrelevant or poor-performing search terms. GPT can assist in this regard by ranking keywords from most to least relevant. By providing GPT with a list of keywords, you allow the AI to group and score them autonomously. This analysis helps identify keywords that might not align with your campaign objectives, ensuring that your advertising budget is wisely spent.
The rise of automation and large language models has transformed the landscape of PPC marketing. GPT, in particular, offers marketers valuable tools for creating campaigns, classifying keywords, generating ad content, optimizing landing pages, enhancing product pages, translating, creating imagery, developing audiences, and reviewing performance. While GPT demonstrates impressive capabilities, ongoing development is necessary to refine its character count handling and overall usability. By embracing the power of GPT, marketers can unlock new opportunities for efficient and effective PPC campaigns.