Synthetic intelligence can complement pay-per-click promoting efforts. I’ll describe these makes use of on this submit, 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. Primarily based on Greatest Purchase’s touchdown web page for these gadgets, I ask ChatGPT:
I’d prefer to create a Google Adverts marketing campaign for laptops based mostly on this web page: https://www.bestbuy.com/website/computers-pcs/laptop-computers/abcat0502000.c. What ought to my advert teams be?
ChatGPT’s ideas are a begin, however they aren’t sufficiently segmented. Greatest Purchase’s web site comprises 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 ideas — fewer than I anticipated however sufficient to work with. I can use these advert teams and broaden on them as obligatory.
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 based mostly 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 sort “MacBook Air” however not for “MacBook specs.” I ask for extra key phrases targeted on “MacBook Air”:
Please broaden on MacBook Air phrases.
I evaluation 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 ideas to assist brainstorm.
Advert Copy and Belongings
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 will help. First, I ask for the headlines by offering the character counts and targets:
From this web page: https://www.bestbuy.com/website/all-laptops/macbooks/pcmcat247400050001.c, create fifteen headlines which can be 30 characters or much less. The headlines ought to embrace 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 can be 30 characters or fewer.
The response now suits 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 couple 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/website/computers-pcs/lapto-computers/abcat0502000.c.
The extensions appear good initially. Nonetheless, all however one callout extension surpass the 25-character restrict. Most ideas for structured snippet extensions aren’t obtainable as header varieties. The designation “Varieties” is an obtainable structured snippet header in Google, however “Laptop computer Varieties” just isn’t, and neither is “Display screen 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 trying to find laptops:
What are related Google Adverts in-market audiences I ought to goal for people who find themselves trying to find laptops?
These viewers ideas are value testing and tweaking as obligatory. As with marketing campaign construction, key phrases, and advert copy, ChatGPT’s lists are useful starters to construct on.
Timesaving
I can even use ChatGPT for varied account duties, reminiscent of:
- Discovering unfavorable key phrases,
- Discovering search traits,
- Figuring out rivals.
AI doesn’t change human-built advert campaigns. ChatGPT’s preliminary responses on this submit 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.
