ways to revolutionize PPC with GPT

Up until recently, writing compelling ads that you had to click on was one of the few aspects of PPC which could not be automated. Automation in PPC has reached a new level with the advent of ChatGPT, and other large language models.

Frederick Vallaeys (co-founder & CEO, digital marketing agency Optmyzr) said that automation has changed the game in PPC marketing. He spoke at SMX Advanced. How can you leverage GPT in PPC?

Vallaeys has compiled a list of his top tips and tricks to help you achieve the best PPC result.

1. Building a campaign with only GPT

Advertisers are able to create campaigns using platforms like Google’s performance max, which offers a generative experience. To build out the campaign, marketers need only have a dialogue with Google’s system.

You can use this for traditional shopping and search campaigns as well as PMax.

When giving prompts instructions, be as clear as you can. Follow the same setup as what is listed below.

• Create prompts :Enter URL, adtext, or keyword you want to focus on the prompt.
• Give clear instructions Ask Google to find keywords for the landing page.
• ResultsAI will provide you an instant answer that can help you build your campaign.

Vallaeys has said that he tested GPT versions 3.5 and 4. Both work, but there are some differences. He recommends running OpenAI in chat mode instead of completion because it “maintains the context.”

2. Use of GPT to classify keywords

GPT is a great tool for keyword classification, because it “figures everything out” much more quickly.

• “Keywords must be converted into mathematical models, which are essentially vectors. The AI system excels at this.”
• You don’t have to tell GPT what you want. GPT will do it for you.
• You can go further by asking GPT to give you the output in table format. The second column would be the classification, and the first column the keyword suggestion. This will make it much more useful.
• Then, you’ll have everything on a single sheet which you can then copy and paste in either Google Sheets or Excel.

3. Find keywords for existing ad group

GPT is an excellent tool to find keywords for existing adgroups. Create a prompt that gives a simple directive, such as, “Find keywords similar to those in the ad group.”

Vallaeys said that he had used the exact same technique and that GPT’s results were “quite satisfactory.”

4. Create ad texts using GPT

Recently, marketers have been talking a lot about using GPT to create advertising content. The industry has been impressed by the fact that the bot can remember your previous instructions as well as the results.

You don’t have to tell the bot to start creating your ad if it already has context.

• Vallaeys explained that the system would simply say “here are a few ad text related to what you asked” – but it will still know exactly what you mean.

Vallaeys, while impressed by GPT’s ability in creating ad content noted that the program still needed more development. (e.g. the bot’s results are not always useful and it’s character count isn’t very accurate).

5. Optimizing landing pages

GPT can ensure that landing pages are as efficient as possible.

GPT, for example, can help you emulate the writing style from a website you admire. Vallaeys explained:

• “I liked a particular website, so I went to GPT to ask what style the text was written in. GPT said the style of writing was customer-focused, business-oriented.
• I asked GPT to rewrite a particular piece of text on my landing page in a more style similar to that of the other website. It took these stylistic points and rewrote my text – making my landing page much better.

6. Enhancing Product Pages

GPT is a great resource for shopping advertisers who want to write compelling headlines and descriptions of products.

Vallaeys stated, “This is its forte.” “It is really good at writing,” he added.

• You can say “here’s a link – what is this page’s product category?” You can then enter the product category in the Google Merchant Center Feed.
• You can ask for a new title if you are not satisfied with your current content. If you are a shopping advertiser, these are quick and easy ways to optimize your site.

7. Translation using GPT

Vallaeys’ team has tested GPT’s translation capabilities, and was very pleased with the results. “GPT does a great job at translating,” he said. This tool is especially useful for people in Europe because there are so many languages spoken.

Vallaeys shared the results of his own experiments.

• “We stole a sentence from our headlines, and since I don’t know Finnish I couldn’t pronounce the words!”
• “But my Finnish team members said that [GPT] provided a] very good translation.”
• It’s an easy way to translate. You can also do them in a spreadsheet using GPT.

8. Creating unique Imagery

AI can be used to create new pictures, whether they are completely original or layered over existing graphics.

• Upload the image of the product you’d like to use.
• Ask the AI to remove any background from the image.
• You can then layer the rest of the image over another picture.

Vallaeys warned that “AI-generated images do not always look fantastic”. It can be very useful and save time.

9. Developing audiences

PPC is becoming more and more important to audiences. AI can also help in this area.

You can ask AI what attributes or characteristics a budget-conscious tourist would have. It will give you a complete list,” Vallaeys added. He added:

• Now I can copy these keywords and create custom audience segments on Google.
• You can use keywords to create audiences.
• It is like having an intern that gives you fresh ideas and new suggestions about the people who may be interested in what you are selling.
• This insight can be gained through GPT. You can gain new insights and a different perspective.

10. Reviewing performance

Marketers can use GPT once a campaign has been launched to ensure that it is not being run alongside bad search terms.

• “You don’t want to waste your money,” Vallaeys explained.

This can be done by giving GPT a set of keywords, and then asking AI to sort them in order of relevance. GPT decides on its own how to score and group keywords.

Vallaeys is added to the list

• “For me, it’s important to remember that the bottom of the pile is always the least relevant.
• I can look at it and get some good ideas for negative keyword suggestions. I don’t need to go through hundreds of search terms in order to find out what is the least relevant to my website.
• This is yet another way in which GPT can be very helpful.

Some marketers are becoming increasingly worried about their job security as AI capabilities continue to increase. The truth is, AI will not be taking your job.

• You’re in a competition with other advertisers to keep your job, not AI. Vallaeys stated that advertisers who are able to utilize AI to their benefit will be the ones to win.

The original post 10 Ways to Revolutionize Your PPC Game with GPT was first published on Search Engine Land.