GPT for PPC Marketers: 15 strategic prompts to be used today //
Artificial intelligence is not a new concept for paid search marketers. We use AI-powered platforms such as ad engines, third party management tools, and copywriting software every day.
But there’s a new bot in town (you may have heard of it), and it’s not making the same old “control-for-automation” trade we’re used to.
Continue reading to learn how ChatGPT can help you improve your marketing without sacrificing creativity, authenticity, or strategy.
ChatGPT: A quick guide to launch
ChatGPT is available for you if you aren’t yet logged in.
You are a busy person and many of the things you have read thus far sound like hype.
To follow along, create an account and get into the sandbox.
Register at chat.openai.com to get started. You don’t have to pay anything extra for a trial period or tokens.
After you log in, you will see a search box that allows you to type text. That’s what you’ll do next.
ChatGPT prompts: How do they work?
ChatGPT is capable of creating full movie scripts, thousands upon headlines and a whole year of social media posts.
AI can also produce very dumb results, as you probably know.
You can change the quality of the prompts (inputs) to control the quality and quality of your responses (outputs).
- Poor prompt : “Write an advertisement for Google for my business.”
- Better prompt “Write an ad on Google for my business, which sells organic skincare products for women who are looking for natural alternatives.”
- Great prompt – “Write an ad on Google for my company that sells organic skincare products for women who are looking for natural alternatives. Highlight the benefits of our allnatural ingredients and the satisfaction guarantee to first-time customers.”
ChatGPT cannot use the first prompt because it is generic. This is the embodiment “garbage out, garbage in.”
This last example gives information such as:
- Product details.
- Key benefits and value proposition
- Risk-reversal element.
- Target market.
It is concise, specific, and clear. This will result in a much better ad.
These 15 strategic prompts will help you to be more productive, reduce your workload and increase your productivity.
ChatGPT allows you to create strategic ads and assets
AI is all about writing ads that are large. ChatGPT can apply the same strategic thinking to your ads as you would on your own.
Create a valid A/B test to support responsive search ads (RSAs).
What happens if we ask for more than just ad variations?
- Task 1: Create two Google Ads in RSA format using multiple headlines, descriptions and descriptions for an A/B testing for “Ms. Hvac’s HVACs. Explain why you think the ads would be a good test.
ChatGPT did an excellent job explaining the benefits of the test.
- Ad 1 is dedicated to providing efficient and reliable services.
- Ad 2 is about energy efficiency and cost savings.
Although it didn’t reach the goal with the character count (which is often the case), or the number description lines, those are easy edits after the bulk of your work has been completed.
Let’s take a look at another example.
Find creative ideas for responsive display ads (RDAs).
This prompt is asking for lots of creative consideration to create some images-heavy ads.
- Prompt 2 “I need to create responsive display ads for an Ads campaign. Paul McCartney is available to help you with images, headlines, and descriptions of a meatless shepherd’s pie. You can use lyrics puns.
ChatGPT not only suggested compelling product shots and copy ideas, but also this line: “The Vegetarian Way To Live and Let Pie”.
Bravo, ChatGPT. Bravo.
Optimize your landing pages
Do you work in paid search marketing and don’t create landing pages? If you are, then you may feel out of your depth providing feedback on the pages – even though they are affecting your ad performance.
These prompts will help you identify smart LP recommendations.
- Prompt 3 “What can a person do with this page and why would they do it?” [LP URL]”
This is a quick and easy way to determine if the page content or call to action are suitable for your prospects.
- Prompt #4: I’m driving paid traffic to this landingpage [LP URL]. What would you recommend to improve it in order to get a higher conversion rate?
Although this prompt will not review your URL, it may provide general LP advice. However, the general advice is worthwhile.
- Prompt5: “Rewrite a headline [LP URL] to explain [unique value proposition]”
Many landing page headlines are catchy, but not clear. This prompt can be used to create a stronger message-match sequence, and more above-the-fold content.
We have looked at prompts to create landing pages, RDAs, and RSAs. ChatGPT can help you with ad extensions, YouTube hooks, YouTube ad scripts, and product feeds.
AI-assisted planning and research can unlock the power of AI
Have you ever asked a client about their key benefits, and they reply with “we’ve existed for 30 years” or “our products have high quality?” Is that you?
It doesn’t matter what, you can now get more information on your clients and their competitors.
Do a SWOT analysis of your company
This simple prompt will give you an objective assessment of your company’s strengths and weaknesses.
- Task 6: “Please create a SWOT analysis of EGO power products.”
ChatGPT provided a well-formatted SWOT analysis. I copied the list into a template that I found on Canva and had this professional deliverable in no time.
Create a plan for display media
- Prompt 7 “If I was to place ads for Impossible Foods via the Google Display Network, which sites and channels should my ads be targeted?”
Some of its ideas are good. If you included some of these ideas in your media plan, you could be in serious trouble. (Good luck targeting Facebook profiles via the Google Display Network!
It is faster to reduce a list of ten to just a handful of solid ideas than to start from scratch.
Do competitor research
- Prompt8: “Create a list [my company] of competitors and their monthly paid search spending.”
Albert Somlith, PPC Ad Editor, provided this prompt. Although I have never been able get this prompt to return any value, Somlith has shared his results.
ChatGPT can be used to get the details of your competitors even if you don’t have financial data.
- Prompt 9 “Please make a list of your competitors for clickup.com. Please list the name and address of the company. Please create a table with the results.
Augment Auction Insights data
We asked ChatGPT for a list of potential competitors in the last prompt. What if we need the information to create our own Auction Insights List?
ChatGPT can be used directly in Sheets to simplify your data. You will need the API key as well as the GPT Sheets and Docs extension to get started.
This prompt comes from James Hebdon, my business partner at Paid Search Magic. It combines Auction Insights information with ChatGPT information to return consolidated business information such as this:
- Prompt ten: These are the formulas that you would use to create the sheet in the above table.
|
Column |
Formulas |
| B |
|
| F |
|
| G |
|
| H |
|
ChatGPT can be used for planning and research, but we’ve only scratched the surface.
There are many ways that AI can assist with keyword research, campaign buildingouts, target markets needs, and pain points.
Get deeper insights and report analysis
While you can create AI to assess engine performance directly, it is possible to describe the results via chat. This will allow you to provide context and background, which can lead you towards more informed recommendations. It can also help you develop your critical thinking skills.
Examine performance changes
ChatGPT can help you find the reason for performance changes.
- Prompt11: “My conversions from paid visitors are down 20% month-over-month. What metrics and dimensions should you look at in order to determine the cause?
Create an experiment summary
It can be difficult to translate test results into paragraph format. Eddie Laing, Senior Media Buyer for NextAfter, offers this prompt to create an Experiment Summary.
- Prompt12: “You’re documenting a channel experiment in which you test the hypothesis that [testing X] will lead to [desired outcome].” These were the [Insert Test Results] results. Please send me an Experiment Summary to answer the question “What are the major takeaways from this experiment?”
Stress-test your assumptions
Do not fall for lazy thinking. ChatGPT can help you make sense of the data and present your conclusions to stakeholders.
- Prompt13: “I’m going tell my client that paid searches performance has fallen month-over-month because of seasonality. What would they say to challenge my conclusion?
ChatGPT isn’t going to let me off the hook with this prompt, and my reporting will be much better because of it.
ChatGPT can help you find new ways to approach your data analysis the next time that you are having trouble understanding your data.
Improve your client management skills
You’ve probably seen the TV series “Mad Men” and know that managing an account is not the same as managing clients. These are some suggestions to help you close the gap and keep clients happy.
Email a budget request
Are you a fast pacing hot? Keep your account occupied and not let it go dark before the end.
- Prompt14: “Write a short email to a client asking $15K more budget as there is an opportunity to increase lead volumes below the target CPA.”
ChatGPT presents a strong case for budget increases. It will be up to the decision-maker how they receive it. ChatGPT can assist with that.
Personalize communication to suit your personality type
This prompt is based upon the previous one, but it adds personality profiling.
- Prompt15: “Using the DiSC profile write one email for your Dominant personality and another for your Steady personality.”
ChatGPT generated a brand new response and modified each email to make sure the client understood the message.
It concludes the email for the dominant personality with some very decisive language
“I recommend you to act quickly, as opportunities like these don’t often come along. I’m more than willing to discuss the details and provide additional information. Let’s get it done.
Whereas the Steady personality gets a relationship-building call to action:
“I’d be glad to discuss the details and provide more information. Could we set up a call later in the week?
With the help of AI, you can improve your communication skills and make it easier to get your stakeholders to accept your recommendations.
ChatGPT: Get the best
ChatGPT has been the topic of many debates. But it’s not just hyped. ChatGPT is not yet ready for prime-time.
ChatGPT is a precocious intern. Be prepared to spend time reviewing work and accept mistakes. But don’t underestimate the potential of ChatGPT. This is just the beginning.
The post ChatGPT: 15 strategic prompts for PPC marketers was first published on Search Engine land.