will ChatGPT and AI impact PPC? Expert Predictions: 6

After decades of science-fiction novels, films and Twilight Zone-derived serials, the rapid development and emergence of artificial intelligence is finally here.

You will find that no matter where you look on the Internet, AI has become an important tool for humanity. However, its rapid growth and long-term effects have raised a number of questions.

Some technophiles are enthused by the rapid advancement of artificial intelligent and its ascent towards singularity. Others, however, are terrified by its potential risks.

No matter where you stand, it is clear that AI tools such as ChatGPT exist, are heavily used and will continue evolving in future updates.

These points make it clear that AI will have a major impact on digital marketing in the months and years to come (as well in almost all other industries and professions).

I will give six predictions about the future of PPC, AI and ChatGPT:

1. 
   More competition (and higher prices)
   
2. 
   Improved Targeting
   
3. 
   Enhance ad copy
   
4. 
   More efficient ad campaigns
   
5. 
   Machine learning is becoming more important
   
6. 
   Continued Innovation
   

Let’s get started.

1. Competition (and costs) are increasing

A rise in competition could be a result of AI tools such as ChatGPT, which can provide advertisers with powerful tools to target and optimize their PPC campaign. ChatGPT can help advertisers achieve better results, generate more revenue and improve their PPC campaigns. This could lead to higher prices of keywords for smaller advertisers.

ChatGPT is a great tool for large advertisers with the funds to invest in advanced technologies and machine learning algorithms. ChatGPT could give these advertisers a competitive edge and allow them to outbid smaller advertisers on ad space. There is a chance that greater use of ChatGPT, as well as other AI tools, could improve blind spots which account managers, agencies and practitioners working for large businesses would otherwise have missed.

This prediction is not a certainty, as there are many other factors that can influence the future competitiveness of paid media. search ads are not going to get cheaper.

ChatGPT has also been criticized for reducing the use of Google Search.

The AI tool can answer almost any question you might ask on Google, and also curate lists of suggestions for entertainment or travel. The only caveat here is that ChatGPT is not able to source information beyond 2021.

Google has announced its own AI-based search experience, Google Search Generative Experience which integrates AI in the SERP. This experience will push organic search results further down the page, and could impact non-paid traffic and click through rates.

The bottom-line: I don’t think that AI tools will be the end of ads for search or search in general, but I believe they are part of a transition or evolution to a model more efficient.

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2. Targeting is improved

ChatGPT and AI in general have the capability to analyze huge amounts of data, generate insights into audience behavior. This is already happening to some degree in Google Ads with intelligent bidding strategies.

Google’s automated bidder can “learn”, over time, how to achieve more of your desired results, including conversions, clicks and more.

AI tools can analyze data in text, CSV or JSON format. It can identify patterns and trends by analyzing user behavior on digital channels and websites. It can track the pages that users visit, their time spent on each page and what actions they perform (such as clicking links or filling in forms).

ChatGPT is also a useful tool for Keyword Research-curating ad group structures and lists for you to target. (Although is not recommended as your primary tool for keyword research.)

ChatGPT can help advertisers create more effective strategies for PPC campaigns. It could, for example, help advertisers identify the most relevant keywords and phrases their target audience is likely to search and use that information to create more engaging and relevant ads.

ChatGPT can also be used to segment audiences based on demographics, interest, and behavior.

The bottom-line: AI may not be threatening PPC jobs at the moment, but those who leverage it will gain a competitive edge over those who do not. Google’s exec stated at Google Marketing Live in 2023 that “you are not competing with AI.” You’re in competition with other marketers who use AI.

3. Ad copy enhanced

ChatGPT has a natural language processing capability that is one of its strongest features. ChatGPT can generate persuasive (and at times, surprisingly creative) suggestions by giving it enough information on the type of copy you want to create. ChatGPT is a powerful tool that can be used to generate ad copy for PPC.

ChatGPT is able to produce natural-sounding text because it has been trained using vast amounts of text. It could therefore help advertisers to create engaging ads that resonate with their target audiences.

Even the most successful marketers can experience periods of writer’s block, or they may feel that the copy they have written could be improved or better address the pain points. ChatGPT can be extremely useful in these situations, as it provides additional feedback about your audience and edits the copy that you have written to make it more readable.

Google also uses AI to assist advertisers in creating and improving ad copy. They announced Asset Creation within Performance Max, which will use generative AI in order to create ad headlines more closely matching search queries.

Bottom line: While AI tools such as ChatGPT are helpful for a starting point, they lack the ability of ad copy to be humanized or infused with personality. Ad copy is a crucial aspect of marketing, and even a small improvement can have a huge impact on CTR. Use these chatGPT prompts to enhance your ad.

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4. More efficient ad campaigns

ChatGPT, and other AI tools can help advertisers create more effective ad campaigns by improving both the targeting and the ad copy.

AI can help advertisers reduce costs and save time by automating certain processes, such as keyword research. ChatGPT for instance, can analyze user preferences and behavior to determine what type of ads will be most relevant to the user. It can analyze data like search history, browsing behaviour, and social media activities to determine which topics and products are of interest to users.

ChatGPT can make better and more personalized recommendations for users based on this information. ChatGPT can suggest ads that will resonate better with users based on individual preferences, rather than showing generic ads which may not be relevant. These more personalized ads could result in a better user-experience, higher engagement, and conversion rate.

ChatGPT can also help advertisers improve their advertising campaigns by analyzing user feedback.

The Bottom Line: By analysing user behavior and preferences AI could provide insight into which types of ads perform best and which do not. This information could be used by advertisers to optimize their creative and targeting to increase the effectiveness of their campaigns.

5. Machine learning is becoming more important

In many posts, I have touched upon the growing usage of machine learning within the paid media space in the last six-years. Over the last six years, my position has not changed, despite slight changes. My views are that machine learning has made it easier to set up and run campaigns. With specific goals set in the platform, performance can also be improved.

The increased use of “algorithms” and the loss of control by advertisers is not always a positive thing. These platforms can add unnecessary weight to campaigns, and restrict your ability to make fine adjustments. In essence, they are trying to turn PPC into a robot that runs your ads.

Advertisers may be more dependent on machine-learning algorithms as AI tools continue their evolution and improvement. This could result in greater efficiency and improved results, as stated above. It may, however, lead to a lack in understanding of how money is spent and a general absence of nuance that can be applied by a person to a marketing strategy.

Google’s improved Search Terms Insights Report aims to increase transparency in the optimization of Performance Max campaigns.

The bottom-line: I find this prediction to be the most worrying on my list, for several reasons. First, an AI will be able to run PPC campaigns on your behalf. The technology can build and run PPC campaigns, whether at this stage or future versions. This could eliminate many jobs.

It shouldn’t. Here’s why: Search advertising professionals have discovered that AI’s “best practices” aren’t necessarily the best for an advertiser. AI will apply whatever best practices are designed by its creator to run PPC campaigns. Many of these may not be in the best interests of the advertiser, but rather the company. It’s important that AI-powered PPC campaigns include human oversight and touch.

6. Innovation continues

We can expect PPC to continue to innovate as ChatGPT and AI evolve. This could lead new ad formats and targeting techniques as well as measurement tools to help advertisers achieve even better results with their campaigns.

It is not yet clear how fast these changes will occur. AI is progressing in a rather alarming pace, as we have already mentioned. As with any new technology there is usually a period of adoption that lasts for months or years to allow industries to catch-up.

It took businesses years to perfect the art of selling online, to the point that it became the main place for commerce. It took many decades for the internet to develop. It gave everyone time to adapt to the changes, and gradually evolve their business over time. AI and ChatGPT could bring about a level of disruption and rapid change that we haven’t seen since the Industrial Revolution.

Source

Here are some of my top predictions for where I think we will see innovation continue.

Targeting and Ad Performance

ChatGPT is one of many innovations that will be made in the future. Artificial intelligence and machine-learning will continue to be used to improve the performance and targeting of PPC ads. AI and machine-learning technologies will continue to advance, giving advertisers access to advanced tools and algorithms to analyze user behavior, identify trends, and optimize ad campaign.

New advertising formats and channels

We can also expect innovation in the area of new advertising formats and channels. As voice assistants and intelligent speakers become more common, advertisers will likely explore ways to deliver advertisements through these devices. We may also see ads that are interactive, personalized or immersive. For example, augmented reality ads (AR) or virtual reality ads (VR).

Ad performance measurement and attribution

We can also expect continued innovation when it comes to the measurement of ad effectiveness and attributing performance . Advertisers will need to better track and analyze user interactions with ads across devices and channels as more people interact with them.

Bottom line: This continued innovation could lead to a more efficient and effective advertising ecosystem with advertisers being able reach their target audiences more accurately, and users receiving more relevant and engaging advertisements. This means advertisers must be aware of the changes in the PPC industry and be willing to experiment and make changes to achieve the best results.

AI and PPC Marketing: The Bottom Line

The future of PPC advertising is bright. There are many opportunities for advertisers who want to reach their goals. This is especially true when AI capabilities are used to enhance campaigns, rather than to rely on them fully.

It is more important than ever that you stay up to date with the latest AI updates and innovations.

AI and PPC: six ways to impact it

1. Competition (and costs) are increasing
2. Targeting is improved
3. Ad copy enhanced
4. More efficient ad campaigns
5. Machine learning is becoming more important
6. Innovation continues

How will ChatGPT and AI impact PPC? The post 6 Expert Predictions first appeared on WordStream.