GPT is what Adthena means for your search campaigns

ChatGPT is a chatbot that uses generative artificial intelligence (AI), whether you love it or not. ChatGPT, an AI chatbot developed by OpenAI and capable of conversing on almost any topic in a natural yet sophisticated manner, was launched in 2022. It can learn from images and text on the internet (and human trainers at OpenAI), how to respond to human questions. These potential consequences for society and industry are complex and controversial. For search marketing, however, the impact of the new era of AI is immediate. Marketers need to understand how this will impact paid search results and how they can leverage it. We’ve collected some answers. ChatGPT was a great source of help.

Let’s start with the basics: What is the role of AI when searching?

Even if you have never been to NYC, you might be able to guess the cost of eggs in New York City. This is because you know a lot about egg prices in New York City and how they vary in different countries.

Machine learning is used in PPC the same way. It is able to identify which factors affect clicks and costs, determine the relationships between brands and search terms, and create correlations and predictions using vast amounts of data.

Adthena does exactly that. Since our inception, we have used our own algorithms and machine-learning technology to discover strategic insights for marketers, brands, and agencies about search strategies, their competitors’ strategies, and the competitive landscape. We have also created a machine learning model that categorizes search terms using extensive in-house data and natural language processing. We search for millions of terms every day and analyze the Google Ads auction landscape to determine their location. Then we estimate the click-through rate (CTR), cost per click (CPC), and bid on each term by each competitor.

Our AI models draw these information from search engine results pages (SERP). These include observations such as the number and position of ads for a term, elements on competing pages and characteristics derived via natural language processing.

Adthena uses AI to generate the Whole Marketplace View for each enterprise client, make recommendations for ad creativity and evaluate the likelihood of a click. AI is the engine behind our most powerful platform capabilities, including our proprietary categorization system. We have large data sets on thousands of brands that have been collected over many decades. This gives us a solid base for machine learning to determine the CTR or CPC for any search term, advertiser, rank, and keyword.

ChatGPT is another powerful tool that Adthena uses to help clients better understand their customers, deliver more relevant results to their ads, and find ways to improve performance and ad campaigns. What does the bot say about this topic?

We asked the bot “How will ChatGPT affect search?”

We went straight to the source to get a better understanding of the impact ChatGPT has on the search landscape. This is the exact response ChatGPT gave to our query.

“As an language model, ChatGPT could have a significant effect on search in several ways:

1. 
   Natural language processing: ChatGPT can process natural language and help improve search results and queries. ChatGPT is able to provide more accurate and relevant search results by understanding the context behind a query.
   

2. 
   ChatGPT can answer questions users might have during a search. This will provide users with more relevant and useful information, which can improve their search experience.
   

3. 
   ChatGPT is able to learn from users’ preferences and behavior, which allows it to personalize search results. ChatGPT is able to provide more useful and relevant results by tailoring search results for individual users.
   

ChatGPT can improve search by providing relevant and personalized results as well as answering users’ questions. Its impact on search depends on how it is implemented into search engines and other search tool em>

ChatGPT also shared information about Google’s use of a variant the generative pretrained transformer (GPT architecture) in its search engine to answer queries and summarize (e.g. to create good short snippets and translate content).

GPT-based models are also used by Bing to enhance its natural language understanding capabilities. This makes it easier to search for natural language queries using Bing. ChatGPT and other GPT models are used by Bing to increase the accuracy and relevancy of its search results, and to provide personalized recommendations and tips.

ChatGPT can empower search marketers in 3 ways

1. Keyword research. This tool can be used in conjunction with free tools such as Google keyword planner and auction insights, or with enterprise-level tools such Adthena.
2. Optimization and research of ad copy. ChatGPT can be used to test new headlines, product descriptions and ad copy.
3. Increase your understanding of search intent. ChatGPT is a great way to get insight into the behavior of consumers.

What is ChatGPT and how does Adthena use it?

The new generation of natural-language processing technology improves our ability analyze large amounts text data and to extract insights that can help our clients’ campaigns. We will be able to analyze social media comments, customer reviews, and other types user-generated content in order to identify key themes or trends.

ChatGPT can help identify common complaints or issues customers have about a product or service. This can be used to inform advertising messages and help businesses address specific concerns. ChatGPT can identify emerging trends and topics of interest from customer feedback. This can be used to customize content and ad creativity.

As you can see, we are also testing ChatGPT to automate content creation. This will allow our clients to generate more efficient ad copy as well as other content.

This sophisticated technology is not without its limitations. It can also be misused and misinterpreted. ChatGPT is a tool that allows us to better understand the needs of consumers and to deliver the best message to convert them. This aligns perfectly with search marketing goals and will help advertisers compete while providing a better shopping experience for all.

This 60-second video explains how Adthena leverages AI to provide unique competitive search insight to advertisers. Request a demo to experience Adthena in action.

The post What ChatGPT can mean for your search campaigns was first published on Search Engine Land.