Utilizing generative AI in PPC – 7 effective strategies revealed
In the world of digital advertising, staying ahead of the curve is crucial for success. With Google leading the way in AI advertising, incorporating generative AI into your PPC campaigns can give you a competitive edge. In this comprehensive guide, we will explore seven effective strategies for utilizing generative AI in PPC.
One of the key takeaways from this guide is that while AI can greatly enhance your campaigns, it’s important to strike a balance between human and machine-based decisions. Simply relying on AI algorithms without human guidance can lead to irrelevant search queries and low-quality traffic. As a marketer, it’s essential to ensure alignment between your campaigns, brand guidelines, and goals when tapping into the efficiencies of machine learning.
Generative AI tools such as ChatGPT, Gemini, and Microsoft Co-Pilot can provide valuable preliminary ideas for marketing campaigns. However, it’s crucial to set guardrails and never use AI for the final product. These tools may produce the same results for everyone, which can make your brand appear generic. To stand out from the competition, it’s important to undergo a rigorous human review process for copy, content, and designs. Additionally, be cautious about replicating copyrighted content to avoid ending up on a list of AI fails.
Receiving useful output from generative AI requires detailed prompts. The power of AI is dependent on the information that is fed into it, so providing detailed prompts is essential. It may take a few iterations to get the prompts right and maximize the potential of AI-generated ad copy.
Now let’s dive into the seven effective strategies for using generative AI in search advertising:
1. Copywriting: Use AI to generate ad copy and then edit it to align with brand messaging and include relevant keywords.
2. Keyword research: While Google Keyword Planner is a useful resource, it may produce irrelevant terms without context. Use generative AI to provide topic-related keywords and competitor landing pages for better alignment.
3. Building an account structure: When starting a new account or planning a restructure, generative AI can help lay out campaigns and ad groups. ChatGPT provides keyword ideas to enhance the process.
4. Content creation: In a competitive landscape, it’s important for your content to stand out. Use generative AI to generate ideas based on audience job titles, company size, industry, and campaign themes. Consider listing audience pain points, challenges, likes, and dislikes to improve AI output.
5. Language translation: AI can be a time-saver for translation, but it’s essential to have a human native speaker review the output for accuracy and context.
6. Audience research: While survey-based tools offer the best insights into your audience, generative AI can assist in getting to know them better. Use AI to align messaging with audience pain points for improved relevancy and click-through rates.
7. Display placements: Use generative AI to find out where your target audience spends their time online. This information can help allocate your budget effectively on industry-specific sites through Google Display Network (GDN).
In conclusion, incorporating generative AI into your PPC campaigns can significantly enhance your advertising efforts. However, it’s important to remember that AI should be used as a tool alongside human guidance, rather than relying on it for the final product. By finding the right balance between human and machine-based decisions, you can leverage the power of generative AI to drive better results for your brand’s performance in the ever-evolving world of digital advertising.
