In today’s rapidly evolving paid search advertising landscape, utilizing artificial intelligence (AI) and language model tools has become essential for streamlining and optimizing campaign restructuring processes. While some may argue that the industry has been using AI all along and that the AI revolution is merely a shift in terminology, many paid search specialists are embracing AI tools for their efficiency, creativity, and ability to keep up with the latest trends.
One area where AI truly shines is in the often tedious and time-consuming process of account restructuring. To help PPC (pay-per-click) managers in this process, here are six effective strategies for utilizing AI:
1. Finding new keyword ideas: Keywords are the foundation of any successful ads account. Analyzing search term reports and identifying fresh keywords to incorporate into ad groups or campaigns can be a time-consuming task, especially in large accounts. AI tools, such as Optmyzr, can analyze datasets and identify valuable keywords that may have been overlooked. These tools also assess statistical significance to ensure you focus on terms with a proven track record of driving conversions.
2. Categorizing keywords by theme: Well-organized ad groups with thematically related keywords are crucial for effective paid search campaigns. AI-powered language models like ChatGPT and Google’s Gemini can help categorize thousands of keywords by theme with remarkable speed and accuracy, reducing redundancy and ensuring ad groups resonate with user search terms.
3. Tailoring ads to user search queries: Writing ad copy tailored to the specific theme of each ad group improves ad relevance, quality scores, and campaign effectiveness. AI tools like ChatGPT can assist in generating multiple headlines for Google Search Ads, spurring creativity and providing initial brainstorming ideas. However, human oversight is still crucial for refining the generated content.
4. Assisting with image creation: Google Ads’ AI-powered image generation tool accelerates the testing process and saves time and resources by generating fresh imagery. This is particularly impactful for brands on limited budgets and helps them stand out in a competitive platform where images play a significant role.
5. Predictive modeling in Google’s Performance Planner: Google’s Performance Planner, driven by AI-driven predictive modeling, allows advertisers to forecast how changes in campaigns could affect key metrics like conversions and clicks. Leveraging this tool before and after account reorganization helps make informed decisions about budget adjustments and optimize campaigns for better results.
6. Automatic bidding in ad platforms: When reorganizing ad campaigns and centralizing data, leveraging larger datasets and automatic bidding strategies is essential. Bid strategies, considered a form of AI, use machine learning to automatically adjust bids based on factors like conversion likelihood or auction competitiveness. These strategies save time and enhance campaign optimization.
By integrating AI tools into their paid search strategies, managers can boost efficiency, enhance campaign optimization, and save valuable time. This allows them to transition into a more strategic role, shaping strategies and outcomes rather than merely executing tasks.
In conclusion, AI is revolutionizing the way paid search accounts are structured and optimized. From finding new keyword ideas to categorizing keywords by theme, tailoring ads to user search queries, assisting with image creation, utilizing predictive modeling, and implementing automatic bidding strategies, AI tools offer a wide range of options for advertisers. Embracing these tools enables paid search managers to be more effective in building campaigns and changing accounts, allowing them to focus on shaping strategies and achieving desired outcomes.
