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7 Methods SEMs Can Leverage AI Instruments


Have fun the Holidays with a few of SEJ’s greatest articles of 2023.

Our Festive Flashback sequence runs from December 21 – January 5, that includes every day reads on important occasions, fundamentals, actionable methods, and thought chief opinions.

2023 has been fairly eventful within the website positioning trade and our contributors produced some excellent articles to maintain tempo and replicate these adjustments.

Make amends for the very best reads of 2023 to present you lots to replicate on as you progress into 2024.


With the arrival of extensively accessible generative AI like ChatGPT and Bard, there’s a complete slew of further issues PPC account managers can now automate.

Whereas many of the earlier waves of automation helped with math within the type of bidding or sample discovery within the type of focusing on, the newest wave is targeted on producing textual content, which may also help with writing advertisements.

However generative AI can do way more than merely counsel a couple of further headlines for responsive search advertisements (RSAs), so right here I’ll share examples of methods to use GPT to arrange and optimize Google Advertisements.

How To Entry Generative AI

Probably the most extensively mentioned means of making an attempt GPT is thru ChatGPT, which is accessible at chat.openai.com.

However whereas this can be the quickest approach to strive generative AI, you’ll in all probability need a extra scalable answer when you begin utilizing it to construct and optimize PPC campaigns. That is the place add-ons for spreadsheets come in useful.

Certainly one of my favourite ones is a Chrome extension known as GPT for Sheets and Docs.

After you put in it, you’ll be able to add GPT formulation to cells in Google Sheets by typing formulation within the type of ‘=GPT(A2,B2)’.

So slightly than working with a single immediate at a time in a chat interface, you’ll be able to run the identical immediate at scale on many cells.

GPT TestScreenshot from writer, April 2023GPT Test

You’ll want an API key to make use of this plugin, and you may get one from openAI right here.

Now we’re prepared to begin utilizing GPT to assist us with PPC work.

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1. How To Use ChatGPT For Key phrase Discovery

Whereas Google’s Key phrase Planner is a good instrument for locating new key phrases, ChatGPT offers various. You’ll be able to immediate it with the touchdown web page you need key phrases for and get a couple of strategies.

keyword ideas: Google keyword plannerScreenshot from ChatGPT, April 2023keyword ideas: Google keyword planner

To make the key phrase strategies a bit extra related, you’ll be able to ask ChatGPT to incorporate a specific time period in each:

keyword ideas: chatGPTScreenshot from ChatGPT, April 2023keyword ideas: chatGPT

As soon as advert teams are up and operating, you may wish to discover some further associated key phrases to focus on.

So slightly than beginning with a touchdown web page URL, we’ll immediate ChatGPT to seek out key phrases much like current ones.

On this instance, I’ll present how that was finished in Google Sheets.

Immediate Inputs GPT Response
discover 5 key phrases much like these: “amazon ppc instruments”,”optimize amazon ppc”,”amazon promoting software program”,”amazon advertisements automation”,”amazon ppc automation”,”amazon ppc software program”,”amazon ppc administration instruments”,”amazon ppc automation software program”,”amazon advertisements software program”,”amazon sponsored advertisements administration”,”amazon ppc administration software program” 1. Amazon PPC Optimization

2. Amazon Promoting Methods

3. Amazon Advertisements Optimization

4. Amazon PPC Methods

5. Amazon Sponsored Advertisements Automation

The primary column accommodates the immediate, the second column the record of current key phrases, and the third column the formulation that will get the response from GPT: =GPT(A2,B2).

The fantastic thing about utilizing GPT in a sheet is that it’s fairly simple to simply change the key phrases within the second column whereas utilizing the identical immediate and formulation to generate the ChatGPT response.

2. How To Use GPT For Key phrase Classification

However what occurs when a listing of instructed key phrases, whether or not from ChatGPT or one other instrument, will get too lengthy?

Everyone knows that Google rewards relevance by means of larger High quality Rating. So we must always break up the record of key phrases into smaller associated teams.

Seems ChatGPT is kind of good at grouping phrases by relevance.

In my first try, I attempted to assist ChatGPT perceive what is likely to be categorization, so I added a class identify after the primary few key phrases in my immediate. However I discovered there was no want to clarify categorization, and issuing the identical immediate with out examples yielded equally good outcomes.

Prompting ChatGPT for categorizing marketing keywordsScreenshot from ChatGPT, April 2023Prompting ChatGPT for categorizing marketing keywords

On this immediate for ChatGPT, we offered examples of methods to categorize key phrases:

Categorize search marketing keywordsScreenshot from ChatGPT, April 2023Categorize search marketing keywords
On this immediate, we didn’t present examples for classification, however the high quality of the response remained the identical:
ChatGPT suggestionScreenshot from ChatGPT, April 2023ChatGPT suggestion

This output might be extra helpful if offered in a desk, so learn on to the information and tips part of this publish to discover ways to ask ChatGPT for that.

3. How To Use GPT To Create Advertisements

With a strong set of grouped key phrases and an related touchdown web page from my website, all I’m actually lacking to arrange advert teams are headlines and descriptions for the RSA advertisements.

So I requested ChatGPT for assist with writing some advertisements:

Ad headlines by ChatGPTScreenshot from ChatGPT, April 2023Ad headlines by ChatGPT
ChatGPT advert headline strategies can far exceed the requested character limits.

The response to this immediate illustrates a recognized limitation of ChatGPT: it’s not good at math, and the headlines it instructed tended to be too lengthy.

ChatGPT isn’t good at math as a result of it really works by predicting what textual content would logically seem subsequent in a sequence. It’d know that “1+1=” is often adopted by “2,” but it surely doesn’t do the maths to know this. It appears to be like for frequent sequences.

It is a recognized situation and appears to be being addressed. In my most up-to-date experiments this week, ChatGPT is now writing strings which can be shorter and extra more likely to match into the restricted advert area offered by Google for headlines:

ChatGPT suggestions for headlinesScreenshot from ChatGPT, April 2023ChatGPT suggestions for headlines

When on the lookout for further advert textual content variations, offering the present property helps ChatGPT do higher.

It is because GPT is actually good at finishing textual content – so offering examples within the immediate results in higher strategies, as a result of they’ll comply with the identical sample because the examples.

[Recommended Read] → PPC Tendencies 2024

4. How To Use GPT For Search Phrases Optimization

As soon as the advert teams are operating, they’ll begin to gather information, like what search phrases the advertisements confirmed for.

Now we will use this information for optimization. The issue with search phrases is that there will be a variety of them, and manually working your means by means of them will be tedious and time-consuming.

So I requested ChatGPT if it may take all my search phrases for an advert group and rank them by relevance.

Because it already understands the idea of relevance, I didn’t want to clarify, and acquired the next consequence:

keyword tableScreenshot from ChatGPT, April 2023keyword table

Some search phrases ChatGPT considers extra related to an organization promoting PPC administration software program:

keywords with relevance scoreScreenshot from ChatGPT, April 2023keywords with relevance score

Some search phrases ChatGPT considers much less related to an organization promoting PPC administration software program:

keyword listScreenshot from ChatGPT, April 2023keyword list
I discovered this extraordinarily useful when researching unfavorable key phrase concepts. I may focus my consideration close to the underside of the relevance record, the place the phrases have been certainly extra more likely to be much less related to what the touchdown web page provided. That is not at all an ideal answer, but it surely helps prioritize issues for busy entrepreneurs.

5. How To Use GPT For Buying Feed Optimization

Thus far, I’ve coated a reasonably conventional instance of key phrase promoting.

However may GPT even be used for purchasing advertisements which can be primarily based on a product feed?

As an alternative of optimizing key phrases, purchasing advertisers have to optimize the feed, and that usually means filling in lacking information or developing with new strategies for product titles and descriptions.

GPT understands semantics and relationships and is aware of that “Nespresso” is a model of kitchen home equipment.

Without having so that you can outline manufacturers and product classes, you may give GPT a product element web page URL in a Google Sheet and ask it to fill in a couple of blanks as I did beneath:

what’s the model of the product on the web page https://www.qvc.com/Nespresso-Vertuo-Subsequent-Premium-Espresso-%26-Espresso-Maker-wFrother.product.K82175.html?sc=TSV&TZ=EST Nespresso
what’s the product on the web page https://www.qvc.com/Nespresso-Vertuo-Subsequent-Premium-Espresso-%26-Espresso-Maker-wFrother.product.K82175.html?sc=TSV&TZ=EST Nespresso Vertuo Subsequent Premium Espresso & Espresso Maker with Frother
what’s the class of the product on the web page https://www.qvc.com/Nespresso-Vertuo-Subsequent-Premium-Espresso-%26-Espresso-Maker-wFrother.product.K82175.html?sc=TSV&TZ=EST Kitchen Home equipment

As you’ll be able to see, with only a touchdown web page as enter and a few easy prompts, GPT could be very able to explaining what the product on the web page is.

Advertisers can deploy GPT on their service provider middle feed information to optimize their PPC advertisements.

6. How To Use GPT For Constructing PPC Audiences

One other vital PPC focusing on lever is audiences. For instance, Efficiency Max campaigns and search campaigns will be optimized by attaching audiences to them.

So subsequent, I attempted utilizing GPT for creating audiences. Advertisers ought to concentrate on their very own first-party viewers information, however there are methods GPT can be utilized when first-party information isn’t accessible.

Right here I used ChatGPT as I’d use a analysis assistant.

I requested it what issues a sure sort of client may care about, after which I requested it to counsel some key phrases these customers may use in the event that they have been trying to find one thing.

The key phrases instructed by ChatGPT can then be used to create a customized viewers phase in Google Advertisements.

hotel characteristics for budget travelersScreenshot from ChatGPT, April 2023hotel characteristics for budget travelers
Use ChatGPT as a analysis assistant to generate concepts about qualities of your corporation a prospect may care about:
related search keywords vis ChatGPTScreenshot from ChatGPT, April 2023related search keywords vis ChatGPT
Utilizing ChatGPT, comply with up these qualities with a request for associated key phrases a prospect may seek for.
New custom segment: Google AdsScreenshot from ChatGPT, April 2023New custom segment: Google Ads
Use the instructed key phrases to create a customized viewers phase in Google Advertisements.

7. How To Use ChatGPT To Optimize Touchdown Web page Relevance

As extra campaigns change into automated by advert engines, one factor advertisers appear to battle with is knowing why advertisements present up for seemingly irrelevant search phrases.

Dynamic search advertisements (DSAs) and Efficiency Max campaigns use a website’s webpages to find out related search phrases that ought to set off an advert.

So I requested ChatGPT to inform me what it thought the pages on my website have been about. If a number of the solutions appeared too loosely associated to what I’m promoting, this might give me concepts for methods to optimize these pages with extra textual content associated to our core enterprise.

Use the Google Advertisements touchdown web page report back to seize touchdown web page to investigate with GPT:

Google AdsScreenshot from Google Advertisements, April 2023Google Ads
GPT reveals the subject it believes every of the touchdown pages is about:
topic of pages listed by ChatGPTScreenshot from ChatGPT, April 2023topic of pages listed by ChatGPT

Right here’s an instance the place ChatGPT stated my touchdown web page was a few subject that appears fairly broad:

  • Immediate: what’s the subject of this web page, in 5 phrases or much less?
    • https://www.optmyzr.com/options/integrations/
  • Response: Integrations Options

With that info, I can tweak my touchdown web page to be extra PPC targeted, or I may exclude that web page from automated campaigns, for instance, by utilizing the URL exclusion function of Efficiency Max campaigns.

ChatGPT Suggestions And Tips

As you observed, GPT’s responses take quite a lot of varieties, from paragraphs to bullet level textual content, code, and tabular information. You’ll be able to request the kind of response you need slightly than depart it to likelihood.

For instance, after I requested ChatGPT for headline strategies and acquired a listing of headlines, I adopted up with this immediate:

PromptScreenshot from ChatGPT, April 2023Prompt

And it responded with this:

Headlines from ChatGPTScreenshot from ChatGPT, April 2023Headlines from ChatGPT

GPT responses will be requested in a desk format, making it simpler to work with the output.

Observe, once more, that it’s nonetheless dangerous at math, so the numbers can’t be trusted (and this was additionally an issue in checks of GPT-4) – however it’s handy you could so simply work with information in tables.

[Recommended Read] → PPC Tendencies 2024

Conclusion

Generative AI like GPT and Bard are opening up a slew of latest automation alternatives for PPC advertisers.

Attempt a few of these examples by yourself accounts, however be vigilant and monitor what the machines are doing for correctness and applicability to your corporation targets.

Human oversight by means of methods like automation layering is a type of PPC insurance coverage that’s changing into extra related in PPC every single day, as AI like GPT shifts what it means to be a PPC marketer.

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