7 Ways SEMs Can Leverage AI Tools

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

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

2023 has been fairly eventful within the search engine marketing trade and our contributors produced some excellent articles to maintain tempo and mirror these modifications.

Compensate for the perfect reads of 2023 to offer you lots to mirror on as you progress into 2024.

With the arrival of extensively accessible generative AI like ChatGPT and Bard, there’s a complete slew of extra 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 concentrating on, the newest wave is concentrated on producing textual content, which will help with writing adverts.

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

How To Entry Generative AI

Essentially the most extensively mentioned manner of attempting GPT is thru ChatGPT, which is accessible at chat.openai.com.

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

One in every of my favourite ones is a Chrome extension referred to as GPT for Sheets and Docs.

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

So fairly than working with a single immediate at a time in a chat interface, you possibly can run the identical immediate at scale on many cells.

Screenshot from writer, April 2023

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 device for locating new key phrases, ChatGPT gives different. You may immediate it with the touchdown web page you need key phrases for and get a couple of solutions.

Screenshot from ChatGPT, April 2023

To make the key phrase solutions a bit extra related, you possibly can ask ChatGPT to incorporate a selected time period in each:

Screenshot from ChatGPT, April 2023

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

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

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

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

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

2. How To Use GPT For Key phrase Classification

However what occurs when an inventory of prompt key phrases, whether or not from ChatGPT or one other device, will get too lengthy?

Everyone knows that Google rewards relevance by means of larger High quality Rating. So we must always break up the checklist 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 may be categorization, so I added a class title after the primary few key phrases in my immediate. However I discovered there was no want to elucidate categorization, and issuing the identical immediate with out examples yielded equally good outcomes.

Screenshot from ChatGPT, April 2023

On this immediate for ChatGPT, we offered examples of the right way to categorize key phrases:

Screenshot from ChatGPT, April 2023

On this immediate, we didn’t present examples for classification, however the high quality of the response remained the identical:

Screenshot from ChatGPT, April 2023

This output could possibly be extra helpful if offered in a desk, so learn on to the ideas and methods part of this submit to learn to ask ChatGPT for that.

3. How To Use GPT To Create Advertisements

With a stable 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 adverts.

So I requested ChatGPT for assist with writing some adverts:

Screenshot from ChatGPT, April 2023

ChatGPT advert headline solutions 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 prompt 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 normally adopted by “2,” however it doesn’t do the maths to know this. It appears to be like for widespread sequences.

This can be a recognized concern and appears to be being addressed. In my most up-to-date experiments this week, ChatGPT is now writing strings which might be shorter and extra prone to match into the restricted advert house offered by Google for headlines:

Screenshot from ChatGPT, April 2023

When searching for extra advert textual content variations, offering the present belongings helps ChatGPT do higher.

It is because GPT is absolutely good at finishing textual content – so offering examples within the immediate results in higher solutions, as a result of they’ll observe 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 working, they’ll begin to accumulate knowledge, like what search phrases the adverts confirmed for.

Now we will use this knowledge for optimization. The issue with search phrases is that there will be quite a lot of them, and manually working your manner 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 elucidate, and received the next consequence:

Screenshot from ChatGPT, April 2023

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

Screenshot from ChatGPT, April 2023

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

Screenshot from ChatGPT, April 2023

I discovered this extraordinarily useful when researching unfavourable key phrase concepts. I may focus my consideration close to the underside of the relevance checklist, the place the phrases had been certainly extra prone to be much less related to what the touchdown web page supplied. That is in no way an ideal resolution, however it helps prioritize issues for busy entrepreneurs.

5. How To Use GPT For Purchasing Feed Optimization

To this point, I’ve lined a reasonably conventional instance of key phrase promoting.

However may GPT even be used for purchasing adverts which might 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 knowledge or arising with new solutions 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 can provide 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:

As you possibly can 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 heart feed knowledge to optimize their PPC adverts.

6. How To Use GPT For Constructing PPC Audiences

One other necessary PPC concentrating 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 give attention to their very own first-party viewers knowledge, however there are methods GPT can be utilized when first-party knowledge isn’t accessible.

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

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

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

Screenshot from ChatGPT, April 2023

Use ChatGPT as a analysis assistant to generate concepts about qualities of your online business a prospect may care about:

Screenshot from ChatGPT, April 2023

Utilizing ChatGPT, observe up these qualities with a request for associated key phrases a prospect may seek for.

Screenshot from ChatGPT, April 2023

Use the prompt key phrases to create a customized viewers section in Google Advertisements.

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

As extra campaigns turn out to be automated by advert engines, one factor advertisers appear to battle with is knowing why adverts present up for seemingly irrelevant search phrases.

Dynamic search adverts (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 had been about. If a number of the solutions appeared too loosely associated to what I’m promoting, this might give me concepts for the right way 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 research with GPT:

Screenshot from Google Advertisements, April 2023

GPT exhibits the subject it believes every of the touchdown pages is about:

Screenshot from ChatGPT, April 2023

Right here’s an instance the place ChatGPT stated my touchdown web page was a couple of 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 data, I can tweak my touchdown web page to be extra PPC targeted, or I may exclude that web page from automated campaigns, for instance, through the use of the URL exclusion function of Efficiency Max campaigns.

ChatGPT Suggestions And Methods

As you seen, GPT’s responses take a wide range of kinds, from paragraphs to bullet level textual content, code, and tabular knowledge. You may request the kind of response you need fairly than go away it to probability.

For instance, after I requested ChatGPT for headline solutions and received an inventory of headlines, I adopted up with this immediate:

Screenshot from ChatGPT, April 2023

And it responded with this:

Screenshot from ChatGPT, April 2023

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

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

[Recommended Read] → PPC Tendencies 2024

Conclusion

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

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

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