Ah yes, yet another blog about ChatGPT, the AI chatbot from OpenAI that’s sent the digital world into an all out frenzy. As a PPC marketer, we’re sure you’ve read your fair share of blogs and articles about this technology. Whether you are scared or excited about it, doesn’t matter. It is here to stay, and it’s only going to get better, so it’s best to jump on the bandwagon now!
However, the more you embrace ChatGPT, the more apparent it will become that it can play a huge role in enhancing even the rudimentary and simple processes and workflows you use as a PPC marketer. Our PPC team at Black Propeller has experienced this first hand in 3 key areas of their daily PPC workflow, and they were gracious enough to share it on our blog. But before we dive into these 3 points, you have to understand some ground rules on how to effectively leverage them with ChatGPT.
Before You Go Too Crazy
First and foremost, ChatGPT is a powerful tool, not a permanent solution.
This tool should be used in conjunction with your knowledge about a client & their business, product(s) and service(s). Use your knowledge, expertise, strategy, and plan to enhance how you use this tool and incorporate it into your workflows and processes.
Use it as a starting point, not a relied-upon, quick-fix solution.
Keep in mind that ChatGPT is only current up to year 2021, so it does not possess the capabilities to provide real-time and current information. Take the responses you receive and enhance them with the relevant data and information you know to make yourself more powerful.
You get out what you put in.
The responses you get are only as good as the information you provide. If you provide vague, generic, or unspecified prompts, you’re not guiding the machine to craft relevant responses. The more detailed and specific you are in your prompts with things such as character limits, product or service attributes, URLs, keywords, etc., the more relevant and well-crafted responses you may get.
Be prepared to fix mistakes.
Machine error is a thing, and ChatGPT is no exemption. It is not a perfect tool. Be sure to double-check spelling and grammar, as well as the tone of voice in relevancy of the responses you get before dumping them into your processes.
Ok, now that we’ve laid out the ground rules, let’s dive into the 3 core areas you can use ChatGPT to enhance your PPC workflows.
Ad Copy
Ease your writer’s block by using ChatGPT prompts to provide ad copy ideas! You can use a simple “Product & Action” structure in your prompt to provide details about the client, product or service (the “product”) and then add an “Action” by specifying what you want ChatGPT to write for your ad copy. Below is an example of this structure with more detail, along with an example prompt we’ve thrown into ChatGPT.
Product
- Include the name of the client, product or service.
- Briefly describe their product(s), service offering(s), and industry attributes.
- Write your description with the above points by including things like what problems the product(s) or service(s) solve, what they accomplish, how it works, etc. (the who, what, when, where, and why kind of thoughts)
Action
- Prompt the system with the action you want it to complete and be specific with parameters it needs to work within (ex., character limits, tone of voice, specify if it is a branded ad, etc.)
Below is an example of the structure where we asked ChatGPT to write some headlines for a Google Ads Responsive Search Ad:
Ad Copy A/B Testing
You can take this ad copy prompt a step further and tell ChatGPT to create multiple ads for an ad copy A/B test and have it explain why the ads make for a good A/B test. In the example below, we took our original “Product & Action” prompt structure, except this time in the “Action” section we specified we wanted two Google Ads Responsive Search Ads for an A/B test and to explain why it was a good test.
A word of caution: even though you may specify the character count limit in the prompt, you should still check it to make sure it fits (or you can just ask ChatGPT to shorten them for you again).
Sprinkle In Some Ad Asset (Extension) Ideas
Find yourself wanting more? You can even go as far as to have it build out certain extensions. In the example below, the prompt asked ChatGPT to create 5 Google Ads Callout Extensions about Black Propeller.
Initial Competitor Research
Got competitors? Of course you do! So why not ask ChatGPT to dig up some dirt on them for you? You can prompt the chat to provide a list of the top X amount of competitors for your client, product or service.
A few words of caution here too: these types of prompts may not work with local businesses/service-based businesses, as the technology is not current and can’t appropriately tie in that local data. Keep in mind that although ChatGPT may provide a list of competitors, it’s up to you and what you know to decide how relevant the competitor results are, whether they pertain directly to the subject or not, based on the client’s needs, feedback, etc.
In the example prompt below, notice that we also tried to ask for estimated monthly Google Ad Spend, but it was not able to articulate this data (you win for now, Google Keyword Planner).
Want to dig up some more dirt or hone in on a specific competitor? Follow up by asking the chat to tell you more about a competitor (competitor name redacted in example below).
If possible, you can continue by asking ChatGPT to provide competitive advantages or value propositions for your client, product or service that can be used in ad copy or landing page copy. In our experience, the responses provided often come out pretty generic. This is where you will need to take your knowledge understanding of the client, product or service and any specific competitive advantages they possess, and then use them to further enhance and tailor the results.
Initial Keyword Research
Oh the daunting, yet crucial task of keyword research. If you’re looking for more keyword ideas to tap into and explore, ChatGPT can help with that too (well, to an extent at least)! ChatGPT doesn’t have the full power to provide avg. monthly search volume. Additionally, since we know it is not current to the current year or has access to real-time data, the keywords it displays in its response may not be up-to-date with search or industry trends for the space you are researching. Also, as you’ll see in our example below, the keyword ideas can come out pretty generic. We recommend using these prompts as a jumping off point to get ideas, but then further explore and validate them in the Google Ads Keyword Planner or Spyfu.
Further Exploration and Helpful Ideas
SWOT Analysis
Bonus point! As the conversation you’ve had with ChatGPT has gone on, it’s been keeping track of everything. Now could be a great time to see what else you can scrape by asking the chat to provide a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to get some more juice for your efforts. This prompt and exploration may be best reserved for further on in the conversation with ChatGPT after you have provided details, context, and other pertinent information for it to draw the conversation off of.
It’s these simple, yet powerful ideas that could make a big difference on how fast, effective, and efficient you can be with your PPC campaign efforts. These examples are just a small piece to the pie in how ChatGPT can be used to enhance one’s PPC workflows. However, this is just the beginning. Like we said before, ChatGPT and other AI technologies are just getting started, so it’s time to get on board and start leveraging the awesome power it has to offer.
If you’ve read through this and you’re thinking, “Wow..I need this PPC expertise for my product or service,” you’ve come to the right place. Get a free consultation from Black Propeller on how our team can help your company achieve its PPC goals today!
