June 13, 2023
Many of us will have heard about the rise in AI in the last 6 months, in particular since Chat GPT was released free to the world at the end of last year. In the news, you’ve probably been hearing how governments worldwide are currently grappling with how to protect the interests of their countries and safeguard the people.
References to the Terminator franchise are frequently linked to articles relating to AI… and whilst all of this is happening, the wonderful people working in Paid Search have globally combined to support each other through identifying how this can be useful to day to day operations and beyond.
Our PPC Manager, Laura, has collated her top 5 ways you can use AI to improve your Paid Search strategy (as well as a bonus look into how Google will be using AI in the future through Google Ads)...
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ChatGPT - Search Ads
Building And Optimising Search Ads
ChatGPT is probably the most well-known AI software out there to most people, so it’s only natural that it’s in our number 1 spot. If you’re stuck on building ads - after all, for the best results providing Google with 15 unique headlines and 4 descriptions can sometimes be a struggle - ChatGPT can really help with this.
As ChatGPT uses conversations with itself to improve its responses, we never provide it with any sensitive information - and for our clients, we don’t ever give their names out. Instead, we describe the business to ChatGPT, which in turn could describe several others due to the amount of competitors out there, and we would recommend you follow this procedure also.
Above is a very simple question asked of ChatGPT - but I didn’t specify the amount of characters per headline or description, and so these wouldn’t fit as they are into Google Ads - but we can alter them to fit, or ask ChatGPT to refine it’s results:
You can continue to ask ChatGPT to refine its answers as many times as you need to get better results or different options.
The more information you provide to it, the better results you’re also likely to have.
- Bad prompt: “Write a Google ad for my business.”
- Great prompt: “Write a Google Search ad for my business that sells a range of trainer styles to women looking for eco-friendly, comfortable and affordable footwear, emphasising the benefits of our carbon neutral organisation that refuses animal testing on our products”.
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Improving Images Through Photoshop
Photoshop’s Generative Fill Feature
Quickly create, add to, remove or replace images right in Photoshop with simple text prompts powered by Adobe Generative AI.
Have an image that’s good, but doesn’t quite stand out for marketing purposes?
Don’t want to pay a designer hundreds of pounds for a simple edit?
Buying Adobe Photoshop as a one-off or monthly purchase (or signing up for a free tester period) might be best, if you have the time to do the editing yourself.
As in the example above, you can use the Generative Fill feature to add things like “yellow road lines”, and get the below picture.
Changing the sky, adding or removing features and extending a cropped photo to add extra features to the side is just the tip of the iceberg.
This can be used to quickly generate Remarketing or Performance Max banners (or use it in other channels such as through Social channels or even on your website!)
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Visla - Video Creation
Videos For All Platforms, Designed In Minutes
Streamline your video creation workflow using AI platforms such as Visla to create and edit videos - with simple prompts such as ‘a video showing women at the beach or at parks in sandals in the summer’.
From this prompt, we were given several 8+ second long videos, tailored towards mobiles (but other devices and sizes are available), most of which covered what we requested.
Voice overs were given - which you can edit to suit your business.
Want to add text to provide information on a sale/code for a discount? Yep, that can be added too!
They’re not perfect, but for less than 5 minutes worth of work you can easily start growing your video presence!
(And if you’ve seen some of Google’s auto-generated videos based on information and images you’ve supplied before… you’ll see quickly that software like Visla can provide far superior quality videos).
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Fireflies
Transcribing Call Notes For Future References
Okay, so this one technically isn’t wholly PPC related… but it can certainly help in your day to day life - freeing up time to spend on upgrading your Ads!
There are tons of call-scribing software out there, but we’d recommend Fireflies.
Did you discuss something half way through the meeting but can’t remember what was agreed upon?
Well, simply look back at the notes, and with one click you can see action items, questions and other key metrics - all sorted neatly for you.
Not only that, but you can filter and replay key sections and topics to get the wider context.
You could even collaborate with your colleagues by adding comments, pins and reactions to specific parts of the conversation.
Did you discuss how Paid Search is driving a lot of traffic through to certain pages and want them optimised?
Tag your SEO or CRO manager in it to remind them of the task to be completed, and so they have all the information discussed right there!
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ChatGPT - Scripts
Rewrite The Script On How You Automate Your Tasks
If you’re not using Google Scripts… then I’ve got to assume you’re unfamiliar with them!
Scripts can help to automate tasks, including pulling data or identifying web pages that are being targeted in the account that have error messages or products no longer assigned to them (and there’s so so so much more that they can do - these are just some of the basics!)
A lot of scripts are out there that have been created by both Google and PPC’ers over the years - but if you’re not very good at coding, breaking into this market and building your own may be a bit of a struggle!
ChatGPT can help you to build your own scripts - simply provide it with a prompt of exactly what you want the script to do, and it’ll start to create it.
You can be very specific in what you want the script to do - choosing date ranges, metrics, what data to pull, if an email address should be included to automatically send the data to, and so much more.
Google Generative AI
A Quick Look Into Google Marketing Live 2023
Google Marketing Live is Google’s annual event designed to showcase the latest ads product innovations so that people like us (your Paid Marketing agency of choice 😉) can help people like you (ambitious retail brands🚀) do more with your ad accounts.
Google should be releasing their Generative AI Ads experience to the masses this year (provided things go well!) which will rival the likes of ChatGPT and Adobe Photoshop in certain functions.
Google will soon be able to update headlines to better match customer queries - for example, if a consumer searches for ‘how to relieve dry, sensitive skin’, customers may see ad copy like ‘Soothe Your Dry, Sensitive Skin - Start Owning Your Glow Today!’.
But what we’re most looking forward to is Google’ Merchant Centre Enhanced Images.
A lot of products that are uploaded to the Merchant Centre only have one product image associated with them - despite the fact that products with more than one image see a 76% increase in impressions and a 32% increase in clicks.
Google’s new Enhanced Images feature will enable you to take your original product image, remove the background and replace it with a scene you generate.
You think those trainers you’re selling are out of this world? Well, why not showcase them in space!
(Or, a much more sensible usage of this feature is if your skincare product uses natural ingredients and is peach scented, show it surrounded by peaches in nature like the below example).
Google will provide four images to choose from which can then be applied to the product.
If you're keen to chat about your existing Paid Search strategy, our team are always happy to help. Reach us using the button below.
