We can no longer ignore it, everywhere we read about the use of ChatGPT and we see it being used for analyzing, optimizing and setting up Google Ads campaigns. But what can ChatGPT really help you with according to him? We immediately asked our best friend:
As you can see, we have a new SEA specialist. ChatGPT indicates that it can help you with answering questions and providing advice regarding Google Ads. This sounds almost too good to be true. Over the past period, we have tested the use of ChatGPT in various ways in our daily work and many useful methods have emerged. In this blog, we'll take you through them.
What is ChatGPT?
Just a quick recap of what ChatGPT actually is? By now most of us know, but before you start using ChatGPT, it's important to know what it is and where ChatGPT gets its information from.
ChatGPT is an AI-driven model trained through machine learning to communicate naturally and humanly with users via text. This means ChatGPT can answer questions, conduct conversations and even provide personalized responses. The advanced language model OpenAI is an initiative by Elon Musk among others, aiming to make artificial intelligence more transparent and accessible to everyone. The knowledge and data ChatGPT uses comes from an enormous amount of textual data from the internet and books collected up until 2021. This is important to know, as you cannot ask questions about current developments or new updates within Google Ads.
Microsoft invests in ChatGPT
Googling has become almost synonymous with searching the internet. Google's global search engine market share stood at over 91% in June 2022 and Bing at 3%. With Bing, Microsoft therefore has only a small share of the total market share in search engines.
Yet since the arrival of ChatGPT, Bing is already making a small shift in this. With Microsoft's investments in ChatGPT, they are the first to enable AI integration in the search engine, making the Bing search engine much more interesting. Since then, the Bing search engine has 100 million daily users, with 1/3 of these users being completely new to the search engine. This has increased Bing's market share in the Netherlands to 9.17% in March 2023.
Microsoft is investing billions in ChatGPT and integrates the AI chatbot directly into the Bing search engine. This should work even better than the current ChatGPT, which uses version 3.5 of the OpenAI language model. Bing uses version 4 and, unlike ChatGPT, can also use information from after 2021 and thus provide information about current data.
There is currently a waiting list to sign up for the new Bing where it's possible to chat based on AI.
Google's goal is to help advertisers create effective ads. To achieve this, they offer a new setting: 'automatically created items' that provides content based on existing items and the destination page. So far, the open beta is only available for English advertisers. In the Netherlands we still have to wait for it, but we are curious about this development.
Using ChatGPT for Google Ads
ChatGPT can be used for endless questions in combination with Google Ads. For now, we'll focus on two different themes, namely: creativity/research and optimization.
Creativity/research
As a marketing expert, you need to have some creativity, as you have to write new ad texts daily and we can use some creativity for this. We therefore tested the creativity of our new best friend and came up with several relevant ways ChatGPT can help us.
Writing creative ad texts
One of the ways ChatGPT can be used to improve Google Ads campaigns is by creating better ad texts. Ad text is the main way advertisers convey their message to their audience and improve their CTR (Click-Through-Rate).
Below we give an example where ChatGPT has written 2 different ad texts for a learning platform focused on mathematics.
ChatGPT won't take over the entire process of writing the desired ad texts, but it does give you a good first push in your creative process.
Creating video ad scripts for YouTube and PMAX
When running YouTube or Performance Max campaigns, you need good videos for good performance. Very often we still see too generic videos and notice that clients have trouble delivering good videos. It's often very expensive to have it made and to come up with what kind of video content is suitable. To help clients with this, we asked ChatGPT if he could help us with that. And sure enough, within 10 seconds a script is ready. Watch this:
Start by describing how ChatGPT should behave. In this, indicate that it should behave as a video specialist with good copywriting skills. This helps ChatGPT get better into its role. Then briefly explain something about the company and ask first for different angles.
The angles already help you speed up your creative process. Then we can go a step further by having the actual script for the video written out.
If you don't quite agree with the setup of the script, you can ask ChatGPT to rewrite it. The comparison with chocolates used in this script doesn't fit the company. And voilà, we have a completely new script that better fits the company's tone of voice. This won't immediately be exactly what you want, but it does give you a quick start in your creative process. And the more information you give ChatGPT, the better it can make the script for you. Don't forget to include a CTA in the script.
Creating custom intent audiences
Within Google Ads, using custom intent audiences is very important. This allows you to define your audience based on search terms, interests, purchase intentions and relevant URLs.
You often already know a lot about your audience yourself, but ChatGPT can also help give more insight into what your target audience finds important. In the example below, we want to learn more about the foodie target group and what they find important when purchasing a kitchen.
Then we follow up on the above question to immediately link keywords that we can then use in our custom intent audience in Google Ads. You can also ask further about relevant websites that a foodie visits, so you can further fine-tune the audience.
Keyword research
When we ask ChatGPT to provide relevant keywords with corresponding search volume, we get a list of relevant terms in no time. Knowing that ChatGPT only uses data up to 2021, we don't recommend taking over the search volumes from ChatGPT, but using appropriate tooling for this.
This doesn't take away from the fact that ChatGPT can help you get started with relevant keyword lists and also exclusion keywords.
Optimization
Now we've arrived at the most interesting part where ChatGPT can help us, namely optimizing shopping feeds and expanding Responsive Search Ads.
Feed optimization and ChatGPT
Feed optimization is the basis for a good shopping campaign. The more extensive your feed data, the better the performance. With the arrival of ChatGPT, we immediately became curious about the possibilities of expanding feed data with AI. Here are some examples.
Description
Do you have all product data but your description consists of only one short sentence or do you have no descriptions for your products? In the example below, we asked ChatGPT if it could create a description for a Sonos product. And this is a fine first basis to use.
Then you can ask ChatGPT to optimize the descriptions with relevant search terms that are important for the product.
Product_highlight
We still too often see that the product_highlight attribute is not specified in a shopping feed. Manual addition costs a lot of time and money and that is often the reason why the product_highlight is left empty. This doesn't take away from the fact that it is an important attribute to add for each product. The product_highlight emphasizes the most important features of the product at a glance.
In the example below, we provide the title of a product and ask ChatGPT to add the product_highlight. As an example, we take the Sonos Move black and ask ChatGPT to add 3 product_highlights to it. By loading ChatGPT as a script in Google Sheets, we can do this in bulk and add it as additional information to the current feed.
Expanding Responsive Search Ads
In addition to expanding your feed with relevant attributes, ChatGPT can also help expand your Responsive Search Ads. Using a script in Google Ads, you can export all RSA ads and get insight into headlines and descriptions that can still be supplemented. If you have only 4 headlines and 2 descriptions in some ads, ChatGPT can help you make this 15 headlines and 4 descriptions.
In the example below, we already have 2 headlines and 1 description and we had ChatGPT make one headline and one description as well (in green). A handy way to automatically expand and optimize RSA ads in bulk. In the example below, 'You' is used in the ad texts. When this is not the tone of voice of your company, you can of course just indicate this to ChatGPT.
Expanding your title with ChatGPT
ChatGPT can also help you expand your titles by adding relevant additional keywords to your current title. Make an export of all your current titles and put them in a spreadsheet where you use a connection with ChatGPT and ask to supplement the titles with relevant additional keywords. You can then use this as an addition in your current titles.
Conclusion
Will a tool like ChatGPT ever replace us as Google Ads specialists? We don't think so, but we are amazed by the amount of data the chat can give us. It enables us to pick up processes faster and get more information in an automated way. We will only continue testing with it more in the coming time and will keep you informed of developments in this.
Want to know more about how to apply ChatGPT within Google Ads? Or do you have another online question? Feel free to contact us.
