ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (2023)

Paid search marketers are no strangers to artificial intelligence. Every day, we use AI-powered platforms like ad engines, third-party management tools, and copywriting software.

But there's a new bot in town (you might have heard of it) and it's not doing the same "control by automation" trade we're used to.

Read on to see how you can useChatGPTto level up your marketing game without sacrificing strategy, authenticity or creativity.

A quick primer on the ChatGPT launch

If you are not yet logged in to ChatGPT, don't worry!

You're a busy person, and much of what you've read so far has probably sounded like overkill.

But take a minute to create an account to follow and play the sandbox yourself.

To get started, create your account It's completely free at the time of writing, so you don't have to worry about starting the clock on a limited-time trial or using tokens on a learning curve.

Once you log in, you'll see a search style box where you can enter text, and that's exactly what you'll do next.

How ChatGPT requests work

You probably know that ChatGPT can generate entire movie scripts, thousands of headlines or social media posts for a year.

You also know that AI tends to produce some pretty stupid results.

But you can control the quality of your responses (outputs) simply by changing the quality of your prompts (inputs).

  • bad warning: “Write a Google ad for my business.”
  • best warning: "Write a Google ad for my business that sells organic skincare products to women looking for natural alternatives."
  • great message: "Write a Google ad for my company that sells organic skin care products to women looking for natural alternatives, emphasizing the benefits of our all-natural ingredients and guaranteeing first-time customer satisfaction."

The first warning is generic and lacks substance for use by ChatGPT. This is the embodiment of "garbage in, garbage out".

The last example provides information such as:

  • Product Details.
  • Value proposition and key benefits.
  • Risk investment element.
  • Target market.

The ad is clear, explicit and specific and will make for a much better ad.

(Video) chatGPT for Marketing – 6 Marketing Uses for chat GPT

Here are 15 strategic tips to inspire you, lighten your workload, and improve your bottom line.

Create strategic ads and features with ChatGPT

Writing ads at scale is what AI is at stake. We're going to ask ChatGPT to apply the same kind of strategic thinking to your ads that you would apply on your own.

Produce a viable A/B test for responsive search ads (RSA)

What happens when we ask for not just ad variants but also the underlying methodology?

  • Notice 1:“Create two Google Ads in RSA format (using multiple titles and descriptions) for an A/B test for “Mrs. Hvac's HVACs”. Explain why ads would be a good test.”
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (1)

Here, ChatGPT has done a great job of explaining the merits of the test:

  • Ad 1 focuses on providing reliable and efficient services.
  • Ad 2 focuses on cost savings and energy efficiency.

It misses the mark with the number of characters (it usually doesn't) or the number of descriptive lines, but those are easy edits now that most of the work is done.

Let's look at another example.

Get creative concepts for responsive display ads (RDA)

In this ad, I ask for a lot of creative consideration for some image-heavy ads.

  • Tip 2:“I need to create some responsive display ads for a Google Ads campaign. Suggest images, headlines and descriptions for a meatless pie with spokesperson Paul McCartney. Lyric puns are acceptable.”

ChatGPT not only recommended compelling ideas for product photos and copy, but also featured this line: "The vegetarian way to live and drop the pie."

Well done ChatGPT. Angry.

Optimize your landing pages

Are you a paid search marketer who doesn't create landing pages? If so, you probably feel out of place giving them feedback, even if the pages are hurting your ad performance.

Use these prompts to identify smart LP recommendations and share them with confidence.

  • Tip 3:“What can a person do on this page and why would they want to do that? [LP URL]”

This is a quick and dirty way to assess whether your page content and call to action are appropriate for your prospects.

  • Tip 4:“I'm currently driving paid search traffic to this landing page [LP URL]. How would you suggest improving it so we get a better conversion rate?

This message may give you some general LP advice rather than checking your actual URL, but the general advice is worth following.

(Video) ChatGPT might replace some digital marketers

  • Tip 5:"Rewrite a headline for [LP URL] that explains [unique value proposition] and includes the phrase [keyword phrase]."

Many landing page titles are still catchy rather than clear. Use this indicator to create a better thread of message matching and stronger content above the middle of the page.

We analyze RSA, RDA and landing page requests. Extend your ChatGPT skills even further by enlisting their help with ad extensions, YouTube ad scripts and hooks, product feeds, and other resources.

Unleash the power of AI-assisted research and planning

Have you ever asked a customer what their main benefits are and they replied “we have been around for 30 years” and “our products are of high quality”? Not? Just me?

Anyway, now it's much faster to get information about your customers and your competitors.

Create a SWOT analysis for your business

Get an objective overview of your company's strengths, weaknesses, opportunities and threats with this simple disclaimer.

  • Tip 6:"Please write a SWOT analysis for EGO Power Products."

ChatGPT responded with a correctly formatted SWOT analysis. I took the list and pasted it into a template I found on Canva, and in less than five minutes I had this perfect delivery:

ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (2)

Create a display media plan

  • Question 7:"If I were to run Impossible Foods ads on the Google Display Network, what types of sites and placements should I target?"
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (3)

Some of the ideas you've provided are decent. Some would cause problems if you included them in your media plan. (Good luck trying to target Facebook profiles on the Google Display Network!)

But reducing a list of ten to just a few solid ideas is much faster than starting from scratch.

Do competitor research

  • Tip 8:"Create a list of competitors for [my business] and their estimated monthly paid search spend."

This ad is courtesy of Albert Somlith at PPC Ad Editor. I was never able to get that prompt to return a value, but Somlith shares herresults here.

Even without specific financial data, you can use ChatGPT to drill down to your competition details.

  • Tip 9:“Create a list of competitors for Indicate the name of the company, the location of its headquarters, the size of the company (small, medium or large) and whether it is a direct or indirect competitor. Compile the results into a table format.
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (4)

Augment Auction Insights data

In the last message, we asked ChatGPT to present a list of competitors. But what if we want the information for our own Auction Insights listing?

(Video) 🚀 ChatGPT and the Future of Digital Marketing: What You Need to Know

You can use ChatGPT directly in Sheets to optimize your data. To start, you will need aAPI da Keyit's himGPT extension for spreadsheets and documents.

This ad is from James Hebdon (my business partner at Paid Search Magic) and combines details from Auction Insights with information from ChatGPT to return consolidated business information like this:

ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (5)
  • Tip 10:Here are the formulas you would enter into your columns to create the spreadsheet above:
B=GPT("What is the business name of this domain?", A3, 0.8, 500, "text-davinci-003")
F=GPT("Is it a direct competitor, an indirect competitor, or not a competitor with"&A1&"?", A3, 0.8, 500, "text-davinci-003")
GRAMS=GPT("Where are you based? Just give me the name of the location", A3, 0.8, 500, "text-davinci-003")
H=GPT("Are you a small, medium, or large company?", A3, 0.8, 500, "text-davinci-003")

We've just scratched the surface of how you can use ChatGPT for research and planning.

Keyword research, campaign creation, target market needs and pain points... There's no limit to how AI can help here.

Generate deeper insights and reporting analytics

You can configure AI to evaluate engine performance directly, but by describing the results in the chat interface, you can provide context and history that drive more informed recommendations and develop your own critical thinking skills in the process.

Investigate performance change

When performance changes drastically, people want to know "why". Get ChatGPT search help.

  • Question 11:“My paid traffic conversions are down 20% month over month. What metrics and dimensions should I look at to find the cause?”
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (6)

Generate an experiment summary

Translating test results into paragraph form can be a daunting task. Eddie Laing, Senior Media Buyer for NextAfter, provides this prompt to create an experience summary.

  • Question 12:“You are documenting a channel experiment in which you tested the hypothesis that [testing X] will achieve [the desired result]. These were the results [Insert test results]. Write me a summary of the experiment that answers the question, "What are the main conclusions of this experiment?"
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (7)

test your assumptions

Don't fall victim to lazy thinking! If you're having trouble drawing conclusions from the data, use ChatGPT to help you think things through before presenting your findings to stakeholders.

  • Question 13:“I'm going to tell my client that their paid search performance drops month after month due to seasonality. How could they respond that would challenge my conclusion?”
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (8)

ChatGPT doesn't let my warning slip here, and my reporting will certainly be better for it.

The next time you're having trouble finding the story behind your data, turn to ChatGPT for new ideas on how to approach your analysis.

Improve your customer management skills

If you've ever watched the TV show "Mad Men", you know that managing an account and managing a customer are completely different skill sets. Here are some tips to bridge that gap and keep your customers happy.

(Video) chatGPT for Email Marketing & chat GPT for Social Media Marketing

Create a quote request email

Hot stimulation? Don't let your account go dark before the end of the month.

  • Question 14:"Write a short email to a client requesting an additional quote of $15,000 because there is an opportunity to increase lead volume below target CPA."
ChatGPT for PPC Marketers: 15 Strategic Pointers to Use Today (9)

ChatGPT makes a pretty strong case for a budget increase. Whether it goes down will depend on how it is received by the decision maker, and ChatGPT can help with that too.

Adapt communication to personality type

This message builds on the previous example but supplements it with personality profiles.

  • Question 15:“Using the DiSC profile, write an email for the Dominant personality and write another version for the Stable personality.”

ChatGPT generated a new response, modifying each email to hit the grades that matter to the customer.

For the Dominant personality, conclude the email with very decisive language:

“I suggest you act fast, opportunities like this don't come around often. I am more than happy to discuss the details with you and provide you with further information. Lets make it happen".

While the Stable personality gets a call to action to build a relationship:

“I would love to discuss the details with you and provide more information. Can we schedule a call later this week?

Strengthen your communication skills and make it easier for stakeholders to understand and agree to your recommendations with the help of AI.

Make the most of ChatGPT

It's been the subject of much debate, but ChatGPT is clearly not just hyped. It's not 100% ready for prime time either.

Treat ChatGPT like an early trainee: be prepared to spend some time reviewing work and expect bugs, but don't underestimate its potential. This is just the beginning.

The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Team authors are listedon here.


How are marketers using ChatGPT? ›

Chatbots: Marketers can use ChatGPT to build chatbots for their ecommerce sites and social media platforms. Chatbots can engage with visitors, just like humans, to provide information about products and services and collect contact and preference information for lead generation purposes.

Can ChatGPT replace digital marketers? ›

There are various ways that ChatGPT can be applied to the digital marketing sector. Marketers can use it, for instance, to create individualized, automated responses to customer questions, create excellent content for email marketing or social media marketing campaigns, or lead clients through the buying process.

What is 121 ChatGPT prompts for Internet marketers? ›

The 121 ChatGPT prompts for internet marketers is an AI-powered tool that provides comprehensive coverage of internet marketing, including keyword research, SEO, copywriting, and email marketing. The prompts are expertly crafted by experienced professionals to ensure the most effective strategies for driving results.

How do I get the best out of ChatGPT? ›

7 Ways to Get the Best Results From ChatGPT
  1. Paraphrase Unanswered Questions to Get a Response. ...
  2. Prompt ChatGPT to "Continue" Cutted-Off Responses. ...
  3. Spice Up Conversations With Emojis. ...
  4. Describe a Preferred Complexity of Response. ...
  5. Get Industry-Specific or Niche Response. ...
  6. Get ChatGPT to Respond In Specific Styles.
Jan 16, 2023

What is the benefit of ChatGPT? ›

With its human-like interactivity, ChatGPT Plus helps businesses create conversations with their customers that are more engaging and meaningful than ever before. This makes it easier for companies to build relationships with customers and provide them with a better overall experience.

What are some examples of conversation prompts? ›

General Conversation Starters
  • What's the most interesting thing you've read lately?
  • What's a fact about you that's not on the internet?
  • Do you listen to any podcasts? ...
  • If you were in charge of the playlist, which song would you play next?
  • What's the best gift you've ever gotten?
Jul 18, 2022

How do you start a chat example? ›

Generally when people start a conversation in English with someone they know it's polite to enquire about how the other person is.
  1. How's it going?
  2. Hi, how are you?
  3. How's your day going?
  4. Having a busy day?
  5. How's life?
  6. How's everything?

What are ChatGPT prompts? ›

The ChatGPT model is a large language model trained by OpenAI that is capable of generating human-like text. By providing it with a prompt, it can generate responses that continue the conversation or expand on the given prompt.

Can I do digital marketing as a side job? ›

So, YES. Digital Marketing CAN be your side hustle! But before starting your side hustle, first, you should know about it correctly. Many times, more than giving a lot of effort you should know what you are putting your efforts into.

Is digital marketing a legitimate career? ›

Demand for digital marketers is also growing; the role of the digital marketing specialist saw 860,000 job openings this year, ranking it in the top ten most in-demand careers on LinkedIn.

What companies use ChatGPT? ›

Meta, Canva, and Shopify among other companies are already using the technology that undergirds ChatGPT in their customer service chatbots, but experts warn that companies should be wary of generative AI's creativity and unpredictability.

What are the 3 main objectives of internet marketing? ›

Main objectives of internet marketing strategies
  • Improving the customer experience through personalized offers.
  • Adding elements of scarcity (e.g. limited-time discount codes).
  • Improving their SERP presentation (Improve META data through SEO efforts).
Aug 25, 2020

What are the 6 areas of internet marketing? ›

Digital marketing can be broadly broken into 8 main categories including: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing .

What is the best time to use ChatGPT? ›

We recommend using the AI tool during off-peak hours if you constantly get a “ChatGPT is at capacity right now” error message. A large number of people all around the world have been using the free AI application ChatGPT to create material, scripts, codes, and other things.

Who owns ChatGPT? ›

ChatGPT is an artificial intelligence chatbot developed by OpenAI and launched in November 2022. It is built on top of OpenAI's GPT-3 family of large language models and has been fine-tuned (an approach to transfer learning) using both supervised and reinforcement learning techniques.

What does ChatGPT stand for? ›

Chat GPT full form is Chat Generative Pre-Trained Transformer. It is a revolutionary AI technology that helps a user to search for long-form question-answers.

Does ChatGPT use real time data? ›

ChatGPT is an AI-powered chatbot that can simulate natural conversations in real time.

Is ChatGPT deep learning? ›

ChatGPT works on deep learning models.

What are the 10 basic rules of conversation? ›

10 Basic Rules for Great Conversations
  • Common Types of Conversation. ...
  • Don't multitask. ...
  • Don't pontificate. ...
  • Use open-ended questions. ...
  • Go with the flow. ...
  • If you don't know, say you don't know. ...
  • Don't equate your experience with theirs. ...
  • Try not to repeat yourself.
Feb 3, 2023

What are the five rules of conversation? ›

5 Dos of Conversation
  • Listen more than you talk. ...
  • Come to an occasion armed with topics at the ready. ...
  • Tailor the conversation to the listener. ...
  • Take your turn. ...
  • Think before you speak. ...
  • Don't interrupt. ...
  • Don't talk to only one person when conversing in a group.
Sep 24, 2010

What are 4 ways to start a conversation? ›

Conversation Starters for Any Situation
  1. Tell me about you. ...
  2. Working on anything exciting lately? ...
  3. What's your story? ...
  4. What personal passion project are you working on right now? ...
  5. How do you know the host? ...
  6. What was the highlight of your day today? ...
  7. What was the highlight of your week?

What should I say in first chat? ›

Before you know it, you'll go from being complete strangers to good friends.
  • Project positivity. Even though you're nervous, try approaching the conversation with a positive attitude. ...
  • Start with a compliment. ...
  • Ask for lunch advice. ...
  • Introduce yourself. ...
  • Wear a peacock piece. ...
  • Ask for advice. ...
  • Crack a joke. ...
  • Ask plenty of questions.
Oct 17, 2022

Can ChatGPT read Excel? ›

Excel Formulas: ChatGPT can help users to understand and use Excel formulas by providing explanations and examples of how to use them. For example we have this data set and want to get the Total Sales. What Excel Formula should we use? Using the formula from ChatGPT and it works great!

How to use ChatGPT for productivity? ›

If You're Not Already Doing These 10 Productivity Hacks in ChatGPT, You're Definitely Missing Out
  1. Write emails. ...
  2. Read faster. ...
  3. Summarize your own documents. ...
  4. Review your code. ...
  5. Comment on your code. ...
  6. Translate research documents. ...
  7. Study efficiently. ...
  8. Create content.
Jan 23, 2023

What cool things can you do with ChatGPT? ›

Because of all the things you can do with it. More than just a chatbot, ChatGPT can be your search engine, write emails, poems, and scripts, answer questions, and so much more.

Can you get paid for digital marketing? ›

A young graduate aiming to start a career as a digital marketing manager can expect to earn an average of $41,828 per year. Mid-level digital marketing managers can earn $72,043 per year, while senior-level managers can earn an average of $82,483 per year. The salary varies by location as well.

Can I work from home after digital marketing? ›

The short answer is Yes! Read the complete article to know about the detailed work process of digital marketing as a Work from home option.

Can you make passive income with digital marketing? ›

Sell digital products

Digital products are great passive income sources because they have high profit margins. You only have to make the asset once, and you can sell it repeatedly via your online business.

Can a digital marketer Be A Millionaire? ›

With proper guidance and hard work, you can have many opportunities to kick start your career as a digital marketer and become rich.

How do I become a digital marketer with no experience? ›

How To Land a Digital Marketing Job With No Experience
  1. Pick a Specialty That Interests You. ...
  2. Build Your Foundational Knowledge. ...
  3. Take a Course or Get a Certificate. ...
  4. Build a Digital Marketing Portfolio. ...
  5. Network Online and In-Person. ...
  6. Look for Agency and In-House Jobs. ...
  7. Consider Related Jobs To Get Your Foot in the Door.
May 20, 2022

What job is in most demand? ›

12 high demand jobs
  • Financial manager. ...
  • Medical assistant. ...
  • Software developer. ...
  • Market research analyst. ...
  • Substance abuse counselor. ...
  • Health services manager. ...
  • Statistician. ...
  • Nurse practitioner.
Feb 21, 2023

How does ChatGPT impact business? ›

Marketing is the department that will be most impacted by Chat GPT. You can use this AI chatbot to write content for your flyers, brochures, and other types of content. Businesses have also been using it for writing scripts for TV ads.

What is the business model for ChatGPT? ›

In short, ChatGPT follows a freemium model. In addition, ChatGPT might also make money via API access, which might become critical to enable the transition of this tool from a breakthrough product to a business platform.

How will ChatGPT change marketing? ›

Supporting content creation: Marketers may use ChatGPT to enhance existing content by using it to edit written work, make suggestions, summarize ideas and improve overall copy readability.

What are the 7 C's of online marketing? ›

And a great approach to take is to implement the 7 Cs- customer, content, context, community, convenience, cohesion, conversion. Customers play a key role in the success of your company, and making them the center of your marketing efforts is the number one requisite for the 7 Cs model marketing to work.

What are the 7 keys of marketing? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What are the 10 P of digital marketing? ›

The 10Ps are product, price, place, promotion, physical evidence, process, packaging, positioning, people, and personalisation.

What are the 5 common goals of marketing? ›

Five of the most common marketing goals are:
  • Generating leads.
  • Building brand awareness.
  • Increasing website traffic.
  • Converting leads into customers.
  • Developing customer loyalty.

What are the 3 rules of marketing? ›

Three golden rules of marketing to help you keep your edge in the market:
  1. Know what they want. ...
  2. Communicate clearly. ...
  3. Use your reputation to your advantage.

How will ChatGPT affect marketing? ›

Personalization is one of the major marketing trends of 2023, but users can get turned off by chatbots that sound, well, robotic. ChatGPT's human-like speech patterns and ability to recognize user interests and preferences means that customers will have a more personalized, more human experience.

Can you advertise on ChatGPT? ›

ChatGPT presents novel advertising opportunities for companies to promote their products and services using the new technology. The AI tool can be used to generate compelling product descriptions, ad copy, and entire social media or email campaigns.

What are the limitations of ChatGPT? ›

Limitations in Training Data and Bias Issues

Like many AI models, ChatGPT has limitations in its training data. Both the constraints in training data and bias in the data can create a negative impact on the model's output. In fact, this AI tool has shown bias when it comes to training minority data groups.

What is the future potential of ChatGPT? ›

The possibilities of ChatGPT are virtually endless. It's already posing a potential threat to Google's search engine hegemony, and the technology could revolutionize code-writing and meal planning as well as hacking and cheating on school tests.

Which jobs are lost due to ChatGPT? ›

Media jobs (advertising, content creation, technical writing, journalism) Media jobs across the board — including those in advertising, technical writing, journalism, and any role that involves content creation — may be affected by ChatGPT and similar forms of AI, Madgavkar said.

Can you make money by posting ads? ›

You can make money posting ads online or on your property! Ads are everywhere — in banner ads, links, videos, and audio files. And that's just online. The average person now sees a whopping 5,000 ads per day online.

How can I make money by showing ads? ›

What is AdSense? AdSense is a free-of-charge, simple way to earn money by displaying ads next to your online content. With AdSense, you can show relevant and engaging ads to your site visitors and even customize the look and feel of ads to match your site. How does AdSense differ from other ad networks?


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