ChatGPT – what is it and how to use it in Google Ads?

Artificial Intelligence is a field that is becoming a more important part of our lives every day. And although we do not yet encounter humanoid robots on the streets that behave like humans, there is no doubt that AI-controlled tools will replace humans in some activities in the future. Until that future happens, however, we can only assist ourselves with artificial intelligence. You will learn about how to make it easier to create Google Ads campaigns with the help of ChatGPT later in this article. 

What is ChatGPT?

ChatGPT is an advanced language model that was developed by OpenAI. It is a type of artificial intelligence that is trained on a huge amount of text data to learn to understand natural language and generate answers to questions or statements. It has been developed for various applications, such as creating and analyzing text, as well as paraphrasing and translating it. It can be used in a variety of fields, such as online marketing, education and programming. 

It is not, however, free of flaws and errors. Although it is „trained” using huge amounts of data, it does not have access to „live” information. Often, too, the content that ChatGPT generates is outdated or simply wrong. 

You should verify the data yourself if you care about the reliability of the information you use. However, this is not particularly onerous in most ways to use ChatGPT with Google Ads.

Using ChatGPT with Google Ads

As I mentioned above, assisting with ChatGPT with Google Ads most of the data we don’t need to verify. Using the tool is mainly based on generating words or specific sentences. A proficient SEM will immediately notice if the content generated by the AI is incorrect. How does it work in practice? Well, the way is the simplest possible: we ask questions. And if we ask them in the right way, ChatGPT will do almost all the work for us. 

General questions about Google Ads

Experts and Marketing Agencies know virtually everything that ChatGPT can tell you about Google Ads campaigns. However, not everyone is an expert. There are times when an entrepreneur runs his store and wants to manage marketing himself. Most likely, the answers to the questions he will ask ChatGPT can also be found on the Internet, but here we can ask the artificial intelligence or ask for further instructions, refining our question with specific details. 

ChatGPT also remembers the context of the conversation. In the case shown in the screenshot, I had previously tested various functions using a shoe store as an example.

We can ask about virtually anything: settings, extensions, creatives, resources, products or budget allocation However, the answers should not be taken for granted; they should only serve as a guideline or inspiration for further action.

Keyword questions

There are times when preparing campaigns in search networks, we run out of ideas for the keywords we should use in ad groups. Of course, there are sites and planners that will analyze the website for us and give us suggestions in this regard. Similarly, ChatGPT works, which will show us some sample phrases after we ask for keywords in a given topic. 

Admittedly, the keywords that ChatGPT suggested are not of the highest quality, but there is nothing to prevent you from refining the question as you wish, such as specifying a specific word length or narrowing the topic.

We can also ask for statistics on specific words. ChatGPT then uses the Google Keyword Planner tool and can sometimes be surprisingly precise.

As you can see, the questions can be many, and each successive question will bring us closer to finding the most appropriate words for our campaign or ad group.

In addition to the above examples, it is worth asking about negative keywords, dividing them into ad groups or using matches.

Questions about ad text and headlines

When creating certain types of ads, we need to fill in text fields into which we will enter headlines and ad texts. Our creativity should be able to cope with coming up with a dozen or so texts on a given topic. There are times, however, when our task is to write more, and the zest of the day is exceptionally not good. Instead of reaching for „inspiration” from the competition, we can ask ChatGPT for help.

Unfortunately, the tool doesn’t quite interpret commands related to the desired text length correctly. Asking it for headers of up to 30 characters, I often received ones whose length was longer. However, nothing prevents us from generating a larger number of texts, and later filtering out the ones that suit us.

Writing general queries, advertising slogans will be hardly original. The more data we provide to ChatGPT and the more specific the question, the more interesting and tailored the headlines and texts should be. 

Supporting questions

When setting up a campaign in Google Ads, we often need specific data on the basis of which we set, for example, the location of ad display. This mainly applies to accounts whose reach is not limited to one locality or a particular region. ChatGPT can help us obtain such information.

The above example will be applicable to very few types of advertising. However, we can imagine a situation in which we plan to run an advertising campaign for an app that facilitates the purchase of train tickets. It is worth knowing, then, at least the approximate share of carriers in the railroad market in Poland. This will allow you to divide the campaign into an appropriate number of ad groups, which in the future may include ads tailored (graphically or in content) to a specific carrier.

Although the latest data available to the tool is from 2021, it can still give an indicative view of a case. However, the tool’s developers announce that with future updates, ChatGPT is expected to get access to up-to-date information.

Translation and paraphrasing

For translation, we have other tools. However, since we’re already using ChatGPT, it’s worth mentioning that the artificial intelligence gives advice in this regard. At least enough to make the generated texts understandable. What’s more — when asked to generate headlines in three different languages, ChatGPT did not limit itself to generating one version and translating it into the others. Each version differed in the overall meaning of the sentence. 

If, however, we want a literal translation, just mention it in the command. 

We can also generate three texts, the meaning of which will be the same, but the content will be slightly different. Quite a helpful feature if we want to get a high Google Ads rating without coming up with false information about the product. 

It is worth reading the text generated before using it anywhere. An error crept into the third item that ChatGPT generated. It definitely works better at English.

In anticipation of artificial intelligence taking over…

… We suggest staying in the present. Until AI starts creating campaigns as effective as specialists, it’s worth contacting us. Whether you run a store, want to promote an app or increase brand awareness — we can help!

Contact us!

Summary

There are a bunch of ways to use artificial intelligence in online marketing. In addition to ChatGPT, we can use tools that generate graphics (version ChatGPT 4.0 will probably be able to do this!), suggest ad layouts or creative design. It’s also worth being aware that Google’s algorithms that recommend changes to our account, budget settings and evaluate the effectiveness of ads are nothing more than artificial intelligence. Admittedly, more limited, focusing on specific tasks, but the definition agrees. 

Will AI replace marketing agencies in the future? Probably not. But it will certainly make their jobs easier, to the point that SEM Specialist will be able to serve more clients at once. Before that happens, however, it’s worth keeping a close eye on the progress of not only Open AI, but the entire AI sector worldwide.

Sense of humor still needs to be worked on.