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Sunday, December 10, 2023

The costly mistake: using AI to write Google Ads

As the residential Google Ads geek, I love to get my hands dirty in the expansive world of Google! But the question that always seems to pop up revolves around the usage of chat GPT in Google Ads. If that has kept you wondering too, you’re not the only one.

Today, I’m going to spill the beans and offer my insights on how you can make the most of chat GPT in ad copywriting & Google Ads.

 

 

Precursor to this post

Before we dive deep, I want to address the elephant in the room. Most novices to the system believe it’s best to use GPT for writing a plethora of ad texts, simply because it’s easier and automated. But alas, that’s not quite the way GPT truly shines.

You see, unless you can get a seasoned professional to provide custom instructions and detailed parameters to your GPT, the ad text it creates often underperforms. Why, you ask? It’s all because GPT tends to be verbose – excellent for detailed blogs or articles but not so great for Google Ads. Especially when it comes to search ads or responsive search ads, concise and straight-to-the-point messaging is the winning game.

For a further clarity, let’s take an example. Suppose you’re trying to create an ad for life insurance. Your GPT churns out a lengthy, detailed ad text full of creative flair and emotional language. While it may sound impressive, creating an ad text that is “wordy” does more harm than good when confined within the character limits set by Google Ads.

To break it down, in each headline of your ad there’s a limit of 30 characters, and for descriptions, you have a cap at 90 characters. When you use chat GPT to write Google Ads, it can quickly use up these characters.

Going Beyond the Basics with GPT: The New Approach

However, fret not, for there is a method to the madness! GPT can be your secret weapon in improving your advertising performance, by undertaking a market analysis of the search engine results page (SERP)!

This exercise is aimed at rounding up the key points of sale and positive sentiments used in existing ads in your target market, helping you immensely when crafting your own ad texts.

Without further ado, let’s take a look at how you can implement this.

Quick Guide: Using Chat GPT for Market Analysis

  1. Create a Pre-Written Prompt: Begin by developing a well-defined, cohesive prompt asking the GPT to scan the SERP and extract all the key points of sale and positive sentiments.
  2. Replace Product References: Edit the pre-written prompt where ‘insert product’ is mentioned. Replace it with your product or service.
  3. Extract SERP Text: Highlight the text on the SERP, copy it and paste this body of text into your pre-written prompt. Tools and APIs like Python can be used for this extraction, though for our purposes a simple copy-paste would work as well.
  4. Utilize GPT: Open the chat GPT platform, drop the final prompt into it and let GPT work its magic.

The result is a list of key messaging used by your competitors, ranked according to impact, accompanied by a description explaining why each point is deemed impactful.

Building Your Winning Ad

Now that we have a laundry list of impactful messages, it’s time to craft your own ad text. Notice here that you’re not using GPT directly to write the ad, but examining the search engine market and pulling out contest-winning elements to be mindful of when crafting your own ad texts.

Remember, the goal is not to outshine every other advertiser on the market but to reach a general level of parity. This rapid analysis allows you to absorb the effective messaging prevalent in the market, align it with your product or service, and ensure that you’re not missing out on any impactful messaging.

Note: This exercise is not a one-time activity – running this analysis multiple times can provide different insights based on the varied ads that show up on the SERP!

Cheers to running efficient, compelling ads that deliver value to consumers while keeping your costs low and opportunities high!

Wrapping Up

Hopefully, this guide has been insightful in leveraging chat GPT within the Google Ads landscape. Remember, GPT is a tool to aid you and not an end to all your ad-related woes.

If you need help feel free to get in touch with me through the our site where we provide free marketing plans and audits for your Google Ads account.

Stay curious, keep exploring, and I’ll be back with more Google Ads wisdom soon! Until then, happy advertising!

Get in touch with Kian.

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Kian N'Jie

PPC Lead

Kian has worked in just about every vertical you could think off. He's also been recognised across the paid media industry, speaking at events such as Brighton SEO.

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