There are those who look at Artificial Intelligence with suspicion but the reality is that, despite ushering in major change, they are tools that marketing teams can use to streamline their processes.
In this article we want to talk about how you can use AI in your Google Ads marketing strategies to boost your results on this platform.
Artificial Intelligence refers to the ability of machines to develop processes typical of human intelligence such as: thinking, reasoning, creativity, and learning. This technology is based on machine learning.
It is important to understand that, despite being called Artificial Intelligence, this technology is more about prediction. Although it can simulate human intelligence in certain ways, what it really does is (more or less) accurately generate something that has been requested. For example, humans have the ability to take information from one source and apply it in different ways and in very different disciplines, so our intelligence is transferable. This is not the case with AI (yet).
As of today, ChatGPT is one of the most well-known AI tools. It was created by OpenAI and is based on the latest version of the GPT-4 language model. The goal with ChatGPT was to design a tool capable of giving detailed answers to users' questions. But, what has made it really successful is that it is completely free. Although for $20/month you can get ChatGPT plus and increase the speed of response, as well as access to more features, the basics are available to everyone.
One of the most notable limitations of ChatGPT is that it is only trained with data up until 2021, so it can't pull information about anything that occurred afterwards. Additionally, there are are a few other negative aspects:
However, it also offers many advantages like those mentioned below:
Google Ads AI can be very useful for your digital marketing strategy as it is able to:
Not only can it help you with the creative aspects of a Google Ads campaign, but also with the more technical ones. It can:
For best results, we recommend that you give it as much information and context as possible in your prompt. Also, if you write in the second person, the AI will be able to better understand what you want and give you a better answer. For example, a good request would be something like: "You are a content writer working for a cosmetics company. You've been asked to write short, engaging claims to sell an anti-aging cream. What would you deliver as a first draft?".
Tools like JasperAI, Copy.ai, Writesonic, Rytr, Grammarly, or Hyperwrite can offer you similar help as ChatGPT. However, their free and paid packages do differ more, the former being very limited unlike ChatGPT. Despite this, many of them have something that ChatGPT does not and that is the ability to generate images and sounds. This can be very useful when creating your creatives for Google Ads.
External AI tools aren't the only ones that can help you with your Google Ads, as the platform itself has incorporated AI technology into its functionalities. Here's what it can do:
In short, the Google Ads AI tool is great for achieving more personalized, efficient, and effective campaigns.
One of the risks of more and more companies using Artificial Intelligence for advertising and better optimize their cost-per-click campaigns is that it can lead to very high market saturation and competition for advertising space on the web. For example, if the brands that advertise generate more revenue and achieve better results, keyword prices may increase and make it more difficult for smaller companies to stand out.
While this is just one possibility and there are many factors at play in the future of online advertising, one thing is certain: search advertising is getting more expensive.
With the emergence of ChatGPT, search engine queries have been reduced, as the tool is able to answer many queries faster than Google. In response, Google launched its AI search experience that sends organic results even lower while putting AI answers first. This means that, to get higher visibility, advertisers will invest more in paid traffic, which will cause demand and saturation to increase further.
Despite all this, ChatGPT and Google Ads AI are unlikely to kill Google search ads. What is more likely is that we are experiencing a natural evolution and moving towards a more efficient search model.