Ep 59: Using AI in Your PPC

The last 12 months have been all about generative AI, especially in the marketing world. So today I'm going to give you some real world ways that you can use AI in your Google Ads campaigns to save time and get a better ROI.

Hey everybody, I'm Jim Lastinger. Welcome to another episode of Marketing in 10. It's been a minute, but we've got a lot to talk about so we're going to just dive right in.

So it's highly likely that over the last year or so you've thought about AI, it's everywhere, and how it could help your Google Ads campaigns. So AI has been in the news so much that it's pretty much everywhere, it's practically ubiquitous, and you're probably thinking that all of your competitors are at least thinking about AI as well so you want to kind of get ahead of the game. So if you've been wondering about AI and how to use it for your own PPC campaigns then you're in the right place.

My goal today is to give you three concrete ways that you can use AI right now, and these are all things that I've done in accounts that I manage so I know that they are valuable and they work at least to some degree.

So the first use case I'm going to talk about and the one that I use the most often is using ChatGPT to create ad copy, or at least generate long lists of ad copy ideas. So if you go in your ChatGPT you can describe your product or service and say that you want 25 headline ideas and that will generate a list for you. Some of those are going to be really good, some of them are going to be really bad, but what you're going to do is just take the good ones, put them in a spreadsheet so you can kind of test them and clean them and edit them up a little bit. And you can say you want 25 headlines over and over until you get 25 that really sound pretty good and make sense for your brand. So you just want to be sure that you do this over and over and tell ChatGPT, you want to make sure that it's using the correct number of characters, or it will generate stuff that's just not usable. So you'll get better at using ChatGPT over time.

The next use case is generating an outline of an entire account really quickly. So this one's kind of pretty cool. So this is helpful when you want to spot check what you have in place for an account and see if there's any obvious gaps. So not everything generated in that outline is going to make sense of course, it's AI. So just read through the results and see what makes sense for you. And you can again, like anything else with ChatGPT, you can iterate on it. You can do it over and over as you learn and adjust what ChatGPT is returning to you.

But having it generate an entire account outline is a great way to do a sanity check on your account. The AI is probably not going to understand your specific business model a hundred percent so you'll have to take that into consideration, but it's definitely a valuable exercise and something that everybody should do. If there's any obvious gaps in what you're doing, or maybe there's a whole family of keywords that you haven't considered, this is a great way to kind of uncover some of those things pretty quickly.

And the last way that I'm going to talk about today is it's using ChatGPT but it's not necessarily limited to Google ads, it really kind of works for any type of digital marketing. But ChatGPT is really good at helping you narrow down on a target audience, or target demographic for your marketing efforts. So the more information you can give it here the better your results will be, but it always gives you some information that you can think through and utilize to really get detailed on what you want to target on, on who you want to target. It can cover lots of different aspects of your demographics from company size you should be looking at, to location, to job titles, all that stuff's pretty good and very valuable.

So there you have it, three real world ways that you can use ChatGPT today, or any other kind of AI solution to kind of up level your marketing game. I encourage everybody to utilize AI as much as you can, especially with simple tasks that tend to take lots of time. Again, you have to kind of keep in mind that the results won't be perfect. They might not always make sense, but you can keep refining the chats and eventually you'll get something usable.

And again, like I've already mentioned, the more that you use ChatGPT the more you'll get comfortable with it, and the more you'll know how to get it to send you the kind of information that you're really looking for. You'll be able to get it, you'll be able to massage it to have it return more quality information.

All right, that's it for this episode, I hope you found some value in it today. I'll have show notes and a transcript available at jimlastinger.com/59. I'd love it if you take a couple of minutes to rate and review the show no matter which platform you're on, that really helps me grow this thing, reach more people, and help them as well.

That's it for this week's episode, I'll be back soon with another episode of Marketing in 10. Until then, take care and have a great day.