With the emergence of ChatGPT and other large language models (LLMs), the landscape has shifted, taking PPC automation to an entirely new level. At SMX Advanced, Frederick Vallaeys, co-founder & CEO of Optmyzr, highlighted the game-changing impact of automation on PPC marketing in the last six months. Vallaeys graciously shared his top tips and tricks for maximizing PPC results by harnessing the power of GPT. Let's recap these valuable insights and discover how to exploit GPT's potential in your PPC endeavors.

1. Building a campaign using just GPT

Advertisers have the ability to create campaigns on platforms like Google's Performance Max, utilizing a generative build experience. To accomplish this, marketers can simply engage in a conversation with the Google system, providing prompts to construct the campaign. This functionality extends beyond Performance Max to encompass traditional search and shopping campaigns. For clear and effective instructions, follow the provided setup: Input prompts, including the specified URL, ad text, and keyword you wish to focus on. Present straightforward directions to Google, such as "Identify relevant keywords for the landing page advertisement." The AI will rapidly respond, guiding you through the campaign building process. Vallaeys has experimented with both GPT 3.5 and 4.0, and while they both function adequately, he recommends using OpenAI in chat mode rather than completion, as it ensures contextual coherence.

2. Using GPT for keyword classification

According to Vallaeys, GPT is an exceptional tool for keyword classification due to its ability to comprehend everything rapidly. It converts keywords into vectors, a mathematical model, with remarkable proficiency. When you present a list of keywords to be categorized, you need not specify the high-level categories; GPT performs the categorization for you automatically. Moreover, you can request the output in a tabular format, making it highly usable by obtaining keyword suggestions in the first column and their respective classifications in the second column. This way, you receive a comprehensive sheet that can be easily copied and pasted into Excel or Google Sheets.

3. Finding keywords

When it comes to unearthing keywords for existing ad groups, GPT emerges as an exceptional tool. Just create a simple directive, such as "Identify keywords similar to the ones already in the ad group." Vallaeys himself demonstrated the efficacy of this approach during his presentation, expressing high satisfaction with the quality of results served by GPT.

4. Creating ad text using GPT

GPT's integration in ad content creation has emerged as a prominent topic in the marketing world. A key feature that has captured the industry's attention is the bot's remarkable memory of previous instructions and served results. This advantage allows marketers to seamlessly progress from asking GPT for keywords to crafting their ad without the need to reiterate the context.

According to Vallaeys, GPT would simply present ad texts relevant to the initial query, retaining a clear understanding of the subject matter. Despite being impressed by GPT's ad creation capabilities, Vallaeys acknowledged the need for further development, particularly in handling character counts and ensuring consistent usability of the results.

5. Optimizing landing pages

GPT offers valuable assistance in optimizing landing pages for maximum effectiveness. Suppose you encounter a website with a captivating writing style that impresses you. In such a scenario, GPT can come to your aid by emulating that very writing style for your marketing campaigns. According to Vallaeys, he discovered a website he admired, approached GPT, and inquired about the writing style employed on that site. GPT responded with a list of characteristics, including a business-oriented and customer-focused approach. Subsequently, he requested GPT to rephrase a specific section of his landing page to align it more closely with the style of the admired website. By leveraging the provided stylistic points, GPT successfully improved the content of his landing page.

6. Enhancing product pages

As a shopping advertiser seeking to enhance your headlines and product descriptions, GPT can be a valuable ally. According to Vallaeys, it excels in this aspect and is particularly adept at writing. For instance, you can simply provide a URL and ask GPT to determine the corresponding product category, allowing you to update your Google Merchant Center feed effortlessly. Additionally, if you're dissatisfied with your existing content, you have the option to request a better title and description from GPT, which can swiftly provide you with fresh, optimized alternatives. These methods offer efficient and effective ways to optimize your content as a shopping advertiser.

7. Translating using GPT

Vallaeys and his team have extensively tested GPT's translation capabilities and expressed great satisfaction with the results. According to Vallaeys, "GPT excels at translations." This tool proves particularly valuable in regions like Europe, where numerous languages are spoken. Vallaeys shared the outcomes of their own experiments, stating, "We selected a sentence from one of our headlines – and as I don't speak Finnish, I couldn't even pronounce the words!" However, their Finnish colleagues confirmed that GPT provided an exceptional translation. "Using GPT, you can effortlessly conduct translations at scale through a spreadsheet."

8. Creating unique Images

AI offers the opportunity to produce distinctive visuals, whether by generating entirely novel pictures or superimposing existing graphics. All you need to do is upload the desired product image, instruct the AI to extract the background, and voilà! You can seamlessly layer the isolated image onto another picture. Vallaeys cautions that AI-generated images may not always appear flawless, but the tool remains incredibly useful and efficient.

9. Developing audiences

The significance of audiences in PPC is on the rise, and AI can play a vital role in this domain. According to Vallaeys, one can engage in a conversation with AI to inquire about the characteristics or attributes of budget-conscious travelers, for instance, and receive a comprehensive list. By leveraging this information, Vallaeys explains how he can replicate those keywords and create customized audience segments within Google. The process of using GPT to construct audiences from scratch is a fascinating and efficient approach. It's akin to having an intern who constantly offers novel suggestions and ideas regarding potential customers interested in your products. GPT provides invaluable insights, broadens your perspective, and sheds light on hidden opportunities you might have otherwise overlooked.

10. Reviewing performance

After launching a campaign, marketers have the opportunity to utilize GPT for verifying that it isn't running alongside inadequate search terms. Vallaeys emphasized the importance of cost-effectiveness, stating, "You need to ensure your budget is utilized wisely." By providing GPT with a list of keywords and requesting AI-driven rankings, marketers allow GPT to autonomously group and assess the keywords, sorting them from most to least relevant.