Does generative AI save time in PPC?
Generative AI is a game changer for PPC marketers, offering a multitude of unique applications. Since ChatGPT’s release, AI has become a hot topic of discussion.
But can generative AI be used to save time, or is it just another tool that adds noise to our workflows?
This article will explore the potential time-saving benefits of generative AI in PPC and cover how we can use the technology to our advantage.
How generative AI can streamline PPC tasks
Generative AI offers PPC professionals endless time-saving opportunities, particularly in the following use cases.
Keyword segmentation
A common task in PPC is segmenting keywords into distinct ad groups. AI chatbot tools can streamline this process, swiftly handling lists of 1000s of keywords.
You can generate results in seconds with a simple prompt, saving hours otherwise spent on semantic keyword grouping.
Ad copy creation
With the introduction of RSA ads, advertisers need to write 15 headlines and 4 descriptions. Coming up with unique ideas can be quite time-consuming, especially when this task needs to be repeated over 20 to 30 different ad groups.
Using AI chatbots, this task can be done much faster, eliminating the brainstorming time needed to come up with different variations for each ad.
Streamlining communication
For paid search experts, effective communication and thought leadership is as important as building campaigns that drive business growth. Generative AI can streamline communication.
Most people who have worked with experts understand the challenge of explaining PPC topics to those who are not subject matter experts. Emails are more effective when they are concise and easy to read.
Using AI to craft succinct emails for executives has been a time-saver for PPC professionals who find it challenging to simplify complex responses.
Automated reporting
Generative AI can automate the creation of performance reports, highlighting key metrics and insights. This allows PPC managers to focus on interpreting the data and making strategic decisions rather than spending hours compiling reports.
Predictive analytics
AI-powered tools can analyze historical data and make predictions about future performance, helping PPC marketers make more informed decisions.
This saves time and resources that would otherwise be spent manually analyzing data. One such tool in Google Ads is the Performance Planner.
Automated insights
Tools like Optmyzr feature integrated chatbot functionality, enabling users to easily inquire about issues like “Why did impressions decrease?”
The chatbot promptly provides answers, saving users the time they would otherwise spend investigating these changes themselves.
Content creation
Paid search advertisers often focus on content creation for ads, but marketers should also prioritize crafting content for blogs, white papers and social media posts.
These tools are essential for generating business and engaging with the PPC community especially for PPC agencies.
Meeting notes and administration tasks
Generative AI offers significant time-saving benefits, particularly for administrative tasks. It’s now common to use AI tools for note-taking during meetings.
Another effective strategy is to record a meeting, download the transcript and then use a chatbot to generate a concise meeting recap.
Dig deeper: 7 ways to use generative AI in PPC
The challenges of using generative AI in PPC
As with any time-saving technology, there are limitations and challenges with generative AI and PPC.
Data quality and quantity
The effectiveness of generative AI hinges significantly on the quality and volume of training data.
Achieving accurate results demands substantial, high-quality data, which can be challenging for smaller businesses contemplating smart bidding strategies or predictive analytics tools like the Google Performance Planner.
Without adequate data, these AI tools might not function effectively or at all.
Additionally, ensuring that conversions are properly set up and operational is crucial for maintaining data quality.
Lack of creativity
While generative AI can save time by generating ad copy and content, it may lack creativity and originality compared to human-created content.
Advertisers should use caution when relying solely on AI-generated content as it may not resonate well with target audiences or sound emotional.
Ameet Khabra, owner of Hop Skip Media, shared this insight on AI and creativity:
- “The first obvious answer is that AI lacks context and is limited on the input we give it. AI can only think as far as we thought (past tense) because it cannot go further than that.”
Allison Ditmer, a content strategist and writer, also weighed in on AI and creativity, stating:
- “When it comes to creativity and Al, you can’t expect to see any truly NEW ideas from Al itself. Yes, it helps condense and organize what it scraps online, but it’s not innovative in the ‘new idea’ way.”
- “Where it does lend itself to creativity is becoming that brainstorming tool that then helps us as humans have our “aha” moments. Humans still are the core creators.”
Human oversight
While generative AI can automate many tasks, human oversight is still necessary to ensure the accuracy and effectiveness of results.
Advertisers should regularly monitor and review the performance of AI tools to ensure that they are aligned with their goals and objectives.
Harrison Jack Hebb, a paid search expert and agency owner, highlighted that AI always needs oversight, especially with smaller budgets. He views smart bidding as an example of AI in PPC.
- “I think that it is always going to need some human oversight, especially on lower budgets, but that what that process looks like has and continues to evolve dramatically.”
Ethical concerns
As with any form of artificial intelligence, there are concerns about the ethical implications of using generative AI in PPC.
Advertisers must be mindful of potential biases and discrimination that may arise from machine learning algorithms and take steps to mitigate these issues.
Privacy issues
Another challenge with using generative AI in PPC is the potential for privacy issues. With chatbots and other AI tools collecting and analyzing data, there is a risk of personal or sensitive information being shared without the user’s knowledge or consent.
Advertisers must prioritize protecting user privacy and ensuring compliance with relevant regulations.
Generative AI in PPC: Time-saving benefits and limitations
Generative AI holds immense promise for saving time in PPC, from automating ad and campaign creation to streamlining communication and thought leadership efforts.
While generative AI is not a magic bullet, its integration into PPC workflows can save time, allowing PPC teams and advertisers to focus on what truly matters – driving results and delivering value using PPC.
For those looking to stay ahead in the competitive landscape of digital marketing, embracing generative AI is not just an option; it’s a necessity. The future of PPC is here and it’s powered by AI.
Dig deeper: AI and Google advertising: What’s next?