7 ways to use generative AI in PPC

Google's Search Generative Experience is a rollout by Google that is changing the way ad campaigns function and how search engine results pages (SERPs) appear. It integrates generative AI into the advertising process, allowing for more advanced and efficient ad campaign management.

Best practices for using generative AI in advertising include:

• Maintaining a balance between human and machine-based decisions to avoid irrelevant search queries and low-quality traffic.
• Ensuring human guidance in campaign alignment with brand guidelines and goals.
• Using generative AI tools like ChatGPT, Gemini, and Microsoft Co-Pilot for preliminary ideas, but setting guardrails.
• Never using AI for the final product without a rigorous human review process.
• Providing detailed prompts to generative AI to receive useful output and iterating as necessary.

AI should not be used for the final product in advertising because:

• It can lead to generic content that does not stand out from the competition.
• There is a risk of producing content that appears irrelevant or of low quality.
• AI-generated content may inadvertently replicate copyrighted material.
• A human review process is necessary to ensure that the content aligns with the brand's unique messaging and goals.

To improve generative AI output for ad campaigns, use detailed prompts that include:

• Specific information about the campaign such as the brand name, industry, and audience details.
• The brand's tone of voice and link to the landing page.
• Iterating on the prompts to refine the output, ensuring it meets platform requirements like character length and includes ad group keywords.
• Reviewing and reworking the AI-generated copy to align with brand messaging before building the ads in Google Ads.

Ways to use generative AI in search advertising include:

1. Copywriting: Using AI to draft ad copy and landing page content, then refining it with human input.
2. Keyword research: Supplementing tools like Google Keyword Planner with AI to ensure keyword-to-audience alignment.
3. Building an account structure: Laying out campaigns and ad groups with AI-generated structures and keyword ideas.
4. Content creation: Crafting content that stands out by detailing audience characteristics and campaign themes.
5. Language translation: Using AI for initial translations but having a human native speaker review the output.
6. Audience research: Utilizing AI to understand audience pain points for better messaging alignment.
7. Display placements: Identifying industry-specific sites where the audience spends time to focus investment.