Use Google Ads to experiment with broad match, long-tail keyword combinations and descriptions. Learn how your target audience naturally speaks, building your keywords around how a user would phrase their query in conversation.
Align your #goals
Like any search engine, an AI chatbot needs to know your campaign goals to find searchers whose needs align with them.
Set up proper goals (by managing your tags) and attribution (how you’ll report and measure ad success in relation to your business goals). Set up enhanced conversions and value-based conversion bidding based on your business goals (revenue, profit margins or lifetime value) well in advance to provide the LLM with rich data points that guide its automated bidding and machine learning.
Google’s conversational copywriting feature for search ads isn’t widely available yet, but select agencies can apply for early access through their Google reps. By leveraging an AI tool that learns from 8.5 billion search queries a day, we’ll learn how to better speak to targeted users.
In terms of getting to know your brand, ChatGPT’s brand plug-ins will be unmatched in efficiency and accuracy—when they become available to everyone, that is. Kayak, Instacart, Expedia and a handful of others have been selected by OpenAI to develop the first brand plug-in architecture, and there’s a waitlist for others who want to follow.
By feeding ChatGPT detailed information directly from your knowledge base, a user can obtain correct, consistent answers without having to seek out your brand (or even know about it) first. For example, a user could ask for a flight itinerary from Los Angeles to Bali on a given set of dates, and ChatGPT can provide real-time flight information straight from Kayak. While OpenAI works out UX kinks and data security concerns, marketers should play with the existing plug-ins for inspiration.
Prep your team
Advertisers will need to align internally as an agency and externally with clients to agree on a brand-safe approach to generative AI SEM. Create a “culture of experimentation,” as Google puts it, in which everyone feels comfortable testing and learning from mistakes.
Your shared goal is to adequately leverage the LLM’s data to see efficient results without giving away too much proprietary information. All of the AI-powered chat tools warn not to put any personal or private information into the system because it may end up relayed to someone else. For a business, that means not giving away the secret sauce. Start streamlining your process for ad copy approval such that you can leverage the quick copy outputs from Google while maintaining brand guidelines.