To leverage AI tools for Google Ads, it’s important to identify the type of ad you’re looking to create. When used optimally, automation and AI tools can generate contextually relevant content and drive meaningful engagement.
If you haven’t read our first article in the series on creating Google Ads, check it out here.
Think of ChatGPT as a creative assistant that requires detailed briefs. By providing intricate details of your campaign, you can enable ChatGPT to generate multiple ad variations in minutes—a task that would otherwise take hours to complete.
AI responds based on the information it has been fed. So more information equates to a better and accurate AI response. Before you ask for the Ad copy, ensure that you have the following information (possibly also found through ChatGPT):
Audience/Buyer persona for optimal targeting
List of challenges faced by the audience to help craft more relatable ad copy
List of target keywords for the messaging and ad content
Competitor analysis for a deeper understanding of target audience and ongoing trends
Once you have this information, you can use ChatGPT as an AI Google Ads copy generator. Here’s how:
1. Comparison with competitor ads
The idea behind analyzing competitor ads is not to mimic them, but rather to learn from their approach and capitalize on their success. This not only shows you what the target audience is accustomed to seeing, but also reveals messaging that is compelling and distinct enough to differentiate your brand.
As a sustainable fashion brand, can you help identify the keywords our main competitors like [insert competitor names] are using to target [specific demographic or persona]? We want to help differentiate ourselves while remaining relevant.
Building on the competitor keywords we've identified, can you suggest ad copy variations that incorporate these keywords and also emphasize our unique selling points, such as [insert unique brand attributes, e.g., ethical sourcing, carbon-neutral production]?
2. Target specific conversion goals
Whether your goal is to increase website traffic, drive product sales, or encourage event registrations, the ad copy should be tuned in a way to guide your audience towards that desired action. By speaking directly about the intent, you are increasing the relevance of your ad and optimizing your conversion rate.
Increase in sales: Building on our previous insights about competitor keywords and unique selling points, can you craft a copy for Google Ads for our 'Summer Sale' that evokes the feeling of sun-soaked beach days? The goal is to drive traffic to our website to increase sales. Please highlight our extensive collection of designer beachwear and handcrafted accessories, and mention complimentary shipping for orders above $50.
Building brand awareness: Could you help create an ad aimed at building brand awareness for the debut of our [product name] eco-friendly running shoes? The narrative should focus on the blend of cutting-edge comfort technology and our steadfast commitment to sustainability. Please highlight features such as “Made from Recycled Materials” , “Carbon Neutral Footprint” and end it with the offer of an exclusive 20% launch discount.
3. Highlight specific product/service features
By emphasizing distinct features of your product/service, you can effectively communicate your brand’s value proposition to potential customers. This method is particularly effective for app promotions, competitor differentiation, introducing innovations, or addressing specific pain points of the target audience.
Service features: We’ve added a new feature, [insert feature, e.g., 'AI-powered customer service'] to our project management software. Could you help create a Google Ad copy that introduces our latest feature? The ad should emphasize how this innovation revolutionizes the customer experience, making it more efficient and personalized.
Differentiating factor: Could you create an ad that emphasizes the sustainability features of our [Product Name]? The ad should focus on our commitment to eco-friendly practices, such as using recycled materials and maintaining a carbon-neutral footprint. Also, mention our partnerships with [insert environmental organizations name] that validate our sustainability claims.
4. Target specific audience segments
Google Ads excel in reaching specific audiences across the vast expanse of the internet, but aren’t usually created with such nuance. Recognizing that a one-size-fits-all approach rarely works, ChatGPT can help you establish messaging that directly appeals to your potential user.
Could you help me with copy for Google Ads that targets small business owners in need of efficient, cost-effective office supplies? The ad should focus on the reliability and affordability of our products, as well as the bulk purchase discounts and loyalty programs we offer.
Based on the previous ad targeting small business owners, could you create a variation that appeals to remote workers? The ad should highlight the convenience of our delivery services, the range of products suitable for a home office, and any special offers for first-time customers.
How to Refine Google Ads with ChatGPT
Using ChatGPT to create Google Ads can offer a sense of efficiency and productivity. But you might need to further refine the initial drafts to ensure alignment with your brand voice, marketing strategy, and emotional resonance of your target audience.
Below is a list of parameters that you can consider to optimize your AI-generated Google Ads:
Localization: ChatGPT can help with Google Ad variations for a global campaign by taking into account the cultural nuances and linguistic specifics of each region, including language, slang, and idioms.
Adjusting the tone: You can make the language formal, informal, friendly, or professional, to fit your audience, the purpose of the ad, and your brand consistency.
Repurposing for social media platforms: Adapt your campaigns for various platforms without starting from scratch. ChatGPT can tweak the tone, meet character limits, and follow platform-specific formats, all while preserving your ad's core message and intent.
A/B testing: Create multiple versions of a Google Ad and test them under different scenarios. This enables you to run Adwords only on the ones that would give more return.
Adding relevancy to the Call-to-Action (CTA): Go beyond the generic CTAs. ChatGPT can help draft CTAs that are relevant to your audience, align with your ad intent and core messaging, and help with conversion rates.
Addressing the user’s challenges directly: Ensure that your copy offers solutions to your user’s concerns by prompting ChatGPT to generate messaging from the list of potential challenges faced by the target audience.
Including trust signals: Boost your brand’s credibility and make your message accessible to a broader audience by allowing ChatGPT to edit for gender-neutral terms and include elements like testimonials, certifications for an extra layer of assurance.
The result of these refinements? Google Ads that aren't just hyper-personalized—they also deeply resonate with the needs and concerns of our target audience. You're doing more than just advertising; you're sending a clear message that you understand their needs and are here to help.
What has your experience been with AI and Google Ads?