4 sensible methods to make use of generative AI for advert copywriting

Generative AI is a strong software for creating content material, together with PPC advert copy, but it surely must be used correctly. 

It’s not about producing content material to repeat and paste however aiding within the inventive course of.

We’ve all seen sufficient AI-generated social media posts, blogs, and web site content material to know the online doesn’t want extra of that.

When used correctly, AI can assist spark concepts, refine messages, and mix information with creativity to raised join with audiences.

This text covers sensible methods to make use of generative AI and giant language fashions (LLMs) for advert copywriting with out sacrificing originality or high quality.

What does AI say it’s good at?

After I started writing about utilizing AI, my first intuition was, naturally, to ask AI itself. 

So, I turned to ChatGPT and posed the identical query I’m exploring right here: 

• “What are some good methods to make use of AI to jot down advert copy for Google Advertisements?” 

Right here’s what ChatGPT advised:

• Dynamic headline era.
• Key phrase-optimized copy.
• Customized advert copy.
• Seasonal evaluation (e.g., incorporating “holidays” or “snow” into descriptions throughout winter).

These preliminary responses had been neither stunning nor significantly useful. I don’t need AI to jot down my copy outright, despite the fact that it appears keen to take action.

Nevertheless, this train obtained me considering – not nearly what I don’t need AI to do, however about what it can and ought to do. Which brings us to the primary level.

1. Ideation

My high use for AI in content material creation, whether or not for advert copy or weblog posts, is ideation. And few instruments are higher for this than LLMs. 

Whereas their responses are inherently generic, they’re nice for sparking concepts and getting your inventive juices flowing.

For instance, plugging in a immediate like “Give me concepts for methods to use LLMs and generative AI for advert copy” can present a great place to begin, serving to you determine what to jot down – and simply as importantly, what to not write. 

LLMs compile the commonest solutions on the net, so copying them straight gained’t add something distinctive or worthwhile.

My course of is to ask an LLM just a few topic-related questions, then use its responses to kickstart my very own ideas and start writing from there.

2. A/B testing ideas

One other manner to make use of AI is for iterating on present adverts via A/B testing.

Should you’re on the lookout for small tweaks to check in headlines or descriptions, you’ll be able to enter your headlines into an LLM and have it suggest totally different variations.

You possibly can additional refine the outcomes by asking it to focus on particular promoting factors for your online business.

In my expertise, this methodology has been extra about ideation than direct copying.

For instance, after I give ChatGPT a headline or description from my adverts and ask for “10 A/B testing ideas that adjust to Google Advertisements’ character necessities,” I get first rate concepts.

Nevertheless, I nonetheless must tweak them to suit the remainder of the copy.

This isn’t good, but it surely’s a lot faster than ranging from scratch and may present concepts you may not have considered in any other case.

Dig deeper: 7 methods to make use of generative AI in PPC

3. Trade-specific compliance

This can be a extra area of interest use case, however certainly one of my favorites. 

A typical problem for paid search entrepreneurs is creating advert copy that’s each compelling and compliant with Google’s industry-specific insurance policies.

Whether or not it’s finance, actual property, or healthcare, every {industry} has particular necessities for what you’ll be able to and may’t say.

Utilizing an LLM to spot-check your copy and flag any points can pace up the enhancing course of and assist forestall eligibility issues when the adverts go dwell.

4. Proofreading for readability and brevity

Earlier than submitting any content material, a last proofread is crucial.

Whereas spellcheck is helpful, having a second set of eyes to identify awkward sentences or redundancy will be invaluable.

Should you don’t have a colleague or good friend accessible, LLMs can step in.

Merely copy and paste the content material you need reviewed and ask:

• “Proofread this for readability and redundancy, and make notated edits so I can see what was modified.”

That final half is necessary, in any other case you’ll be scouring your individual content material to see what’s totally different. Alternatively, you’ll be able to change the immediate to:

• “Proofread this for readability and redundancy, and suggest enhancements.”

Closing ideas

After I got down to write this text, my preliminary worry was that it would come throughout as an endorsement for the tasteless, AI-generated content material flooding the online. That stuff sucks! 

Fortunately, that worry shifted into a way of accountability to focus on the great AI can do.

It’s necessary to not lose sight of what makes nice advertising and marketing stand out: creativity and humanity. 

AI isn’t a magic answer to all of your advert copy issues; reasonably, it’s a software that helps you leverage your creativity and experience extra effectively.

It provides many advantages past the few we mentioned right here, and because it evolves, it can develop into much more subtle and transformative. 

Nevertheless, its effectiveness relies upon totally on how you utilize it. 

Your distinctive understanding of your online business and your inventive contact are irreplaceable. 

AI can present ideas, however it may possibly by no means change you. So, use ChatGPT and related instruments to boost your individual concepts and creativity – to not change them.

Dig deeper: ChatGPT for PPC: 17 strategic prompts you need to use right this moment