EP238 - AI & PPC

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup podcast in today's episode. We have Julie taken us on a very timely topic. And when I say this many times, because that's what we're always doing, because the industry is always evolving. There's always something new to talk about and we're going to be talking about Ai and PPC. This time, I'm sure that you probably have seen on your LinkedIn or Twitter timeline. A lot of people have been talking about chat GPT, so that's an AI tool that if you ask it to To deliver you some content in some way of like an ad copy or something to write on your social media or some like bit of text to, right? Or you're asking a question for its answer you, it gives you a bit of its knowledge of the thing that you've asked for it based on, you know, it's in trained trained.

0:48 I think it's been developed to have analyzed. A lot of the content that is on the line all over the world, to then give you an appropriate answer to your question. So, yeah, we're talking about how that's going to That things like ad copy keyword creation and just Automation in digital advertising in paid search and I'll just what summation Ai and how a I could take over the menial day-to-day tasks that we're doing. So yeah. Hope you enjoy. Hello and a warm, welcome to this episode of the PPC chat Roundup a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m.

1:31 GMT. I'm your host, Andrew, I'm not recording from my studio here in London UK, and I use this platform to share not just expert, but also my ideas and consider best practices about paid media and the direction and the digital industry is going in. So if you want to get the up-to-date tips and tricks in the industry and get the latest on the podcast that has been called, Your go to even if you don't make it to the PPC chat live discussions. And even if you do then like, follow share and retweets on Twitter with my handle the marketing, a new ordering us on our LinkedIn Group, which is the PPC chat Roundup podcast. Or if you're on Instagram, why don't you check out the latest Snippets and quotes from previous episodes? So as I said, we have Julie taken us on the topic of AI and PPC and I'm wondering what have you guys found it? Have you guys experienced it, have you? The testing that out, I tried to test it this week but every time I try to test it, I keep getting the alert that there's an overload.

2:30 And yeah, it's not available at the moment. So I haven't had the chance to test it yet but it's not a want of trying. It's not of, you know, sticking my head in the sand and not want to try new things. I do love to try new things. But yeah, right now, loads of people are trying it out and there's no capacity for me. Anyway, before we get into the questions, we've got Jilly's PSA going. Yeah, this chat is intended for people. I see Professionals of all levels. So, if you have something you want to share, please, do we are a friendly and very supportive community. So please don't be afraid to share but lurkers and just the listeners of the podcast are always, welcome to. So let's get straight into the questions. We have Julie going. Yeah let's get into it question. 1 are you currently utilizing any AI artificial intelligence in your PPC efforts?

3:16 If so what are you using? If not, why not? And we got serious. Teaming and responding saying yes, and sometimes it is Plane in communication to the client AKA sentence rewrites and other times ad copy. Wow. And we have, you're gonna responding saying I'd say we utilize machine learning, but not AI. Artificial intelligence, lots of Google's automated, approaches our machine learning, pmax, bidding excetera, but we don't use anything outside of that and Yep, they're now using air as well. And actor. Also asks, Gill saying, do you also use machine learning apart from what is already being provided? Guided by the platform girl responds. No, we've not found that any third-party tools are really high quality enough to use on a day-to-day basis. Interesting Kristine, Lazar, and held response to question one saying we use machine learning, smart, bidding P Max but not a lot of a I am still of the mindset that a human can write better than a computer.

4:13 I wouldn't be against using chat GPT to get copy or keyword ideas, though. Debbie noted response to question one saying, gee. Campaigns with some of the budgets lack of transparency. With these accounts drives me nuts. Runs: response saying, like most, we have been using machine learning within Google ads for a while. I've had a play around with chat, GPT for creating ads, Etc, but mostly experiments and see how good it really is. Rory response, question once and looking forward to testing this tool that uses Chad GPT to screen Search terms. Yes, that's me. I'm Michael Schroeder that shared that about. It's like an Excel file. While the checks the quality of the keywords that can t BT has actually given you.

4:59 So, yeah. And it continues at this stage. I wanted to test things and see what sticks and this holds response saying easy win on the initial, keyword research via chat, GPT online advertising. Academy goes, yes, but for brainstorming and getting ad copy ideas from chat GPT, but the ad copy, still needs revision. It's not a good cut and paste tool for Google ads or blogs Rabe acid response saying I have Doubled with some AI to draft copy ideas about a year ago. I didn't find it useful. So abandoned the approach haven't tried to chat GPT yets and we have Julia voice responded. Question once a not sure what exactly counts as a. I but I have a lot of automation enabled in platforms.

5:40 And several platforms are using lists to look for look-alike audience has ad, still written and approved by people keywords, still researched by people in the tools. And I respond to that saying, Yeah, I froze on this question as well, because from seen a few answers, I thought, wait, what is a ippc because people were given answers around. Yes, they still use Automation in with your Google ads while I'm like, that's not exactly what AI is. But then I thought probably chat GPT and the like I assume is what they're talking about in terms of AI. So they don't mean like automation like bidding strategies or our essays and yeah, Harrison response to me saying, yeah, the differentiation between same machine learning and artificial intelligence is, Maybe machine learning is part of a i-i'm, not sure neither am.

6:27 I actor goes to Julia by saying. Have you ever tried Facebook API for audience, segments, research, Julia, Bosco's no, not the API, just audiences within the platform. Then first party lists actor. Goes try it. You will definitely like it interesting. And we have Julie responding saying I'm going to agree with gildner here in that we use some machine learning functions in Google. I have not used any a I like GPT for any aspect of PPC to date. I am interested in testing what it can do. But behind the scenes not auto used or applied and we have Sophie Logan responding to question. Once the surfing Logan, who is going to be speaking at the next PPC live UK on the second offense. So, if you're in the UK or in, in London, specifically, please go to PC live UK.com for your tickets. Anyway, continuing her answer without answer to question 1. She goes utilizing some in platform. And features, but staying away from anything to do with out copy and keywords at the moment.

7:29 Julia Vice gives another answer to question. One saying I did run a test with Albert AI several years ago, remember them? No I don't. It was a quasi success. Not perfect but very interesting. Yeah but a I don't know and really responds to that saying I sometimes wonder what IBM's Watson thinks about all the current AI hoopla. Yeah. I don't know about, I am IBM's Watson as well. I hope it has something to do with Sherlock Holmes and Watson doing Brown response to question. One thing we have looked at some AI tools and test stuff, nothing comes to mind where we use AI in our day-to-day most use automation, which is more machine learning and that jazz Mark suitable response saying yes for ad copies. It's been really helpful when you're just not feeling creative and then actor herself response to question one saying, yes, I would say I use a Out of it copies topic, search brand research, USPS and many more.

8:27 I literally put a prompt in chat GPT to write USPS for clothing brand and it did. And I tweaked a bit showed to clients. And he said, we didn't notice these points. Oh, interesting. And then we have a system clock responding to question once and we test automated bidding. If that counts as a, i as a thing, I don't think it does in various accounts and keep it active. If it performs well, other than Than that, all of our processes for keyword research ad copy excetera is still done by people. And then we have Sam responded to question once, and I think almost everyone is using some form of machine learning in their PPC campaigns. If you use small to automated anything you use machine learning, in my opinion, one of the biggest issues in the industry is the conflation between ML and AI to provide some context on how I think about this AI is machine. The mimic or exceed human capacities without human intervention or assistance machine learning algorithms that I'm able programs are platforms or systems to identify patterns, make decisions plus improve via iteration Julie response to something.

9:38 I agreed, I think we have been immersed in machine learning in platforms for quite a few years. This topic seems timely with all the talk about Chatterjee PT, which is a eye. And yeah, some response saying, uh, at DBT is just a Addictive text algorithm, it doesn't understand language or concepts. It's simply predicting the next word in a series based on an initial data set plus using methods that have been in use for years in for example, Google search just in loads of people have answers to the fact and, and this goes, yeah. I also 30 year-old industry professional from the cement industry to tell the biggest challenge. They had chat GPT provided a 10/10 answer in 15 seconds.

10:22 The effect is More than just adding words because we have given the intimate, all our knowledge and some girls. Yeah, I have seen the same thing on the polar opposite, asking GPT basic information, about specific, legal case types, and the financial products, and receiving information that is entirely outdated Incorrect. And in one instance illegal wow illegal. So yeah, don't trust everything chat GPT tells you some continue saying? I think there's even been a significant underestimation of the importance of trust reliability because consistency and Such there is a reason China is already moving aggressively to regulate algorithmically generated content. Yeah. Regulation of algorithms and go as well goes agreed to Sam's Point saying, yeah, I can't understand. Abstractions, console, riddles, and biases towards vague responses.

11:12 If there isn't exact copy or paste data available, it's an impressive linguistic tool, but I'd hardly called it a. I cooked also joins the conversation Let's cook Williamson. I was talking to a friend about Chad TPT and trying to describe how we had been working with similar. Albeit, simpler Tech within Google ads for years, EG their headline description. Suggestions her singles. This is one reason why I don't understand the people saying, Google is terrified of child GPT. I mean, Google has to have Tech on this level at a minimum. Absolutely, and some goes, Google's publicly disclosed alternatives to chat GPT exponentially more, Oh impressive, for instance, they contain significant reinforcements learning protocols, which result in more accurate and properly cited.

12:02 Information Harrison was interesting. I'll have to research that a bit personally. I haven't been that impressed with Chad GPT it's interesting. And I can see where it's going, but all it does. Now is produce information. You can find through search. It's just faster and Kirk response to that saying, I had to develop a friend, who showed me a complex question. He asked, I, Her to even describe it cause he lost me and chat GPT returned. An accurate answer of what he was saying with an example line of the code. It wasn't a finalized version but it was enough to impress him. So yeah, some people are impressed. Some people like Sam are certainly not. So after that delving, deep into the difference between machine learning and AI.

12:43 We go on to question, 2. And Julia asked us, what type of AI do you think has the most promise for use in PPC and why? A service team and response saying I think imagery but I don't know. It's almost hard to perceive where we will be with regards to this. I do think Google will lean in and promise less data more Automation and then Ryan scholar response to question 2 saying the most obvious AI tools would be around keyword research and AI copy creation. As I think those are quite simple but I wouldn't be surprised if we use some really cool and advanced tools out by the end of next year, Debbie not in response. It's question, Tuesday. And programmatic, paid search is gaining much traction.

13:26 I'm seeing High exposure, medium ctrs, and high cpcs. If it leads to a sale, then it's good Gil response to question 2 saying, I think there would be a place for a tool that optimizes shopping feeds in a less annoying manner. But I've seen too many weird edge cases to be super confident in how well it would do. And this response to question to say and I think we will see tons of AI Solutions pop up, Up this year, initial usage for PPC, is on keyword research categorization, then it will move towards add analysis and copy text. And finally landing page drafting calculations response. And I think, Chad GPT like applications as an assist to a good.

14:10 PPC, are are great for instant in thinking up new headline ideas, or even in creating landing page content. But it has limitations, and the devil is in the details and still need someone to finalize. Results and a mixed extraordinary response saying 100% in agreement, Rory response, same products, like copied AI. That supplement tools in the PPC is built anything that will automate compiled creates eliminate or manual work a few more levers for us to pull. But end of the day, the value to be in the advertisers brain and got Christian response to question. Teasing one of my clients recently sent me a list of keywords ideas that were generated by chat, you Pete? ET.

14:53 And I thought that was an interesting idea. I would hesitate to rely on AI tools to write my ad copy. But using it during the reset phase seems like a safer approach. Chris Connor wall restaurants to question Tuesday. And I think tools like pencil A, I can reduce the development time for ad creative and increase the speed with which campaigns go live and iterate testing. This can also help Brands test into new channels who have previously faced cost. Constraints and then we have Harrison responding to question 2 cm as I've been sitting here thinking about it, I wonder if a I could work well for initial keyword research at least to generate an initial list for review.

15:36 I think it has potential for Creative assistance to over time I imagine the use cases will grown phrase, Andrews response, a my guess ideally it's how a i Sports things that we haven't obviously as humans we have the context that AI doesn't So the combination between the two is where I can see a. I come into its own and then I respond in say yeah the AI that helps with ad copy. I definitely think does have promise. I do think it gives a clear help for those who Embrace Automation and want to cut coming up with creative Time by a lot. So yeah if you want to reduce the amount of time it takes to come up with a creative, I think. Yeah, definitely use these AI tools, Julie response, question Tuesday, and idea of something.

16:23 Chad GPT that can generate a ton of ideas for ad copy landing pages. Etc is intriguing. The models being up-to-date is a concern though. Chad GPT data only goes up onto 2020, or maybe it's 2021. That's a huge gap. Yes, definitely, that is a huge gap. Julia voice response to question 2 saying hot take. I don't know if the type of AI with the most promise has come out yet. Huh. The way people search or deal with potential for a our results tells? Me that the most promising, AI is the deepest, surveillance a hum learning tools. That platforms can devise action, cock response to question Tuesday, and I've been playing around with Todd GPT, and it's pretty impressive.

17:06 Definitely couldn't be used. As the end-all-be-all IE. I wouldn't just copy and paste the output and deliver it to a client. But it could be a great tool to start brainstorming copy and keyword ideas. So if you log in response to question to say, I'd probably say keyword Search. But, with how loose keywords are getting nowadays, I'd still say it would need a fair amount of human guidance. Yeah. Definitely hearts and goes. Yeah. Today's keyword matching type seems to be more like this exact is equals to phrase. Phrase is actually broad. Broad whatever. Google feels like yeah. And so he goes so glad my current clients don't have interest in seeing their Search terms reports that will take some explaining. Yeah, that's no kidding Harrison goes sometimes I have to explain it to myself.

17:52 Self. Yeah, looking at some of the things that come out and said, query reports can be shocking and in response to Julie where she answered question to saying, that being up to date, is a concern for the fact that GPT data only goes up until 2020 or 2021 Harrison goes. Yeah, I like that. It can generate a lot of ideas really quickly. They may not be unique but it gives you a great head start and you can work from there. Julie goes for me. I want AI or machine learning to make things easier or more efficient. So if it can generate Two ton of ideas that I can use to write ideas or landing page copy. That's a great tool and time-saver. Yeah, in this industry, we just want to save time. Mark, Suba response to question 2, saying the ad copy of landing page suggestion from Chad, GPT have been. Okay, but not great.

18:40 We use it more as an assist mechanism. Right now, to give us ideas, we haven't thought of and then tweak it a bit to make more sense and then we go on to question 3 from Julia. She asked what type of a A, I do, you think is potentially most problematic for PPC? And why rounds: response says, I as a few people have already mentioned, I think it's more problematic when people take the output from Ai and apply it without checking it over first, these AI tools can be great to give you a head start, but it still needs a human to check things over. And I responded to that saying that. Yeah, I was going to say it's the similar thing. It's not necessarily about the eyes of other people but then I thought this is more to do with problem.

19:22 And people not problematic Ai. And he goes, He agrees, girl, response him. Anything that involves Google and budgets. And this goes AI is a tool usage of AI gets problematic when someone else is using it and you are not in control, in my opinion, robbery response to question three, same faulty data sets containing false data, I am skeptical of types of AI or machine learning that claims to scrape data in XYZ and provides you with Niche audience information. Ian for better targeting. I think there will be an opportunity for tools to be created that audit the quality of data and serious team response to question. 3 saying well if you have used chat GPT, some answers are just factually incorrect.

20:07 So incorrect copy claims and then the legal aspects could definitely be a concern and factor and then we have Julie virus responding to question 3 saying, I mean, replacing keywords with audiences plus predictive Behavior Niche searches and Built-in Nuance are going the way of the dodo, interesting. And then we have Ashton clock responding to question 3 saying, I think creative could be hugely problematic. A I can pull images from other artists, use it in their outputs, but they at anyone using that generated image don't actually have the rights to use the artists work. Interesting. And then Robert, Brady response to question 3, saying, I think a online will always have a bias problem.

20:51 It could be coming from the data set. Set or from assumptions made in development, Etc. They will work to minimize it but it will always be there during Brown response to question 2. Saying, if a I can understand humans and context data analysis could be super interesting person meets machine. So if you look in response to question 3, say and I think the concept in general could be problematic for agencies if a business feels comfortable, using all these AI tools and automation options then they might feel. It's best to just do it themselves. Dwayne Brown response to question 3 saying, see my responses to it's a question to Tech is bad at understanding humans and context which is why it struggles right now.

21:33 Harrison response question, 3 saying anything within a black box operating without oversight or without us being able to understand processes is concerning. That is why I don't like Google's automated creative option. You can get some really problematic combination if it's not watched Julie, Dan response to question. Three saying. I think the biggest issue will always be that, what is best for the platforms, and what is best for its advertisers can never aligned 100%. So when you bring a tie or even machine learning into the equation, that bias is very much baked in and it all sucks at Nuance correctly. And then we have actor responding to question three saying. Anything that can get into competitors insights or AI that can degrade other brands done out of Market competition and M is Programmatic then with copies or creative as well. It will need human touch until it becomes Ai and machine learning and human emotions.

22:32 Are taking all of those things into consideration. And yeah, jelly goes. I'm loving the conversation today as she goes on to question for. She asks, what kind of AI would you like to see developed or deployed and PPC rural response? I'd love to develop a tool that allows small businesses local services to create their own campaigns? For those who can't afford a hiring PPC is so think to add keywords, budgets few pieces of AD copy discussing businesses to compiles. Plus launches tool provides weekly reports girl responds in AI which helps us identify granularly, which keywords or campaigns show up for a nice start and so basically better sqrl. So basically one that brings back. Transparency in cars and goes Debbie response. I'd particularly like to see Same stats or manual intervention.

23:24 We G smart campaigns as we do with regular G search campaigns. And to this question, I answered, yes, to be fair. I'm more in the process of work on Automation and AI that has been currently dispatch. That still needs a lot of improvement first before looking to deploy, anything new. So work on, you know, giving them more transparency in the AI and automation has already been worked on and Tim Halloran response saying yes. How about polish up P Max? Before working on anything new. Yeah. And do that. Well before launching it, and then we have Julie responding to question forcing. I would love an AI for PPC, competitor, research input, your client or brand, and then have options to input known competitors or have it find competitors in sites or social some tools have parts of this but not across everything.

24:14 Interesting, and we have actor responding saying you have some apis like this Julie where you can pull this out. Still need some facelift, but Good for the start. What kind of apis are doing this with tools? Are doing this at Target, are some resources and we have Kristen responding to question forcing. I would like to see AI in smart reporting where it can quickly pull up analysis on any major metric in PPC, at a given moment. And Tim Herron response saying, I'd love placement recommendations based on industry. Oh, this is an HR our saas product, consider adding bid. Fires to these websites YouTube channels apps that have the highest conversion rate for your industry. All right, so if you look in response, question for saying, competitor research, although at the same time, I wouldn't like my clients competitors, having more insights about them, absolutely?

25:10 Right. Yeah. It's a double-edged sword. That one and Harrison response to question for saying research takes a lot of time and can be expensive whether that's competitor. Keyword creative, excetera, AI back and In those areas. And then provide information for a human to analyze would be great. And then Ashton clock response to question, forcing competition, and keyword research would be great to use cases, for AI, chat GPT can help generate keyword ideas but the volume and cpc's aren't accurate because the date they use only goes up until 2021 asking about competitors can also give inaccurate answers for the same reason. So Julie.

25:52 Dan asks, do you have any ethical concerns about the use of AI in PPC or even in AI in general? Gil goes no. I will be the first person to embrace the power of true Ai and set up a kingdom of servers hard coded to my DNA in order to dominate the internet. Ooh, that sounds a bit painful. Debbie, no time response in Ai and PPC can be complacency with agencies with the set it and forget it approached in PPC. AI in general? Like the Matrix on steroids and mind-boggling and this response AI place is a lot of ethical problems. It is bringing us into the post. Truth error answers are no longer scientific. They are probabilistic copyright has gone, powerful tools can and will be misused.

26:42 People will get lazy idiocracy and conspiracy will rise. Oh, that sounds very conspiracy theorist. We then have Julie answering this question, five, same history has shown On that all models include bias. So that is concerning. And if you're ever running a campaign on the Google Display Network the idea of the internet being the data set is terrifying, learn skills. Yes. Google or any other company, who owns the AI will inherently wants to increase their own Revenue, which will bias. The machine AI is cool, but our society is still very driven by money and what can it do for me? And it goes, yes, this is important to understand. It's been fed with a lot of Wikipedia bid.

27:22 Also some reddits, right? And then we have device responding saying, why? Yes, I do. I outlined a few hair and she puts it in her post. Yeah, I'll give a link to. It is a very long post and that will make the timing of this episode. Double. If I decide to read it out, I'll put a link to her opinions on the show notes to make sure you check that out on the marketing. The a noob forward slash podcast site Tim Halloran response saying, I think. So sing will be important at all. Also think combining AI with auctions could serve a board of directors. Well, if tampered with, so regulating that may be important in the future to Ashton clock response in, yes, it can be a helpful tool if used carefully, but people are biased, which means that the data API uses will be biased as well plagiarism and using other people's work without their consent.

28:16 Is also an issue Lawrence. Chase respond saying it is just a matter of time before Rai overloads. Over Halal. The truth is AI is going to be huge and probably quicker than anyone wants to hear. The writing is on the wall. The investment companies are making are for a reason, change is coming. So yeah, important message for all of us. So, if you Logan goes, my concern is that. Some agencies are going to, put everything through Ai, and do very little, in terms of bringing added value strategy and consultation for their clients, especially, they are smaller contacts. Lee I've sadly already seen this on a lot of odets. I do the time they spend on the account strategy is a lot lower than the time.

29:01 They actually charge for rather than using it to free up. Time to use for other things it helps them make more profits and actor response saying you are now. I guess I would rather be some of the first ones to run towards it. Like you run towards water on a beach and then our final question from Julie is what AI tools are out there that you've Either used or wanted to try being trying to capture them as you've shared them in the chat to go response. I've experimented a lot with Chad TPT, but to be honest, it started to feel like I'm talking to a low-bottom mised politician. My grinder is a rather new add-on for Google Sheets is simple ml for Sheets. If you go to work spaces, don't google.com, I'll put that link in the show notes as well.

29:47 Loads of links shared hair and yeah, and there's manchus chat GPT as well. Well, and he goes, I think tons of AI applications will emerge in 2023. So yeah, hold on to your hats, we got AI coming out this year as well. So, yeah, on that note, we've come to the end of the chat. So that's our third chart of 2023. We've gotten through talking about Ai and PPC. I using some of it are there. Some that you're seeing that we have mentioned that you think that we should check out. I think there's one called Jasper that AI that also helps with writing of content. I think something like I will also help writing ad copy ideas as well. But yeah, most of the AI tools that people are talking about here.

30:29 It's pretty much chat GPT I think. So if he goes Shay, she's likes testing the images based tools. That's mainly, just for personal interest. She's going to try anything. That seems interesting and if it's free. So, yeah, I know we're all about using free tools as well here. I hope you've taken some great takeaways from this chat as well, and if you want to continue the chatter If you have more ideas about Ai and PPC, please join us on Thursday at 5:00 p.m. GMT. 12 p.m. eastern time as we continue this chat, on Twitter spaces, for any feedback about the podcast, or even maybe a correction on anything that has been shared. Do get in. Touch with me on Twitter, my DM's are open on my handle the marketing, a new or LinkedIn.

31:13 Find me on a neurotic Bola, I'll be happy to chat with you. It also be great to for any long-standing members or brand new listeners to give the podcast a lovely rate. It's very quickly, you can do 45 out of Star Racing, I would be nice on Spotify, maybe just go to link. Tree.com, /p P, c-- chat, underscore Roundup. And also just before I leave you with our outro, I we've also got the PVC live UK event. The number four, the fourth one, first, one of the 2023 happening on February. The 2nd tickets are only 16 pounds. As I mentioned earlier on Sophie, Logan, one of our amazing PPC chat contributors He's going to be talking about Microsoft ad Network. We've also got Izzy mammal.

31:57 Who going to be talking about how PPC Works within your marketing strategy, we're going to be have Maddie Crowfoot talking about, ad copy, and we've also got Tiffany shares. Also joins the PPC chat conversation sometimes talking about GTM. So that's Google tag manager. So if you want to learn all about that, go to PC live UK.com for your 16-pound tickets where you'll get drinks and food and pizza and snacks. Some swag that I've got some nice tote bags. So nice charges so nice pens. And some mugs, I'm going to give away as a prize for many competition. I'm going to do. So yeah, if any of those things sound interesting to you, please go to PC live UK.com for your ticket.

32:40 So remember your can pay for your campaigns and businesses to Glide smoothly. There's a lot of hard work needed beneath the surface. So keep your son's kicking by and speak to you next week.