MARKETING
10 Ways to Use AI for Better Ads
In our recent post about OpenAI’s ChatGPT, we unpacked what the tool is and how it works, and why we don’t see its popularity as a threat to search engines like Google. In this post, we’ll be diving further into the OpenAI Playground, and how PPC marketers can use that tool along with ChatGPT to save time on research, ideation, execution, and more.
The Playground is a basic UI built on top of OpenAI’s API. OpenAI has recently added ChatGPT to their API. When accessing ChatGPT through this UI, users have the ability to customize the model being used for each query (or continuation of the “conversation”) as they progress through their work.
How to Write ChatGPT Prompts
When working with tools like ChatGPT, it’s important to be as clear as possible in what you ask, and how you ask it. As you write prompts for ChatGPT to work with in retrieving and displaying the information you need, remember that you are giving instructions in a more direct way than you might if conversing with a colleague.
While another person may have contextual insight into what you’re really looking for with your question, tools like ChatGPT take language more literally, tailoring their response to the information you explicitly provide in your request.
ChatGPT will consider every element of your ask, so don’t give generic prompts. The more information you provide the tool in your prompt, the better it will be able to generate what you’re looking for in its response.
Example: Let’s assume you’re using ChatGPT for dinner inspiration…
- Generic prompt (least likely to return what you’re looking for): Give me 10 recipe ideas for a home-cooked dinner
- Slightly better prompt: Give me 10 recipe ideas for a home-cooked dinner with squash as the primary ingredient
- Even better prompt: Give me 10 recipe ideas for a vegetarian home-cooked dinner that I can make in an air fryer in 20 minutes or less with squash as the primary ingredient
See here and the examples below for more information and inspiration on crafting strong prompts.
How to Start Using the OpenAI Playground for PPC Marketing
To get started with the OpenAI Playground, create an account using your personal email address at https://platform.openai.com/. Once you’re logged in, navigate to the Playground page to access the interface and begin making requests.
The right-hand sidebar provides some options for different modes and GPT submodels, as well as Codex models, which are primarily used for generating code. The Complete mode is selected by default, along with the text-davinci-003 model. The other models within the “Complete” mode are typically faster and cheaper but are also less advanced, so they may be viable alternatives depending on the nature of your needs. ChatGPT can be accessed via the Chat mode and is what we used for the examples below.
OpenAI Playground Tokens and Settings
The billing model for using this service is constructed around the concept of tokens. Each new user gets $18 of free credit (900K tokens) that can be used during their first 3 months from sign up; after that, it’s $0.02 for every 1,000 tokens.
There is a token counter in the footer of the Playground display which can help you keep track of how many tokens you are using. 1 token is approximately 4 characters (or 0.75 words), with token usage measured against both your prompts and the responses.
You can limit the number of tokens that can be used in a response by toggling the Maximum length slider on the right hand sidebar, which is set to a 256-token cap by default. If you make an inquiry that requires an elaborate response, you may see the response get cut off before completion; in this case, it may be helpful to increase the Maximum length.
There is a maximum of 4,000 tokens that can be used in a single “request” (single session), i.e. a series of questions within the same Playground. Once you’ve hit that limit, all you need to do is delete your earlier prompt questions and answers, or save them as a “preset” before moving on to a new prompt.
Note: The use of tokens is required in the OpenAI Playground, but not when using ChatGPT natively. As of the time of this writing, ChatGPT is still free to use. A paid version of ChatGPT with advanced features and benefits is also available—ChatGPT Plus.
OpenAI Playground and ChatGPT Temperature
The Temperature setting controls randomness; lowering the temperature results in less random completions. As the temperature approaches zero, the model will become deterministic and repetitive. For most PPC purposes, we recommend a temperature range of 0.6-0.8 as optimal.
10 Ways PPC Marketers Can Use GPT to Improve Workflow Efficiency
“In terms of use cases, there are many different ways in which people working in all industries, and all fields of expertise, can lean on tools like ChatGPT and the OpenAI API to improve their efficiency and automate certain redundant tasks. This technology can help with smaller, repetitive tasks, such as breaking down a long document into a bullet point summary. However, when it comes to critical thinking and understanding the implications of things, I would be very cautious about over-relying on AI.”
— Josh O’Donnell, Sr. Strategist, Paid Search at Tinuiti
A couple of important things to consider before diving into our examples below:
- ChatGPT/GPT language models training data cuts off in 2021. They do not have any knowledge of current events, and cannot accurately respond to questions about such topics. ChatGPT is not aware of things like who won the big game last night; it is not even aware of what day it is.
- ChatGPT/GPT language models do not have access to the internet or any other kind of external data retrieval; they can only answer questions based on the knowledge acquired from their training data. They cannot verify facts or provide references, only generate responses based on their own internal knowledge and logic.
1. Keyword Research
Whether you work on the Paid Search side of marketing, or the organic side, you know how important (and time-consuming) thorough keyword research can be. One of the most important rules of marketing is to know your audience—which includes knowing what they want, and how they search for it—and the OpenAI Playground can help you find those answers faster.
Sample Scenario:
You’re just getting started building a new PPC campaign for a client that sells running shoes. To kick off your initial keyword research, you want to get an idea of which related keywords are being searched most often. You want a Top 20 keyword list, and GPT can generate a list for you to help you get started.
The prompt: Provide me with a list of 20 running shoe keywords for google ads, list them in descending order based on expected search volume in the United States.
The result:
Note that since OpenAI enables you to continue the “conversation” beyond your first query, we also asked it where it got the returned information from (above photo); it’s always important to consider the source when relying on AI-generated responses. This is a good example of why it’s important to take the outputs with a grain of salt, using them as inspiration to get you started, but not the finished product.
2. Competitor Research
Comprehensive competitor research and analysis is a crucial part of a marketer’s job, helping inform and guide their campaigns. However, just like keyword research, this is also an ongoing, time-consuming process.
When you work in a complex space—or your products or services are part of different spaces—it can sometimes feel overwhelming to assure you’re accounting for everything and everyone. The OpenAI Playground can help make short work of initial research in a variety of ways.
Below, we showcase the results provided by three different prompts aimed at unpacking competitor insights instantly…
Sample One: Ask for a list of top US competitors ranked largest to smallest with accompanying website URLs to get ideas for custom audiences, messaging, and product positioning.
Sample Two: Ask objective questions about your competitor and their product.
Sample Three: Ask about pain points for competitor products, and use that info to inform your own product messaging & marketing strategies.
3. Generate Ad Copy
In the below examples, we used the URL of the ad’s landing page to help inform the suggestions from ChatGPT, providing character limits in our prompt to help direct the output. If your original result doesn’t meet your expectations, continue to sculpt with additional follow-up prompts. GPT cannot access these web pages in real-time, but it can use the context from the URL structure to inform the output.
“It’s more of a utilitarian thing, where you provide the tool with the data, and ask it to manipulate that data for a better output. One example is to provide it with a web page, and ask it to generate some ad copy based on the URL text; it can provide fifteen or twenty options within seconds. I would never recommend simply taking those headlines and pasting them into an ad, but you can now start off your project with a list that you or a teammate can garner inspiration from, and strategically refine or tweak to fully optimize. This gives the practitioner more time to spend on critical thinking, with ChatGPT taking away the more mundane elements of the task.”
— Josh O’Donnell, Sr. Strategist, Paid Search at Tinuiti
The copy itself should be quality, but the important aspect of parity between what you’re saying on the ad and what’s on the page can be efficiently solved for.
4. Translations of Copy & Headlines
In the example below, we asked ChatGPT to translate the 5 English language ad copy options generated above into Spanish. Additional options currently available include French and Japanese translations.
5. Answer Questions on Demand
Similar to ChatGPT, the OpenAI Playground can also be used for Q&A purposes. Just remember that answers can only be generated based on the tool’s current knowledge.
Source: https://platform.openai.com/examples/default-qa
This can be especially helpful during calls with clients when you need a fast and simple answer to keep the conversation moving forward.
6. Simplify Complex Concepts
When talking about digital marketing with other practitioners, we know our audience ‘speaks the same language’ and certain questions, concepts, or outcomes need no further explanation. However, those same complexities aren’t always as easy to communicate to newer team members or clients.
Even when our day-to-day contacts are digital savvy, they often have to convey information to those higher up the chain in their organization who might not be as familiar with the lingo, or even why certain things they’re highlighting matter.
For scenarios like these, OpenAI’s Summarize for a 2nd grader feature can prove especially helpful. Once you have the foundation laid out, you can add more color and context to paint the fuller picture without worrying the basics would be glazed over.
7. Generate Product Descriptions & Names
Working with accurate, well-optimized product names and descriptions is one of the most essential elements of effective marketing. Strong, descriptive names and product information help search engines and users alike in uncovering the items that will be most relevant to their needs.
Source: https://platform.openai.com/examples/default-product-name-gen
While names and descriptions will always require a human touch for proper refinement, tools like ChatGPT and the OpenAI Playground can provide a great starting point to build from.
8. Parse Unstructured Data
The OpenAI Playground makes it easy to organize long-form text into a table format. Simply specify a desired structure, provide a few examples to work from, and enjoy the time saved.
Source: https://platform.openai.com/examples/default-parse-data
Source: https://platform.openai.com/examples/default-parse-data
9. Call Summaries & Follow-Ups
Call summaries are an important aspect of keeping organized and ensuring everyone working on a project is clued into plans and discussions, even if they weren’t part of the original calls. Putting together these comprehensive, valuable recaps can sometimes take as much time as the call itself, but GPT can help.
Below, we asked GPT to write a follow-up email based on a call summary.
10. Convert text from first-person to third-person
We have found this feature especially helpful for turning our own notes into actionable steps someone can follow when shared. For example, if you want to share steps for completing a process with a team member or client, you can type naturally using “I” language to convey those directions. You can then quickly convert the text to third-person, adjusting as necessary for optimal clarity.
Source: https://platform.openai.com/examples/default-third-person
Conclusion
The capabilities of advanced tools like OpenAI’s Playground and ChatGPT can make short work of mundane tasks, help quickly generate ideas and direction, and ultimately save us all time to focus on the elements of marketing and advertising where our expertise and strategic insights can truly shine. If you’re interested in more under-the-hood information about how ChatGPT works, check out Stephen Wolfram’s breakdown of ChatGPT. Also see here for additional application options, or reach out today to learn more about how our Paid Search team can bring your PPC advertising results to the next level!
MARKETING
Quiet Quitting vs. Setting Healthy Boundaries: Where’s The Line?
In the summer of 2022, we first started hearing buzz around a new term: “Quiet quitting“.
MARKETING
Microsoft unveils a new small language model
Phi-3-Mini is the first in a family of small language models Microsoft plans to release over the coming weeks. Phi-3-Small and Phi-3-Medium are in the works. In contrast to large language models like OpenAI’s ChatGPT and Google’s Gemini, small language models are trained on much smaller datasets and are said to be much more affordable for users.
We are excited to introduce Phi-3, a family of open AI models developed by Microsoft. Phi-3 models are the most capable and cost-effective small language models (SLMs) available, outperforming models of the same size and next size up across a variety of language, reasoning, coding and math benchmarks.
What are they for? For one thing, the reduced size of this language model may make it suitable to run locally, for example as an app on a smartphone. Something the size of ChatGPT lives in the cloud and requires an internet connection for access.
While ChatGPT is said to have over a trillion parameters, Phi-3-Mini has only 3.8 billion. Sanjeev Bora, who works with genAI in the healthcare space, writes: “The number of parameters in a model usually dictates its size and complexity. Larger models with more parameters are generally more capable but come at the cost of increased computational requirements. The choice of size often depends on the specific problem being addressed.”
Phi-3-Mini was trained on a relatively small dataset of 3.3 trillion tokens — instances of human language expressed numerically. But that’s still a lot of tokens.
Why we care. While it is generally reported, and confirmed by Microsoft, that these SLMs will be much more affordable than the big LLMs, it’s hard to find exact details on the pricing. Nevertheless, taking the promise at face-value, one can imagine a democratization of genAI, making it available to very small businesses and sole proprietors.
We need to see what these models can do in practice, but it’s plausible that use cases like writing a marketing newsletter, coming up with email subject lines or drafting social media posts just don’t require the gigantic power of a LLM.
Dig deeper: How a non-profit farmers market is leveraging AI
MARKETING
Navigating the Video Marketing Maze: Short-Form vs. Long-Form
Are you torn between using long-form or short-form videos for your small business marketing campaign? Well, you are not alone. Despite 89% of consumers wanting to see more brand videos, there is no one-size-fits-all answer about the ideal video length.
However, this should not deter you from creating an effective video strategy. In 2023, people watched an average of 17 videos per day, highlighting the influence of video content in today’s digital landscape.
Both short-form and long-form videos offer unique advantages and come with their set of challenges. Join me as I uncover the benefits and limitations of each video format to help you make informed marketing decisions.
What are Short-Form Videos?
Short videos typically range from 30 seconds to less than 10 minutes long. They are popular on social media platforms like TikTok, Instagram, Snapchat, and YouTube.
Short-form videos deliver brief yet engaging messages that quickly capture the viewer’s attention. Here are some popular types of short-form video content.
- TikTok Challenges
- Instagram Reels
- Snapchat Stories
- YouTube Shorts
- Twitter Video Ads
Benefits of Short-Form Videos
A previously cited report shows that 39% of marketers find short-form videos, ranging from 30-60 seconds long, more successful. The same study reports that 44% of customers prefer watching a short video to learn about a brand’s offerings.
So, it is evident that short-form videos have their benefits. Let’s take a closer look at some of them.
Attention-Grabbing
Short-form videos capture attention quickly, making them ideal for the fast-scrolling nature of social media platforms. Your audience is more likely to watch them in their entirety compared to longer content.
Cost-Effective Production
Creating short-form videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short-form videos can be cost-effective.
Increased Engagement
Short-form videos engage viewers due to their crisp and concise nature. This results in more likes, comments, and shares that boost your content’s visibility and increase brand awareness.
Integrating short-form videos into your influencer marketing campaigns can further amplify your reach to new and diverse audiences.
Highly Shareable
Short videos are highly shareable. This makes it more likely for your viewers to share them, increasing their virality.
Want to get certified in Content Marketing?
Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing. Click Here
There are multiple benefits of adding video to your website including increased engagement, improved SEO, and enhanced user experience.
Limitations of Short-Form Videos
While short-form videos offer many advantages in content marketing, they also present some challenges.
Limited Message Depth
Due to their brief duration, short-form videos may struggle to convey complex or detailed messages. Longer videos might be more suitable if you need to communicate intricate information.
Competition for Attention
Standing out on platforms flooded with short-form video content can be challenging. You must create content that stands out to avoid becoming lost in the sea of other videos.
Shorter Lifespan
Short videos may lose their relevance with time. They can quickly get buried in users’ feeds, leading to a shorter visibility and engagement period than longer, evergreen content.
This means you must consistently create short-form videos to maintain audience interest over time.
Limited SEO Impact
Short-form videos may be more challenging to optimize for search engines than longer, more keyword-rich content. This can affect the discoverability of your content outside the social media scene.
What are Long-Form Videos?
Long-form videos are typically longer, ranging from a few minutes to several hours. They extend beyond a few minutes to several hours, providing ample time for in-depth topic exploration and detailed content.
These videos are particularly suitable for educational content, product demonstrations, and narrative-driven storytelling. Long-form videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:
- YouTube Series
- Webinars
- Educational Tutorials and Courses:
- Behind-the-Scenes Content
- Interviews and Conversations
Advantages of Long-Form Videos
Long-form video content is the fastest-growing segment, with videos above 30 minutes experiencing tremendous growth over the years. Let’s explore some of the benefits behind this growth.
Establishes Expertise and Credibility
Long-form videos allow you to provide in-depth information about various subjects, establishing your brand as an authority. Potential customers will likely trust and rely on your insights when you consistently deliver valuable content.
Builds Strong Audience Connections
The more your audience watches your videos, the more they become familiar with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.
Provide SEO Optimization Opportunities
Long-form videos keep your audience engaged for a longer duration than short ones. This signals search engines that your content provides value, resulting in higher rankings and increased visibility.
Besides, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insights into the value of SEO for your small business.
They Are Sustainable
Unlike short videos, well-produced and valuable long-form videos have an extended shelf life. They can continue to attract views and engagement over an extended period, contributing to a sustainable content strategy.
Instagram reels are also a part of short videos and you can get benefits from this platform by integrating it with your website. You can learn how to embed Instagram Reels on websites and get extra benefits from your Reels.
Drawbacks of Long-Form Videos
Despite their benefits, long-form videos also have certain limitations, including:
Attention Span Challenges
Between distractions, juggling tasks, and information overload, user attention span quickly diminishes. Viewers may lose interest and disengage from your long video before its conclusion.
Are You Ready to Master Social Media?
Become a Certified Social Media Specialist and learn the newest strategies (by social platform) to draw organic traffic to your social media sites.
Complex Production Process
Creating high-quality long-form videos requires more resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.
Platform Limitations
Some social media platforms and video hosting sites may limit video length, making it challenging to distribute long-form video content. You may then be forced to repurpose your content to suit various platforms.
Short-Form or Long-Form Videos: Which Are Better?
Now that you know the benefits and limitations of each format, which one should you choose? Short-form or long-form videos?
Well, it all boils down to considering several factors, such as:
Content Objectives
What do you want to achieve from your video marketing campaign? Short-form videos are highly effective for quick brand exposure and generating buzz. Long-form videos, on the other hand, contribute to a more in-depth understanding of the brand.
Target Audience Preferences
Audiences with short attention spans likely prefer short-form videos, while long-form videos appeal to those seeking a more immersive experience.
Similarly, short-form videos may appeal more to younger audiences, while older demographics may prefer the depth of long-form content.
Platform Dynamics
Various platforms support different content formats. Short-form videos are well-suited for platforms like TikTok, Instagram, and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.
Industry Type
Short-form videos would be ideal if your industry thrives on trends, entertainment, and quick messages. However, long-form videos are effective for industries requiring in-depth explanations or educational content.
Bottom Line
Ultimately, choosing short-form or long-form videos depends on your business’s specific needs and goals. Since both formats have advantages and limitations, making a choice may prove difficult.
However, it doesn’t have to be an uphill task. The key lies in recognizing when to incorporate each video format into your marketing strategy. Understanding your audience and its needs allows you to combine both formats strategically, maximizing the benefits of each.
Continuously analyze performance metrics and adapt your video marketing strategy accordingly to ensure optimal engagement and conversion rates.
Effective Communication in Business as a Crisis Management Strategy
Google Won’t Change The 301 Signals For Ranking & SEO
brightonSEO Live Blog
9 Ecommerce Trends to Boost Your Business in 2024
How To Write ChatGPT Prompts To Get The Best Results
Google March 2024 Core Update Officially Completed A Week Ago
9 Best WooCommerce Multi Vendor Plugins (Compared)
Daily Search Forum Recap: April 25, 2024
Your New Favorite Way to Develop WordPress Locally – WordPress.com News
Google March 2024 Core Update Finished April 19, 2024
-
MARKETING6 days agoEffective Communication in Business as a Crisis Management Strategy
-
SEARCHENGINES6 days agoGoogle Won’t Change The 301 Signals For Ranking & SEO
-
SEO6 days agobrightonSEO Live Blog
-
PPC6 days ago9 Ecommerce Trends to Boost Your Business in 2024
-
SEO7 days agoHow To Write ChatGPT Prompts To Get The Best Results
-
SEO4 days agoGoogle March 2024 Core Update Officially Completed A Week Ago
-
WORDPRESS4 days ago9 Best WooCommerce Multi Vendor Plugins (Compared)
-
SEARCHENGINES5 days ago
Daily Search Forum Recap: April 25, 2024
