What ChatGPT means for search campaigns

AI Basics

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Like it or not, ChatGPT puts generative artificial intelligence (AI) at the center of the current tech debate. In case you need an introduction, ChatGPT is an advanced AI chatbot launched by OpenAI in late 2022 that allows you to have conversations on almost any topic in a natural and sophisticated way. Learn how to understand and respond to human queries from text and images on the web (and OpenAI human trainers). The potential impact on industry and society is controversial and complex. But for search marketing, the impact of this new era of AI is more direct. Marketers want to know how it affects paid search results and how to take advantage of it. So we collected some answers. Fittingly, I enlisted the help of ChatGPT.

If you were asked to guess the price of eggs in New York City this week, chances are you’d be close (at least compared to local stores) even if you’ve never been to New York City. This is because we have learned a lot about the price of eggs in the current economy and how the cost of goods varies in different cities around the world.

In the context of PPC, machine learning works much the same. It is trained to analyze factors that influence cost and clicks, identify relationships between search terms and brands, and make correlations and predictions based on vast amounts of existing data.

That’s essentially what we do with Adthena. Since its inception, it has used proprietary algorithms and machine learning techniques to uncover strategic insights on brands, marketers and agencies’ search strategies, competitor strategies and competitive landscape. Using extensive in-house data sets and natural language processing techniques, we also built machine learning models to accurately classify search terms. For example, it looks for millions of search terms every day, analyzes the Google Ads auction they belong to, and estimates the click-through rate (CTR) and cost-per-click (CPC) for each competitor bidding on each term. .

To provide this information, our AI model uses observations from search engine result pages (SERPs). This includes the number of ads competing on terms, the position of each ad and element on the competing pages, and the characteristics gained through natural language processing.

Adthena uses our AI to generate a unique holistic market view for each enterprise customer, provide ad creative recommendations, and assess click likelihood. AI drives some of the most powerful platform features, such as unique classification models. With a large data pool on thousands of brands collected over the years, we have a robust baseline for estimating her CTR and CPC for specific search terms, advertisers, and ranks using machine learning. I have.

From Adthena’s perspective, ChatGPT helps clients better understand customer preferences, deliver more relevant results in advertising, and identify ways to improve advertising campaigns and performance. provides one powerful tool. But what does the bot have to say on this topic?

We asked the bot, “How will ChatGPT affect search?”

To get a full picture of ChatGPT’s impact on the search experience, we visited the source. Below is what ChatGPT generated in response to your query.

“As a language model, ChatGPT can significantly impact search in several ways.

  1. Natural Language Processing: ChatGPT’s ability to process and understand natural language helps improve search queries and results. By understanding the context and intent behind search queries, ChatGPT can provide more relevant and accurate search results.
  1. Generate Answers: ChatGPT can generate answers to questions that users may have when performing a search. This improves the search experience by providing more direct and helpful information to users.
  1. Personalization: ChatGPT can learn from your behavior and preferences, helping you personalize your search results. By tailoring search results to individual users, ChatGPT can provide more relevant and useful results.

Overall, ChatGPT has the potential to improve the search experience by providing more relevant and personalized results and generating answers to questions users may have. However, its impact on search depends on how it is implemented and integrated into search engines and other search tools. ”

The ChatGPT bot also teaches you how Google uses a variant of the Generative Pre-Trained Transformer (GPT) architecture in its search engine to answer questions, summarize (e.g. create good snippets), and translate content. gave me

Bing also uses a GPT-based model to improve its natural language understanding capabilities, allowing users to easily search using natural language queries. Bing uses ChatGPT and his other GPT-based models to improve the accuracy and relevance of search results and provide personalized recommendations and suggestions.

3 Ways ChatGPT Empowers Search Marketers

  1. Keyword research. It works with free tools like Google Keyword Planner and Auction Insights, as well as enterprise-level tools like Adthena.
  2. Ad copy research and optimization. ChatGPT can be used to test new headlines, product descriptions, and ad copy.
  3. Gain a better understanding of search intent. Gain insight into consumer behavior with ChatGPT.

How does Adthena use ChatGPT?

This new generation of natural language processing technology enhances our ability to analyze large amounts of text data and extract insights that can be used to further improve our clients’ campaigns. For example, we analyze customer reviews, social media comments, and other types of user-generated content to further enhance our ability to identify key themes and trends.

ChatGPT can identify common problems and complaints your customers have about your products and services. This informs advertising messages and helps businesses address specific concerns. ChatGPT can also identify emerging trends and topics of interest from customer feedback. These can be used to tailor content and advertising creatives.

As you can see above, we are also experimenting with using ChatGPT for automatic content creation. This allows clients to generate advertising copy and other types of content more efficiently.

Yes, this sophisticated technology has limitations and can be misused or create misinformation. But in one corner of the web universe, ChatGPT powers your ability to understand what your consumers are looking for when searching and what messages to deliver to maximize engagement and conversion. This aligns well with search marketing goals, helps advertisers compete, and helps provide a better experience for shoppers around the world.

To learn more about how Adthena uses AI to deliver unique competitive search intelligence to advertisers, check out this 60-second video walkthrough and request a demo to see the platform in action .

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