We've consulted with three industry experts to delve into how generative AI is reshaping the landscape for paid search marketers. The perennial question of how to capture the attention of millions of daily search users has long perplexed search marketers. The evolution of paid search constantly presents both fresh challenges and new tools for marketers to wield.
Generative AI stands as a potential game-changer in the toolkit of search marketers. However, the precise timing and strategies for its effective deployment remain an ongoing challenge. To gain insights into the evolving landscape of generative AI in paid search and its implications for marketers, we turned to three leading experts: Clark Boyd, CEO and Co-Founder of Novela; Emma Welland, Co-Founder of House of Performance; and Christos Stavropoulos, Head of Product Strategy at BrightBid.
Expanding Possibilities: Ad Copy, Keywords, and Scripting
Clark Boyd, CEO and Co-Founder of Novela, observes, "Marketing leaders are currently experimenting with generative AI to enhance efficiency and boost campaign performance. Yet, only a few have fully integrated this technology into a new operational paradigm."
He notes various applications, such as using generative AI for generating ad variations for A/B testing or crafting keyword lists, as well as automating data analysis. It's a burgeoning world within paid search.
Emma Welland, Co-Founder at House of Performance, highlights the value of generative AI in ad copy production, offering headline and description suggestions even in niche areas. She identifies scripting as an especially promising use case, noting that automation in PPC, coupled with generative AI, presents an opportunity to revive the use of scripts for data analysis. Those who don't adapt risk falling behind in the evolving landscape of search marketing.
Balancing Technology with Human Expertise
Boyd emphasizes that, at this stage, generative AI doesn't replace the need for human input; rather, it augments it. Left to its own devices, generative AI can generate content that is often good but may not meet a brand's high standards. To consistently achieve excellence with generative AI, Boyd stresses the importance of human feedback and high-quality data inputs. The marketing industry requires not just upskilling but reskilling to harness the potential of AI effectively.
Generative AI as an All-Purpose Assistant
Christos Stavropoulos, Head of Product Strategy at BrightBid, echoes the sentiment that the quality of training data and the AI's training process are pivotal to success with generative AI. He explains that poorly trained generative AI may provide generic and inaccurate responses, while well-trained AI can become a powerful asset.
Stavropoulos believes that any organization can benefit from generative AI in paid search, but its use need not follow a fixed template. It can serve as a baseline for ad copy or assist in accelerating specific tasks within projects. He emphasizes that each company should explore how generative AI can amplify its unique work processes.
The Ever-Persistent Rise of Generative AI
Despite recent skepticism that followed the initial hype surrounding generative AI, Stavropoulos remains steadfast that AI is here to stay. He anticipates that as AI models become more accurate, the excitement will resurface. Generative AI is not fading into obscurity.
A Changing Landscape Driven by Google and Bing
Search marketers face increasing decisions about the adoption of generative AI as Google and Bing introduce features incorporating it. These features are reshaping how campaigns are conceptualized, executed, and measured. Clark Boyd of Novela predicts a significant rethink in campaign creation and delivery, especially in Shopping, where abundant input data and rapid user interactions are prevalent.
The challenge for marketers lies in keeping pace with these changes and effectively interpreting campaign performance metrics."