AI Chatbots in SEM: Opportunities and Challenges

Recently, there has been a lot of buzz around advanced chatbots based on language models, such as Google Gemini (formerly Bard), ChatGPT, and Copilot (formerly Bing Chat). These tools generate a lot of excitement, both because of the opportunities they offer and the potential risks they pose.

Can AI chatbots help SEM specialists in their daily work with Google Ads and Microsoft Advertising campaigns?
Below, we present our 5 ideas on how they can be used:

1. Keyword Generation:

   • Chatbots can generate lists of keywords related to a product or service. This can help shorten the time needed to prepare a campaign structure.

   • Gemini can also assess the potential of keywords, but it cannot provide specific search numbers for the indicated phrases.

   • It is possible to group the proposed phrases into thematic categories, which facilitates the process of dividing them into ad groups.

2. Ad Content Ideas:

   • Chatbots can help create headlines, descriptions, CTAs, and other ad elements. However, it is important to be vigilant and verify the correctness of the generated content against Google Ads guidelines. Sometimes, generated texts do not adhere to the required character count, e.g., in headlines or descriptions

3. Faster Creation and Editing of Google Ads Scripts:

   • Chatbots can help create reporting and campaign automation scripts.

   • A basic knowledge of the scripting language, such as JavaScript, is recommended - without it, a specialist may have trouble understanding how the script works or may not be able to find and remove potential errors.

   • Chatbots can significantly reduce the time it takes to create scripts. This allows the specialist to implement the idea for a new script much faster than if they had to create it from scratch themselves.

4. Image Generation:

   • Copilot can generate images based on a given description. This can be useful for creating graphics for campaigns, both Google Ads, and Microsoft Advertising. Of course, this requires editing a prompt of the appropriate quality, whose content will exactly match the final effect we want to achieve.

   • Generated images can be a starting point for further work or be suitable for direct use on advertising accounts.

   • Gemini also offers this feature, but it requires being outside the EEA (European Economic Area) or using a VPN:
     Source:Gemini.com

5. AI Built into the Microsoft Advertising Panel:

   • Microsoft is very active in promoting its AI technologies in its offered services. The example of the Microsoft Advertising panel shows that it has a certain advantage in implementing this type of solution compared to Google.

   • While in the case of Gemini we cannot yet generate images (in most of Europe), in the case of Copilot, not only can we create creatives using text commands, but we also have the ability to generate audio tracks. In addition, (which is most important from the SEM point of view), some AI functionalities have been implemented directly in the advertising panel.

   • Directly in Microsoft Advertising we can:
     - Use AI-generated text suggestions (headlines and descriptions) for ads based on used keywords and grouped into thematic categories.
     
     Soruce: Mircosoft Advertising
     
     - Quickly and easily create graphic creatives for use in ads or ad extensions in our campaigns.
     
     Soruce: Mircosoft Advertising
     
     Summing up, as can be seen from the above examples, we already have quite extensive possibilities to speed up some tasks using tools that use AI. Even if the direct answer to our prompt is not fully satisfactory and not suitable for immediate use, it can be a very good starting point for further analysis, text, or code creation. Considering the rapid pace of development of AI-based tools, it is highly probable that new functionalities will emerge that will change the way Google Ads and Microsoft Advertising campaign specialists work.

     
     The AI field is currently a very hot and dynamically developing topic. It should be kept in mind that a large part of the issues described in this text may quickly become outdated. It is also possible that legal restrictions will appear, due to potential changes introduced in the legislation and the restrictions in the capabilities of the tools forced by them.