AI is redefining the landscape of Pay-Per-Click (PPC) advertising. According to Goldman Sachs, AI is expected to generate $200 billion in marketing value by 2025, making it one of the most transformative technologies in the industry. From automated bidding systems to dynamic keyword insertion, AI is optimizing every aspect of PPC advertising—including ad copy.
AI-powered ad copy tools are revolutionizing ad copywriting by enabling marketers to craft compelling ads faster and at scale. Tools like Jasper, Copy.ai, and Anyword provide advanced features for generating, testing, and refining ad copy, delivering unmatched efficiency and performance. But as powerful as these tools are, the human element remains essential for creating ads that resonate emotionally and authentically with audiences.
Let’s explore how marketers can leverage AI to write ads that convert while retaining the crucial human touch.
Key Advantages of AI-Powered Ad Copy
Why should marketers embrace AI for ad copy? The benefits are substantial:
• Increased Efficiency: AI tools generate numerous ad variations in seconds, saving hours of manual work and allowing marketers to focus on strategy. For instance, Jasper can produce high-quality Google Ads headlines and descriptions in minutes, freeing up time for campaign analysis.
• Improved Targeting: AI analyzes massive datasets to identify specific audience segments with precision. Tools like Anyword go a step further, using predictive analytics to ensure your copy resonates with your target audience.
• Enhanced Performance: AI excels at A/B testing, helping marketers determine which ad copy performs best. By automating this process, AI tools drive higher conversion rates and better ROI.
Imagine creating hundreds of ad variations in the time it used to take to write just one. That’s the power AI brings to PPC advertising.
AI Tools for PPC Copywriting
Marketers now have access to a growing array of AI tools designed specifically for ad copywriting. Each tool has unique features that cater to different needs:
• Jasper: Offers templates for Google Ads, analyzes existing ads, and provides suggestions for improvements.
• Copy.ai: Creates ad copy in various tones and styles, enabling marketers to test different voices and find the perfect fit.
• Anyword: Predicts the performance of ad copy across different audience segments, providing a data-driven optimization approach.
Tool-Specific Techniques
1. Prompt Engineering: Craft specific prompts for the AI. For example, ask Jasper to “write a Google Ad for [product/service] targeting [audience] with a focus on [unique selling proposition].”
2. Customization: AI output should be refined to align with your brand’s tone and messaging.
3. Iterative Feedback: Experiment with multiple prompts to refine the AI’s responses and get the best results.
Breaking Down Ad Copy Performance: Insights from a 30-Day Google Ads Study
I conducted a 30-day Google Ads search campaign study to evaluate the performance of different ad copy approaches, and the results revealed a clear winner.
ChatGPT, combined with humanization, outperformed all other methods, achieving the highest click-through rate (CTR) at 10.87% and generating the most leads (169) at the lowest cost-per-lead (CPL) of $5.36. This approach even surpassed human-written copy, which had a CTR of 10.92% and a CPL of $5.75. Jasper followed with a CTR of 9.33% and a significantly higher CPL of $11.33. These results demonstrate that integrating human creativity with AI-generated content can achieve superior performance in Google Ads campaigns.
Humanizing AI-Generated Ad Copy: The Essential Human Touch
While AI-generated copy is efficient, it often lacks the emotional intelligence needed to connect with our audiences. Here’s how to humanize AI-generated content:
1. Infuse Emotional Appeal: Use storytelling and vivid language to create an emotional connection. For example, instead of saying, “Our software helps businesses grow,” say, “Frustrated with slow growth? Our software gives you the tools to manage sales leads.”
2. Vary Sentence Structure: Mix short and long sentences and use active voice to make your copy dynamic and engaging.
3. Incorporate Figurative Language: Metaphors, similes, and analogies add depth and creativity, making your ad copy stand out.
4. Remove AI “Tics”: AI often overuses certain phrases or structures. Replace these with concise, impactful language.
5. Build an AI Persona: Train AI to match your brand voice by providing examples of your best-performing copy and tone guidelines. By adding these human elements, marketers can transform generic AI-generated copy into ads that truly resonate with audiences.
Prompt Engineering: Crafting Effective Prompts for Optimal Results
Crafting the right prompts is essential for getting the best results from AI tools. Think of prompt engineering as giving directions to a junior copywriter—clear, concise instructions yield better outcomes.
Essential Skills for Prompt Engineering
1. Understand the Tool: Familiarize yourself with the strengths and limitations of your AI platform. For instance, Jasper excels at short-form copy, while Copy.ai might be better for longer ad descriptions.
2. Be Specific: Write detailed prompts. Instead of saying, “Write an ad for a fitness product,” specify, “Write a Google Ad headline for a fitness tracker targeting young professionals, emphasizing health tracking and style.”
3. Iterate and Refine: Don’t settle for the first output. Experiment with different prompts and adjust based on the AI’s responses.
4. Design a Persona and Tone: Clearly define the voice and tone you want the AI to adopt, such as friendly, professional, or humorous.
5. Leverage Context: Provide information about the target audience, campaign goals, and product features to guide the AI.By mastering prompt engineering, marketers can significantly enhance the quality of their AI-generated ad copy.
Ethical Considerations and the Future of AI in PPC
As AI becomes more integrated into marketing, it’s crucial to address ethical concerns:
• Bias in AI Models: Ensure data used to train AI tools is diverse and representative of your audience.
• Transparency: Be upfront with audiences about the use of AI in your ad copy. Consider disclosing when content is AI-generated.
The Future of AI in PPC
1. Deeper Personalization: AI will continue to tailor ad copy to individual users based on their behavior and preferences.
2. Automated A/B Testing: AI will further optimize performance by automating the testing of ad variations.
3. Seamless Integration: Expect AI tools to integrate more smoothly with marketing platforms, streamlining workflows.
The future of PPC advertising lies in human-AI collaboration. By combining AI’s strengths with human creativity and emotional intelligence, marketers can craft ads that not only convert but also resonate deeply with audiences. The key is to view AI as a partner, not a replacement, in the creative process.
As we embrace AI, let’s remember: the future of PPC advertising isn’t humans versus AI—it’s humans working alongside AI to achieve better results.
Dii Pooler is the founder of Pooler Digital. This article is based on a talk she gave at last month’s Hero Conf in San Diego.