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The future of SEA and how AI will play a role in it

Artificial intelligence (AI) has taken the digital marketing world by storm, and PPC is no exception. Using AI, we can automate many mundane tasks in PPC campaigns, but it is still far from fully automating the entire campaign. As Frederick Vallaeys of Optmyzr puts it, "We will have self-driving cars before we will have fully automated PPC campaigns." Nevertheless, there are a few types of AI that can significantly improve your PPC campaigns.k

Narrow vs. Broad AI

Before we dive into the different AI types, let's look at the difference between narrow and broad AI. Narrow AI is designed to perform a specific task and is limited to that task. Broad AI, on the other hand, can handle multiple tasks and can even learn and improve its performance.

ChatGPT vs. Bard

One of the broad AI models that has recently become hugely popular is Chat GPT3. GPT stands for Generative Pre-trained Transformer, and GPT3 is the third iteration of this AI model. Meanwhile, Chat GPT4 has also been launched. It is an excellent tool for creative writing, and the possibilities are virtually unlimited. It can even be used to create a complete SEA campaign set up. However, it is essential to exercise caution when using GPT3. Providing too much information can limit the algorithm, and it may even start to deviate if the prompt is unclear. However, GPT3 already understands what campaigns and ad groups are, so you don't need to explain these concepts.

Another AI model designed specifically to improve search is Bard (Google). Bard is a language model that can help you with content generation, data analysis and even optimization. While not as versatile as GPT3 (and GPT4), it is excellent at improving search. Google is investing heavily in AI through Google AI and DeepMind.

Generative AI - a new wave of innovation

Still some work to be done

While there are a few limitations to using AI in SEA campaigns, such as the high cost of a chatbot, the future of ads is undoubtedly AI-driven. As AI continues to develop, we can expect it to become an integral part of PPC campaigns. There are also several Google Sheets extensions available that can help you integrate GPT3/GPT4 into your SEA campaigns. Nevertheless, GPT3 is still not great at solving math problems, but researchers are working on that.

In short, AI has the potential to significantly improve your SEA campaigns. While there are still some limitations, it is undoubtedly worth exploring how AI can help you with your SEA campaigns. By using AI models such as ChatGPT and Bard, you can automate many mundane tasks and improve the overall performance of your SEA campaigns.

To be continued, no doubt! And yes, you guessed it, this blog was also written with the help of ChatGPT 😉

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Cedric T.

Team Lead Performance

AI is the future for SEA. We are nowhere near the point of fully automated campaigns. But until then, we can count on the power of AI to take our SEA campaigns to the next level.

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