How to Do AI Prompts for PPC Ad Copy with ChatGPT, Gemini, and Bing Chat

Generating effective PPC ad copy can be a daunting and time-consuming process. However, artificial intelligence (AI) can come to the rescue by providing valuable support. AI-driven language models such as ChatGPT, Google Gemini, and Microsoft Bing Chat have emerged as powerful tools for crafting innovative and persuasive ad copy. These models can analyze a vast amount of data, including search trends, competitor insights, and industry language, to create ad copy that is both unique and engaging, and that resonates with your target audience.

How To Write an Advertisement with a Prompt: Best Practices 

To write an advertisement with a prompt, you need to be clear and concise with what you want to achieve. Provide AI models with the necessary context and direction. Here are some key guidelines for crafting effective AI prompts:

  1. Choose the AI tool that works for you: It’s crucial to choose the right AI tool to create effective ad content. Evaluate the abilities of each tool, including OpenAI’s GPT-3, Google’s AutoML, Google’s Gemini, BrightBid, creatopy, IBM Watson, etc. Take into account the platform’s characteristics, user interface, and compatibility with your current marketing tools, your business’s size and the scale of ad campaigns. Choose a tool that meets your specific needs and integrates smoothly into your workflow.
  2. Identify your target audience: Clearly pinpoint the demographics, interests, and challenges of your perfect customer. This will assist the AI model in creating ad copy that is both relevant and captivating for your desired audience.
  3. Use clear and concise language: Keep your prompts straightforward and easy for the AI model to understand. Avoid jargon and overly complex language.
  4. Describe your product or service: emphasize its unique selling points (USPs) and main advantages. This will assist the AI model in crafting ad copy that effectively conveys your value proposition.
  5. Begin with a clear brief (prompt): Provide a precise and focused prompt when using AI for ad creative generation. A clear prompt enhances the AI’s ability to generate relevant and impactful creatives. Strike a balance by offering sufficient information without overwhelming the AI with excessive details. This ensures that the AI understands your objectives and delivers creatives aligned with your goals.
  6. Don’t use questions and complex sentences. Shorter sentences enhance clarity, making your prompts more straightforward and reducing the risk of misinterpretation on the AI’s side. Asking AI what you want directly also contributes to a better output.
  7. Set goals (optional or a follow-up prompt): Clearly define your PPC advertising goals, whether it’s increasing website traffic, generating leads, or boosting sales. This will help the AI model tailor the ad copy towards achieving your specific objectives.
  8. Provide examples (optional or a follow-up prompt): If available, provide examples of successful PPC ad copy that has resonated with your target audience. This will give the AI model a starting point for generating similar high-performing ad copy.
  9. Update with the example of your company’s tone of voice (optional or a follow-up prompt): Adapting ad copy to your company’s TOV ensures that the generated content aligns with the specific brand identity and messaging style. Incorporating the company’s tone of voice enhances brand consistency, fostering a cohesive and recognizable brand image across various ad campaigns.

Once you’ve crafted effective prompts, you can utilize AI language models like ChatGPT, Google Gemini, and Microsoft Bing Chat to generate PPC ad copy. Each model offers its own unique strengths and capabilities.

After generating ad copy using AI language models, it’s crucial to carefully evaluate the results. Ensure that the ad copy:

  • clearly communicates your product or service’s value proposition
  • aligns with your target audience’s interests and needs
  • compels users to take action, whether it’s visiting your website, making a purchase, or filling out a form
  • adheres to PPC advertising guidelines and best practices.

Boost your PPC campaigns with AI-generated ad copy

Finding the Best Tool for Ad Copy Generation: ChatGPT, Gemini, and Bing Chat

We tested the three most popular copywriting AI tools—ChatGPT, Gemini, or Bing Chat—to see which is more handy and smooth to use when it comes to prompting ad texts. Here’s how the test went.

First, we picked an industry and a set of products that we wanted to advertise. We chose steel industrial products sold by a B2B company. Why? 

Steel production and B2B sales are complex industries with nuances. It is a great choice to challenge any AI’s capabilities and see how it would comprehend, interpret, and wrap all that rocket science into neat and appealing compact text ads. ChatGPT was the first in line to get tested.

Testing ChatGPT for Ad Copy Creation

Prompting Ad Copy for Google Text Ads with ChatGPT

First, we did a little warm-up by finding the clearest and most focused prompts that ChatGPT would have the least chance of misinterpreting or diverting from. We were able to craft a couple of ChatGPT prompts for PPC advertising that were clear and coinsice. Here’s what we came up with for a Google text ad:

Here’s what ChatGP delivered in response:

And ChatGPT did a good job:

Then, we asked for some more iterations of this ad. Worked like a charm, even though it would slightly break the character limit for some of the iterations:

Notice that we did not provide any suggestions on tone of voice in this prompt. We did not want to overload the prompt, but we decided to try it out. 

Here’s the prompt that we used:

And here’s the output we got:

Just like with the first, lighter prompt, the descriptions came out way too bulky. 

So, we asked ChatGPT to trim those… And it still would exceed the character limit even after some rewriting:

And even asking ChatGPT to use more concise language did not do the trick completely. One of the descriptions would still lightly exceed the character limit.

Now, we know you can tweak texts manually, but our initial goal was to test all three AI tools to the max, so the least manual job would be needed in the end.

Prompting Ad Copy for Bing Ads with ChatGPT

Next, we decided to check how ChatGPT would manage to create ad copy for Microsoft (Bing) Ads.

We tried prompting ad text for an expanded text ad:

The descriptions came out too long:

Then, we punched in a prompt for a standard text ad. Here’s how ChatGPT responded:

Here’s what we got in response:

Looks good in terms of the language and TOV, but again, does not fit the character limit.

Overall, ChatGPT is a great tool for prompting ad copy, provided you follow the best practices for prompting ad texts. Yet, it needs adjustments because at times ChatGPT would not follow the character limit for the ad’s elements, especially when it comes to product descriptions.  

Boost your PPC campaigns with AI-generated ad copy

Testing Google Gemini’s Capabilities in Ad Copy

Prompting Ad Copy for Google Text Ads with Gemini

We used the same AI prompt for Google Ads that we came up with earlier:

Here’s the PPC ad text Gemini came up with:

Gemini nailed the character limit on the first try. And also suggested a free image for the ad, with a link to the source—a great bonus for using it in display ads if you got no product or production facility images yet! What also caught our attention us that Gemini used that typical, easily recognizable Google Ads wording.

Still, the descriptions looked a bit short, and we asked Gemini to give some more expanded options for those:

Gemini suggested these texts for descriptions:

Not bad at all!

Unlike ChatGPT, Gemini tends to use more concise language in its ad copy outputs. We got quite a usable option of ad copy from Gemini but also we wanted to get something a bit balder in terms of phrasing. So we asked Gemini to rewrite the ad, but this time with the attention to company’s tone of voice:

Those came out really well:

So at that point, between the two—ChatGPT and Gemini —the latter seemed like a more go-to option for crafting ad copy with AI prompts for Google Ads. There’s the following logic behind that:

Prompting Ad Copy for Bing Ads with Gemini

Out of curiosity, we decided to check how Gemini would succeed with crafting ad copy for Microsoft Advertising: 

Gemini came up with a good option but exceeded the character limit for the add titles. Or did it? It seems that Gemini just interpreted the structure wrong for ad texts—it stuffed two ad texts into one section. If you break each ad text into two parts:

you will get just the right amount of characters and precisely two ad texts:

  • Ad text 1: Expertise in Steel Production
  • Ad text 2: Unsurpassed Quality Meets Global Standards

Then, we do the same with the ad text 2—split it into two ad texts:

  • Ad text 1: Driving Innovation in Steel Manufacturing
  • Ad text 2: Partnering with Research Leaders

It is confusing and took a while to figure but what’s good is that, technically, Gemini was able to keep everything within the character limit.

Testing Bing Chat’s Ability to Create Ad Texts

Ok, Bing Chat might now be the best option to try out for ad copy prompting but we thought that it would be unreasonable to leave it out of the experiment. Even though Bing Chat is meant as more of a user assistant and less of an advertiser’s little helper, we were still eager to see how it would show itself as one.

Prompting Ad Copy for Google Ads with Bing Chat

We used the standard prompt that we came up with. Bing Chat delivered a result similar to that of ChatGPT, with an exceeded character limit for the descriptions:

Asking it to trim the description to 90 characters did not make much difference:

Then, we asked Bing Chat to make the ad more brief and use concise language—that also did not turn things around:

Prompting Ad Copy for Microsoft Advertising with Bing Chat

Surprisingly, for Microsoft Advertising, Bing Chat delivered something that we least expected:

First, it did not follow the provided structure of a Microsoft expanded text ad. This is weird because the result Bing Chat had delivered earlier for a Google ad fully fitted the structure of a Google text ad. 

Secondly, Bing Chat says that it kept all the text elements within the character limit but a simple check proves it wrong. 

We decided to try a totally different industry and product to see how Bing Chat would manage with those:

The result was much better than the one with the ad for a B2B steel company, which is nevertheless amusing: 

Then, we punched in the Google text ad prompt template we already used and asked Bing Chat to come up with an ad for the same footwear:

Yeah, the descriptions are once again too wordy but even provided a product image! 

So, what’s the verdict? After testing each of the three AI tools for ad copy prompting, we can say that:

  • Gemini is the best option to use with Google text ads. It delivers great results from the first try almost every time. Moreover, you can directly integrate it with Google Ads. Gemini also handles ad copy generation for Microsoft Advertising quite well, though may interpret prompts in its own way sometimes.
  • ChatGPT is somewhere in between Gemini and Bing Chat. ChatGPT prompts for advertising can lead to a less predictable output. Compared to Gemini, it is more wordy and needs more prompting attempts to drive it towards the right direction, meaning it demands more manual input, prompting, and time to get the result.
  • Bing Chat, surprisingly, manages Google text ad copy well. With Microsoft Advertising text ads, the output can vary. It depends on the industry and types of products. Just like ChatGPT, it often exceeds the character limit, which demands going for more iterations with extra prompts. Anyway, for managing ad copy with AI, Microsoft has a dedicated solution called automated text ads, which does its job. 

Templates of Advertising Prompts to Use in Your PPC Campaigns

Grab these prompt templates for ad copy generation and use them to create text ad campaigns. Boost the impact of your text ads on Google and Microsoft advertising platforms with these effective prompts. These templates are designed to enhance your ad copy, capturing the attention of your target audience and driving engagement.

Microsoft Advertising Text Ad Propmt Templates

Standard Text Ad

Create a Microsoft Advertising standard text ad with the following structure. Ensure the length of each section does not exceed the character limit.

  • Ad titile—25 characters
  • Ad text—21 characters

The ad is about a [B2B/B2C] company that produces and sells [product types and/or category] products: [list your products here], etc. Emphasize [company’s unique features and/or services].

Expanded Text Ad

Create a Microsoft Advertising expanded text ad with the following structure. Ensure the length of each section does not exceed the character limit.

  • Ad title 1—30 characters
  • Ad title 2—30 characters
  • Ad title 3—30 characters
  • Ad text 1—90 characters
  • Ad text 2—90 characters

The ad is about a [B2B/B2C] company that produces and sells [product types and/or category] products: [list your products here], etc. Emphasize [company’s unique features and/or services].

Google Text Ad Prompt Template

Create a Google text ad with the following structure. Ensure the length of each section does not exceed the character limit. 

  • Headline 1—30 characters 
  • Headline 2—30 characters 
  • Headline 3—30 characters 
  • Description 1—90 characters 
  • Description 2—90 characters 

The ad is about a [B2B/B2C] company that produces and sells [product types and/or category] products: [list your products here], etc. Emphasize [company’s unique features and/or services].

Add this line if needed:

The company’s target audience is [describe the target audience].

Extra (Optional) Prompts

Text Trimming

Trim [enter the names of the section in question, e.g. Headline 3, Ad text 1, etc. separated by a comma] to [precise number, e.g. 30]-character limit.

Adapting Ad Copy to a Company’s TOV

Update the ad with this tone of voice: [describe your brand’s TOV here, use up to 5-6 sentences].

Brand’s TOV and Style Summary

Here are the steps you need to take to get AI to summarize your company’s tone of voice.

Find a text on your website that describes what your company does. It could be a text on the About Us page, or in sections like Vission, Mission, or similar.

Copy the text and put it right after this prompt: Summarize the tone of voice of this brand:

Press Enter and get the result:

Conclusion

Integrating AI into your PPC ad copy creation process can significantly enhance the efficiency and effectiveness of your campaigns. Whether you’re using ChatGPT, Google Gemini, or Microsoft Bing Chat, the key is to experiment, iterate, and tailor the generated content to align with your brand and campaign goals. Stay at the forefront of the digital marketing landscape by embracing the power of AI in PPC advertising.

Boost your PPC campaigns with AI-generated ad copy

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