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TPE #43: write converting RSAs with ChatGPT

May 22, 2023

Read time: 5 minutes

ChatGPT is an amazing tool to write highly converting Responsive Search Ads in a matter of seconds. Use these prompts to generate endless ideas, headlines, descriptions, and more.

Before we dive in: how we use ChatGPT and AI is developing rapidly. There are countless use cases and prompts you can use to write ad copy.

In this issue of The PPC Edge, we’re sharing what has worked for us. We’re eternal students of the game, so if you have any tips on how to use ChatGPT even better (with plugins etc.), we’d love to know!

We’ll give you 4 use cases with real examples of the prompts we’ve used. We’ve also templatized them so it’s easy for you to copy-paste and adjust them for your accounts.

This newsletter was NOT written by ChatGPT πŸ˜‚ … Or was it?

Let’s dig in!

 

Use ChatGPT to create highly converting Responsive Search Ads in seconds

The quality of the output is directly related to the quality of the input.

In other words: you need strong prompts.

We’ve experimented with ChatGPT and have been able to create headlines, and descriptions for Responsive Search Ads in a matter of seconds.

Before we look at the prompt templates, we want to make sure you don’t make the same mistake as 90% of people when they use ChatGPT to create ads.

 

The biggest mistake people make with ChatGPT: generic prompts

Here’s how most people use ChatGPT: they type a generic prompt and hope ChatGPT will give them a perfect answer. Look at the example below: at first glance, it looks quite good. But we can’t use this output for our Responsive Search Ads.

 

 

Instead, use these general guidelines to improve your prompts, so ChatGPT can generate 100s of good ideas in only a few seconds:

  • The quality of your prompt determines the quality of the result.
  • Give as much context to your prompt as possible.
  • Ask ChatGPT to take on a specific role.
  • Ask follow-up questions.
  • Ask for more and different results.

 

Better prompts = better output.

We ask ChatGPT to take on a specific role (for example of world’s best direct-response copywriter), so it knows what type of output to create. This is not always necessary but we’ve seen it helps improve the quality of the responses.

 

Start with these 4 ChatGPT use cases for Responsive Search Ads:

Use case 1: basic idea generation

Use case 2: make your prompts more specific for specific results

Use case 3: use generic prompts to get generic ideas

Use case 4: improve your best-performing headlines/descriptions

 

Let’s look at prompt templates for each use case, that will help you speed up your RSA creative process x10.

 

Use case 1: basic idea generation

Firstly, you can use ChatGPT for basic idea generation. This helps to get your creative juices flowing and you’ll get a lot of ideas, fast.

 

Prompt for basic idea generation:

Act like an experienced direct-response copywriter. You write ad copy for an e-commerce brand called Ridge (www.ridge.com). Ridge sells compact wallets for men. Give me 10 headline ideas for Responsive Search Ads (Google Ads), in 30 characters or less including spaces. Formatted in a table (column 1 = Headline, column 2 = Character count).

 

 

Pretty decent for a first try. Not all of these are useful, but it gives you something to work with and expand upon.

 

Prompt template:

Act like {{relevant role}}. You {{do action}} for {{type of brand or business}} called {{brand name}} {{(website URL}}). {{Brand name}} sells {{product}} for {{target audience}}. Give me {{# of output}} for {{type of ad}}, in {{#}} characters or less including spaces. Formatted in {{output type}}.

 

Follow-up prompts:

Don’t let your first prompt be your last prompt. Ask follow-up questions to improve ChatGPT’s output.

Here are some examples to optimize the generated responses (you’ll be surprised how much better they get):

  • Great! Can you add a second column to the table that shows the character count?
  • Awesome job! What can be improved about these headlines?
  • Please implement the improvements you’ve just suggested. Give me 10 more headlines but implement the improvements you’ve just suggested.
  • What else can we improve?
  • Prioritize uncommon ideas.
  • 20 more please.
  • Thank you! Now do the same for {{name/type of brand}} that sells {{product}} to {{audience}}.

By asking follow-up questions (prompts), you’ll simply get more ideas to work with.

 

Use case 2: make your prompt more specific, for specific results

With this prompt, you’re prepping ChatGPT with more information about your business, customers, USPs, and any other useful detail. On top of that, you’re giving instructions on what to consider for the headlines/descriptions (e.g. 2 headlines with social proof, 3 with keywords, etc.).

This is where it becomes exciting — let’s take a look at a more specific prompt example.

 

Prompt for highly specific headlines:

Act like an experienced direct-response copywriter. Your write ad copy for an affordable car insurance company. Give me 15 headlines of 30 characters max including spaces, formatted in a table (column 1 = headline and column 2 = character count, column 3 = headline type), based on the information below:

  • we are an affordable car insurance company
  • clients can save up to $800 per year
  • clients rate us 8.9 out of 10
  • insurance can be arranged online, without having to wait
  • our USP: free theft coverage and lowest price guarantee

extra instructions:

  • create 3 headlines with our most important keyword (affordable car insurance)
  • create 2 headlines with social proof
  • create 4 headlines with generic USPs about our business
  • create 4 headlines with product-specific USPs (our affordable car insurance)
  • create 2 headlines with call to actions

 

 

The output is epic:

 

 

Amazing!

 

Prompt template:

Give me {{number}} {{element}} of {{conditions}}, formatted in {{output type}}, based on the information below:

  • {{explain who you are and what you do/sell}}
  • {{explain a huge benefit of why customers buy from you}}
  • {{add social proof or other useful information}}
  • {{enter as many USPs as you want}}

extra instructions:

  • create {{number}} {{element}} with our most important keyword {{enter keyword}}
  • create {{number}} {{element}} with {{persuasion tactics like social proof, urgency, scarcity etc.}}
  • create 4 headlines with generic USPs about our business
  • create 4 headlines with product-specific USPs {{help ChatGPT with an example}}
  • create 2 headlines with call to actions

 

Descriptions prompt:

You can also do the same for descriptions:

Give me 4 descriptions of 90 characters max including spaces, formatted in a table, based on the information below:

  • we are an affordable car insurance company
  • clients can save up to $800 per year
  • clients rate us 8.9 out of 10
  • insurance can be arranged online, without having to wait
  • our USP: free theft coverage and lowest price guarantee

extra instructions:

  • create 2 descriptions with our most important keyword (affordable car insurance), a product-specific USP (our affordable car insurance), and a call to action
  • create 2 descriptions without our most important keyword (affordable car insurance), and add generic USPs about our business with no call to action

 

 

Once again, great output. ChatGPT listened and only included the keyword “affordable car insurance” in 2/4 descriptions. You could ask for more/longer/shorter variations as follow-up prompts.

You can take it a step further and ask for translations, too (this is a huge time saver if you have international clients):

 

 

Prompt template:

Give me {{number}} {{element}} of {{conditions}}, formatted in {{output type}}, based on the information below:

  • {{explain who you are and what you do/sell}}
  • {{explain a huge benefit of why customers buy from you}}
  • {{add social proof or other useful information}}
  • {{enter as many USPs as you want}}

extra instructions:

  • create {{number}} of {{element}} with our most important keyword {{enter keyword}}, a product-specific USP {{give example}}, and a call to action
  • create {{number}} of {{element}} without our most important keyword {{enter keyword}}, and add generic USPs about our business with no call to action

 

Alright, on to the next use case.

 

Use case 3: use generic prompts to get generic ideas

You can also ask ChatGPT to create generic ideas for you by using generic prompts.

 

Prompt for generic ideas:

Give me 10 call to actions to use in ad copy, formatted in a table

(you could switch call to actions for anything else such as USPs, keywords, social proof, etc.):

 

 

Give me 5 headlines of max 30 characters including spaces that incorporate social proof:

 

 

Use case 4: improve your best-performing headlines/descriptions

You can also use ChatGPT to improve your current best-performing headlines and descriptions. Simply provide it with your best-performing element and ask it for iterations.

 

Prompt to improve best-performing headlines/descriptions:

Our best-performing headline is “Compact wallets for men”. Can you make 10 iterations of that headline (max 30 characters including spaces)? Formatted in a table.

 

 

Prompt template:

Our best performing {{element}} is {{insert your headline}}. Can you make {{number}} iterations of that {{element}}?

Repeat for descriptions and you’ll find tons of ways to improve your best performers.

 

A final thought: we’re only just getting started

So that’s how you can use ChatGPT to create highly converting RSAs within seconds:

Use case 1: basic idea generation

Use case 2: make your prompts more specific for specific results

Use case 3: use generic prompts to get generic ideas

Use case 4: improve your best-performing headlines/descriptions

 

And use these general guidelines to improve your prompts, so ChatGPT can generate 100s of good ideas in only a few seconds:

  • The quality of your prompt determines the quality of the result.
  • Give as much context to your prompt as possible.
  • Ask ChatGPT to take on a specific role.
  • Ask follow-up questions.
  • Ask for more and different results.

 

Don’t forget to use the follow-up prompts we’ve provided underneath use case 1!

This technology is insane and it’s only going to get better. Play around with it. Use the instructions provided in this newsletter to optimize how (fast) you create RSAs.

Remember: it’s all about the quality of your prompt, so spend some time perfecting them and you’ll be massively rewarded!

If you have tips to speed up the RSA creative process even further with ChatGPT, we’d love to hear them!

See you again next week.

Cheers,

Bob & Miles

​



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