Client meeting in the East Village, at the Dogshed hot dog stand

You’re talking to your client, the owner of Dogshed, a local hot dog stand chain located in the east village. She wants you to build a personalized ad for every keyword!

Ok I know you probably can’t justify building an ad that’s relevant to every keyword
That’s 205 ads, and I know that’ll be lots of work
But my little cousin showed me this AI thing - GPT
It’s amazing
Why can’t you use that to do it? 
Then you can just edit whatever it gets wrong
If we get it working we can expand out to more keywords easy


Including the keyword in the ad can seriously improve conversion rate and lower ad costs on Google. However it can be time consuming to create a personalized ad for every single keyword. You might have hundreds or maybe even thousands of keywords, and no copywriter wants to endlessly write ads in a spreadsheet all day. Often you just use a template and insert the keyword for each row, but this makes the ads sound robotic and uninteresting. So as a tradeoff most marketers will agree to write custom ads for a handful of the top keywords, then use a template (or no personalization) for the less important ones.
This was fine given that writing ads is a highly manual process, but now has become relatively trivial to do this at scale with the advent of AI models like GPT-3 from OpenAI. These large language models (LLMs) excel at lots of tasks, but in particular they can handle arbitrary copywriting tasks with very few examples given. Using GPT-3 in Google Sheets can make the process far simpler to get results across a wide range of inputs, and get back structured results for use later. This will let you write a personalized ad for every single keyword in your account, with the keyword inserted more naturally.

AI Copywriting

0:01 Hey, I'm gonna show you how to use GT three to write your ads and write them at scale, right? So we have 200 different keywords here for hotdog vendor, right?
0:12 One of our clients. And obviously we can't go through every single keyword and write them individually so it'll take too much time.
0:18 Also, a lot of the keywords don't have, you know, a huge amount of spend, right? So it's like 37 cents. So, you know, what you would do normally if you didn't have ai is to just, you know, rank them by costs descending, and then just write personalized ads for you know, for these ones that the high spending ones.
0:36 So like all beef hot dogs, who would include the word Al Beef Hot dogs in, you know, in the word.
0:41 You know, and then yeah, he's an Applegate Organic Hot Dogs. This is competitor. You would say. You would say like, Don't eat Applegate organic hot dogs.
0:49 Eat us instead. Yeah, Or if it's a, if that's something you sell, then you could kind of incorporate that. Cool.
0:56 So so you can see a few that we've manually written here. So it just said you know, try dog shared or Beef Hot Dogs today in the East Village location.
1:07 Choose my hundred sources. This is a competitor example. So seven 11 sells hot dogs by local at dog shared based in the East Village.
1:15 No more. Seven-eleven hot dogs pick from my hundred sources. So each time I'm including the keyword. You know, this one was all it was beef hot dogs buy hotdog, you know, And then and then this is like seven 11 the competitor so you can experiment with different prompts but what I found was this one works here, like right short ad descriptions, max 90 characters, which includes the keyword.
1:39 And then and then I kind of break it up here with these dashes. So this is like the template and I'm giving it three different examples.
1:51 But then I'm basically kind of, you know, in attaching on like the next example. So you can see here GT three I'm pushing in this template and then sand says, caning it together.
2:06 And then I basically press control enter to add another space, like a line break. Then I put the keyword so that the keyword is this bacon wrapped hotdogs grill.
2:19 And then the add description and then that's right end the prompt. So that part is the prompt, and then that will send that to G PT three.
2:27 And that will kind of come back with the response.  The other two parameters here, these are again, something to experiment with.
2:34 This is how many tokens you want back max tokens. So I said 20 here. I think for this length of our description, that seems to work.
2:41 And then the temperature. So basically how random are the results? Like the, it's 0.7, which is the default, but you could have it like really straight list, which is like around 0.2.
2:54 Or you could have it like really wild and creative, like 0.9. Cool. So here are some examples of what what it came back with.
3:03 And you know, if you wanna kind of try it with any of these, you know, here you gonna try a bagel dog.
3:10 I've just copied and pasted, and there we go. We have an ad straightaway. <laugh>, get a bagel dog at dog shed local local in these village, I'm, and pick, pick from a hundred a hundred sources.
3:22 So it actually provides a pretty good response. Now the way this works, by the way, if when you open this, your sheet will won't have an API key here and I'm gonna delete this API key afterwards.
3:36 Yours will say you know API key here and you just need to basically click through to open ai and create an account.
3:47 And then you'll be able to get your API key in there. It costs like 2 cents for a thousand tokens, I think.
3:53 So it's you know, each one of these is like, not, not a huge amount of you know, not a huge amount of of data, right?
4:02 So you know, it's not gonna, it's not gonna cost that much. Probably like a few cents, right? So here I'll just show you my usage.
4:12 So this is, today I spent a dollar 31. I've done like, you know, hundreds of these, right? And in testing.
4:17 So it you know, it's, it's, it's a really, really cheap opportunity, right? Or a really, really cheap way of doing this.
4:26 And the really cool thing is you can literally just like, if you want to, you know, you can just copy and paste, you know, and drag this all down, and then this grading <laugh>, you know lots and lots of ads.
4:37 You can have 200 ads like you have here. Not always does it work, right? So in some cases it gets it wrong.
4:47 You know, like if I just delete those like for example, you know, this one here gets it right, get all beef hot dogs, a dog shed.
4:57 So that's really cool. And I picked up on the hundred sources thing. All American hotdog carts for sale, that's pretty good.
5:04 It handled that like it's selling the actual cart rather than the hotdog. Although one problem is it's saying, you know, choose from a hundred sources, but that's not relevant specifically for this keyword.
5:14 So what I recommend is you go through and actually kind of copy the ads once you've done them. So I just select them and press control C and then control shift V.
5:26 If it's control shift V then it's just pasting the actual text itself, right? So so now when you kind of update the function you know, it's not gonna update anything here.
5:41 So here, like if I change this to, you know I change the temperature a little bit you know, here we go.
5:51 Now we have a better version. I think all my hot dogs are back, but this is, you know, competitor say, I'm gonna copy this across.
6:02 And then I would like kind of change this and kind of take, take an edit and say, Can you just edit these?
6:08 So by, by all be of <inaudible>, should I pick from a hundred sources? And then we could say like  Then we could say I'm a,  Or you buy, buy.
6:40 And then there we go. So I just copied the, that function across. So yeah, now, now we know that like this is within the right character.
6:50 We can also use a trim function. It's gonna get removed the spaces from it as well. We could use red Xs if we wanna remove stuff but, you know, kind of let you figure that out.
7:03 So once you've gotten you know, the, the variations that you want what I recommend is like, rather than kinda leaving it in here I would, you know, copy and paste values, and then I would copy it across into another spreadsheet.
7:17 There's two reasons for that. One is every time you, you know, kind of change something here or, you know, change your prompt or whatever then it'll recalculate everything and you'll lose all the variations that were good, right?
7:31 But then you also, the other reason is that your API key is basically like your password to your account. So you don't wanna share it.
7:39 And you can always go through, you know, and you know, you can go into API keys, you can delete the one that you were using, and that's fine.
7:52 So now this wouldn't work you know, if, if you wanted to use that, it's just not there anymore. So so yeah, it's you know, obviously have to use if you want to live dangerous dangerously, but or if you're sharing this internally, but what I would recommend is you don't share the actual generation spreadsheet.
8:08 You keep that safe to yourself. You just share the output and then let someone else, like a human error to clean it up.
8:15 Cool. All right, So hopefully that was useful.

What’s the advantage to using GPT-3 in GSheets?

Is AI actually good enough to write adcopy?

Why is it useful to do this sort of AI copywriting rather than writing it manually?

What does the ‘temperature’ mean when sending a prompt to GPT-3?

Every PPC marketer knows tailoring your adcopy to your keywords is best practice for increasing conversion rates and lowering cost per click. However, nobody wants to sit there and write hundreds of unique ads.

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