How is generative AI transforming the work of paid search marketers? We asked three experts to give us their views
What are the best ways to get your business out in front of the millions of users who conduct searches every day? Search marketers have been grappling with this question since the early days of search, and evolutions in the field of paid search continually present new challenges as well as offering additional tools for marketers to wield.
Generative AI has the potential to be a major new tool in search marketers’ arsenals, but determining when and how to apply it most effectively is still a challenge. For thoughts on how generative AI is shaping paid search and what it will mean for marketers, we turned to three experts: Clark Boyd, CEO and Co-Founder of Novela; Emma Welland, Co-Founder of House of Performance; and Christos Stavropoulos, Head of Product Strategy at BrightBid.
Ad copy, keyword lists, scripting, but not necessarily new ways of working just yet
“Marketing leaders are experimenting with generative AI right now to find ways to increase efficiency and improve campaign performance,” says Clark Boyd, CEO and Co-Founder of Novela, a simulation-based learning company that offers search marketing training. “However, few have found ways to integrate the tech into a new way of working yet.
“For instance, we see marketers using generative AI to create ad variations for use in A/B testing. Others are using it to develop keyword lists or automate data analysis.”