🔍 Write PPC ads and landing pages with GPT-3

Nov 03, 2020

Good morning Search Marketer, first a productivity tip.

It's finally election day here in the U.S. If you're trying to work today and are a Twitter user, consider muting words. To help me stay productive, I've muted a whole bunch of election-related words for the next 24 hours. OK, now back to marketing…

The holiday shopping season is upon us, and that means having your product data in order is more important than ever. For brands, manufacturers and retailers, product Knowledge Panels in the search results often act as the front window to a product. Users can get product details, see reviews, compare prices and click to retailers that carry the item right from the panel. George Nguyen dug into what manufacturers and retailers need to know to take full advantage of product Knowledge Panels. There's no way to claim a product knowledge panel, so it's critical to have your data updated in all the right places.

You've probably heard quite a bit about GPT-3 — the powerful language model from OpenAI that can generate human-sounding sentences with simple English instructions. Now, there are several GPT-3 powered solutions popping up to help marketers write Google Ads, landing pages and more. Their copy isn't perfect, but they're fast, easy and can both speed up content creation and spark new ideas.

I've been playing with one of these tools — Snazzy.ai — for a few weeks to generate Google Ads. You can enter existing ad copy or simply enter a few inputs like the company name, brand keywords, and a description, and it will generate 3 to 5 ads in a flash. The ads usually need finessing and are sometimes humorous, but I found plenty of good ideas and learned how refining my inputs can yield better results.

Ginny Marvin,
Editor-In-Chief

Social Short

Pinterest says it gained from brand safety.

Pinterest reported strong revenue growth of 58% year-over-year to $443 million in the third-quarter, and global monthly active users (MAUs) increased by 37% YoY to 442 million. The company also seems to have gained from the Facebook Ads boycott. "[W]e continue to benefit from marketers who are prioritizing positivity and brand safety," said Pinterest CFO Todd Morgenfeld, on the earnings call. "Advertisers tell us that Pinterest is brand safe relative to other consumer internet platforms. And we've benefited from this in Q3."

Why we care. The impact of the brand safety boycott on Facebook's bottom line appears to be negligible, but it's all relative. Minor losses to Facebook can represent substantial gains for Pinterest. Facebook also saw its North American user base fall by two million from the previous quarter to 196 million, while Pinterest's US users increased by 2 million to 98. Pinterest said it saw higher advertising demand than it had expected in the third quarter with investments in conversion optimization or OCPM ads, shopping, ads, and auto bidding helping diversify its advertiser base.

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Change has come to define the past year, and it will probably define the next one, too. Some marketers are exhausted from pivoting from one surprising development to the next. But it doesn't have to be this way. Operating with agility can help you succeed today, stay ready for anything, and even save both time and money. Join this webinar to learn more.

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Search Shorts

Bing Search API & how Google search works, the movie.

Bing Search API update. Bing Search APIs will be transitioning from Azure Cognitive Services Platform to Azure Marketplace. Beginning October 31, provisioning of any new instances of Bing Search APIs will need to be done via Azure Marketplace.

Must-watch movie on how search works. Google released this amazing movie or video on how search works, it is a new one just released a couple of weeks ago and it is long but it is really done super well.

Data-vocabulary deprecated January. Yes, Google has supposedly already deprecated the data-vocabulary markup but no, it really did not. Now, Google says it will really go away on January 29, 2021.

Go vote Doodle. Google has a Doodle urging Americans to vote, if you did not see it, you can see it over here.

Explore the SMX agenda now!

Forward-thinking keynotes from Areej AbuAli and Mike King, 45+ tactic-rich SEO and SEM sessions, 1:1 community networking, and more. Book your SMX pass by November 14 for just $199!

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Marketing that our collective future depends on

Sponsored by Microsoft Advertising

Amidst all the change we're experiencing in the world today, marketers may wonder what their role should be at the intersection of principles, profit and purpose. And can we as marketers contribute to our best collective future? The answer is yes, says MJ DePalma, Microsoft Advertising's Head of Multicultural & Inclusive Marketing. Microsoft Advertising calls it Marketing with Purpose.

Marketing with Purpose is about building a brand that's welcomed into people's lives by earning their trust and upholding their values. It starts with respecting their right to privacy, being transparent and designing equitable experiences.

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