In this post, I will show you why traditional keyword targeting doesn’t fit ChatGPT advertising.
The use of keywords has been a key building block of digital advertising for years. A person enters a website and types in the words “running shoes” and clicks on an ad for running shoes. Simple, right?
However, search engines have revolutionized this, as people typically typed out short phrases which would bring up what they were looking for. Advertisers would be able to recognize those terms, bid on them and develop ads based on them.
The interaction between humans and AI is different, however. People don’t have to type two or three words, they can tell it in full, explain what’s going on and give lots of context.
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Discussions are not as simple as key words
Suppose a person goes in search of a laptop. On Google, they may search for “best laptop for students.
They could say, “I am a university student and am studying graphic design, and I need a laptop that I can use for Adobe illustrator and Photoshop, but I do not have much money to spend. What do I have to look out for?
The user has already expressed his/her interests, needs, budget and purpose. The conversation may convey a lot more than the traditional keyword “laptop for students.
So, is it still time for advertisers to concentrate on keywords? Probably not.
Be in the right intent than using the right words
Rather than asking that question, traditional ads should rather inquire, “Which keywords did they input?
But AI-driven advertising should be focused on a more pertinent query: “What is this person trying to achieve?”
Two individuals may have two different terms for the same answer. One person could wonder about the cheap accounting software, another could be wondering how to handle the invoicing of a small business.
Not exactly the same, but the meaning might be nearly the same.
Knowing what they want enables marketers to send a message that resonates more with the audience than a match for a key word.
The context changes in the Advertising Game
The difference between traditional search and conversational AI is one of the largest: Context.
With a typical search, an advertiser might be aware of the query, but not have a lot of information about why someone might be searching. When you speak to a user, you will usually be able to hear the reason behind the user’s question.
Context can tell you what the customer is really interested in.
A person seeking a fitness plan could discuss their fitness plan, objective, experience level or favorite type of exercise. Those pieces of information can help to create a much more relevant marketing message.
Conversational Advertising
If there is a conversation in the audience, the ad should not be completely out of the conversation.
It’s here that marketers should rethink their creative strategy.
Brands can prioritize helpful messaging over just short headlines and promotional language to answer common questions and concerns. The aim of the game is to make the brand “live” in the user’s environment.
Would you prefer to get some sales pitch from someone asking for advice or a helpful recommendation that solves your problem?
Small niches | targeted keywords
Longer and more specific queries are also much more significant with conversational AI.
Users will be able to pose extremely detailed questions which are not easily guessed by keyword research. The following questions can uncover particular pain points and purchase intentions.
This is a chance for marketers to start considering other popular keywords.
Rather than focusing on what words are searched the most, businesses can tap into customers’ common questions prior to making a purchase. These questions can then inform the advertising messaging, landing pages and content.
How Can Companies Change?
Don’t assume that you have to give up on keyword research altogether. Even keywords are relevant, particularly on old fashioned search engines.
The better way to do it is to mix in audience intent, customer questions and conversational context with the knowledge of the keywords.
Businesses need to understand customers’ problems as expressed in their own words. What areas of the story do they want to know more about? What is it that is holding you back from purchasing? What are some comparisons they make prior to selecting a product?
Impact of ChatGPT ads
ChatGPT Ads are just a sign of a new paradigm in advertising, one that moves beyond keywords to intent and context.
“That’s about matching a person and not an exact search phrase, and it’s a shift in mindset that marketers will need to make them more flexible,” he says.
It doesn’t imply that keywords are no longer of any value. It just means that they’re no longer in full view.
For businesses considering ChatGPT Ads, this is the opportunity to shift their focus from just using keyword lists to embracing conversations.
Final Thoughts
The traditional keyword targeting was based on searches. Conversational AI has a focus on questions, context, and intent.
This is the reason marketers must never depend on the same practices and techniques forever.
No longer are searchers restricted to typing a few words into a search box. They can describe their problems, ask follow-up questions and compare different options in one conversation, they can explain what they want.
What ads customers search for, not necessarily the words customers type, may be as important to the future of advertising as what ads they actually click on.
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About the Author:
Amaya Paucek is a professional with an MBA and practical experience in SEO and digital marketing. She is based in Philippines and specializes in helping businesses achieve their goals using her digital marketing skills. She is a keen observer of the ever-evolving digital landscape and looks forward to making a mark in the digital space.
