The holy grail of marketing

key elements:

1. Keywords: The focus is on using specific keywords related to feeds,

shopping, and Dynamic Search Ads (DSA). These keywords help in
aligning the campaign with user interests and search behaviors.

2. Demographics: This involves targeting based on demographic factors

such as age, gender, income level, and other relevant characteristics
to ensure the campaign reaches the intended audience.

3. 1st Party Audiences + Look-a-likes: Utilizing first-party data (data

collected directly from your audience) and creating look-alike
audiences to expand reach to similar users who are likely to be
interested in your offerings.

4. Other Audiences: This includes targeting based on affinity (interests

and hobbies), in-market behavior (users actively looking to purchase),
employment, and education. These factors help in refining the
audience further.

5. Smart Campaigns / Smart Bidding: Implementing automated

campaign strategies and bidding techniques that use machine learning
to optimize for conversions and other key performance indicators.

This strategy is designed to maximize the effectiveness of digital marketing

efforts by precisely targeting the right audience and optimizing campaign
performance through smart technologies. If you have any specific questions
or need further elaboration on any of these points, feel free to ask

The content you've provided outlines a strategy for crafting the right
message and creative elements in a digital marketing campaign. Here's a
detailed breakdown of the key components:

1. STA → ETA → RSA: This progression refers to the evolution of ad

formats:
o STA (Standard Text Ads): Basic text ads with fixed headlines
and descriptions.

o ETA (Expanded Text Ads): More flexible text ads with

additional space for headlines and descriptions.

o RSA (Responsive Search Ads): Highly adaptive ads that

automatically adjust their content to match user queries, using
multiple headlines and descriptions.

2. Manual A/B Testing → “Optimize” → RSA Asset Impressions / Ad

Variations:
o Manual A/B Testing: Experimenting with different versions of
ads to determine which performs better.

o Optimize: Using automated tools to refine ad performance

based on data.

o RSA Asset Impressions / Ad Variations: Leveraging the

flexibility of RSAs to test different combinations of assets and ad
variations to find the most effective ones.

3. Text Ads, Display Ads, Videos, Landing Pages, Any Content:

This indicates the variety of content formats that can be used in a
campaign, including:
o Text Ads: Written advertisements.

o Display Ads: Visual advertisements, often including images or

graphics.

o Videos: Video content to engage users.

o Landing Pages: Web pages designed to convert visitors into

leads or customers.

o Any Content: Any other relevant content that can be used to

attract and engage the audience.
 4. Human-Generated → AI-Assisted / AI-Generated: This refers to the
process of creating content:
o Human-Generated: Content created by humans, ensuring a
personal touch and creativity.

o AI-Assisted: Using artificial intelligence to enhance human-

created content, such as suggesting improvements or generating
ideas.

o AI-Generated: Content entirely created by AI, which can be

useful for scaling content production and personalization.

This strategy emphasizes the importance of evolving ad formats, continuous

optimization, and leveraging both human creativity and AI capabilities to
create effective and engaging marketing messages.

1. Manual CPC (Cost-Per-Click): This is a basic bidding strategy where

you manually set the maximum amount you're willing to pay for each
click on your ads. It provides control over individual bids but requires
constant monitoring and adjustment.

2. Bid Adjustments: This involves modifying your bids based on various

factors such as:
o Time of Day: Adjusting bids for times when your target
audience is most active.

o Location: Increasing or decreasing bids for specific geographic

areas where your audience is more likely to convert.

o Device: Adjusting bids for different devices (e.g., mobile,

desktop) based on performance.

o Demographics: Tailoring bids for specific demographic groups

that are more likely to engage with your ads.

3. Smart Bidding: This is an automated bidding strategy that uses

machine learning to optimize for conversions or conversion value in
each auction. Types of smart bidding include:
o Target CPA (Cost Per Acquisition): Sets bids to get as many
conversions as possible at your target cost per acquisition.

o Target ROAS (Return on Ad Spend): Sets bids to achieve a

target return on ad spend.

o Maximize Conversions: Automatically sets bids to get the most

conversions within your budget.
 o Enhanced CPC (ECPC): Adjusts your manual bids to help
maximize conversions.

This strategy emphasizes the transition from manual control to automated,

data-driven bidding to improve efficiency and effectiveness.

1. Leaders: This section is likely intended to list the top players or

dominant companies in the market. These are the organizations that
set industry standards and have significant influence.

2. Market Presence: This section would focus on the visibility and reach
of the contenders. It could include metrics like market share, brand
recognition, and geographic coverage.

3. Niche: This section is for identifying companies that specialize in

specific segments or niches within the market. These contenders may
not be the largest but have a strong position in a particular area.

4. Satisfaction: This section would evaluate customer satisfaction and

loyalty. It could include metrics like customer reviews, Net Promoter
Scores (NPS), and customer retention rates.

5. High Performers: This section is likely for companies that excel in

specific areas, such as innovation, growth rate, or profitability. These
contenders may not be the overall leaders but have standout
performance in certain aspects.

This framework can be used to systematically assess and compare different

companies or products in a market

What are the key AI copywriting tools?

AI tools are used for a variety of marketing tasks – and copywriting is no exception. To
use generative AI well, it’s best to concentrate on just three or four tools. Although it’s
tempting to try every new arrival on the market, sticking to a few tools and mastering
them will likely give you better results.

Right now, there are four key AI-powered chatbots to consider:

 ChatGPT developed by OpenAI
 Claude from Anthropic
 Gemini, Google’s model
 Copilot, Microsoft’s AI assistant
These are the four tools (or models) I find most useful as a copywriter. Each one has its
unique features, so I often move between them depending on what I need.

Note: Not all tools are currently available in all regions, and they are constantly
undergoing version updates.

Let’s look at each tool in a bit more detail.

ChatGPT
At the time of writing, OpenAI had just revealed its brand new GPT-4o model. This is
available to ChatGPT Plus customers now, and will be coming to free users soon.

GPT-4o (the o stands for “omni”) is a multi-modal model that combines audio, visual,
and text processing. Think of it as a combination of ChatGPT capabilities and a Siri that
can ‘see’.

If you’re a free user, GPT-4o will give you access to all of this:

 The best ChatGPT model

 Internet access
 Ability to upload files
 Vision and memory
 Access to the GPT store and custom GPTs (although you’ll need Plus to build one)
Paid users get a 5x higher message limit – and it looks like new features are coming
soon. If you’re still waiting for GPT-4o to arrive and have been toying with the idea of
paying for Plus, here’s a comparison table for you. It shows you the differences between
the current free model (ChatGPT 3.5) and the paid model (ChatGPT-4/Plus).

Top Tip: It’s also worth checking out the free versions of Claude 3 and Gemini. They’re
newer models than ChatGPT-3.5 and certainly pack a punch.

Key differences between ChatGPT 3.5 and

ChatGPT Plus.
Chart showing key differences between ChatGPT 3.5 and Plus

Google Gemini
Google’s chatbot, Gemini, arrived almost a year after ChatGPT, and it feels like they’ve
been playing catch-up ever since. That said, the models are powerful, highly effective
– and better than ChatGPT for some tasks.

Like ChatGPT, there are free and paid versions: Gemini and Gemini Advanced. Using
Advanced gives you access to Google’s most powerful model to date – 1.5 Pro.

There are several very useful features in Gemini, which you can’t get anywhere else –
and they’re all available on the free model:

 Drafts: Gemini generates three drafts for every answer, which means you have
three different options from the get-go.
 Modify response: You can make the response longer, shorter, simpler, more
casual, or more formal in just one click.
 Double-check response: Google will cross-reference the response against Google
search results and give you links that corroborate. It’ll also warn you if there isn’t
any back-up. This is all very helpful at a time when AI hallucinations (unsupported
responses) are very real.
 Adjust one small part of the response: This is great for long-form writing. Unlike
other models, where you have to explain which parts you want to change, Gemini
allows you to highlight part of the response and adjust it with one click or a prompt.

Claude
Anthropic was set up by two ex-Open AI employees and has had huge amounts of
investment – most recently $4 billion from Amazon. Its chatbot, Claude, is currently
powered by its third-generation model – Claude 3.

What’s special about Claude? Well, it’s a popular one amongst copywriters as it has a
less formal default tone than ChatGPT. If you want a tool to help you write first-draft
copy, Claude is a great option!

There are a few other elements which make it worth considering. Firstly, you can upload
files on the free version (something you can’t do in ChatGPT 3.5).

Secondly, Anthropic’s GenAI model is trained to align with a constitutional AI document.

It outlines principles like freedom, opposition to inhumane treatment, and privacy. Right
now, a stronger ethical standpoint feels important!

Microsoft Copilot
Copilot is more of an all-round AI assistant, but it does have a chatbot as part of its
offering. It’s powered by GPT-4, the model that underpins ChatGPT Plus – but it’s free
here.

One of the unique features of Copilot’s chatbot is the ability to choose from three
conversation styles:

 Balanced: This is best for the most common tasks, such as search.
 Creative: This is ideal if you need to generate new content, or longer or more
expressive output.
 Precise: This is good for shorter, more factual jobs.
If you use the compose feature within Copilot on the Microsoft Edge Browser, you’ll also
get some handy prompt bubbles to help you reach a more customized result. For
example, you can choose a tone, format, and length in a few clicks.

Like ChatGPT Plus, Copilot also lets you generate images with OpenAI’s DALL.E 3
model. Once again, you can access the model on Copilot for free.
How to Use AI for your Copywriting
You can use AI for an enormous variety of copywriting tasks. Let's take a look at the
most important:

1. Conduct research
2. Generate ideas
3. Create first drafts
4. Edit content

1. Use AI to conduct research

A lot of copywriters use AI to help with researching. This particularly applies to freelance
writers who have to quickly become an expert on a range of topics. GenAI is excellent
at helping you build a quick understanding, or to explore around a topic.

It can help you:

 Explain complex terms

 Summarize content
 Explore different perspectives

Explaining complex terms

If you’re dealing with a difficult concept or you want to explain something simply, AI is a
great tool.

Need a simple explanation of a black hole that would make sense to a student aged 16?
AI will give you an explanation. If you ask it for a response to suit a 10-year-old, it will go
simpler still.

Pro tip: When using these models for factual content, don’t forget to fact-check
everything. As mentioned earlier, Large Language Models can hallucinate and you don’t
want to be sharing inaccurate information.

Summarizing and comparing content

You can use AI for summarizing content, or comparing documents and web pages. For
example, if you’re deciding whether to invest time in reading a very large report, you can
ask AI to summarize it to help you decide.

Or perhaps you want to turn your blog post into a short social media post. No problem.
AI can summarize that content and even write the first-draft post for you.
Pro tip: With ChatGPT Plus, Gemini Advanced, and Claude, you can upload files and
ask the model to summarize them for you.

Screenshot of ChatGPT answer summary

You can also compare documents – here’s an example using ChatGPT. You can ask
the model to show you the headline, a summary and even the sentiment of the articles.
Once again, this helps you decide which articles to read and analyze.
Screenshot of ChatGPT summary of magazine articles
▶
Join for FREE to access this video.
Conducting research in the Edge browser

You can create a page summary, or chat with any webpage or article when you use
Copilot in the Microsoft Edge browser. To start, click on the chat tab and ask any
question about the page in your browser window.

▶
Join for FREE to access this video.
Note: The Insights tab in this walkthrough is no longer available on all versions of
Copilot.

Human tip: Even though AI can summarize or give you the key take-outs from articles,
there’s still huge value in reading a long research paper from top to bottom. It helps us
formulate our opinions and ensures we pull out our own key points.

Exploring different perspectives

These AI tools can also give you a handy (and quick) overview of your target audience.
For example, if you outline your target audience in your prompt, you can ask the model
to outline their dreams, desires, fears, and frustrations. Or perhaps you’d like the model
to be a highly resistant customer who argues against you, so you can fine-tune your
sales pitch.

Of course, this isn’t a replacement for full audience research and speaking to people,
but it’s a good starting point. You could also sit down and work out the dreams, desires,
fears and frustrations of your audience, but AI can give you a starting point in around 30
seconds.

Another way to explore different perspectives is to put several people “in a room”
together to talk something out.

For example, you could ask ChatGPT to act as an advertising copywriter, an AI

consultant, and an AI ethics expert. Then ask these roles to debate the pros and cons
of a certain topic. You can see the start of a similar conversation below:

Screenshot of ChatGPT result about job roles

2. Use AI to generate ideas
Ever experience blank page syndrome? Or struggle to get started? Now you don’t have
to!

AI tools are the perfect way to blast that initial writer’s block. It won’t always give you
outstanding ideas, or wow-worthy first lines, but it’s a start. And writing is much simpler
when you’re not dealing with anxiety about a blank page.

Suggest alternative phrases

When you’re writing content, you might sometimes find yourself using set phrases. In
the rush of writing, you may not even notice them, but your readers might.

AI is a great tool for suggesting alternative phrases. Again, they might not be perfect,
but they’ll take your thinking in new directions.

Screenshot of Claude offerings of slogans

Generate content ideas
You can also use AI tools as a brainstorming assistant to help you come up with content
ideas. You might ask it for a selection of ideas, so you can then choose the best ones.

Even if they’re not 100% perfect, you’ll get a whole host of starting points in around 30
seconds – and you can’t argue with that.

Screenshot of ChatGPT offerings of content ideas

Pro tip: Download the ChatGPT free app to your phone. You can interact with it by
talking, and even choose the type of voice it uses. Plug in your headphones, go for a
walk, and bounce some ideas around with ChatGPT. Brainstorming through voice feels
much more natural than typing too.

3. Use AI to create first drafts

AI is particularly effective when you want to quickly create first drafts. Although you
should never copy and paste these first drafts, you can use them as the basis for your
later drafts.
Consider using the AI Sandwich model when it comes to drafting content. You begin
with human ingenuity, use AI to efficiently bring the idea to life, and then use human
oversight to refine the content.

AI Sandwich model
The AI sandwich is made up of three stages:

Step 1: Human intelligence

Creating great content is a human skill, requiring human intelligence. Do some

brainstorming and research to get a good idea of what you want to write. At the very
least, arrive at the model with a clear objective, so you know if the output is meeting
your needs.

Equipped with research and insights, you now need to craft specific, effective prompts.
Tell the model about the context, your target audience, strategy, the content format,
tone and style, and anything else that will shape your output.

Step 2: Artificial intelligence

Select your tool of choice, add your well-crafted prompt, and let the model do its work.

Step 3: Human intelligence

Remember, the output is your first draft. It’s now time to use your human craft and
expertise to refine the content. And don’t forget to fact-check your content – and sense-
check it against your initial objective.

Is this what you wanted? Or do you just like it because it was done in 30 seconds?
These are all important questions to ask.

4. Use AI to edit content

In the third stage of the AI sandwich, you are essentially editing the content with a
human eye (and ear). However, an AI assistant also makes a great sidekick when
editing your copy.

For example, you could enter a piece of text and ask for improvements. This can take
your thinking in new directions, unstick a thought or help open up a new route for you.

You might give the model prompts like:

 Please suggest five ways to improve this social post.

 Tell me how I can make this blog more clear or fluent.
As always, the more specific you are, the better the feedback will be. Gold in, gold out!