Transforming digital marketing with ChatGPT: our scale-up perspective
In July 2023, I was lucky to join DaVinci’s dynamic Digital Marketing team. DaVinci marks my entrance into the world of scale-ups, and within just three months here, I have gained comprehensive insights into the operational dynamics of the Digital Marketing team. This has been achieved through active involvement in several Digital Marketing tasks, ranging from Search Engine Advertising to Search Engine Optimization, and extending into some Business Development! Moreover, I’ve encountered an innovative and disruptive approach to work that I’ve never experienced before. This distinctive working culture is complemented by the integration of Artificial Intelligence, which increases our productivity. Prior to my venture into the world of Digital Marketing, my interactions with ChatGPT primarily revolved around seeking information about the best chocolate cake recipes. However, since immersing myself in this field, I’ve embarked on a journey to harness the potential of Artificial Intelligence to enhance my role. Digital Marketing places a substantial emphasis on copywriting, which requires a balance between creativity and precision. It is in this context that ChatGPT has proven to be an invaluable asset, significantly streamlining the copywriting process. This is particularly evident when managing multiple Google Ads campaigns, where efficiency and precision are very important. In this article, I will provide an illuminating overview of how, at DaVinci, we work in the Digital Marketing team and our Digital Marketing approach, and highlight how we, as “Davincians”, take advantage of the invaluable role that ChatGPT plays in crafting compelling titles and descriptions for Google Ad campaigns (for us is not cheating!!!).
Our working culture and Digital Marketing approach as proud “Davincians”
Working at Davinci is very interesting, given that our organizational culture and work methodology diverge significantly from the conventional and stagnant norms of traditional companies. Our environment is dynamic, embracing change readily in the short term, and consistently open to new approaches. Our work culture is rooted in trust and transparency, creating an environment that empowers “Davincians” to operate with confidence and free from undue pressure. These aspects have an impact across all our teams, including the Digital Marketing team. Personally, I love being a “Davincian” because it makes me feel a strong sense of belonging to a team, where my ideas are consistently listened to and valued.
At DaVinci, Digital Marketing plays a crucial role in acquiring new customers who book medical appointments through our platform. Notably, a significant portion of our conversions originates from paid advertising (SEA). However, we also place a strong emphasis on nurturing organic growth through SEO practice.
Our primary tools for executing online campaigns are Meta and Google Ads, but our dedication extends well beyond mere implementation. We place emphasis on optimization, a process that involves creating a list of strategic keywords and enhancing the content and the user experience of our landing pages. Currently, we are also actively engaged in conducting various A/B tests to fine-tune our strategies for optimal results.
On the SEO front, we have recently integrated a new CRM system into our blog infrastructure. This development has led us to invest substantial effort in strategically selecting article topics and their keywords. Picking keywords is like playing chess. You have to find a smart strategy to up your game in the SERP rankings. Analysis is another significant aspect of our Digital Marketing team. At Davinci, our results-driven approach is evident as we actively leverage a dedicated Data Studio page to monitor the efficacy of our campaigns. We consistently deliver analyses that delve into a diverse range of parameters within our ongoing campaigns. This commitment ensures a full comprehension of our campaign performance, fostering a culture of data-driven decision-making.
ChatGPT as an invaluable tool for us “Davincians”
At Davinci, being result-oriented, we take advantage of any tool that may increase our productivity and improve results. The primary focus of our advertising campaigns lies in the implementation of Responsive Search Ads on Google Ads. These ads are designed to dynamically adapt to users’ search queries and the available ad space, offering flexibility in ad creation and optimization. When users enter a search query into the Google search bar, Google Ads selects the most relevant combination of headlines and descriptions from the options provided within the ad. Harnessing the power of machine learning algorithms, Google Ads identifies the most effective headline and description combinations to achieve specific advertising objectives. To fully leverage the advantages of Responsive Search Ads, it is essential to include several headlines and descriptions. This approach ensures that ads remain dynamic and adaptable to diverse search queries, thereby enhancing their overall performance. However, managing multiple campaigns and generating a bunch of headlines and descriptions can be a time-consuming process. This is where ChatGPT comes into play, offering invaluable support to increase efficiency and make more informed use of our time.
Here are my 4 steps for using chatGPT for Google Ads:
- I start by telling ChatGPT the exact tone of voice I want for my headlines and descriptions. For example, I can tell ChatGPT to assume the role of an advertiser. Remember that when instructing ChatGPT, precision is very important. The more specific the instructions, the better it can fulfill your expectations.
- I communicate the number of headlines and descriptions needed and their ideal length, the keywords to include, and the focus. For instance, some headlines may emphasize the brand, while others may serve as compelling calls to actions. There are no rules regarding the focus; it varies depending on the marketing objectives and campaign goals.
- Once I’ve provided instructions for headlines and descriptions, I proceed to copy and paste in the chat the essential information and keywords about the product promoted. This allows Google Ads to incorporate that information into the different headlines and descriptions as needed.
- After having sent all the instructions to chatGPT, I adapt the given headlines and descriptions according to my desired outcome.
In conclusion, embracing the role of a “Davincian” within the Digital Marketing team provides a unique opportunity to experiment and enhance your skill set without the fear of errors. DaVinci’s pursuit of growth encourages us to explore new and innovative approaches and identify the most advantageous strategies. While working at DaVinci may present challenges, the rewards are equally significant, especially for someone like me — a 26-year-old Digital Marketer who recently embarked on a career in the industry. DaVinci’s adventurous approach empowers us to fully leverage the advantages that artificial intelligence has to offer.
