Search GPT: What you need to know

As AI technology rapidly evolves, new tools are emerging to transform how users interact with search engines. Search GPT, OpenAI's latest offering, promises to revolutionise the way advertisers approach pay-per-click (PPC) campaigns, ad targeting, and overall digital marketing strategies. 

As a marketer, this is an update that you need to fully understand to be able to adapt your campaign strategy in light of this entirely new approach to Search.

Here’s what you need to know about Search GPT and how it could impact your advertising efforts:

• An Introduction to Search GPT
• What sets it apart form other AI tools?
• How Search GPT changes PPC
• Why use Search GPT in your ads?
• The future of PPC with Search GPT

An introduction to search GPT 

Search GPT is OpenAI's AI-powered search engine, designed to rival Google and other AI-driven tools like Perplexity. Its innovative capabilities go beyond traditional search by integrating natural language processing and deep learning, allowing it to deliver contextually accurate and relevant results based on user intent.

You’ll find Search GPT in ChatGPT, in its current prototype form.

Right now, it is only available to a limited number of users, just 10,000 in total. But like any development in AI (and certainly AI that is as popular as OpenAI’s programs) we reckon it will be rolled out to the masses shortly. So now’s the time to learn all about it, so you’re ready for when it becomes mainstream.

If you’re interested, you can sign up for the waitlist here.

What sets it apart from other AI tools?

Search GPT focuses on understanding natural language queries more effectively than current AI search tools. It doesn’t just return links but offers more detailed and conversational answers, making the search experience feel more like interacting with an expert. It’s far more conversational to interact with.

Alongside the more chatty approach to search that Search GPT presents, it backs up this conversational demeanour with heaps of data and machine learning capabilities. This advanced contextual understanding allows it to cater specifically to user needs, which has the potential to enhance both organic search and paid ad strategies.

How Search GPT changes PPC

Search GPT could be a game-changer for PPC campaigns by transforming how ads are displayed and engaged with. It’s a new frontier, in terms of how a user finds information, and how your audience might come across your brand for the very first time.

How Search GPT upgrades ad targeting
Search GPT can analyse user intent based on complex, conversational search queries, leading to more accurate targeting. This means marketers could serve highly relevant ads that match not just keywords but the actual intent behind the search.

Dynamic ad placements and smarter bidding strategies become possible with an AI system that understands context and user behaviour at a deeper level. In short, Search GPT is setting the stage for ad targeting that cuts to the niche, detailed and nuanced stages of the sales funnel, in a way that we’ve never seen before.

Search GPT: the future of search
This is a conversational search engine. So, if a user is searching for “local places to eat”, and the first result is a pizza place, the user could then type “Somewhere that isn’t Italian food. I prefer Chinese food”. This would bring up a more suitable result as the end to a more conversational search.

So now, the very act of searching for something has instantly become more refined, more granular. Therefore, your approach to PPC should reflect this. Users will be chasing those specifics and preferences more than ever before! After all, if you were chatting to a friend, looking for a recommendation, you’d ask multiple questions. Search GPT takes the same approach.

Why use Search GPT in your ads? 

For advertisers, the key benefit of using Search GPT is its ability to maximise campaign performance by better understanding the audience. If you know your audience, you’ll know how they will use Search GPT. Then it’s just a case of aligning your marketing methods to meet users at those specific points of their discovery of your brand. Figure out where they’ll be looking, then meet them there, in Search GPT.

Leveraging Search GPT for smarter budget allocation
With a more precise understanding of user queries, Search GPT can help allocate ad spend more efficiently. Budgets can be focused on high-intent keywords and audiences that are more likely to convert, minimising wastage.

You can then experiment with long-tail and conversational keywords, benefiting from Search GPT's superior understanding of nuanced search queries. We’re not yet sure how long vs short tail keywords will compare in terms of effectiveness within Search GPT, so this is the perfect time to experiment with a brand new tool in your arsenal.

The future of PPC with Search GPT

Getting the most out of Search GPT in your PPC campaigns requires a thoughtful approach. You can also use AI to help you along the way.

Optimising ad copy and keywords with Search GPT

Step 1: Use Search GPT to generate keyword lists that go beyond typical search terms, tapping into more conversational or specific user queries. The more data you can feed into your initial query, the better and more specific the suggestions will be.

Step 2: Experiment with AI-generated ad copy that aligns closely with user search intent. This can enhance ad relevance and engagement rates. Take some of the most relevant keyword suggestions and build out ad copy based on your data and knowledge of your audience segments. 

Step 3: Continuously refine ad copy based on Search GPT's real-time insights into trending queries and user behaviour. Like any paid search campaign, the real results come through in the data, which you can then use to upgrade and build upon the success of your first campaign.

Considerations: Is it right for your goals and objectives?
Search GPT might not be necessary for all advertisers, especially those with more straightforward ad campaigns. Evaluate whether its advanced capabilities align with your marketing goals, and if your budget allows for a more experimental approach to a part of your campaign.

Small businesses may benefit from simpler AI tools, while larger campaigns with diverse target audiences could see greater returns from Search GPT’s advanced features. It’s all about trying out what is available, and seeing what works for your niche, specific usage.
 

Integrating Search GPT with Google Ads and other platforms
If this platform becomes popular (and accurate!) Google Ads and other PPC platforms could integrate Search GPT’s capabilities, allowing advertisers to tap into AI-driven insights directly within their existing campaigns. This might look similar to the already popular AI insights and ad creation options found in Google.

The ability to combine Google’s vast data with Search GPT’s deep learning algorithms could lead to even more efficient ad placements and targeting. So placement and targeting might be set to change over the next few years, too.

How to prepare for the future of AI in Search Marketing?
It’s clear that AI is here to stay. Then one thing’s for sure; you need to be adaptable in your marketing efforts. Stay ahead by taking a proactive approach to AI tools like Search GPT in your advertising strategies. Experiment, test and have fun with new opportunities, you never know what you might uncover as a brand-new approach to marketing with brands and audiences you know better than anyone else.

As with anything new, regular testing is imperative. As AI takes away certain elements of control over your ads, be it in the keywords, targeting or ad copy, it is vital that you keep a close eye on new developments. As your campaigns evolve, so too will your understanding of AI, and your preferences with working with new AI features and tools. In other words, your knowledge and expertise in this area will develop, much like your ads, as your become more familiar with using them in a AI-led setting.

In Conclusion

Search GPT represents the future of AI-powered search and digital marketing, and it’s set to stay. By understanding user intent at a deeper level, optimising ad campaigns, and smartly allocating budgets, you can elevate your PPC strategies and prepare for the next generation of search marketing.

AI needn’t be a hindrance to your marketing efforts. If you adapt and remain flexible when experimenting, we reckon the future of AI in search is looking bright.