How to Utilize Chatbots in Tandem With a PPC Campaign

Have you thought about incorporating the AI magic of chatbots with the wide net of a PPC ad campaign? Combining these two strategies can add a boost to your next digital marketing campaign.

To ensure a successful PPC campaign, you have to start with the end in mind. Where do you want people to go once they’ve seen your ad and shown some interest? Do you want to make a sale or provide information?

You also need to consider what they want to learn about you and how you can help them find all the information they want.

That’s where chatbots come in.

What Are Chatbots?

Chatbots are a type of artificial intelligence (AI) created to answer customer questions. They’re capable of answering basic or common questions, sending people to pages answering their questions, looking up orders, and more.

You can program your bot to escalate a customer to a real person if needed as well.

Most people think to look for chatbots in the lower right-hand corner of a company’s website. The button may say something like “chat now” or “support,” like the one on Imperfect Foods’ website:

However, you can also set them up on Facebook Messenger and some other social media sites.

Chatbots can become very interactive, depending on the platform and the script. Also, you can check in with them however often you want and follow up with prospects when needed.

Functionalities vary widely, but however you incorporate bots, they can be a powerful, real-time player in your digital marketing strategy, buttressing your PPC campaign with interactivity and deepened brand awareness.

5 Ways to Use Chatbots During a PPC Campaign

The great thing about adding chatbots to your PPC campaign strategy is the flexibility they bring. No matter your business, sales goals, or individual PPC campaign goals, chatbots can become your right-hand person when you can’t be there for every click-through.

Here are five things they can do to help your customers while freeing you and your team up to focus on the big picture.

1. Answer User FAQs Immediately

We’ve all seen PPC ads, and chances are you’ve clicked on at least one because it intrigued you enough to want to learn more about what was in the content you saw.

Was your curiosity satisfied immediately? Or did you have to dig for the information promised by the ad?

Save your prospective customer the trouble and have a chatbot ready to answer their questions.

When a user clicks the PPC ad, your chatbot can appear on the page and ask if they have any questions. Through a series of scripts, you can help prospective customers learn more about you and find the products or services they need.

Going back to the Imperfect Foods example, if you’re a first-time visitor, it simply tells you to ask it a question.