---
title: "ChatGPTとPPCスクリプトでPPC運用をレベルアップする方法"
serpTitle: "ChatGPTとPPCスクリプトでPPC運用をレベルアップする方法"
description: "Nils Rooijmans氏とFrederick Vallaeys氏による、AIアルゴリズムやスクリプトを活用してPPC戦略を強化し、ランディングページのコピーを改善するための洞察に満ちたディスカッションをご覧ください。Google広告運用を効率化するための専門的なアドバイスも紹介しています。"
author: "Vimal"
date: "2023-09-27"
url: "https://www.optmyzr.com/jp/ppc-town-hall/how-to-level-up-your-ppc-game-with-chatgpt-and-ppc-scripts/"
---

# ChatGPTとPPCスクリプトでPPC運用をレベルアップする方法

> PPCタウンホール80

Nils Rooijmans氏とFrederick Vallaeys氏による、AIアルゴリズムやスクリプトを活用してPPC戦略を強化し、ランディングページのコピーを改善するための洞察に満ちたディスカッションをご覧ください。Google広告運用を効率化するための専門的なアドバイスも紹介しています。

**Author:** Vimal | **Published:** September 27, 2023

**Watch:** [YouTube Video](https://www.youtube.com/watch?v=Hs7szTIfjSg)

**Apple Podcasts:** [Listen](https://podcasts.apple.com/gb/podcast/how-to-level-up-your-ppc-game-with-chatgpt-and-ppc/id1508399985?i=1000629425832)
**Spotify:** [Listen](https://open.spotify.com/episode/1GdMO53SXRidHj0xxFfwEU)
---

## エピソード概要

GPT 4のリリースとプラグイン機能の追加により、ChatGPTの新しい活用方法にはどのようなものがあるのでしょうか？また、GPTのパワーとスクリプトを組み合わせる方法はあるのでしょうか？

このエピソードのPPC Town Hallでは、PPCスクリプトと自動化分野の第一人者であるNils Rooijmans氏にお話を伺いました。

Nils氏は、GPTと自身が構築したスクリプトについて、多くの実例を交えて実践的な経験を共有してくれました。また、私からは、カスタムインストラクションや強力なプラグインを活用してChatGPTを自分の業務に役立てる方法についてお話ししました。この対談をぜひお楽しみください :)

このエピソードで学べること：

\- Nils氏がChatGPTを使ってGoogle広告の検索語句データのn-gram分析グラフをわずか5分で作成した方法

\- カスタムインストラクションでChatGPTからより良い回答を得る方法

\- Nils氏がまとめた400以上のPPCスクリプトのリストを入手

など、他にも多数

## エピソードのポイント

* **カスタムインストラクションによるChatGPTの回答精度向上**:
  * カスタムインストラクションを設定することで、ChatGPTの回答を特定のニーズに合わせて大幅に最適化でき、プロフェッショナル用途での関連性や正確性が向上します。
* **Nils氏の400以上のPPCスクリプト集へのアクセス**:
  * Nils氏はPPCキャンペーン管理のさまざまな側面を自動化・最適化できる豊富なPPCスクリプトライブラリを提供しています。

**追加ポイント**:

* **PPCにおけるAIの統合**:
  * 議論では、特に生成AIがPPCキャンペーン管理の効率化と高度化に与える変革的なインパクトが強調されました。
* **PPCプロフェッショナルの能力強化**:
  * 高度なツールやスクリプトにより、PPCプロフェッショナルは複雑なタスクをより効率的に遂行できるようになり、戦略的な監督やクリエイティブな業務により多くの時間を割けるようになる可能性があります。

## エピソードリソース

Nils氏の400スクリプトリスト: <a href="https://www.youtube.com/redirect?event=video_description&amp;redir_token=QUFFLUhqbmhDMjE4cTB5Ti04UmZWV1ZLSkpjcnlDcElsZ3xBQ3Jtc0tremF1bU1RR1U2WWdhZ2tVWUdvM2J6cGtPVXJlTnZBY2Q2M0FRNzB2SHIwVnpSYVFudklmelUtVUhLMnR2dEtsTW5QUjUxREptNEVjRUNTUUh4TVlqdnhDQlo2OUFtU0p0Uy1SVFhSQWZsM3M5dVZZVQ&amp;q=https%3A%2F%2Fnilsrooijmans.com%2Ffree-google-ads-scripts-the-ultimate-list%2F&amp;v=Hs7szTIfjSg" rel="noreferrer">https://nilsrooijmans.com/free-google...</a>

## エピソード書き起こし

**NILS ROOIJMANS:** 私のクライアントの中には、スクリプト作成の依頼をしてくる方もいます。そして、もしそれが面白いスクリプトになりそうだと思えば、「分かりました、この仕事を引き受けます」と答えていました。自分で作ることもできましたし、ジュニア開発者に要件を書いて依頼することもありました。

そうですね。でも今はGPTがあるので、まるでインターンやジュニア開発者の軍団がいるようなものです。実際、以前は自分でスクリプトを作るのに2日、場合によってはそれ以上かかっていましたが、今では2時間でできるようになりましたし、ジュニア開発者に外注することもありました。でも今は単純にChatGPTに外注できて、月20ドル程度しかかかりません。

**FREDERICK VALLAEYS:** 私の見解では、多くの代理店は残念ながらテンプレート的な仕事をしがちで、スケールによって利益を上げています。つまり、社内チームやその予算がない企業にとっては代理店と組むことでスケールの恩恵を受けられますが、逆に代理店は各アカウントで同じことを繰り返しがちです。

今あなたが話しているのは、まさにそこですね。つまり、あなたが提供できる本当の価値は、アイデア創出やクリエイティビティ、新しい戦略、そしてその戦略をビジネスデータとどう結びつけるかです。あなたが活動している業界や世界でどう活用するか。社内チームはその分野でより積極的に動いていると感じます。

彼らは常に「このデータセットがあり、PPCにこう影響するかもしれない」と考えています。そして「どうやってそれをつなげるか？どう自動化するか？」と考えます。そこがスクリプトの素晴らしいところで、手作業でやる代わりにプロセス化し、再現性を持たせることができます。

おそらくその後、「でもそのためにはデータが必要だ」と言われて、実際にどうやるかを段階的に説明してくれるでしょう。そして面白いのは、その作業自体を開くとPythonコードが表示されることです。そのPythonコードをコピー＆ペーストできます。

自分のシステムで実行することもできますが、もう一つ良い点は、自分のシステムで実行しなくてもいいことです。GP内でそのまま実行できます。こんにちは、PPC Town Hallの新しいエピソードへようこそ。私はFred Vallaeys、ホストを務めています。また、Optmyzrの共同創業者兼CEOでもあります。

今回のエピソードでは、私が特に関心を持っているテーマ、PPCにおける自動化についてお話しします。これはPPCプロフェッショナルのキャリアにも大きく関わる話題です。長い間、自動化について話してきましたが、昨年大きな変化がありました。

それが生成AIの登場です。従来とは全く異なることができる新しいタイプのAIです。これについて、またスクリプトや自動化に関するあらゆることについて話すのに、今日のゲストNils Roijmans氏ほどふさわしい方はいません。彼は長年スクリプトを書いてきた大ベテランです。

この分野の大きな専門家であり、ベルリンのSMX Advancedでもこのテーマで講演しています。それではNils氏の話を聞いてみましょう。ご参加いただきありがとうございます。PPC Town Hallを始めましょう。

Nilsさん、再び番組にご出演いただきありがとうございます。

**NILS ROOIJMANS:** ええ、Fred、招待してくれてありがとう。PPCと自動化という私たちの大好きなテーマについて話せるのはいつも楽しいです。それに、ベルリンの話をしてくれて嬉しいです。また会えますね、ベルリンで。

**FREDERICK VALLAEYS:** そうですね、これを私たちがベルリンに行く前に見る人もいれば、後で見る人もいるかもしれませんが、SMX Advancedのような上級者向けイベントで講演に招かれるのは大きな名誉です。しっかり知識がないとステージからブーイングされますからね。で、あなたはセッションをやるんですよね？スクリプトだけですか？どんな話をする予定ですか？

**NILS ROOIJMANS:** GPTとスクリプトについてです。

**FREDERICK VALLAEYS:** GPTですね。私はあなたの直前のセッションを担当します。私が何を話すか分かりますか？

**NILS ROOIJMANS:** たしか、大規模言語モデルについて話すんですよね？

**FREDERICK VALLAEYS:** そう、GPTとスクリプトです。すべてスクリプトに関する話ですが、GPTの観点では、大規模言語モデルをより現実的にし、幻覚（hallucination）を減らす方法についてです。そのビジネス事例もいくつか紹介します。ということで、いきなり本題に入っていますが、大規模言語モデルや生成AIについて、あなたの見解を教えてください。どんな新しいAIで、どこで役立つのか？何を試しましたか？

**NILS ROOIJMANS:** そうですね、本当に素晴らしいと思います。私は90年代初頭から人工知能に携わってきました。年齢がバレますが、フィードフォワードネットワークや多層パーセプトロンが主流だった時代にAIを学び、それ以来ずっとAIに触れてきました。正直、GPT2やGPT3のようなものが出てくるとは予想していましたが、ChatGPT、特にGPT4を使い始めたときは本当に驚かされました。AIの進化と大規模言語モデルの力、そして実際に何ができるかという点で、今は本当に特別な時代だと思います。特に最近のGPTの進化、コードインタープリターなど、いくつか事例をお見せできると思いますが、これらの進化の速さには本当に驚かされています。

**FREDERICK VALLAEYS:** そうですね、その冒頭だけでも話すことがたくさんありますが、まずはイノベーションのスピードについて話しましょう。最近、「ChatGPTは面白かったけど、次は何をすればいいのか分からない」「質問への回答があまり良くない」「進化していないのでは？」という声も聞きます。しかし、あなたの言う通り、テクノロジーは常に急速に進化しています。今日うまくいかないことも、4週間後には素晴らしく動くかもしれません。私がよく目にする具体例は会計や数学で、以前はあまり得意ではなかったですが、どんどん良くなっています。PPCでは数字が非常に重要ですよね。イノベーションのスピードについて、今後何が推進力になると思いますか？

**NILS ROOIJMANS:** そうですね、やはりデータ量の増加、計算能力の向上、そしてトレーニングアルゴリズムやモデル自体のファインチューニングの組み合わせが大きいです。今日やベルリンで話すであろうトピックの一つが、既存モデルのファインチューニングと独自モデルのトレーニングの違いです。また、OpenAIやGoogleのような企業が今後もさまざまなバージョンの大規模言語モデルや生成AIをリリースし、私たちを驚かせるでしょう。今後数年が楽しみです。

**FREDERICK VALLAEYS:** これらは本当に重要なポイントですね。リスナーの多くはPPCの専門家ですから、tROAS、tCPA、CPCなど、日常的に使う用語はよく分かっています。しかし今はファインチューニングやエンベディング、グラウンディング、テンパチャーなど新しい用語が出てきています。これらは最終的に、GPTなどの大規模言語モデルに望む出力を得るためのレバーとなります。少し話しましょう。まずファインチューニングについてですが、これは既存の大規模言語モデルに対して、望むプロンプトとレスポンスの例を追加していくことです。例えば、Optmyzrとして、今まで受けたサポートチケットをすべて使い、質問（問題）とサポートチームが書いた回答（レスポンス）をセットにしてモデルに学習させます。これにより、「このような質問にはこのような回答をすべきだ」とモデルが学びます。

実際にこれをやってみたところ、非常に興味深い現象が起きました。ファインチューニングしたモデルに質問すると、必ず名前を署名して回答するようになったのです。つまり、人間のサポート担当者のように「Juan」と署名して返してきます。なぜかというと、学習データの多くがJuanによる回答だったからです。大規模言語モデルがJuanの人格を模倣し始めたわけです。これは、ランダムな回答よりも良い結果です。これがファインチューニングです。ファインチューニングについて他に意見はありますか？次は独自LLMの構築について話しましょうか。

**NILS ROOIJMANS:** そうですね、GPTで面白いのは、多くの人が使い始めて、その限界に気づくことです。例えば、GPTを使ってGoogle広告スクリプトを作成することができます。これは非常にエキサイティングなユースケースで、今まさにそのためのワークショップを作成中です。

ただ正直なところ、現状のGPT-4のデフォルトバージョンでは、Google広告スクリプトの中でも比較的新しい部分を作成するのが苦手です。Google広告クエリ言語の最新機能やAPIリリースへの対応は非常に難しく、GPTが生成するスクリプトにはミスや抜けが必ずあります。

そこで、Googleが公開している最新のGoogle広告スクリプトのドキュメントを活用できるようにモデルを訓練し、GPTを使ってより良いGoogle広告スクリプトを作成できる方法を模索しています。ファインチューニングも一つの方法ですが、おそらくGoogle広告スクリプト専用のエンベディングを持つ別の大規模言語モデルを作るのが最適だと思います。まだそこまではできていませんが。

**FREDERICK VALLAEYS:** それでは、あまり技術的でないリスナーのために少し説明しましょう。大規模言語モデルの構築は非常にコストがかかりますが、構築方法自体は公開されており、オープンソースでも独自の大規模言語モデルを作ることができます。

大規模言語モデルを作るには、教えたいテキストやコードなどを取り込みます。これがティーチングセットです。ちなみに、生成AIは機械学習のサブセットであり、学習に基づいて動作します。教えたいものを学習させるわけです。

ここで面白い例を紹介します。GPT-4モデルに銃規制について質問し、宗教についても質問すると、宗教の回答は米国の共和党保守派のような内容になり、銃規制の回答は民主党リベラル派のような内容になります。なぜかというと、銃規制についてはリベラル派が多く執筆し、宗教については保守派が多く執筆しているからです。これが大規模言語モデルがパターンを模倣する理由です。

独自の大規模言語モデルを作れば、どんなデータを入れるか自分で選べます。リベラルな視点だけ、保守的な視点だけ、あるいはあなたの例のように検証済みのスクリプトだけを追加することもできます。これが学習セットとなり、より良い回答が得られるようになります。また、GPTの学習データは2021年までしかカバーしていないため、Google広告クエリ言語の新しい機能などは知らない場合があります。これが問題です。

**NILS ROOIJMANS:** まさにその通りです。もう一つ、以前はGPTで自分のデータを使うのが難しかったという点があります。例えば、「このURLに対してキーワード提案をして」とGPTに頼んでも、そのURLの内容を取得できませんでした。ランディングページをスクレイピングしてコンテンツを分析し、キーワードリサーチを支援することができなかったのです。しかし、今ではGPTの多くのプラグインやコードインタープリターのおかげで、自分のPPCデータやウェブ上のサードパーティデータなど、独自のデータを活用できるようになりました。

このデータをGPT AIに入力することで、質問に対する回答の質を高めることができます。

**FREDERICK VALLAEYS:** まさにこれがイノベーションのスピードです。もし従来のChatGPTに慣れているなら、今話している機能を使うにはサブスクリプション（月額20ドル）が必要です。これでベータ機能にアクセスできます。

ここで話した2つのベータ機能、つまりコードインタープリターとプラグインは、絶対に試すべきです。もう一つ、これが有料版に含まれているか分かりませんが、カスタム…なんでしたっけ？

**NILS ROOIJMANS:** そう、カスタムインストラクションですね。これも有料だと思いますが、これは絶対に使うべきです。GPTは、例えば私たちのように毎週や毎月数時間かけてGoogle広告スクリプトを作成している人にとっては特に便利です。以前はクライアントからスクリプト作成の依頼が来て、面白そうなら引き受けていました。

自分で作るか、ジュニア開発者に要件を書いて依頼するかでしたが、今はGPTがインターンやジュニア開発者の軍団のように使えます。以前はスクリプト作成に2日、場合によってはそれ以上かかっていましたが、今では2時間でできるし、ジュニア開発者に外注する代わりにChatGPTに頼めば月20ドル程度で済みます。本当に安いですよね。

**FREDERICK VALLAEYS:** ここで重要なのは、ジュニア開発者と仕事をする場合、非常に具体的な指示を与える必要があるということです。Google広告とは何か、キャンペーンと広告グループの関係などを知らない前提で説明しなければなりません。そうしないと、ジュニア開発者は間違えます。

そのため、どうせ指示を書くなら、その人に支払うコストと2日間待つ時間、フィードバックのやり取りなど、時間が無駄になります。すでに指示を書いたなら、それをGPTに渡せばいいのです。実際、数か月前に書いた指示をそのままGPTに渡したことがあります。これはアムステルダムのFriends of Searchでの私のプレゼンテーションでも紹介しましたが、開発者に送ったメールをそのままGPTに渡したら、追加情報なしでスクリプトを書いてくれました。素晴らしかったです。

**NILS ROOIJMANS:** いい例ですね。そして、PPCプロフェッショナルにとって非常に興味深いポイントだと思います。私たちは擬似コード（pseudocode）を書くことができます。つまり、スクリプトをどう作るかを高レベルで記述でき、ジュニア開発者がスクリプトを作れるだけの詳細を盛り込めます。このスキルはAIの進化によってますます価値が高まっています。

要件を明確に定義できるシニア層は、広告文やクリエイティブ、データ分析、コードなど、どんな分野でも新しいAIによって大きな力を得ることができます。

**FREDERICK VALLAEYS:** その通りです。擬似コードを書く能力の良い例として、私は新しい指示セットを持っていて、このスクリプトはSearch Engine Landにも掲載されていますが、Google広告アカウントのパフォーマンス変化を、ある期間と前期間で比較し、ナラティブな説明を自動生成したかったのです。でも自分では何も作業したくありませんでした。

そこでGPTに「CSVデータを取得するスクリプトを書いてほしい」と頼み、そのデータをGPTに渡してテキストを生成させました。ただ、「2つの日付範囲を取得して比較して」とGPTに頼んだところ、なぜかGPTは「1つのGoogle広告クエリで2つの日付範囲を同時に取得する」と書いてしまいました。

And you and I, and any developer knows that that is not possible. That's not how it works. Right. But so again, and again, it would produce the code. I would put it into Google ads and say, there's an error. There's an error. There's an error. And so. You know, I've used it enough that I could read it and be like, that's kind of weird.

You shouldn't be asking for two date ranges in a single query. So I very simply updated my statement. I said, First pull the data for the last 30 days, then pull the data for the 30 days before that, and then join it together on the campaign name as the common key. With that instruction, it was like boom, boom, boom, script was done.

It just worked. And then, but that's the power of pseudocode, right? It's like being able to take it to a level of specificity where there's very little ambiguity about what needs to be written. And I think that's also a little bit the art now of writing GPT or using GPT to write scripts. But like, you don't want to go super specific from the beginning because a lot of stuff, it just knows how to do, but it's knowing when to go a little bit deeper.

That that's really quite helpful.

**NILS ROOIJMANS:** Right. Yeah. And you could actually also ask GPT itself on what will be a logical next step to improve the quality of this script. So one of my students actually sent me a prompt and they, they, they just, they just plucked a, they got a script, a third party script from the web and they asked GPT, how would Nils Reumanns Improve this script.

And it gave a flattering answer as in presenting me as, as, as a Google ad script authority or something like that. And then it continued in the way that I would, how I would refactor the script or rewrite the script to make it to make it even better. And these suggestions were just, it was like, it's reading my mind.

I'm out of a job here.

**FREDERICK VALLAEYS:** All right. Hey, people being out of a job. I mean, I think that opens up the next great topic of discussion, but you know, I've, I've written a book about it and I think, do you have a copy of my book?

**NILS ROOIJMANS:** I've got it here, Fred. I was lucky enough to to receive the manuscript. For review before it was published a little bit of the camera that we can't see the contrast there There you go.

You can see I was actually reading you can see the underlining. So so I actually read it and I did my job Yeah, yeah Yeah I mean Just like just like you I feel like automation layering is the way to go with when it comes to ai

**FREDERICK VALLAEYS:** Exactly. And so I mean and thank you for all the feedback you gave on the book.

Yeah But yeah, I mean, so let's talk about automation layering and then let's also talk about, so when, when I wrote that book, that was a number of years ago, that was before generative AI. And one of the points in the book is like the last bastion of human, like the thing that you absolutely will have to do that the machine will not be able to do is like be creative.

Wow. Eat my words, right? I should be eating the actual paper that it was the book was written on because here we have gpt It could probably have written the book for me and I didn't see that coming. You clearly did see it coming because you were involved in gpt2 way back when but like talk about that nuance, right like How is this creative component and it's writing scripts for us and it's writing a text for us and it's like you can even use it to build webpages.

Like how is that changing what we do? Is automation layer the answer?

**NILS ROOIJMANS:** Well, well, seriously, let's take let's say we were professional PPC, Google ad script developers, and that that is all we did, right? If we define our job as merely generating JavaScript code, Then surely we would, we will have a problem because we are competing with with with GPT, right?

It can write similar code. But if we redefine our job as creating value for our customers and coming up with new ideas to automate, So repositioning ourselves, not so much as being the one that is doing the actual coding, but the one that is translating these PPC objectives into automation opportunities, then we can still create a lot of value there.

And that is the creative part that I think you're referring to. It all starts with with business objectives business goals Audiences that we would like to reach and then coming up with different strategies to actually Yeah, reach these audience and generate clicks that actually convert into value that is profitable for the business

**FREDERICK VALLAEYS:** Yeah, and I think let's talk about agencies versus in house teams for a minute.

So my take is that A lot of agencies, unfortunately, tend to do a little bit of a, a cookie cutter job, and they make money through scale, right? I mean, so they, they might be able to help a, a, a company that doesn't have an in-house team that doesn't have the budget for an in-house team, but so they get the benefit of the scale of working with an agency.

But the downside is that sometimes agencies tend to do the same thing for each account. And so that's a little bit what you're going into now that like the real value that you bring is like the ideation The creativity like the new strategy, like how do you connect the strategy to your business data?

You're the world that you operate in the industry that you operate in and I see in house teams being much more active in that field They're always thinking about like, oh we have this data set which could influence ppc in that way So And then they're thinking like, how do we connect that? Right. How do we automate it?

And that's where scripts are so brilliant because rather than having to do this manually, you can turn it into a process and make it repeatable. And I think agencies actually have an opportunity now because of the, this army of junior developers, like you said, to actually go and do something a little more custom for each of their clients, which increases the value they bring.

And we would, which also, I think. Insurers job security at least for a couple more years until like that next wave of evolution happens,

**NILS ROOIJMANS:** right? Yeah, and to touch on your point with with with in house versus agency agencies I think also a lot of the in house advertisers they have sort of like domain Expertise that they can combine with the artificial intelligence.

A couple of years ago. I I did a talk in Austria the great day event and the title of the talk was keeping an eye on ai You Keeping an eye on Google's AI because I think it's especially with the way That Google is pushing us to make use of a lot of these AI technologies It's very important to keep an eye on that and using your domain knowledge or domain expertise to guide the AI Can be very very very important interesting to, to, as you would say, unlevel the playing field and create a competitive advantage.

So I think there's also a lot of opportunity there for the agencies to, instead of, you know, playing the the guacamole in the Google ads interface to really dive into the business of their clients and try to learn how to, to, to become more competitive.

**FREDERICK VALLAEYS:** Exactly. And so a little bit the PPC pilot where you're monitoring the automation, the machine, and if it goes off course for some reason, knowing how to bring it back to where it needs to be.

I think that's going to be especially important now going into Q4. So obviously a huge time, the cyber weeks happening for retailers is going to be huge. That's not the time to change anything, right? That's not the time to implement PMAX for the first time, but it is probably a time to have some anomaly detection, to have some scripts that are constantly monitoring things going right.

Have a good tool and there's a number of them out there, right? So we use this technology, use this automation to stay on top of things.

**NILS ROOIJMANS:** Which if I may plug an example last week, I published a script that is using one of the latest releases of the Google API reporting API. We can now finally access the search category data in the P max through scripts.

So I created a script that monitors the trends in the different search categories that your P max campaign are being shown for. And these trends, they change over time, of course, and insights in The type of queries that your pmax campaigns are being matched to can be of high value, especially in a season like like the black fridays Christmas when it's coming.

**FREDERICK VALLAEYS:** Yeah, and this is brilliant because I think if you look at the google ads interface to get to the search term categories You have to basically open every PMAX campaign and go to the insights page and go to the right section there. And then you start to start to see these things right now in an ideal world.

I think you shouldn't just have one PMAX campaign. My thinking on this and we can talk about this, but you probably have multiple products with different margins. And so hence, if you want to maximize profits, you should have different TROs for each of these margins. So even with that. At the very least, you probably should have two PMAX campaigns.

Now if you scale that up, all of a sudden you have so many places you need to go to, and that's where a script is really handy, because it just puts that in a spreadsheet, and then it sounds like your script actually monitors changes week over week, or what's the time range that you look at for the changes?

**NILS ROOIJMANS:** This, this one is week over week. Yeah.

**FREDERICK VALLAEYS:** Nice. We're putting it up on the, on the show notes so people can go and find that.

**NILS ROOIJMANS:** Yeah. And so, so if you start thinking, and that's always what I'd like to teach my students as well, If you start thinking about these kinds of monitoring opportunities that script can create for you, you will, you will come up with completely new ideas, like, for instance, with the max, it's a black box.

And we don't know where our ads are being shown and what products it is actually showing and how that is changing over time. But if you have a script that alerts you if a certain product has an increase, a dramatic increase or decrease in number of impressions or clicks, That is something that is very hard to detect if you manually go through the interface, but the script can simply alert you if there is a change, let's say 25 percent difference in last week impressions versus the week before.

So then you will be in the know of the type of products that PMAX is promoting for you.

**FREDERICK VALLAEYS:** Right, and that reminds me of a really cool script that you've written, I've written, Google's written, everybody's written it, but basically like rising and trending search terms. And it does the same for search campaigns, right?

So if all of a sudden there's a new keyword or a new competitor that comes in and your broad match starts showing up on these new queries that you haven't seen before. Good thing for you to know. There's not necessarily a bad thing, right? I mean, I think a lot of people often assume like, Ooh, Google is broad matching to like really horrible things.

Broad match is bad, but no broad match just like identifies new trends. And if you knew about that trend, you could actually build it into a landing page. You could have messaging relevant to that. So that's a great way to get more results from something like that. And then on the flip side, one of your popular queries that you were sort of banking on, all of a sudden the volume might drop because there's a competitor who comes in and I mean, like Teemu, I don't know if Teemu is in Europe yet, but Teemu is huge in the United States.

The amount of money they're spending on e commerce ads, like they're displacing Walmart, they're displacing Amazon. And I still talk to a lot of retailers and they're like, wait, what now? Who's Teemu? But if you look at the numbers, like. You should know who Teemu is. They are impacting your auction dynamics.

**NILS ROOIJMANS:** Yeah, yeah, yeah. Great, another great example. Yeah. Yeah. Which actually brings me to, to, to maybe, maybe if the audience will appreciate me sharing some of the scripts that I use to actually take benefit of these AI algorithms with with everyone to

**FREDERICK VALLAEYS:** show on screen. The I think we have a chart here, right?

Do you want to talk about this one?

**NILS ROOIJMANS:** Yeah, let me for the people wondering what the, what, what the light is, this is a reflection of the, the sun in the canals. So I'm just going to close, close something here so that the water is better. Let's see if I can. Okay. Quickly share this. Can you see the, yeah, there you go.

Okay. So this is a a campaign setup that I currently use to actually reap the benefits of one of some of the AI algorithms in the Google ads platform. And it also shows how you can use scripts to reap these benefits. So the green parts are what I've automated. Through scripts and the blue parts are two different campaign types.

So on the left, we have the alpha campaign. It is basically a standard search campaign with exact match keywords. And on the right, we have the boost campaign or the beta campaign. And that contains the ad groups with broad match keywords. So what we can do now is if we shift, like, like if we balance the budgets between the alpha and the boost campaign, we can sort of like dictate and help Google explore new opportunities through the broad match algorithm and a DSA ad group.

And then we can exploit all the learnings in the alpha campaign where we run the exact match keywords with some other smart bidding algorithms. And this boost campaign, of course, is generating search terms and the search terms have conversion data. For all the search terms that have had two conversions, my script will automatically add it to the alpha campaign as an exact match keyword.

And it will also add it as a new broad match keyword in the boost campaign. That latter, the latter is also very important because Unlike the other match types, broad match keyword relevance, matching also looks at the other keywords in the ad group. So if you add more converting broad match keywords to the same ad group, it will actually improve the quality of the broad match algorithm.

Another thing that the script, another script does is have a look at all the search terms and if it has had over, let's say a hundred clicks and zero conversion, it will add it to the negative keyword list that is attached to the boost campaign so that you don't spend money on a lot of the, Irrelevant matches that broad match is also notorious for yeah You can even go a bit a step further and include levenstein distances to circumvent the problem of a negative keyword match types but then you could also use different smart bidding algorithms inside these campaign types So for instance, I like to use the maximized clicks with a bit limit in the boost campaign So that for instance if you have a limited budget for exploring new opportunities, you're going to maximize clicks And you're going to update the bit limit also again with scripts To max, either maximize the clicks or make sure that the complete budget is spent.

So if you're not spending your full budget, the script will increase the bit limit, but if you're already spending the full budget, it will decrease the bit limits so that you get more clicks. And then of course, another script will have a look at the keywords. And if they have at a hundred clicks, there were conversions, it will pause them, et cetera.

This, this is typically something that is very hard, if not impossible to do without your own automation, but thanks to scripts, you can actually come up with these creative new strategies to create more value for

**FREDERICK VALLAEYS:** for your. This is brilliant. I think it's time for a shameless plugs for a minute.

So if people want to learn how to do scripts like this or they want to get some of your scripts, tell them where to find it and how to get ahold of you.

**NILS ROOIJMANS:** Right. So if you, if you Google my name, you will, you will find my website where I share the knowledge on these kind of automations you will find some free scripts, you will also find a list to roughly 400 scripts that are out there you can simply copy paste for free, a lot of your scripts, by the way, Fred and every now and then I run an online workshop.

So people can join the workshop is twice or three times a year. I'm currently working on a workshop on how you can use chat GPT to create these kinds of scripts for you and how you can actually use GPT to learn the basic of the JavaScript in a way that is a lot of fun. Because GPT is also a very good teacher.

**FREDERICK VALLAEYS:** Yeah, that's brilliant. So that's your shameless plug. I'm going to do my shameless plug. So obviously Optmyzr started as a scripts company, but we're way beyond that. So we have a rule engine capability. So that flowchart and conditional adding of keywords, adding negatives, changing budgets, all of that can be very easily Set up using those little boxes.

So there's no coding required. And you can build your own methodology and you can put it on automation, right? So it's, it's a different way to it's like scriptless or codeless scripting. You can do through Optmyzr and we have a two week free trial for anyone who wants to try that. All right, let's go back to GPT and let's I'm going to share my screen and we've talked about some of these things.

But I want, I want to show them to people. Okay. So the first thing I'm going to go into settings here it's shows you right there, custom instructions. Okay. Let me go on the right place here. So you hit the three dots next to your name. Okay. Where is settings? Here we go. Settings, custom instructions.

So custom instructions is a way for you to specify. Kind of like the things that need to go into the prompt every single time and remember if you go to chat gpt You basically you frequently tell it speak in the voice of like someone who's authoritative don't use these words, et cetera, et cetera, these custom instructions, which looks like they're currently not loading on GPT.

But this is a way for you to basically set those conditions and every single time they're going to go into the chat. Now, sadly. I had my custom instruction set up and it looks like GPT has just lost them. But I, I, what I said was like, listen, I'm a, I'm a PPC expert. I've been doing it for this long.

Like these are some of the things I've written, but this is the tone of voice that I like to use and it's kind of flattering because now whenever I ask it any question related to PPC, it's like, Oh, Fred, while you're, you're a great expert on PPC, so you must already know this, but here's my answer. I don't like, okay, GPT, like stop flattering me.

But it is kind of funny how you can change the tone and you don't have to repeat these same things so that's custom instructions. Okay. So the first thing I want to show you here is custom instructions So if you click on the three dot hamburger menu next to your name, you have a box for custom instructions and these custom instructions basically allow you to not have to repeat the same sort of thing in the prompt all the time.

So it says, what would you like chat GPT to know about you to provide better responses? And so I gave it a little mini biography of who I am, what I've written about, what I've done. Also, where I live, Silicon Valley, right? So I can bring in examples related to things that I might have experienced living in the Silicon Valley.

And then there's also a box for how would you like ChatGPT to respond? I'm not currently using that one, but this is more about how do you want to be addressed? Should it have opinions on certain things? et cetera. Now the one downside, I think as an agency, if you use this because you have different clients and they might all want a different tone or sort of different custom instructions, this may not be that useful to you because these custom instructions, they are for your whole chat GPT account, and they will apply to any future chats that you instantiate with the system.

But that's right there. So, and that's available both on the paid and the free plans. So try that out. The next one I want to show you, Is go to settings and beta to get beta access, you do have to be in the premium plan. So you have to pay your 20 a month, but then you get some beta features. So one of them, as Nils was mentioning was plugins.

And the other one is advanced data analysis also known sometimes as code interpreter. Now, let me so you turn these on and then you go back, you have to be in GPT four and then plugins you click the plugins right there. And then you enable which plugins you want. So I've installed a few of them.

They do various things. If you go all the way to the bottom of that list, there's a whole plugin store. And so you can start searching on here for the various things that it can do. And like Nils again was saying, one of the plugins would be like a web scraper. So you can say, go and look at this web page and summarize it or find me some keywords for it.

Because as you all know, the large language model is based on data prior to 2021. So if you ask it, like, what is this blog about that I wrote last week? It's going to make a pretty good guess just from the title of the URL and the title that it sort of assumes that it's for the blog post, but it's not actually going to be able to read what your blog post is.

Any plugins that you've particularly liked Nils?

**NILS ROOIJMANS:** For this concrete example, I like the both the link reader and the web pilot. They're very good at accessing third party data. If you stall them

**FREDERICK VALLAEYS:** link reader, or maybe

**NILS ROOIJMANS:** they

maybe they renamed it again. They search for web, web, web, web pilot, web pilot. There you go.

**FREDERICK VALLAEYS:** To browse web page and PDF data. So yeah, and some of these new plugins, they get launched. So Microsoft had one, so you could do a search on Bing, but then that got pulled back because it found that it was like a great scraping tool.

And that was the intent to make sure that a copyright was protected. They've pulled that one back while they sort of rework some of the privacy settings. So anyway, these are plugins. And then once you have a plugin, so okay, let's make sure we turn on the web pilot and Neil's give me an example. Of what you might want to do with that pilot.

So you can run up at the same time. So I'm going to turn this on. Right. So what might I actually,

**NILS ROOIJMANS:** yeah, so actually one of the scripts I'm currently creating is a script that pulls the search terms that your ads are being shown for, and then it'll ask GPT, how would you improve the copy on the landing page for these search terms?

So we have a list of search terms and you have a landing page URL, and then you ask GPT. How would you improve the copy on the landing page?

**FREDERICK VALLAEYS:** So I'm asking, how would you improve the landing page copy of Optmyzr. com? I mean, what you're doing obviously relies on writing a little script to pull the search terms from Google ads first, and then it feeds them.

Into you know, this plugin, by the way, do the plugins work in the API? No. G-P-T-A-P-I to go, right? No.

**NILS ROOIJMANS:** So, so this, this concrete example requires me to first fetch the HDML of the landing pages and then feed the HDML as part of the prompt. Yeah, but that is yeah, maybe a bit too technical. to go into the details.

But in theory, what should happen now is that GPT calls on WebPilot to actually scrape the website Optmyzr. com. And then

**FREDERICK VALLAEYS:** So it seems to be currently a little bit stuck. So we're going to ask it what is on the URL with Optmyzr. com.

So yeah, unfortunately Chad, GPT does hit its limits. Okay. Now it is actually using web pilots, so you can expand that box to see what it's doing. It's still generating. Okay, boom. So there you have the content of that page and it uses its large language model to summarize what is on that page. It includes a nice little image that was on the page.

That's pretty cool. So that. Basically connects GPT's capabilities to what is on the web today, as opposed to what's in a large language model from a couple of years ago. Awesome. Let's do another thing. Let's use the different plugin.

I'm going to start a new chat for this, and we have to use GPT 4 again, but this time I'm going to use the advanced data analysis. So one example here about one important thing is you can upload files So generally what you would do is you would download a data file Say all of your keywords or all your search terms from Google Ads and then you can upload that as a structured data file I don't think I have any connected here on this computer, but then with that you can write Python code.

And so we can talk to it in normal language, but can you write a script that draws a chart of, CPC costs it'll probably tell me something along the lines of, yeah, but I do need some data for that. And it actually gives me a step by step breakdown of how that would work. Right. And what's interesting is in that work itself, you can open that up and that shows the Python code.

So you can copy and paste that Python. You can actually run it on your own system if you wanted to. But the other nice thing is you don't have to run it on your own system. It'll just run it inside of GPT.

**NILS ROOIJMANS:** Right. I mean, maybe this is a good time for me to share an example graph that I've created with Code Interpreter in as little as you already see it's made up some, some, some numbers and it shows a graph.

But yeah, let me Let me share my screen. Okay. So what you see here is a graph that I created with chat GPT's code interpreter in as little as five minutes. And what this graph shows us is an Ngram analysis of search term data that I took from the Google ads account. So I simply downloaded the search term report, uploaded it into code interpreter, and then I asked it to do an Ngram analysis and focus on bigrams.

And I asked it to have a look at the top 20 of these bigrams and create a graph that shows the number of impressions, the click through rate, and the average CPC for these bigrams. So on the x axis, you will see the bigrams. On the y axis, you will see the impressions, the line is the click through rate, and the color of the bars indicate the average CPC for that diagram.

So what you can immediately can see is the red one on the left, this one, has a relatively high CPC and a low click through rate. Whereas this first dark green one, Has a relatively low CPC and a very high click through rate. So this is the type of insight that you can create in like five minutes, where in the past, literally this would take me hours, if not two days.

To create a graph like this, but

**FREDERICK VALLAEYS:** with code and with math, so you can trust that these results are correct. And you, you do have to validate the code a little bit, right? You have to make sure that when it looks at CTR, it knows it was clicks divided by impressions if it didn't already have that data. But it's not making stuff up, which a large language model will tend to do.

Like did what you saw on my screen. It just made up some random campaigns when I didn't give it data. It's like, yeah, I know what a campaign is. I know what a CPC might be like. So here's a potential chart. Yeah. So excellent point.

**NILS ROOIJMANS:** But, but, but here's the good thing about the code interpreters, since it is generating Python code, you can actually validate that.

What, what it's doing and that is correct. And the nice thing about code is it's, it's logic, right? And logic is something that is either completely true or completely false. And whereas with, with the, with the free language, like if you, if you ask it to generate some, some prose or poetry, then it can generate a lot of confabulations.

**FREDERICK VALLAEYS:** Exactly. Some things you want it to be creative, right? So writing poems, be creative, writing code, no, don't be creative. And then here's what you're talking about. So you can actually open up in a GPT. What is the code that you were using to produce this work? And so you can see here while the CPC costs, because I didn't provide any, it just made an array of its own CPC costs.

Obviously this is where I'd want to plug in my actual campaign names with those correct costs. Now let's actually go and do this Neil. So. Okay. You said you have to get your search query data. Wouldn't it be nice if we had a script that got us that data and puts it in a Google sheet and sends us an email.

So what would we ask GPT to do?

**NILS ROOIJMANS:** Right. So I would start with the system prompt. So act like you're a professional Google ads script developer.

Okay. So. Now we're going to ask it to create a query that returns search term data from our Google account.

**FREDERICK VALLAEYS:** It seems to be extremely slow right now. So that's a bit of a downer, but okay. So you create a query that returns search terms data from an account. I'm still thinking about the previous response. Where we just asked it to be a professional developer Hey, maybe you think professional developers are always slow in responding and that's why it's That

**NILS ROOIJMANS:** is domain expertise

**FREDERICK VALLAEYS:** Okay, so it looks like gpt it was actually at capacity right before we started recording here So I think it's just too many people using it.

That is a bit of a potential concern. But yeah, I mean so You Listen, we've reached the end of time for this episode, at least not the end of time in general, but Neil, so again, remind people if they want to learn how to do scripting, where can they get a hold of you because there's some really fascinating stuff, and hopefully you'll join us for another episode as well.

But how do people get a hold of you? What's the website?

**NILS ROOIJMANS:** Yeah, so it's basically my name, Nils Roimans, but I'll also link it up in the, in the description. In the comments or the footnotes. And yeah, we definitely go look for the, the, the list of free Google ad scripts that will give you some inspiration and get your mind thinking about what is possible with all these kinds of automations.

And also if you're interested in learning more about how you can use GPT to write your own scripts and teach you how to, to learn the basics of JavaScript, be sure to find me on LinkedIn and I'll I get in touch on on Twitter. The next workshop opportunity.

**FREDERICK VALLAEYS:** Awesome. Well, Nils, thank you so much.

You've been a fantastic guest and shared a lot of your expertise and hopefully people can now go and use GPT to write their own scripts a little bit. If you've enjoyed this episode and you want to see more, please use the buttons at the bottom of your screen to subscribe. We have PPC Town Hall roughly twice a month.

And of course, if you're looking for some prebuilt scripts or some other automation tools, Check out Optmyzr. We have a two week free trial that you can use at [optmyzr.com](http://optmyzr.com). We also have great e commerce capabilities. We just introduced a new PPC vertical insights report. So lots of cool new things being added all the time.

And when we see a cool script we tend to also turn it into an API tool so that you don't have to do scripting. If you don't want to, but I highly recommend scripts because they're a great way, like Neil said, to to get an edge and unlevel the playing field and get better results than your competitors.

So thank you for watching. Thanks Nils for being here. And we'll see you for the next


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*Source: [ChatGPTとPPCスクリプトでPPC運用をレベルアップする方法](https://www.optmyzr.com/jp/ppc-town-hall/how-to-level-up-your-ppc-game-with-chatgpt-and-ppc-scripts/)*
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