As technological innovation continues to advance exponentially, one thing is becoming increasingly clear: Humans should only perform tasks that add value. For everyone else, relying on Artificial Intelligence is a cost-effective and efficient option. In the execution and optimization of PPC campaigns, chatbots can be our perfect allies.
Surely you have heard of the chatbots But you may not know where to start implementing them in your business. Don't miss this post because in 3 minutes you'll be familiar with them and want to include one in your strategy.
What is a chatbot?
A chatbot It is a type of artificial intelligence (AI) created to assist customers or digital users in resolving basic questions, redirecting them to landing pages of interest, onboarding processes, and more. In many cases, chatbots They are integrated into websites and apps as another virtual companion available 24/7, greatly reducing customer service costs.
3 benefits of using chatbot in PPC campaigns
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Resolve customer queries immediately
Users coming from PPC campaigns likely don't have much information about the product/service you're selling. A good way to reduce this friction is to include a virtual assistant (chatbot) that guides the user through the digital space and can immediately resolve any questions they may have. Similarly, the chatbot would act as a person who greets and serves you in a physical store. How much better is the experience when they help you find what you need? Replicating this in the virtual world and "greeting" your users will improve the shopping experience.
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Facilitates the purchasing or conversion processes
When creating a PPC campaign, it's nearly impossible to know the exact wants and needs of every potential lead who enters your site. How can you reduce the bounce rate of leads who enter and don't find exactly what they're looking for? By using a chatbot that shows in real time the entire inventory of products and services you offer to increase the conversion rate. Another very interesting feature of the chatbots It is the reminder of preferences for each user, shortening the path to a future conversion.
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Create connection and showcase your brand
Today, brands go far beyond selling products and services. Emotional connection and shared values are often more decisive than price. There's no better way to humanize your digital business than with the most basic interaction: one-on-one communication. Equipping your brand with chatbot Giving it an identity, a name, a personality, and even an image will help you communicate your brand's storytelling without sounding like a pop-up banner. Make your customers/users feel special when they visit your website or app.
7 Questions you should answer before including chatbot:
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Is your target audience interested in using chatbots?
Understanding your target audience is key to making the decision of whether or not to include a chatbot in your strategy. Older customer segments may not be familiar with using virtual assistants and may be better off investing in other tactics.
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Do you need a chatbot smart or will a simple one work for you?
Depending on its design and programming we can find two types of chatbots well differentiated:
The chatbots simpleThese AI software programs work based on a series of pre-prepared commands and keywords. If the user asks a question without using that keyword, the robot won't understand it and will respond by inviting the user to ask another question.
The chatbots smart: belong to a more complex category in which robots do not work based on keywords or questions but rather the live chat responds with ideas or suggestions on the written text. chatbots They offer a more “human” and natural experience.
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What will the customer journey be like?
It's important to design the purchasing journey your user/customer will take from their interaction with your PPC campaign to your web platform or app. It's important to highlight the crucial areas where virtual assistance would enhance the brand experience. Having this visual "map" will help you reinforce the customer's friction points in your purchasing process.
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What will the conversational experience be like?
Designing a conversational experience will be the key to your chatbot Provide real value. The focus will be on maintaining a fluid, effective, two-way, intuitive, and personalized conversation. Think beyond questions and answers. Build a conversation like the one a human salesperson would have in a physical store.
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How can you humanize your chatbot?
There are cases today, such as Siri, in which the chatbots They have become true brand ambassadors. There are different aspects you can configure to give your bot a more human appearance: give it a name, give it a personality when communicating, add a photo, include emoticons in the conversation that will add an emotional touch... Keeping in mind that the main function of bots is to resolve doubts and assist users, giving them a human aspect will improve the conversational experience.
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What will happen when the chatbot can't help?
It has been proven that the strategies that work best are those that combine a physical agent with a chatbot. You must draw your red lines when working with chatbots and have contingency tactics prepared for when the chatbot cannot meet the user's expectations. From the vulnerability, a message like "Sorry, I'm not programmed to answer these types of questions. I'll immediately forward your question to a human colleague" could be the link between artificial and human intelligence.
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Which tool is most suitable to include a chatbot?
There are a multitude of tools that will allow you to enter a chatbot in your strategy like WotNot, Intercom or Zendesk. In addition, many CRMs like HubSpot or Salesforce already offer a plugin to install a chatbot on your website. To make your decision, analyze the use cases of your customer journey, the integrations it may have with your other digital tools like your CRM, the AI learning capabilities, and the budget you can allocate. At PaidStrategy, we recommend Landbot.io, a Spanish startup that allows you to configure chatbots without using a single line of code. A perfect tool to get started in the world of chatbots!
Founder of PaidStrategy and Performance Marketing Specialist.
Over 10 years of experience in Performance Marketing. Expert in achieving goals through analysis and strategy management with internal teams and clients. Her two superpowers? Asking the right questions and moving from chaos and improvisation to order and planning.
