Many of us use various generative AI tools to generate marketing ideas and improve ad campaign outcomes.
Prompting can be a powerful alternative to working solo or brainstorming with colleagues. It improves productivity and expands your options.
In this article, I’ll cover some of my favorite marketing prompts for ad campaigns. Use these suggestions to spark ideas for your own prompts.
Why use prompts for online ads?
Prompts quickly give you a range of ad elements — triggers, emotions, actions, and audiences.
You can often repurpose prompt outputs across channels and initiatives — ads, email, landing pages, social media, and offers.
When you get closer to optimal campaigns from the start, you save cycles. That’s especially useful for lower-budget efforts that take longer to generate feedback.
The prompts themselves matter. You need to ask strong questions to get useful output from large language models (LLMs).
Feeling stumped? Ask AI tools which prompts they recommend for your situation.
Or use mine. Here are several prompts I use for online ads.
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Emotional trigger prompt
Purchases are often emotional, so it helps to understand your buyers’ emotions.
Use this prompt: “What are the top emotional triggers that would make X audience buy Y product?”
For example, I asked which three emotional triggers would make parents buy math learning software for their kids. The LLM identified key triggers and provided hooks and language with scarcity and urgency:
- Fear of falling behind: Anxiety and a protective instinct. Example: “Make sure your child never falls behind in math.”
- Desire to give kids a competitive advantage: Ambition and pride. Example: “Give your kid the math skills top students develop years ahead.”
- Relief from homework stress at home: Relief and peace of mind. Example: “No more math homework battles at home.”
Purchase intent prompt
Ask these questions to understand who is ready to buy your product or service:
- Who is most likely to buy immediately?
- Who needs convincing?
- Who will never buy?
To avoid wasted ad spend, focus on audiences likely to purchase and avoid those who won’t.
Keep asking which audiences are most likely to convert. Use the LLM’s rationale for more specific inputs for your ads.
In the math software example, the LLM suggested parents of kids struggling in math would convert best, citing high urgency and low friction.
The second-best group was homeschooling parents, who are motivated because they manage the full curriculum.
We were already targeting parents of kids struggling in math, but hadn’t considered homeschooling parents. From there, it was…
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