The world of digital marketing is almost always buzzing with the potential of generative AI. But moving from simple queries to generating truly strategic, on-brand assets is a skill in itself. That’s why our team at OKMG, a digital agency Perth relies on, recently completed the Google AI Prompting Course. We learned how to collaborate with it to produce superior marketing results. Because for any business investing in online marketing Perth wide, understanding how to direct AI is a core competency. 

Here are our five most useful takeaways from the course that are already transforming our workflow.

1. Apply the Framework: “Thoughtfully Create, Really, Excellent Inputs”

The cornerstone of the Google course is the prompting framework neatly summarised in “Thoughtfully Create, Really, Excellent Inputs.” This stands for:

• Task: Define the precise job you want the AI to do.
• Context: Provide the background and necessary details.
• References: Give examples for the AI to learn from.
• Evaluate: Critically assess the output.
• Iterate: Refine your prompt and try again.

This structured approach moves us beyond vague requests, something that very rarely happens at OKMG where prompts mostly resemble carefully thought out outlines of entire pieces - the fullness of intent and direction, the very meat itself, already carved up and served on the platter - and the AI is just there to organize and put the trimmings in place. 

Instead of asking an AI to “write a social media post,” OKMG practises what the Google AI Prompting Course preaches. We craft prompts like: “Act as a senior copywriter for a digital agency Perth homeowners trust. Draft three Instagram captions for a new landscaping company. The tone should be inspiring and professional, focusing on transforming outdoor living spaces. The captions should be under 150 words and include a call to action to book a consultation.” This shift from a simple command to a detailed brief has dramatically improved the relevance and quality of the content we generate, making our online marketing Perth efforts more targeted and effective from the outset.

2. Instrumentalise Format When Prompting

Two elements within the ‘Task’ component are particularly useful to marketers: Persona and Format. Persona is already a given for OKMG, because we’ve been doing it for so long that it’s become an afterthought. Specifying a persona instructs the AI on what hat to wear. You can ask it to embody a “veteran SEO specialist with 15 years of experience” or to “write for first-time home buyers in their 30s.” This steers the AI's knowledge base and tonal approach, ensuring the output has the right expertise and resonates with the intended audience.

But defining the format is equally critical. Do you need a bulleted list of key takeaways, a persuasive email, a structured table comparing product features, or a script for a short video? Telling the AI exactly how you want the information presented saves immense editing time and delivers a more usable first draft. This principle is universal, whether you’re a solo entrepreneur or a sophisticated ad agency Melbourne working on national campaigns.

3. Embrace Multimodal, Beyond Text-Only Prompts

One of the most exciting lessons was on multimodal prompting. That means using a combination of text, images, and other media as input. This reflects how we experience the world and opens up incredible efficiencies for marketers.

Imagine you’re at a client’s photo shoot. You can snap a picture of the new product and immediately prompt an AI: “Using this image, write five Facebook Ad headlines that highlight the product's sleek design and durability. The tone should be upbeat and adventurous.” The AI analyses the visual and generates copy that is directly relevant. This saves you time (and in marketing, time is also money).

This technique is perfect for a dynamic digital agency Perth community. You can upload a screenshot of a complex analytics dashboard and ask for a plain-English summary. Or, take a photo of a conference schedule and prompt the AI to “extract the times and locations for the three keynote speeches into a clean table.” This ability to blend media makes AI a powerful partner for content creation and data interpretation, a boon for any team focused on results-driven online marketing Perth businesses need.

4. Iteration Is Not Failure, It’s the Whole Point

A common misconception is that a perfect prompt should yield a perfect result on the first try. Google’s course flips this notion on its head. Iteration is framed not as a corrective step but as a creative part of the process.

Your first output is a starting point. Evaluate it. Is the tone too formal? Add context to make it more casual. Are the ideas too generic? Provide references of copy you admire. The course champions the mantra “ABI. Always Be Iterating.”

For example, if an AI generates a blog outline that’s too technical, your next prompt could be: “That's a good start, but now rewrite the outline for a non-technical small business owner. Use simpler language and focus on benefits, not features.” This iterative dialogue is where the real magic happens, allowing a skilled ad agency Melbourne or Perth-based team to refine raw AI-generated concepts into polished assets.

5. The Non-Negotiable Rule: Be a Responsible Human-in-the-Loop

Perhaps the most critical (and our favorite) lesson was on responsible AI use. Generative AI is and will always be a tool, never a replacement for human judgment. The course emphasises a “human-in-the-loop” approach, where we must always verify outputs for accuracy, bias, and appropriateness.

AI can sometimes “hallucinate” where it’s fabricating details, especially when prompts are too broad or vague. It's our job to fact-check every statistic, cross-reference every claim, and scrutinise content for unconscious bias or stereotypes. We must also be vigilant about data privacy, avoiding the input of confidential client or customer information into public AI tools.

This responsible stance is integral to our ethics at OKMG. It ensures that the content we produce is not only creative and engaging but also accurate, trustworthy, and aligned with our clients’ brand values. This commitment to quality is what distinguishes a proficient digital agency Perth businesses can depend on.

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Mastering AI prompting has enabled our innate capabilities at OKMG. It allowed us to work smarter, generating higher-quality ideas, content, and analyses faster than ever before. It did not at any point replace our expertise. What it did was amplify it. 

We're now equipped to build more impactful campaigns, create more compelling content, and deliver even greater value to our clients across Australia. Ready to see how a strategic approach to AI can transform your online marketing Perth strategy? Contact OKMG today, and let's build something remarkable together.