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How to leverage AI with Google Ads (with Mike Rhodes) | The PPC Mastery Podcast Ep 27 — Transcript

by Miles McNair — PPC Mastery · 11,111 words · 1,505 segments · language en · Watch on YouTube

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0:00I don't know how many people are going
0:01to disagree with this but I'm basing
0:03this on the actions that I've seen so
0:06what I believe is that AI is going to
0:08change things much faster than people
0:14[Music]
0:15think all right welcome back to the PBC
0:18Mastery podcast we have another special
0:20guest today we have the one and only the
0:23legend Mike rhs he is uh well founder of
0:27Mike RADS ideas the creator of the pmac
0:29script um but apart from that he also
0:32built and sold an agency in the past he
0:35wrote one of the maybe even the number
0:38one bestselling Google ads book uh in
0:40the past uh and he's building lots of
0:43Epic scripts and products and things and
0:47always doing public speaking gigs and
0:49and and sharing really cool insights on
0:52a high level of the industry um and it's
0:54always such a pleasure to to talk to
0:56this man so I'm super excited to have
0:58him on the podcast uh he's been sharing
1:01his knowledge with us in the PBC Hub
1:02many times so I'm super excited to
1:04finally chat to you on the podcast
1:06welcome Mike Mike uh pleasure to be here
1:08thanks for inviting me on anytime
1:10anytime so I would like to start this
1:12conversation Mike on a sort of um easy
1:17start tell us something about yourself
1:19that most people don't know
1:22[Music]
1:23um I used to fly helicopters um since I
1:28was I think six I wanted to be a
1:32helicopter pilot um when I was I took 3
1:36months off in between uni and happened
1:39to be in Hawaii and I called up every
1:42Helicopter Company in Hawaii there's six
1:44of them and said like I just I don't
1:47know I was sitting on the beach for two
1:48weeks like I was cleaning toilets at the
1:50hostel I was working in a pub and I was
1:53just like if not now then when so I
1:55called everybody and talked my way into
1:58a job the next day
2:00with a little Helicopter Company down at
2:02Honolulu airport my bosses had two
2:05bosses they were awesome one of them was
2:07the helicopter pilot in Magnum PI and I
2:10somehow talked my way into having free
2:14training because I said like I'll work
2:16in the office all summer I'll I'll
2:19computerize your systems I'll get you
2:21like drag you into the 21st century and
2:24you will pay me half in cash and half in
2:26flying time I said great if you can
2:29convince that swi guy who's just landed
2:31here to do it for that deal then yes
2:34we'll do the deal so I learned to fly in
2:36Hawaii flying around Kuai and Malachy it
2:39was epic and um when I finally got home
2:43to the UK a few years later I ended up
2:45working for the most prestigious
2:46Helicopter Company in Europe uh Lord
2:49Hansen's Helicopter Company flying
2:51around people like the queen and bod and
2:53diad and uh schumacker did Bill Gates I
2:58wasn't a pilot I wasn't f those guys I
3:00didn't have nearly enough hours to fly
3:02those guys I was working in flightops um
3:04but you know very closely with the
3:06pilots but no I I mean I did some flying
3:08in the evenings and stuff and uh every
3:11now and again had to put on a white
3:12shirt and look special and go sit up the
3:14front next to the real pilot don't tell
3:16anyone about that uh but no I didn't fly
3:19those guys but it was it was pretty epic
3:22wow so cool I have so many questions but
3:25maybe for for another time yeah uh
3:27that's that's so cool man uh but you
3:29don't do that anymore now then I guess I
3:31haven't flown for so long no it was my
3:33birthday the other day last week um and
3:35the kid said what do you want and I'm
3:37like I never know but I'm like not socks
3:40um so I said get me some paraglide
3:42lessons I used to paraglide as well and
3:45I haven't parag glided in God 15 20
3:47years so I'm like get me some paraglide
3:49lessons I'm going to re this summer I'm
3:51going to retrain and Reet my paraglide
3:54license just love just being in the air
3:57so yeah epic epic also in the intro I
4:00forgot to mention which you uh have said
4:02to me you're also a dad and a husband so
4:04I I didn't want to put that out there
4:06very important that's the first two
4:07words on my LinkedIn profile like
4:09nothing is more important than that Y
4:11and I agree um all right so let's
4:14transition to to Google ads and and
4:16marketing side of things um what is
4:18something that you believe about Google
4:19ads that most people would disagree
4:22with I don't know how many people are
4:24going to disagree with this but I'm
4:25basing this on the actions that I've
4:28seen so what I believe is that AI is
4:31going to change things much faster than
4:33people think and I think missing out on
4:36this initial wave I think we as humans I
4:40think that's a mistake I think we as
4:41humans tend to look at something maybe
4:44try it once and go uh that's not very
4:46good and we kind of write it off you
4:48know there's this weird little memory in
4:50the back of our brains for websites that
4:52are crap that's why we don't go back and
4:54click on that ad again because we just
4:55sort of somehow remember oh that that
4:57was rubbish and I think a lot of people
4:59did that early on with Chad gbt which
5:03has been out almost 600 days now um in
5:06the middle of 2024 yes it wasn't chat
5:09gbt 4 at the beginning but a lot has
5:11happened in those 600 days and I think
5:15it's the pace of change that most people
5:18don't see they tried it they disregard
5:21it and they don't go back and try it
5:23again every 3 months every six months
5:25they don't think
5:27about how could this be useful
5:30um because it
5:32isn't it isn't perfect not by a long
5:35shot but it isn't like normal software
5:38normal software you go you use it and it
5:40does the same thing every single time
5:43because it's built by rules if this then
5:45that AI isn't that and it's going to be
5:48different every single time depending on
5:51how you prompt it give it the same
5:53prompt you might get two different
5:54answers on two different days you might
5:56get two different answers two minutes
5:57apart so I think it's all of those
5:59things that have people thinking about
6:01AI the wrong way maybe waiting for
6:04Google just to do whatever Google's
6:06going to do to jam AI into the product
6:08that we all use but I think it's going
6:10to disrupt every agency it's going to
6:13change an awful lot and I think people
6:16are sleeping I think the majority of
6:17agencies are sleeping on it all right so
6:19let's definitely dive into that but
6:21before we do that um I would like to
6:22take a step back and because I have I
6:25think I think you have a really
6:26interesting journey and background in in
6:28PPC
6:30um as we mentioned in the intro briefly
6:32like you wrote a book you skilled and
6:34and sold an agency um and now you're um
6:37building scripts and and other things
6:40but could you talk a little bit about
6:42your your journey and um yeah basically
6:45like your career and and how going
6:47through all these things sort of got you
6:50in the place where you are right now
6:52doing the things that you're doing I'll
6:54give you the I'll give you the longer
6:56backstory but I'll try and shorten it up
6:57for you because I know time is always
6:59liit did um my first business I started
7:01in New Zealand I'd left the UK I decided
7:04I was heading to Australia started a
7:06business in New Zealand went for three
7:07weeks ended up staying for three years
7:10that business was successful because of
7:12a book which was doing the rounds 20
7:14years ago called the emth by Michael
7:16Gerber when I got to Australia I
7:19discovered there was something called an
7:20emth coach Jesus that would have helped
7:22um so I became an emth coach I wrote to
7:25Gerber he invited me to California long
7:27long story but I became an emth coach
7:29and I sucked at being an emth coach
7:32because I was young and stupid and
7:35thought I could solve every business
7:37problem because of this
7:39system what every person said just about
7:42every person said who I went to visit to
7:44try and sell this thing was mate can you
7:47just get me more leads so when I saw
7:49Google ads for the first time in 2004 it
7:52was just like oh my God this is what
7:54they all want and need this is the
7:58future for small business I wasn't
8:00thinking I didn't buy Google Shares back
8:02then I should have done but I just
8:04thought this is what they want they
8:06they're doing letter box drops and
8:07yellow pages and radio
8:09advertising not much of it's working
8:11they can't measure anything and then
8:12here's this thing well you mean I I only
8:15show ads to people looking for me and I
8:17only pay if they're interested enough to
8:19click this is unbelievable so I kind of
8:22dropped everything and and I ended up
8:24running someone else's business for a
8:25bit I ended up being given half of a
8:28business half of an Ecom business
8:30who said like mate I don't want you to
8:31consult to me have half my business and
8:34in three and a half weeks I think we
8:37sold 100 Grands worth of stuff and I was
8:40just like that was the proof I needed
8:42this thing works and my Mo has always
8:44been when I find something new I just
8:46want to tell everybody about it I was
8:49telling my Mastermind and all the small
8:51business owners I knew and everyone's
8:53like mate mate just whatever like it
8:55took me two years to start the agency
8:58after that of people people saying I
9:00don't really care how it works mate can
9:02you do it for
9:03me yeah okay so for cases of beer here
9:06and a round of golf there and a chat and
9:08I started doing it and that's how the
9:09agency got started but since the very
9:13you know first week really I've been
9:17teaching Google ads to anyone that would
9:19listen I did my first course back in
9:212008 one of those you know like bubble
9:24wrap three- ring binders with the DVDs
9:27in and like three different versions of
9:29it
9:30um I've just I've discovered along the
9:32way that I'm a teacher at heart so when
9:34I caught up with Perry Marshall again he
9:36is who the he's the guy that I learned
9:38it I learned about Google ads from back
9:40in 2004 then he had this epic small
9:44conference in Maui so going full circle
9:47going back to Hawaii which was awesome
9:49back in
9:502010
9:52and Ah that's a there's so many stories
9:54I can tell about that but I was really
9:55strategic about it and managed to get
9:57some one-on-one time with him had this
9:59huge mind map I had mind mapped all of
10:02Google ads printed it out on this
10:04massive sheet of paper and I rolled it
10:07out on the table in front of Perry and
10:09he's like this is really cool we can do
10:13something with this like I can remember
10:16it so clearly standing outside this
10:18country club in Maui the Rolling Hills
10:20in the distance and him looking at this
10:22thing and that's where that's where my
10:25life changed really because from there
10:26on I ran all of the Google ads training
10:29for Perry's uh Community which is like
10:32half a million people strong we wrote
10:34the book
10:36together I dived in you know fourth
10:39edition of the book it was already the
10:40world's bestselling book on Google ads
10:42so there's a tip as a aspiring Young
10:44Writers anywhere find someone that's
10:46already really successful with their
10:48book and then come along and help them
10:49for a future version like it wasn't
10:51successful because of me Perry didn't
10:53want to do the technical stuff anymore
10:55so I did all the tech stuff and he did
10:57all the fun stories and it was just a
10:59really good match I did that for
11:00probably about 10 years um meanwhile
11:04yeah built the agency the book led to
11:07lots of speaking gigs outside of
11:09Australia so I did a lot in the states
11:11really enjoyed going over to traffic and
11:13conversion and catching up with friends
11:14like Tom Brees and Molly Pitman and we
11:17all caught up in Italy a few months ago
11:19Molly got married in Italy and it was
11:21wonderful to see that whole crew again
11:22Ross henbury and olle Bilson that was
11:25really good um yeah and the agency just
11:28kind of
11:29just right place right time I've always
11:31fluked things like that there's an awful
11:34lot of luck involved in this stuff and
11:36the agency just grew and grew and grew
11:38even through covid I think we pretty
11:40much doubled the team size through Co
11:43and um yeah as you mentioned I sold last
11:46year my kids at the time were not quite
11:49teenagers they're 10 and 13 now and I
11:51just I'm very very aware that this
11:54window of them wanting to hang out with
11:56me is closing and um I just didn't want
11:59to waste another day of that and uh and
12:02I wanted to go all in on AI so I'm yeah
12:05I'm not working particularly hard at the
12:06moment but I am thinking a lot about AI
12:09as you mentioned creating tools for the
12:11community and I just love building stuff
12:13but I'm spending an awful lot of time
12:15with them as well which is great yeah
12:17yeah I love that and uh it definitely
12:19shows like we we share that value of of
12:21family I don't have kids yet myself but
12:24I do understand that at some point um
12:27priorities are going to shift because
12:29it's so easy to waste those those years
12:31and it's it's really cool to see that
12:33you consciously made that shift to spend
12:35more time with them I think I you know
12:37made that decision stupidly early in my
12:40life like as a 10-year-old I decided I
12:42mean I remember going and chatting with
12:43a mate of dads I think I was 16 and he
12:47said oh you want to be a pilot I said
12:49yeah yeah definitely I want to be a
12:50pilot I like I like helicopters but you
12:52work for a I think he worked for British
12:53Airline or something I'm like well you
12:55know I'd consider doing something like
12:56that he said what else is important to
12:58you I said I don't know but I really
12:59want to have a family one day he said
13:01you'll never see them you're traveling
13:0315 days of the month if you want to see
13:07your family grow up being a commercial
13:10pilot is not the way to do it okay cross
13:12no not doing that like really early I
13:14decided that that was important to me so
13:16I don't know it's just yeah one of those
13:18values that it's sacred time right so um
13:21yeah there's too many people I think
13:23wake up um I don't know 55 and go
13:27can I do it again please that wasn't the
13:30way I wanted it to turn out no it's not
13:31address no doovers yeah yeah so um so
13:36here here we are and as you said you're
13:38you're you're you're um going really
13:40deep on on AI we building things with AI
13:43You're Building scripts with AI um and
13:46and doing Keynotes about AI um I would
13:50love to know before we dive into how you
13:52can leverage AI with within Google n
13:54within Google ads I would love to hear
13:57your personal opinion about the current
13:59state of AI um in general but also as it
14:02relates to to marketing is it
14:04opportunity threat some something in the
14:05middle um just your overall opinion of
14:08AI yeah I think there's there are so
14:11many ways it can be used I mean the G is
14:14generative right but it's also another
14:16meaning of GPT is general purpose
14:18technology um that acronym has been
14:21around a long time too so computer chips
14:24mobile phones we've had these big big
14:27turning points where this general
14:30purpose thing can be applied to so many
14:32areas that's why I think it is yes it's
14:35probably overhyped as we've talked about
14:37previously but I just think it is going
14:40to make so many big changes even if it
14:42never gets better than it is today it's
14:44going to take a while for the current
14:47state of things to make its way into
14:49Enterprise in particular where can it
14:52help I kind of tend to break it down
14:54into a few areas to make it easy for
14:56people to picture because every every
14:59body's situation is different so
15:00obviously it can help a lot with words
15:02with language so it can help write
15:04things whether that's a script or an
15:07email or a
15:09presentation just working with words but
15:13that ability for it to take on different
15:16personas if if you prompt it properly so
15:19it can play the part of a customer and
15:23you can bounce ideas off it I I tend to
15:27think of it too in terms of three levels
15:29is like there's all these different ways
15:30it can help words images and pictures
15:32videos code is a big one for me but then
15:37you've also got this kind
15:38of sort of teacher Mentor sort of like
15:41looking up somebody that can help you
15:44learn something so when I started coding
15:47again a couple of years ago I hired a
15:49JavaScript mentor and I'd spend a week
15:51an hour each week with them talking
15:54about code how do I do this how could I
15:57think about this what's another way to
15:59do it what's a more elegant way to do
16:01this and then chat gbd came along and I
16:04didn't need him anymore so there there's
16:06that there that sort of top level
16:08there's this sort of like looking down
16:10version which is sort of that that
16:13overeager intern that that can get stuff
16:17wrong but can work really hard really
16:20long and deliver really good value and
16:24then I heard this phrase today which
16:25I've never heard before I need to look
16:27up where it comes from but rubber
16:28ducking and it's this idea that you have
16:30a rubber duck sitting on your desk that
16:33you can talk through hard problems with
16:36so I it could be anything right you
16:37could just like have this weird 3D
16:39printed metal thing and you can talk to
16:41it but it's like the rubber duck that
16:42talks back I use this almost every day
16:46on my walks now it's using the chat GPT
16:48app on my phone and brainstorming with
16:51it and bouncing ideas off it and getting
16:55questions back and ideas back and
16:56thoughts and Reflections and it's just
16:59incredibly useful in that sort of almost
17:01like peer relationship so you've got
17:02this like Mentor coach Junior intern but
17:06also peer so if anyone is like Jesus
17:10what's he talking about I think you can
17:12apply this to almost any area of your
17:14business you want to brainstorm some new
17:16strategy you want to learn something
17:18without judgment you know the the
17:20classrooms that are using this really
17:22well of finding that the kids sometimes
17:25prefer learning some of the stuff from
17:28the AI because they don't feel stupid
17:31like they do in class having to put
17:32their hand up being judged by everybody
17:34for not knowing something that maybe I
17:36should know and so it's a really safe
17:39easy way to learn and of course this
17:41thing is so general you know it's so
17:45broad that if you like soccer or I don't
17:49know underwater hockey playing or
17:52something you can say like give me an
17:53example in this style make it more
17:56complicated make it easier tell me again
17:59like I'm a 12-year-old help me
18:00understand this and it can just
18:02regenerate and regenerate and regenerate
18:05and I think yeah I should probably stop
18:08there no no that's good um that's uh I
18:12ask for your opinion and is that that is
18:14great so would you consider it as an
18:18opportunity for people in marketing as
18:20Google ads Specialists um to be able to
18:23learn how to leverage these kinds of
18:26tools yes and word I think it's going to
18:30change a lot of White Collar work and
18:34most of us in agencies are in the
18:36Professional Services game and there is
18:40so much of that work that is going to
18:42change because of AI I believe and I
18:45can't really understand why people
18:48aren't pushing the boundaries a little
18:50bit more experimenting and playing a bit
18:52more I think the argument against it is
18:55it's often wrong and I don't have time
18:57well that's just a PR prorities thing
18:59everybody has the same amount of time
19:01it's just how you prioritize that time
19:03and how you prioritize another value I
19:05think we share is education and learning
19:08and spending time every day sharpening
19:12the axe and getting better and if you're
19:15not skating to where the puck is going
19:18and thinking about the future of what
19:20you need to learn then I just think
19:22you're going to fall behind I it's the
19:25pace of it that makes this so so
19:27important right if you think back to I
19:30read my first book about the internet in
19:3195 I had my first email address in 88
19:35that's how old I am
19:37um if you didn't start a website in 95
19:41it didn't matter if you didn't start
19:43that for 10 years if you didn't roll out
19:47a mobile website a year after the iPhone
19:50came out it didn't matter if you didn't
19:51do that for another five years if your
19:53website wasn't mobile
19:55responsive but the pace of this is so
19:58quick that if you sleep on this and
20:00think oh I'll catch up in a few years
20:03like I did with everything else it all
20:04worked out fine it won't be fine this
20:07time because it's going to change so
20:09rapidly that those people that dive in
20:12scuff their knee a bit try things fail a
20:15lot but learn while they're doing that
20:18they're going to do really really well
20:20because they're going to stay up with
20:21this thing as the pace of that just
20:24increases and increases and if you try
20:26and dive in and and start learning this
20:30stuff two three years from now I think
20:32you've could you've missed a huge
20:34opportunity yes if you start now a lot
20:37of the things that you try won't work we
20:40can talk about you know the Whisperer
20:41script that I put together as an example
20:43of this
20:45but just because it doesn't work
20:47sometimes isn't a really good excuse for
20:49for not experimenting with it I think
20:51hey guys real quick if you like this
20:53episode don't forget to subscribe so you
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21:00the only way we can grow the show all
21:02right back to the show so you mentioned
21:04that it's going to replace a lot of
21:06white colar tasks could you give some
21:08examples of that so yeah I'm I've been
21:11saying since 2017 when I first went
21:14really really deep into AI I was talking
21:16about it a traffic and conversion and I
21:18said back then I don't think it's going
21:19to replace all of our jobs but it is
21:22going to replace a lot of the tasks that
21:25make up our jobs and so there's this
21:29tool that can make you twice as
21:32efficient five times as efficient I saw
21:34a coding video today the guy reckons
21:37it's made him 20 times more efficient as
21:39a coder that's where I sort of feel I'm
21:41at I'm at least 10 times more efficient
21:44than I was a year ago at coding and I
21:47spend a fair bit of my week now
21:49coding I mean the opportunity then to
21:54spend the rest of all of that time doing
21:56all this other stuff whether that's
21:57hanging out with going for walks in
21:59nature learning something else or
22:02applying those skills so yeah let's
22:05break it down um writing we spend a lot
22:08of time writing we spend a lot of time
22:11in meetings you used to back in the day
22:15hire someone to sit in the corner and
22:17take meeting notes um we all have tools
22:20now that I mean I'm doing this workshop
22:22at the moment I'm sure you've seen the
22:23same thing and people send their otter
22:25and their fireflies and whatever to your
22:27meeting it's just going to take take the
22:28notes and go back to them but even in
22:31in-person meetings in the office you can
22:34have an AI summarize all of that and
22:38listen to the meeting and assign action
22:40items after the meeting I mean anywhere
22:44that you're using writing anywhere
22:46you're using words in the business
22:48whether that's strategy planning
22:51replying to customer support tickets I
22:53mean imagine for most people waking up
22:55to 38 draft email replies in instead of
22:59a full inbox I think everybody would
23:01like that and yes it's not going to be
23:03perfect yet because it doesn't have the
23:04full context of your life and of that
23:08whole project and it isn't thinking
23:10three months into the future it's not
23:12going to write exactly the same email as
23:13you are you're not going to go through
23:15and hit send 38 times quickly but it
23:18solves the blank page problem um writing
23:22script I have this sort of mental model
23:24that I put together a few years ago of
23:26where I think our industry is going and
23:29that is creative platform and data and
23:32the importance of platform I see
23:34shrinking over time yes you still need
23:36to master it but it isn't the be all and
23:39end all that it was say five years ago
23:42if you platform you mean sorry whatever
23:44you do with platform you mean whatever
23:46you do inside of Google ads or the
23:48marketing using yeah right yeah and five
23:51years ago it was enough to know the
23:53platform really well you could get away
23:55with pretty shoddy creative because
23:58often clients wouldn't give you great
24:00creative and on the data side yeah okay
24:04like if you weren't doing server side
24:06you analytics wasn't installed really
24:09really well like most Google analytics
24:11installs are not done particularly well
24:14all of that didn't matter you could
24:15still get by and that isn't going to be
24:18the case going forward data becomes way
24:20more important because the machine needs
24:23that for every decision that it's making
24:25which is everything basically inside the
24:27account so getting your together
24:30around
24:31data understanding the data that you
24:33need to give the machine to steer the
24:36machine in the right direction that's
24:38super important and on the other side
24:40what are you doing on creative and
24:42creative isn't just the ads inside the
24:43platform you know using AI to write a 30
24:47character headline that isn't you know
24:49interesting but thinking through
24:51different offers different pricing
24:53strategies most Google ads accounts can
24:56be improved by getting out of Google ads
24:59and thinking about everything else that
25:01isn't inside the account fixing the
25:03website fixing the offer most people
25:06never test the offer they never test
25:09price um there's huge gains to be had
25:12there and again you can brainstorm and
25:14think that through and try different
25:16things in this safe environment where in
25:20the past you probably would have had
25:21five different meetings with various
25:23people on the team and most meetings
25:25don't go anywhere and you brainstorm and
25:26you think and oh somebody will make make
25:28a decision about that at some point and
25:30oh we waste so much time in meetings on
25:33the creative side I thought for quite a
25:36long time about buying a creative agency
25:40clearly it's going to become more and
25:41more important you know Google have this
25:43pie chart they've been using for years
25:44about how creative is like more than 50%
25:47of the equation and that's true if
25:50you've got your data sorted and if the
25:52machine is getting the right data
25:55through having a process to quickly test
26:00lots of creative is really important I
26:04think another one of the things that
26:05people will say about generative AI is
26:08well it can't come up with anything new
26:10you know it's just
26:11regurgitating the average of of all of
26:13this stuff that it's found online and
26:16yet anybody that teaches how to have
26:20good ideas they will say the way to have
26:22more good ideas is to have more ideas so
26:25if you can use AI to generate a 100
26:28ideas quickly and virtually for free
26:33within that you're going to find two or
26:34three that you just yes that with a bit
26:37of that and some of this and yeah maybe
26:40the stuff that comes out of the machine
26:42won't be massively new or novel to you
26:46but you can again use it as a starting
26:48point to fire off new ideas can't tell
26:51you the number of new ideas that I have
26:53while going for a walk maybe listening
26:55to a podcast about something unrelated
26:57or brain storming with the AI something
27:00will just trigger and it like ah why did
27:02I think I had this cracking idea
27:04yesterday listening to a different
27:06podcast and then I immediately grab the
27:08app and start I'm thinking about this
27:10help me think it through what am I not
27:12seeing what questions should I be asking
27:15how would I set up a partnership program
27:16for this thing boom bo boom bo boom and
27:19half an hour later I've got this massive
27:22transcript and the whole thing
27:23summarized in questions and action items
27:25and by the time I come back and sit down
27:27here all of that is just sitting waiting
27:29for me in the chat gbt app it's yeah
27:32such a timesaver yeah super nice and I I
27:36think you mentioned a few times like
27:38yeah um it's it's not perfect yet etc
27:41etc but I think that's probably the for
27:43a lot of people the wrong way of looking
27:45at it to expect that it's going to be
27:47perfect you know you're just brain as
27:49you said you're just brainstorming with
27:50AI here um it's not the goal to get like
27:53a 100 page perfect essay from it you
27:56just want to get ideas and things to
27:58work work on I think you said the key
28:01word it's expect it's it's people's
28:03expectations going in if you have the
28:06expectation that this thing is and I
28:09don't want to say it's like a person you
28:10know I I always use alien intelligence
28:13rather than artificial intelligence that
28:14I think is a good way to think about it
28:16it's not an intern it's not human it's
28:19definitely not sentient or conscious but
28:22it has remarkably humanlike qualities so
28:25it's sort of easy to anthropomorphize so
28:28so it is a bit like
28:30a particularly eager intern who is
28:34sometimes wrong but I'm wrong a lot
28:37so if I'm using this tool that's
28:39occasionally wrong I'm thinking of it
28:41like it's a bit like working with
28:42another person and that's how I talk to
28:44it when I'm coding I'm like I'm asking
28:46it to do things I'm asking it questions
28:48can you do this can you do that can we
28:49change I'll ask like why are we doing it
28:51this way and not that way you know I'm
28:53talking to it like another person if you
28:56go in with the expectation that it's a
28:58bit like a human and sometimes humans
29:00suck at stuff too and don't treat it
29:02like a piece of software that's going to
29:04do the same thing every single
29:06time um then I think you're much more
29:09forgiving of those mistakes and you
29:11start treating that creativity like a
29:13feature not a
29:15bug yeah so um I think one of the most
29:19important um and the best ways to
29:22leverage AI within Google ads is to have
29:25it do data analysis and to gather
29:27insights it's also what I got from your
29:28presentation in the bpc hub is basically
29:31translating data into insights that you
29:34can share with clients um I think you
29:37wanted to add something go ahead yeah
29:38there there there's two different parts
29:40to that so there's this wonderful thing
29:42in computer science circles this
29:44algorithm or like a way of thinking
29:46explore and
29:47exploit so there's a lot of stuff that
29:50you can do to maybe explore a new data
29:56set that you haven't seen before
29:58or if you don't know to ask for certain
30:01things now maybe you're familiar with
30:02the data maybe it's a search word search
30:04term report and you're loading it up and
30:06you're just saying find some insights in
30:08here well that sort of General vague
30:11prompt isn't going to get you very far
30:13but the more you push it and prod it and
30:15push it to the edges of what's possible
30:16the better it's going to be so you can
30:19use something like chat GPT to explore
30:23things early on you know show me five
30:26different ways of visualizing this dat
30:28show me some different charts show me
30:29some charts I've never heard of before
30:31like play with sunburst diagrams and
30:33Sand Key
30:35diagrams and then once you've found a
30:38way that works through all of this
30:40explor exploration then you can start to
30:43codify that and say actually whenever we
30:46do engram analysis I want to see a
30:48bubble chart of the individual words of
30:51search queries versus keywords because
30:54that shows me these particular insights
30:56really really quickly and so you're not
30:59using the AI to always generate the same
31:02thing you used it the first few times to
31:05get new and novel ideas but then once
31:08you knew this is a really good way to
31:10get insights over this particular piece
31:13of data this particular type of thing
31:14that we do all the time in the
31:17business then turn that into some sort
31:20of automation or bit of code or use
31:23zappier or however you want or hire
31:26somebody in a different part of the the
31:28world that's cheaper than hiring someone
31:29locally if you need to use human
31:31automation but these days anything that
31:33can be checklist can be turned into code
31:36really really easily so that every day
31:38when you wake up and you do this
31:39particular analysis you have all of the
31:42information not the raw data but the
31:44useful information is just sitting there
31:46waiting for you in the way that you like
31:48it in the format that you like it ready
31:50to go maybe you even ask the AI to come
31:54up with five insights and give you five
31:58extra questions that you'd never asked
32:00before you know tell me questions that I
32:03should ask of this data set that will
32:05enable me to have insights that I
32:07haven't yet seen and every now and again
32:10you get a really good question and you
32:12write that down and you add it to your
32:13list and you ask that question every
32:16time you codify it so I mean that's what
32:18I did with my um audit process about 10
32:21years ago excuse me too much bubbly
32:24water um I basically took my entire
32:29audit process and turned it into this
32:31like 40 page back then it was a data
32:34Studio report and gave it away and
32:37everybody said you're an idiot because
32:39we were charging maybe two and a half
32:41grand for an audit back then and I know
32:44that some of my old team still use that
32:46freelancing to do the bulk of the work
32:49and still charge a couple of grand for
32:52audits as Freelancers and I created that
32:54tool and gave it away I've done that
32:56with a bunch of different things over my
32:57my career cuz I just love building stuff
33:00but if you can codify the knowledge
33:02whether that's your own stuff as a
33:04freelancer or your agency's knowledge
33:07you have
33:09to turn that into some sort of process
33:13yeah and that's what you did with the
33:15pmac script right yeah same thing right
33:18it's the same thread going through all
33:19this like take this raw data turn it
33:21into useful information and I'm working
33:24on a thing now that um gives you those
33:28insights of the data that also gives you
33:31follow-up questions that you might want
33:32to ask of that data and just packages
33:37all of that together just to make it
33:38nice and easy because you shouldn't have
33:40to be hunting around for all these
33:42different bits of information every time
33:43you want to do some work interesting so
33:46I would like to transition to your
33:48script but before we do that um because
33:50I know that a lot of people most people
33:51are not even experimenting with AI and
33:55one of the things that stuck with me the
33:57most from your workshops in the BBC Hub
33:59is that you mentioned
34:00that everything is changing so fast and
34:03just because it's it may not work for
34:05you right now doesn't mean that it won't
34:07in three six 12 months so you need to
34:10continuously uh keep experimenting with
34:12it because six months from now it's
34:14going to be well so much better than it
34:17is today that's just that's a fact okay
34:20probably probably yeah um but for most
34:23people I don't think they have dabbled
34:25into AI as much except for maybe like a
34:28write me a Blog about quality score on
34:31Chad GPT so for those people and and
34:35basically anyone else how do you suggest
34:38how what would you uh advise them on how
34:40to get started with AI where do you get
34:42started because I can also um understand
34:44that it might be overwhelming to
34:47some one useful thing that many people
34:50have found to be useful there's so many
34:52different starting points but I think
34:54this is a a fairly good one that covers
34:56a lot of bases is if you
35:00can draw out a little 2 by two Matrix on
35:04a piece of paper so the vertical axis
35:06for that is how much do I enjoy doing a
35:09particular task do I love it do I hate
35:12it or is it me somewhere in the middle
35:14and then the x-axis is how frequently do
35:17I do this thing is it just very very
35:19occasionally or am I doing this thing at
35:21least once or twice a week and then look
35:24at that quadrant and then basically your
35:26job is to map all of the little tasks
35:28that you do not the big big jobs but
35:30break that down into little
35:32tasks one way to do that is what we did
35:35in emth when I was an emth coach is you
35:38would give people a sheet of paper and
35:39literally every 15 minutes sitting down
35:42on the desk you would write down what
35:44you were working on for that 15 minutes
35:46you do that for a week and you'll be
35:47amazed what that brings up most people
35:50won't do that so there's a massive
35:52opportunity for you just just doing the
35:54exercise puts you ahead of just about
35:57everybody
35:58but then map those tasks onto that grid
36:01and then find that quadrant of stuff
36:04that I really don't like doing that I'm
36:05doing a couple of times a week that's
36:08where you start and you use AI you bring
36:11AI to the table and you start to figure
36:14out ways that AI can help with some of
36:17those tasks you're not trying to
36:19automate your job away you're not trying
36:21to like turn everything into code but
36:23that stuff that you really don't like
36:25doing that you're doing over and over
36:26again start there I spoke probably a few
36:31months ago now with
36:33a a a Consulting Prospect uh he's pretty
36:38high up in an organization and he's
36:40spending 15 hours a week in Exel doing
36:44the same stuff every week getting the
36:47same reports delivered and doing the
36:49same things over and over and over and
36:50over again and he's wasting at least 10
36:54of those 15 hours every week I don't
36:56know what he's being paid let's call it
36:57150 Grand a quarter of his week 40 Grand
37:02a year it's just a complete waste of
37:05bloody time that if he took the time to
37:10or maybe he doesn't know but like to to
37:12to learn or to start to automate to
37:15codify what those things are or even
37:18just go hire somebody for 10 bucks an
37:21hour to do that work I mean I'm a big
37:24believer in starting with human
37:26automation first if if you can teach
37:28somebody else how to do the thing before
37:31you jump to trying to turn it into
37:33code then it's generally much much
37:36easier to to tweak that process but you
37:39can't improve a system until it's
37:42documented you got to get something down
37:44on
37:44paper as a starting point but you can
37:48use AI for that too just record a video
37:51of you doing the task you don't even
37:54have to speak aloud anymore I used to do
37:56this I'd record a video speak allowed
37:58and then give the transcription of the
38:00video with this big ass prompt and I'd
38:02put that into chat GPT and get an sop
38:05back but Loom will do it for you now
38:07yeah you just finish recording the video
38:10and there's a little button in Loom that
38:12turns the transcript into an sop it's
38:16it's basically there for free but people
38:18just need to know that these things are
38:20possible right that's really the
38:22starting point have the Curiosity to go
38:25find out what's possible and then carve
38:27out a little bit of time and it only
38:29needs to be like half an hour a week it
38:31doesn't need to be days and days and
38:34days half an hour a week just to say
38:36right this week I'm G to focus on this
38:39bit and I'm G to figure out a way to
38:41make this
38:44task disappear or I spend half as much
38:47time on it I made M used to have this
38:48thing across the top of his laptop that
38:50said how do I do this so I never have to
38:52do it again that's taking it to the
38:55extreme right he he tried to automate
38:57systemize everything but the stuff that
39:00you love and certainly the stuff that
39:02doesn't happen very often don't even try
39:05with that stuff yet but start with the
39:07repetitive stuff and start with the
39:09stuff that you don't like because that
39:10will give you the the juice to make sure
39:14that you find the time because Jesus if
39:15I could get rid of that five hours of
39:17work oh my God that would be
39:19fantastic yeah my sister she has a um
39:22dog training school uh she's
39:24self-employed so she's doing everything
39:26by herself and she's really like um she
39:29used to have a a partner now she's doing
39:31it by herself and she's wearing all the
39:33hats you know she's doing the dog
39:35training she's doing marketing uh she's
39:38creating the website writing the blogs
39:40everything um operations taxes
39:43everything so she actually went and used
39:45Chad GPT last week to create a new blog
39:48post based on the pter uh copyrighting
39:52framework um and that was really cool to
39:54see because she um she doesn't have a
39:56marketing background but she's like
39:58self-taught she's you know super curious
40:00and and smart in in trying to figure
40:02these things out and then she just
40:04thought hey okay I'm GNA ask Chad GPT to
40:06write this blog post based on a proven
40:09framework and I checked it and it was
40:11actually really good um so that was to
40:14me like perfect execution of yeah of
40:17what you can do without prior knowledge
40:19just ask and even this is what I
40:22remember also from what you taught is
40:24you can even ask it for these Frameworks
40:26and then okay okay maybe generate one
40:28based on one of those Frameworks I just
40:30thought that was really cool yeah the
40:32example I used in the webinar we did a
40:33few weeks ago was I wanted to write a
40:35sales letter I suck at writing copy and
40:38my my initial prompt this is before Chad
40:40gbt 4 came out I think my initial prompt
40:43was ask me the questions that you need
40:45from me in order to write a compelling
40:47sales page for this thing and it asked
40:49me 14 questions because I didn't know
40:52what I had but when it asked me what's
40:53your guarantee going to be and what are
40:55three testimonials then then I can go
40:57figure out what information to give to
41:00it and then yeah sped out not only the
41:02sales page but the YouTube script the
41:04Facebook ad the LinkedIn post the
41:06questions to ask during the onboarding
41:08process and the application process it
41:10was you know the thank you page copy
41:12everything it was Mind Block that's
41:13crazy actually because then it just
41:15becomes a consultant really for you yeah
41:18and and guess what it knows all of the
41:20Consulting Frameworks from Bane and BCG
41:23and mcari and all of those super high
41:27paid consult I always wanted one of my
41:29dreams was for our agency to basically
41:32provide those same services that your
41:35deits and
41:37pwc's gave to to bigger businesses in
41:40town but for a fraction of the price to
41:43those small businesses that really
41:44really need that stuff and it was just
41:46impossible because you know they hire
41:48all the good grads and they pay them
41:49stupid amounts of money and promise that
41:51you're going to be a partner one day and
41:53it's just really really hard to find
41:56someone from that world that would come
41:58and work for what my little agency could
42:00afford to pay them and for what small
42:02businesses can afford to pay for that
42:05but AI can do a lot of that work it can
42:10with a bit of prompting and a bit of
42:11massaging and a bit of work but it could
42:14spit out or help you write a 60-page
42:17strategy document which won't be perfect
42:19and you would certainly not say like
42:21take this thing cutpaste and go deliver
42:23it you would do work on it but it can do
42:27so much of that stuff it knows all of
42:30that stuff it's read all of those things
42:32it understands all of those um two by
42:35two matrices and you know that all these
42:38high paid consulting firms have churned
42:40out over the years it's read all of
42:42those strategy books and it can help you
42:45not only do this for your own business
42:46but help you as an agency offer these
42:48new better different services to your
42:51clients agencies are not going away
42:53small businesses are more overwhelmed
42:55than ever they need help figuring all
42:57this stuff out yeah I agree um so just
43:02want to quickly transition to um to your
43:04script uh your pmac script because I
43:06just think that is one of the best
43:08innovations that we've seen in the in
43:10the BBC World in the last two years um
43:13because it's giving the insights that
43:14Google's not giving us um and then some
43:18because you've expanded upon it um but
43:20you've built that primarily with AI as
43:23well right could you talk a a little bit
43:25about that process of how you came up
43:27with the idea and then the execution
43:29into how it became what it is now yeah
43:32so the idea it probably started a couple
43:34of years ago before chat
43:36GPT and I had a awesome Dev worked for
43:39me for eight years she found her dream
43:41job and wandered off to do that and I
43:44had the time I had a GM at the time in
43:46the agency so I had the the Curiosity
43:48and the time to basically sort of take
43:52over all of the scripts that she had
43:54created over eight years our agent used
43:57a lot of scripts a lot of automation but
44:00inevitably these things I don't know
44:02they go out a date stuff breaks and
44:04straight after she'd left stuff started
44:06breaking I'm like right okay I'm
44:08gonna have to learn how to code again
44:10and I'm going to dive in which is why I
44:11got the JavaScript mentor and would sit
44:13down and code some of this stuff and one
44:17of the things I had started doing in
44:18pmax with the team was we'd worked out
44:22fairly early on that if you looked at
44:25your total video views and your cost per
44:27view you could work out how much pmax
44:29was spending on
44:31video um and then also if you went into
44:34listing groups and added up all of the
44:36white rows because there's lots of
44:38duplicate information in there but if
44:39you added up just the white rows you
44:40could work out what you're spending on
44:42shopping you know what you're spending
44:43on video and then everything else has to
44:45be searched and display and then this
44:47awesome guy in Copenhagen Tobias showed
44:50me a way to dig into this like grab this
44:54report and this report and this report
44:55and squish them together in this
44:56particular particular way and if we make
44:57these assumptions we can kind of work
44:59out what's display versus search wow
45:03okay and so we just put that together
45:06thre a free script together that went
45:09ballistic on
45:11LinkedIn um and that was it like for six
45:14months I just gave it away and then as
45:17the sale of the agency was
45:20finalizing I thought oh I'd really love
45:22to spend more time on that I'd been
45:24playing with chat gbt 4
45:27I'd been learning how to code for that
45:30year in
45:31between huh maybe I could make it better
45:34and I just kept having ideas and then
45:36people that were using it for free would
45:37write and DM me and say oh it' be great
45:39if it did this and could we do this and
45:41could it have a better asset group
45:42report and Google's changed the API a
45:45couple of times since then so every time
45:47they came up with something new I'd
45:49figure out a way to code it and most
45:51requests not all but most requests I
45:53would like yeah I just love solving
45:55problems I get to spend our days now
45:57during school hours solving hard
46:01problems and I just I love that thing of
46:03solving a problem that I I'm fairly
46:05confident has an answer that's the key
46:08thing for me like I have to believe that
46:10there is an answer to this thing and I'm
46:11not just going to churn away for ages
46:13like I spent most of the last week
46:15redoing this whole part of the script so
46:18that with one go you can update all of
46:21your client
46:22spreadsheets Allin one go it's freaking
46:24awesome I'm so excited about I haven't
46:26launched it yet but it's just it's so
46:28much fun to solve that hard problem and
46:30then to ship something so that's really
46:32where it came from I just gave it away
46:34for free it did really well so gosh
46:37where are we now about nine 10 months
46:39ago I thought why don't I do a improved
46:42version of this why don't I charge a
46:44tiny bit of money relative to the value
46:47that this delivers for an agency or even
46:49a freelancer I want to make it cheap
46:50enough I don't want to deal with
46:52recurring income and revenue and all
46:54that stuff let's just make it super
46:56cheap so that someone gets Insight so
46:58you can use it on as many accounts as
47:00you manage as many times as you like
47:02free updates for life that seems like a
47:05decent deal then just after that I
47:08discovered that the um is it Jason freed
47:1137 signals the base camp guys he's
47:14bought once.com and he's got this whole
47:16philosophy about just charging once for
47:19software they've started with like a
47:21slack killer that they charged I think
47:22$2.99 for we're paying 10 grand at my
47:26old agency for annual slack now cuz it's
47:28per seat and his philosophy is really
47:31good software charge once I'm like
47:34that's what I decided to do that's
47:35really cool I love that one of my most
47:38respected software people in the world
47:41base camps are awesome all of Jason
47:44Fred's books are really really cool I
47:45love that they sort of have this same
47:47philosophy around it make it cheap make
47:50it useful make it enjoyable to use um
47:52and then just keep on building it keep
47:54on solving new problems and keep making
47:56it better and better and better
47:57I'm just having too much fun yeah so
48:00about it where can where can people uh
48:02get that is it paccom terrible marketer
48:05of my own stuff way I just assume
48:08everyone's going to know about it and
48:09everyone will find it useful and I never
48:10have to sell it I'm terrible at marke
48:12stuff um pmax script.com um I've also
48:17got MCC script.com there's an MCC
48:19version which will do this the same does
48:21the same thing but it just does it for
48:23every account in your MCC um and
48:25everything is mic roads.com
48:28but yeah I've got bloody domains all
48:30over the place I really need to spend
48:32some time on my own marketing and maybe
48:33I should get AI to help me with that hey
48:36that would probably be a good idea but
48:38before that uh since you said you're bad
48:40at marketing your own products I'll do
48:41it for you um this is not we didn't
48:44discuss this is not I'm deciding to plug
48:47it because this script is just if you're
48:49running pmax campaigns it is just a
48:52no-brainer to use because it's giving
48:53you even if you're only using it for the
48:56insights that it gives on where your
48:58spend went across different channels on
49:01Google ads uh then it's already worth it
49:04that's the main reason why I'm using it
49:07um and next to that there's so many
49:08other features that Mike has added but
49:10just that thing the performance insights
49:12per Channel That's yeah just gives you
49:15the insights you need to really make
49:17sure that bmax is working well versus
49:19not I always forget that that's like the
49:22main use case of like I'm so interested
49:24in the latest little thing that I built
49:26like the asset report I just still a
49:27landing page report but yeah just just
49:30being able to see that Spike when the
49:32machine suddenly starts spending on
49:34YouTube or display and and giving you
49:35that thing of oh I need to focus I need
49:37to make some changes to that asset group
49:40to that campaign thank you better than I
49:43could search as well not only display in
49:45video but search as well sometimes
49:47especially with Leen I've seen a lot of
49:49advertisers uh or a lot of Google
49:50specialist struggle with Le with pmax
49:53for Legion because it tends to
49:55cannibalize on their existing search
49:57campaigns which sometimes gives them
49:59better results and more control um so
50:02just that insight as well like or see
50:04seeing more on search you you can
50:07analyze and and check where okay where
50:10might that be coming from and make
50:11changes accordingly in your campaign
50:13structure whe whatever drill down too
50:16now you can you can see that Spike and
50:18then you can run the script again with a
50:19different date range and look at the
50:22search campaigns look at the engram of
50:24the search campaigns look at the asset
50:25group report look at the headlines and
50:27descriptions and which ones have had a
50:30spike I just had somebody just before we
50:32jumped on um messaged me on LinkedIn
50:34send him a screenshot of the new asset
50:36report and he's like oh my God this is
50:38so much better than Google's information
50:39I'm like oh yeah it is I should probably
50:41tell people about this but yeah I think
50:45people will find it they'll find it
50:46useful and if they like it they'll B and
50:48if they don't they don't yeah it's all
50:49good some some will but that's why also
50:52we love spreading spreading the word
50:54about these types of things um all right
50:56so you Lego kits for the kids
51:00sorry you spooking it will help me buy
51:02some extra Lego kits for the kids
51:04appreciate it thank you that's awesome
51:08um all right so um let's transition into
51:10some of the rapid fire questions that I
51:12have uh it's just this or that no um no
51:16it depends yep so depends yeah it is it
51:20is that's why this is such an annoying
51:22section for you uh the first one is
51:25performance Max or standard shopping
51:32H if you know what you're doing standard
51:34shopping if you're relatively new to
51:36Google
51:37ads pmax you thought I was going to say
51:39pmax but if you really know what you're
51:41doing standard shopping but you broke
51:43the rules still gets Impressions you
51:45broke the rules I broke the rules
51:47already on the first question no it's
51:49okay that's why I mean that's why I
51:52created these yeah this or thats um but
51:55yeah I I tend to agree uh Google has
51:58advertisers best interest in mind do you
52:00agree or
52:01disagree disagree fair enough they
52:04optimize for their profit
52:06first yeah and it make sense as well I
52:09mean um I'm not saying it should be that
52:12way but it's bus of course they their
52:16shareholders and they've given us this
52:18amazing tool and if you want to play the
52:20game you play it their way yeah um BR
52:23match yes or no
52:29[Music]
52:31eventually okay
52:33okay if you want to elaborate feel
52:35free uh I wouldn't start there but can
52:38be useful if you know what you're doing
52:40yeah all right so uh manual bidding or
52:42smart bidding this one is
52:44interesting smart
52:46bidding yeah um will all match types
52:51except broad be gone in two
52:54years yeah we'll be using search themes
52:56in two years that's what Nicholas was
52:58saying as well I think that's
53:00interesting interesting approach um that
53:04could very well be the
53:05case uh lastly will search and shopping
53:08campaigns be around in two
53:10years bloody hope so uh
53:12yes yes search is their point of
53:16difference over say Facebook um search
53:20is also massive on YouTube so yes they
53:23will still and a lot of the big big guys
53:25you shopping as far as I'm aware not so
53:27much pmax so they will look after their
53:29big
53:30advertisers let's let's hope so let's
53:32hope so um well actually this is another
53:35one what's your favorite AI tool right
53:37now to
53:38use uh cursor it's a AI coding tool it's
53:44magical cursor nice I love it cursor.
53:47comom uh and another one what book are
53:50you reading right now oh um I'm reading
53:55it's on the desk over there Amore tows I
53:57think is how he pronounced his last name
53:59he wrote this Epic book a gentleman in
54:01Moscow and I'm just reading a book of
54:04his short stories at the moment which is
54:06wonderful nice good recommendation when
54:09we when you did your session in the PBC
54:11Hub everyone just wondered about your
54:14list of
54:16books yeah I tend to get through a few
54:19but yeah more so now yeah more time um
54:24all right last question Mike uh before
54:25we close off if you had to share three
54:28golden nuggets about driving results
54:30with Google ads what would that
54:32be me um first
54:36one get out of your account so think
54:39about the website think about conversion
54:42rate optimization think about your offer
54:45pricing probably the easiest way to
54:48improve the performance of a Google ads
54:49account is not in the Google ads account
54:51I think um secondly I think you have to
54:55have a philosophy I think you have to
54:57have a belief system of why you do what
55:01you do why you do it the way that you do
55:04it certainly if you want to move from
55:06being a freelancer to employing someone
55:10to help you to then maybe growing a
55:11small team maybe growing an agency you
55:15need to have a way that stuff is done
55:20which actually is probably then number
55:21three is
55:23process um I think this becomes even
55:25more important animportant as we move
55:28into this world of AI
55:31so all the management books that I would
55:34have read over the years they all say
55:36like don't tell people how to do stuff
55:38tell them why you need it tell them what
55:40needs to be done and then get out of the
55:42way you don't tell people how to do
55:45stuff because that removes all of their
55:46agency and autonomy and ability for
55:49Mastery and that's what people want
55:51right autonomy Mastery and
55:53purpose with AI that's different because
55:56you want this slightly dumb sometimes
55:59wonky but very enthusiastic thing to do
56:02stuff the way that you want it done and
56:04so giving it process giving it feeding
56:07it
56:08that at this point the way to do that is
56:11with words if you have documented Sops
56:14for all the stuff that you do you can
56:17feed that
56:18into chat gbt or whatever AI tool you
56:21use together with all of that data and
56:24then say what should I do next but if it
56:28doesn't know the way that you do things
56:30it isn't going to be able to suggest
56:31very good actions and that's where we're
56:33sort of heading I believe with AI into
56:35this world of agents and agentic
56:38behavior of the AI starting to take
56:41actions through apis or whatever it's a
56:43whole another podcast um but unless you
56:47put some constraints around that and say
56:49like this is the way that we like things
56:51done then it's going to do some really
56:53wild and crazy things just like if you
56:55hired a new person you sat them down and
56:57said optimize some Google ads accounts
56:59please like you don't know how they're
57:02going to do that how they did it at
57:04their last place might be completely
57:06different to the way that you do it you
57:10need Sops around that how most of us do
57:12it is we don't have very good Sops
57:14because as entrepreneurs we suck at
57:15writing systems and so people learn by
57:18osmosis they sit next to you and they
57:20listen in on your phone calls and over
57:23time they get better and better but
57:25that's too slow and too inefficient and
57:28completely useless if you're trying to
57:29teach a machine to do what it is that
57:32you do so I think having really good
57:34processes like we talked about using
57:35loom or having a person create those for
57:39you you as the entrepreneur do not have
57:40to create your own systems um go a book
57:44like there's another book recommendation
57:46systemology by my mate Dave Jennings he
57:48talks about this and how you can do it
57:49and you can hire his systemology to
57:52create systems for you I think in the
57:55world of
57:56AI that's very very good at language i
57:59words yes it's going to get really good
58:01at images and videos and everything else
58:02as well but right now it needs words to
58:05understand and sips and processes are
58:08great great and most people don't have
58:10that so again massive opportunity if you
58:13can do that or maybe you help your
58:15clients your those small businesses you
58:17help them create that stuff so they're
58:19ahead of the curve they've got it when
58:21they need it yeah excellent thank you
58:24very much Mike thank you so much for
58:25coming on and and sharing all these
58:27insights it's always a pleasure talking
58:29to you and uh feel free to come back
58:31anytime my absolute pleasure thanks
58:34miles me yep and for everyone else thank
58:36you for listening uh or or viewing this
58:39episode if you're watching on YouTube
58:40don't forget to like subscribe all that
58:42stuff and we'll catch you on the next
58:43episode Peace bye all right that's the
58:47end of this episode of the BBC Mastery
58:49podcast I hope you enjoyed it and if you
58:51don't want to miss any future episodes
58:53we're going to be back next week then
58:55don't forget subscribe and share with a
58:57friend family member or a colleague uh
59:00cuz that's the only way we can grow this
59:01show now there's two more things I want
59:03to share with you if you want to take
59:05your Google ads game to the next level
59:07the first one is if you want to get
59:09advanced Google ads tips delivered
59:11straight into your inbox on Mondays and
59:13Fridays head over to PBC mastery.com
59:16newsletter to subscribe to our
59:18newsletter called the PBC Edge and next
59:20to that if you want to really really
59:22really take your skills to the next
59:23level and become the best Google ad
59:25specialist you can possibly be then
59:28consider joining the PBC Hub which is
59:30our coaching and Community platform for
59:32experienced Google ads Specialists you
59:34can find everything about it on PBC
59:36mastery.com Hub and with that said I'll
59:39catch you in next week's episode Peace
59:44[Music]

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