AI Ads Will Be The Next Land Grab (Here's How I'd Play It)

I got into Google AdWords and Facebook I got into Google AdWords and Facebook ads early enough that growing my ads early enough that growing my ads early enough that growing my business felt almost unfair. Like I had business felt almost unfair. Like I had business felt almost unfair. Like I had access to a lever that my competitors access to a lever that my competitors access to a lever that my competitors didn't know existed. Both times that didn't know existed. Both times that didn't know existed. Both times that advantage disappeared within a couple advantage disappeared within a couple advantage disappeared within a couple years as everyone else caught on and the years as everyone else caught on and the years as everyone else caught on and the cost normalized. Now that the AI chat cost normalized. Now that the AI chat cost normalized. Now that the AI chat platforms are introducing ads, I think platforms are introducing ads, I think platforms are introducing ads, I think we're at the beginning of another one of we're at the beginning of another one of we're at the beginning of another one of those moments and the opportunity here those moments and the opportunity here those moments and the opportunity here is real. The hard part is timing. If you is real. The hard part is timing. If you is real. The hard part is timing. If you move too early, you're likely to waste move too early, you're likely to waste move too early, you're likely to waste money. If you move too late, you miss money. If you move too late, you miss money. If you move too late, you miss out on what could be a great marketing out on what could be a great marketing out on what could be a great marketing channel, at least while ad costs are channel, at least while ad costs are channel, at least while ad costs are low. So, today I'm sharing a framework low. So, today I'm sharing a framework low. So, today I'm sharing a framework to help you get the timing right. This to help you get the timing right. This to help you get the timing right. This isn't a step-by-step tutorial, it's how isn't a step-by-step tutorial, it's how isn't a step-by-step tutorial, it's how to think about this whether you're just to think about this whether you're just to think about this whether you're just getting started or already scaling. And getting started or already scaling. And getting started or already scaling. And stick around to the end because after stick around to the end because after stick around to the end because after investing in and advising hundreds of investing in and advising hundreds of investing in and advising hundreds of SaaS companies, I've seen a few traps SaaS companies, I've seen a few traps SaaS companies, I've seen a few traps that aren't obvious until it's too late. that aren't obvious until it's too late. that aren't obvious until it's too late. I don't want you to make the same I don't want you to make the same I don't want you to make the same mistakes. First, I want to talk about mistakes. First, I want to talk about mistakes. First, I want to talk about why this is an opportunity. So, whenever why this is an opportunity. So, whenever why this is an opportunity. So, whenever a new ad platform launches that has a new ad platform launches that has a new ad platform launches that has scale on the supply side, meaning they scale on the supply side, meaning they scale on the supply side, meaning they have a lot of ad space to sell, there have a lot of ad space to sell, there have a lot of ad space to sell, there isn't enough demand to drive up the isn't enough demand to drive up the isn't enough demand to drive up the prices of the ads yet. And as these prices of the ads yet. And as these prices of the ads yet. And as these companies like Facebook and Google and companies like Facebook and Google and companies like Facebook and Google and Instagram, as they've tried to develop Instagram, as they've tried to develop Instagram, as they've tried to develop their ad tech and and honed it to make their ad tech and and honed it to make their ad tech and and honed it to make it a really efficient auction, as it a really efficient auction, as it a really efficient auction, as they're doing that, they're testing they're doing that, they're testing they're doing that, they're testing things out and a lot of clicks are things out and a lot of clicks are things out and a lot of clicks are cheap. Back in the early days, Google cheap. Back in the early days, Google cheap. Back in the early days, Google AdWords had five and 10-cent clicks if I AdWords had five and 10-cent clicks if I AdWords had five and 10-cent clicks if I recall. I was getting Facebook clicks in recall. I was getting Facebook clicks in recall. I was getting Facebook clicks in 20, I believe it was 2012, for like 20 20, I believe it was 2012, for like 20 20, I believe it was 2012, for like 20 cents, 25 cents consistently targeting cents, 25 cents consistently targeting cents, 25 cents consistently targeting my ideal customer profile. And that's my ideal customer profile. And that's my ideal customer profile. And that's how I was able to quickly grow one of

how I was able to quickly grow one of how I was able to quickly grow one of the SaaS companies I was running at the the SaaS companies I was running at the the SaaS companies I was running at the time. So, when these new ad networks time. So, when these new ad networks time. So, when these new ad networks launch, there aren't a bunch of books launch, there aren't a bunch of books launch, there aren't a bunch of books and content about it. There the playbook and content about it. There the playbook and content about it. There the playbook isn't saturated yet and that creates isn't saturated yet and that creates isn't saturated yet and that creates opportunities for founders who are opportunities for founders who are opportunities for founders who are willing to take some risk. So, with willing to take some risk. So, with willing to take some risk. So, with these AI companies burning cash, at some these AI companies burning cash, at some these AI companies burning cash, at some point they're going to need to become point they're going to need to become point they're going to need to become profitable and make money. And profitable and make money. And profitable and make money. And obviously, they're charging obviously, they're charging obviously, they're charging subscriptions, but ads are the obvious subscriptions, but ads are the obvious subscriptions, but ads are the obvious path. It's what Facebook and Google did. path. It's what Facebook and Google did. path. It's what Facebook and Google did. It's how television has been monetized It's how television has been monetized It's how television has been monetized for decades. It's how radio was for decades. It's how radio was for decades. It's how radio was monetized before that. Any type of mass monetized before that. Any type of mass monetized before that. Any type of mass media or widely used free tool of any media or widely used free tool of any media or widely used free tool of any kind built for consumers is usually kind built for consumers is usually kind built for consumers is usually monetized with ads. And of course, I'm monetized with ads. And of course, I'm monetized with ads. And of course, I'm the person who will happily pay for a the person who will happily pay for a the person who will happily pay for a subscription to skip ads, but most subscription to skip ads, but most subscription to skip ads, but most people won't. They'll take the free people won't. They'll take the free people won't. They'll take the free version with the ads. That's the version with the ads. That's the version with the ads. That's the opportunity. So in this video, I'm going opportunity. So in this video, I'm going opportunity. So in this video, I'm going to walk you through two playbooks. One to walk you through two playbooks. One to walk you through two playbooks. One is if you have a new product, and the is if you have a new product, and the is if you have a new product, and the other is for an already successful other is for an already successful other is for an already successful product that you're trying to scale. So product that you're trying to scale. So product that you're trying to scale. So if you have a new product, you probably if you have a new product, you probably if you have a new product, you probably have low budget and a lot of learning to have low budget and a lot of learning to have low budget and a lot of learning to do. In this, your mindset should be that do. In this, your mindset should be that do. In this, your mindset should be that you don't need the perfect channel. You you don't need the perfect channel. You you don't need the perfect channel. You really just need fast signal. You cannot really just need fast signal. You cannot really just need fast signal. You cannot afford brand-only experiments. You need afford brand-only experiments. You need afford brand-only experiments. You need to think like a conversion marketer, a to think like a conversion marketer, a to think like a conversion marketer, a direct response marketer where you see direct response marketer where you see direct response marketer where you see results from the clicks to a trial results from the clicks to a trial results from the clicks to a trial sign-up or to a purchase. So before you sign-up or to a purchase. So before you sign-up or to a purchase. So before you spend a dollar on ads, there are a few spend a dollar on ads, there are a few spend a dollar on ads, there are a few basic things that are really important.

basic things that are really important. basic things that are really important. Having at least some understanding of Having at least some understanding of Having at least some understanding of your ideal customer profile can help. your ideal customer profile can help. your ideal customer profile can help. And this can be psychographic data like And this can be psychographic data like And this can be psychographic data like where are they, maybe what their role is where are they, maybe what their role is where are they, maybe what their role is at their job. It's going to depend a lot at their job. It's going to depend a lot at their job. It's going to depend a lot on the targeting that chat GPT allows on the targeting that chat GPT allows on the targeting that chat GPT allows you to have. But realistically, knowing you to have. But realistically, knowing you to have. But realistically, knowing your ideal customer profile and the more your ideal customer profile and the more your ideal customer profile and the more you know about them is going to be you know about them is going to be you know about them is going to be helpful. In addition, having one core helpful. In addition, having one core helpful. In addition, having one core use case or value proposition that you use case or value proposition that you use case or value proposition that you can articulate very simply in a few can articulate very simply in a few can articulate very simply in a few words is going to be important. We've words is going to be important. We've words is going to be important. We've only seen video with a mock-up only seen video with a mock-up only seen video with a mock-up screenshot of what an ad might look screenshot of what an ad might look screenshot of what an ad might look like, but it's very sparse on the text, like, but it's very sparse on the text, like, but it's very sparse on the text, right? So you're not going to have a right? So you're not going to have a right? So you're not going to have a paragraph to explain the value that you paragraph to explain the value that you paragraph to explain the value that you create or what you're going to do for create or what you're going to do for create or what you're going to do for your customers. So that's where you're your customers. So that's where you're your customers. So that's where you're going to need to figure out, how do I going to need to figure out, how do I going to need to figure out, how do I come up with something compelling, this come up with something compelling, this come up with something compelling, this use case or value proposition, and then use case or value proposition, and then use case or value proposition, and then maybe you have three or four that you maybe you have three or four that you maybe you have three or four that you want to split test if you have the want to split test if you have the want to split test if you have the budget. Third, you need a landing page budget. Third, you need a landing page budget. Third, you need a landing page that actually converts. Ideally, this is that actually converts. Ideally, this is that actually converts. Ideally, this is not your homepage. Usually, you want to not your homepage. Usually, you want to not your homepage. Usually, you want to copy your homepage if it is already a copy your homepage if it is already a copy your homepage if it is already a high-converting landing page or you've high-converting landing page or you've high-converting landing page or you've done the best you can to make it that, done the best you can to make it that, done the best you can to make it that, and then you change the headline on that and then you change the headline on that and then you change the headline on that page to match the headline of whichever page to match the headline of whichever page to match the headline of whichever ad you're running. Fourth, you need ad you're running. Fourth, you need ad you're running. Fourth, you need onboarding that activates people. Maybe onboarding that activates people. Maybe onboarding that activates people. Maybe that's manual. You can do things that that's manual. You can do things that that's manual. You can do things that don't scale for now if you're still don't scale for now if you're still don't scale for now if you're still early, but if folks are coming into your early, but if folks are coming into your early, but if folks are coming into your funnel and they are signing up for a funnel and they are signing up for a funnel and they are signing up for a trial or they're paying you and they're trial or they're paying you and they're trial or they're paying you and they're not getting onboarded, that's a problem.

not getting onboarded, that's a problem. not getting onboarded, that's a problem. So if any of those are broken, ads are So if any of those are broken, ads are So if any of those are broken, ads are basically going to be wasted money. basically going to be wasted money. basically going to be wasted money. They're just going to amplify that They're just going to amplify that They're just going to amplify that problem. Something to think about is problem. Something to think about is problem. Something to think about is trying to define the smallest success trying to define the smallest success trying to define the smallest success metric that matters. So you're not going metric that matters. So you're not going metric that matters. So you're not going to get a positive return on your ad to get a positive return on your ad to get a positive return on your ad spend by day seven, right? You're not spend by day seven, right? You're not spend by day seven, right? You're not going to see that in some dashboard. going to see that in some dashboard. going to see that in some dashboard. Something real is more like qualified Something real is more like qualified Something real is more like qualified booked demos or activated trials from booked demos or activated trials from booked demos or activated trials from your ideal customer profile. And your ideal customer profile. And your ideal customer profile. And realistically, just getting traffic realistically, just getting traffic realistically, just getting traffic early on as if it's cheap enough is early on as if it's cheap enough is early on as if it's cheap enough is fine. That's where you start and then fine. That's where you start and then fine. That's where you start and then you see if people are converting. You you see if people are converting. You you see if people are converting. You can install tools like Hotjar on the can install tools like Hotjar on the can install tools like Hotjar on the landing page to see if people are landing page to see if people are landing page to see if people are getting confused by anything. But getting confused by anything. But getting confused by anything. But realistically, you're trying to take it realistically, you're trying to take it realistically, you're trying to take it kind of slow and ramp it up as you want kind of slow and ramp it up as you want kind of slow and ramp it up as you want to learn. With this in mind, you want to to learn. With this in mind, you want to to learn. With this in mind, you want to run learning tests. You're not scaling run learning tests. You're not scaling run learning tests. You're not scaling these things. So as I said earlier, these things. So as I said earlier, these things. So as I said earlier, maybe you have two to four offers or maybe you have two to four offers or maybe you have two to four offers or value propositions, 10 to 20 total value propositions, 10 to 20 total value propositions, 10 to 20 total variations of your creative, right? So variations of your creative, right? So variations of your creative, right? So you can use AI to generate images or you can use AI to generate images or you can use AI to generate images or whatever. Again, I don't know for sure whatever. Again, I don't know for sure whatever. Again, I don't know for sure if they're going to allow images in the if they're going to allow images in the if they're going to allow images in the ads, but you use AI to help you either ads, but you use AI to help you either ads, but you use AI to help you either write different ad copy or to create write different ad copy or to create write different ad copy or to create these images. And then you have one these images. And then you have one these images. And then you have one landing page per offer. So two to four landing page per offer. So two to four landing page per offer. So two to four offers, one landing page per offer. And offers, one landing page per offer. And offers, one landing page per offer. And it does not have to be completely custom it does not have to be completely custom it does not have to be completely custom to the offer. As I said, I used to back to the offer. As I said, I used to back to the offer. As I said, I used to back in the day just copy my homepage, change in the day just copy my homepage, change in the day just copy my homepage, change the headline, the H1, the H2, maybe the headline, the H1, the H2, maybe the headline, the H1, the H2, maybe something on the page, but oftentimes I something on the page, but oftentimes I something on the page, but oftentimes I was just trying to continue the was just trying to continue the was just trying to continue the conversation that had started in the conversation that had started in the conversation that had started in the prospect's head when they clicked on my prospect's head when they clicked on my prospect's head when they clicked on my ad. Then in terms of budget, obviously ad. Then in terms of budget, obviously ad. Then in terms of budget, obviously you want to cap your spend to protect

you want to cap your spend to protect you want to cap your spend to protect your runway and commit to a time box. your runway and commit to a time box. your runway and commit to a time box. You know, this might be a month or two You know, this might be a month or two You know, this might be a month or two months. Now I like to think if I have months. Now I like to think if I have months. Now I like to think if I have the budget, I want to test ads for 3 the budget, I want to test ads for 3 the budget, I want to test ads for 3 months in general. And especially if months in general. And especially if months in general. And especially if there's really no playbook on how to run there's really no playbook on how to run there's really no playbook on how to run ads in AI yet, it is going to take me a ads in AI yet, it is going to take me a ads in AI yet, it is going to take me a few weeks just to ramp up and get few weeks just to ramp up and get few weeks just to ramp up and get started and see what's working. Now, if started and see what's working. Now, if started and see what's working. Now, if there's early success, it's really nice. there's early success, it's really nice. there's early success, it's really nice. If there's traffic and some book demos, If there's traffic and some book demos, If there's traffic and some book demos, it's really easy to tell. But if stuff it's really easy to tell. But if stuff it's really easy to tell. But if stuff isn't working, you just have to tweak isn't working, you just have to tweak isn't working, you just have to tweak and tweak and tweak. And I would get and tweak and tweak. And I would get and tweak and tweak. And I would get myself a minimum of a month of tweaking myself a minimum of a month of tweaking myself a minimum of a month of tweaking and learning to reevaluate. And then and learning to reevaluate. And then and learning to reevaluate. And then your stop rules where you're just going your stop rules where you're just going your stop rules where you're just going to cut it off is if you're not seeing to cut it off is if you're not seeing to cut it off is if you're not seeing any signal, right? You're getting no any signal, right? You're getting no any signal, right? You're getting no click-through rate. Your lead quality is click-through rate. Your lead quality is click-through rate. Your lead quality is abysmal. There's no activation. And this abysmal. There's no activation. And this abysmal. There's no activation. And this is when after a month, if if you haven't is when after a month, if if you haven't is when after a month, if if you haven't gotten any signal and you've tried and gotten any signal and you've tried and gotten any signal and you've tried and tried and tried, you pause. tried and tried, you pause. tried and tried, you pause. Maybe it's a month. Maybe it's 2 months, Maybe it's a month. Maybe it's 2 months, Maybe it's a month. Maybe it's 2 months, depending on the budget you have. But depending on the budget you have. But depending on the budget you have. But there really are these four things. It's there really are these four things. It's there really are these four things. It's your your offer or your value your your offer or your value your your offer or your value proposition that you're putting in the proposition that you're putting in the proposition that you're putting in the ad. It's the ad itself. It's the landing ad. It's the ad itself. It's the landing ad. It's the ad itself. It's the landing page and how you're collecting info page and how you're collecting info page and how you're collecting info there, whether it's to get a demo or to there, whether it's to get a demo or to there, whether it's to get a demo or to start a trial. And then it is your start a trial. And then it is your start a trial. And then it is your onboarding. One thing that applies no onboarding. One thing that applies no onboarding. One thing that applies no matter where you are in your journey is matter where you are in your journey is matter where you are in your journey is eventually the AI companies should eventually the AI companies should eventually the AI companies should figure out how to make their ad tech figure out how to make their ad tech figure out how to make their ad tech work. Now, Twitter and LinkedIn haven't work. Now, Twitter and LinkedIn haven't work. Now, Twitter and LinkedIn haven't really done that in my opinion, but we really done that in my opinion, but we really done that in my opinion, but we have seen companies like Google and Meta have seen companies like Google and Meta have seen companies like Google and Meta do it. So, I think the AI companies are do it. So, I think the AI companies are do it. So, I think the AI companies are going to figure it out. So, you probably going to figure it out. So, you probably going to figure it out. So, you probably don't want to just try this once and don't want to just try this once and don't want to just try this once and walk away. The models are moving fast walk away. The models are moving fast walk away. The models are moving fast and I expect the ad tech will also move and I expect the ad tech will also move and I expect the ad tech will also move as quickly. So, what doesn't work today as quickly. So, what doesn't work today as quickly. So, what doesn't work today might work in 6 months. And that's where

might work in 6 months. And that's where might work in 6 months. And that's where I personally would keep testing. Now, if I personally would keep testing. Now, if I personally would keep testing. Now, if you're a more seasoned founder with an you're a more seasoned founder with an you're a more seasoned founder with an existing funnel, I want to talk about existing funnel, I want to talk about existing funnel, I want to talk about what you should do if you have an what you should do if you have an what you should do if you have an already successful product. This is already successful product. This is already successful product. This is where your goal is to exploit the new where your goal is to exploit the new where your goal is to exploit the new opportunity without breaking what opportunity without breaking what opportunity without breaking what already works. But you have a baseline already works. But you have a baseline already works. But you have a baseline cost to acquire a customer, lifetime cost to acquire a customer, lifetime cost to acquire a customer, lifetime value, payback. You have creative value, payback. You have creative value, payback. You have creative history. You probably already have a history. You probably already have a history. You probably already have a bunch of offers that you know work. Your bunch of offers that you know work. Your bunch of offers that you know work. Your advantage is that you have data, you advantage is that you have data, you advantage is that you have data, you have discipline, you have some have discipline, you have some have discipline, you have some distribution muscle, and you probably distribution muscle, and you probably distribution muscle, and you probably have more budget. So, in this case, I'd have more budget. So, in this case, I'd have more budget. So, in this case, I'd be taking more of a portfolio mindset. be taking more of a portfolio mindset. be taking more of a portfolio mindset. So, I'd allocate a fixed percentage of So, I'd allocate a fixed percentage of So, I'd allocate a fixed percentage of my entire marketing spend to my entire marketing spend to my entire marketing spend to experiments. You know, maybe that's 10% experiments. You know, maybe that's 10% experiments. You know, maybe that's 10% of everything I spend on marketing, 20%. of everything I spend on marketing, 20%. of everything I spend on marketing, 20%. And I would set clear gates for And I would set clear gates for And I would set clear gates for increasing or decreasing that increasing or decreasing that increasing or decreasing that allocation. This is an exploration or allocation. This is an exploration or allocation. This is an exploration or experimentation budget, and I'm not experimentation budget, and I'm not experimentation budget, and I'm not looking for return on ad spend right looking for return on ad spend right looking for return on ad spend right away. I'm just trying things. And this away. I'm just trying things. And this away. I'm just trying things. And this is where you're probably going to want is where you're probably going to want is where you're probably going to want to add a how did you hear about us? Ask to add a how did you hear about us? Ask to add a how did you hear about us? Ask them if they heard about you through AI. them if they heard about you through AI. them if they heard about you through AI. And if so, dig in. What were they trying And if so, dig in. What were they trying And if so, dig in. What were they trying to accomplish? What platform were they to accomplish? What platform were they to accomplish? What platform were they using? What did they ask ChatGPT or using? What did they ask ChatGPT or using? What did they ask ChatGPT or Claude or whoever it is? What made your Claude or whoever it is? What made your Claude or whoever it is? What made your website appear? Ask them if it was an website appear? Ask them if it was an website appear? Ask them if it was an ad. You know, you don't know if it's an ad. You know, you don't know if it's an ad. You know, you don't know if it's an ad or it's organic, and that's going to ad or it's organic, and that's going to ad or it's organic, and that's going to be tricky unless ChatGPT passes be tricky unless ChatGPT passes be tricky unless ChatGPT passes something in a you know, a URL something in a you know, a URL something in a you know, a URL parameter, which which hopefully they parameter, which which hopefully they parameter, which which hopefully they do. So, this is all free intelligence.

do. So, this is all free intelligence. do. So, this is all free intelligence. It's more valuable than anything the It's more valuable than anything the It's more valuable than anything the platforms will tell you probably, having platforms will tell you probably, having platforms will tell you probably, having a conversation, assuming you're doing a conversation, assuming you're doing a conversation, assuming you're doing more high-touch sales. It's going to be more high-touch sales. It's going to be more high-touch sales. It's going to be important to have some type of important to have some type of important to have some type of attribution because as much as we want attribution because as much as we want attribution because as much as we want the click-through attribution to be the click-through attribution to be the click-through attribution to be perfect on 100%, there's just no chance perfect on 100%, there's just no chance perfect on 100%, there's just no chance it will be. Two other things to keep in it will be. Two other things to keep in it will be. Two other things to keep in mind is you do have an existing brand if mind is you do have an existing brand if mind is you do have an existing brand if you have an existing product. So, if you have an existing product. So, if you have an existing product. So, if you're using AI to generate creative at you're using AI to generate creative at you're using AI to generate creative at scale, someone needs to be monitoring scale, someone needs to be monitoring scale, someone needs to be monitoring that, the claims, the tone, the offers, that, the claims, the tone, the offers, that, the claims, the tone, the offers, to make sure it still sounds like your to make sure it still sounds like your to make sure it still sounds like your voice. So, someone needs to be voice. So, someone needs to be voice. So, someone needs to be protecting the brand. Your edge here as protecting the brand. Your edge here as protecting the brand. Your edge here as a successful entrepreneur isn't a successful entrepreneur isn't a successful entrepreneur isn't discovering the ads before anyone else discovering the ads before anyone else discovering the ads before anyone else cuz a bunch of people are going to be cuz a bunch of people are going to be cuz a bunch of people are going to be rushing into this, but it's being able rushing into this, but it's being able rushing into this, but it's being able to test systematically and to scale fast to test systematically and to scale fast to test systematically and to scale fast when your math works. You're a bit like when your math works. You're a bit like when your math works. You're a bit like a pioneer out in the Wild West, and you a pioneer out in the Wild West, and you a pioneer out in the Wild West, and you want to get out of head before the ad want to get out of head before the ad want to get out of head before the ad costs increase. In a minute, I'm going costs increase. In a minute, I'm going costs increase. In a minute, I'm going to talk about some of the traps that to talk about some of the traps that to talk about some of the traps that I've seen founders fall into when I've seen founders fall into when I've seen founders fall into when there's a new channel like this. But there's a new channel like this. But there's a new channel like this. But first, I want to tell you about Tiny first, I want to tell you about Tiny first, I want to tell you about Tiny Seeds SaaS Institute. For SaaS founders Seeds SaaS Institute. For SaaS founders Seeds SaaS Institute. For SaaS founders who are doing a million a year or more, who are doing a million a year or more, who are doing a million a year or more, who want community, coaching, and who want community, coaching, and who want community, coaching, and mentorship, they're not a great fit for mentorship, they're not a great fit for mentorship, they're not a great fit for our startup accelerator where we invest our startup accelerator where we invest our startup accelerator where we invest in early stage companies, but if you in early stage companies, but if you in early stage companies, but if you still want that community of like-minded still want that community of like-minded still want that community of like-minded founders and a roster of world-class founders and a roster of world-class founders and a roster of world-class mentors to help you break through your mentors to help you break through your mentors to help you break through your next plateau, you should head to SAS next plateau, you should head to SAS next plateau, you should head to SAS Institute.com and apply if you're a good Institute.com and apply if you're a good Institute.com and apply if you're a good fit. We have weekly calls, we have fit. We have weekly calls, we have fit. We have weekly calls, we have mastermind groups, we have paid coaches, mastermind groups, we have paid coaches, mastermind groups, we have paid coaches, and this is a premium offering and it's and this is a premium offering and it's and this is a premium offering and it's one of the best SAS coaching programs in one of the best SAS coaching programs in one of the best SAS coaching programs in the world. Now I want to tell you about

the world. Now I want to tell you about the world. Now I want to tell you about a few risks and caveats and some a few risks and caveats and some a few risks and caveats and some mistakes that I've made. One thing to mistakes that I've made. One thing to mistakes that I've made. One thing to keep in mind, I've said it already, keep in mind, I've said it already, keep in mind, I've said it already, attribution will be messy. Tracking may attribution will be messy. Tracking may attribution will be messy. Tracking may not be very mature, so I would have not be very mature, so I would have not be very mature, so I would have multiple sources. Like I wouldn't trust multiple sources. Like I wouldn't trust multiple sources. Like I wouldn't trust any single source. You want UTM per ams any single source. You want UTM per ams any single source. You want UTM per ams if you can, you want whatever ChatGPT if you can, you want whatever ChatGPT if you can, you want whatever ChatGPT allows you to pass through, and you want allows you to pass through, and you want allows you to pass through, and you want to be asking customers. So whether you to be asking customers. So whether you to be asking customers. So whether you ask them in their dashboard manually, ask them in their dashboard manually, ask them in their dashboard manually, how did you hear about us, or you're how did you hear about us, or you're how did you hear about us, or you're asking them on sales demos. Another asking them on sales demos. Another asking them on sales demos. Another thing is platforms will change rules thing is platforms will change rules thing is platforms will change rules quickly. So what works today might not quickly. So what works today might not quickly. So what works today might not work in 3 months, and that's not a work in 3 months, and that's not a work in 3 months, and that's not a reason to avoid testing, but it's a reason to avoid testing, but it's a reason to avoid testing, but it's a reason to stay light and not over reason to stay light and not over reason to stay light and not over commit. One other thing to be aware of commit. One other thing to be aware of commit. One other thing to be aware of is not to trust platform case studies. is not to trust platform case studies. is not to trust platform case studies. So platforms are going to show you wins So platforms are going to show you wins So platforms are going to show you wins that make it look like an easy that make it look like an easy that make it look like an easy no-brainer, but they're selling ads. So no-brainer, but they're selling ads. So no-brainer, but they're selling ads. So trust your own numbers, not their trust your own numbers, not their trust your own numbers, not their cherry-picked wins, and not necessarily cherry-picked wins, and not necessarily cherry-picked wins, and not necessarily the attribution they have in their own the attribution they have in their own the attribution they have in their own ad dashboard. All of these are mistakes ad dashboard. All of these are mistakes ad dashboard. All of these are mistakes that I had made when I was trying out that I had made when I was trying out that I had made when I was trying out Google AdWords and Facebook ads in the Google AdWords and Facebook ads in the Google AdWords and Facebook ads in the early days. Two more things. One is to early days. Two more things. One is to early days. Two more things. One is to remember that they're not going to work remember that they're not going to work remember that they're not going to work for everyone. So if you have a really for everyone. So if you have a really for everyone. So if you have a really low annual contract value, you have a low annual contract value, you have a low annual contract value, you have a weak differentiation, or maybe if you weak differentiation, or maybe if you weak differentiation, or maybe if you have a tiny total addressable market, have a tiny total addressable market, have a tiny total addressable market, the math might not work. Be honest about the math might not work. Be honest about the math might not work. Be honest about whether your business is a fit. And whether your business is a fit. And whether your business is a fit. And finally, this is a pay attention and finally, this is a pay attention and finally, this is a pay attention and test moment. It's not a moment to bet test moment. It's not a moment to bet test moment. It's not a moment to bet the company. Sign up for advertising the company. Sign up for advertising the company. Sign up for advertising waitlists. I'd be doing that right now.

waitlists. I'd be doing that right now. waitlists. I'd be doing that right now. Well, whatever AI provider you can think Well, whatever AI provider you can think Well, whatever AI provider you can think of, I believe Anthropic has said they're of, I believe Anthropic has said they're of, I believe Anthropic has said they're not going to have ads, so Claude is not not going to have ads, so Claude is not not going to have ads, so Claude is not a candidate. ChatGPT has announced they a candidate. ChatGPT has announced they a candidate. ChatGPT has announced they are, so that's certainly one I'd want to are, so that's certainly one I'd want to are, so that's certainly one I'd want to stay in the loop on. But be smart about stay in the loop on. But be smart about stay in the loop on. But be smart about it, right? You're not going to bet your it, right? You're not going to bet your it, right? You're not going to bet your runway on something that you're still runway on something that you're still runway on something that you're still being figured out. Try it, optimize it, being figured out. Try it, optimize it, being figured out. Try it, optimize it, and scale it as it makes sense. If and scale it as it makes sense. If and scale it as it makes sense. If you're thinking about ads on AI, you're you're thinking about ads on AI, you're you're thinking about ads on AI, you're likely trying to figure out marketing in likely trying to figure out marketing in likely trying to figure out marketing in general. In this next video, I talk general. In this next video, I talk general. In this next video, I talk about how I would approach content about how I would approach content about how I would approach content marketing. I still think there's real marketing. I still think there's real marketing. I still think there's real opportunity in SEO while the models are opportunity in SEO while the models are opportunity in SEO while the models are hungry for fresh content to train on. hungry for fresh content to train on. hungry for fresh content to train on. Check it out. Thanks for watching, and Check it out. Thanks for watching, and Check it out. Thanks for watching, and I'll see you next time.