Serve Scale Soar®

5 Ways Ad Managers Should Be Using AI (But Aren't)

• Brandi Mowles • Episode 284

Share episode

Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.

0:00 | 23:02

Most ad managers are using AI for the basic stuff and completely missing the real opportunities. In this episode, I'm sharing 5 ways I'm actually using AI in my ads business (plus what my Strategist Society members are doing) that save serious time and make you more money.

These aren't your typical "AI tips for marketers." These are practical strategies you can implement this week without being tech-savvy or knowing how to code.

In this episode, you'll learn:

  • How to create voice guides and customer avatar documents that used to cost $5K (and how to use them as fast action bonuses on sales calls)
  • The AI + Meta reporting hack that took my reporting from 1 hour to 10 minutes
  • How Crystal in Strategist Society sold a $2,500 audit that took her 45 minutes
  • How to use competitor gap analysis to find what everyone else is missing
  • The reverse engineering framework for pulling winning hooks from other industries
  • How to set up automated weekly briefings so you always know what's changing in Meta

Ready to implement these strategies? Grab The Ad Copy Shortcut! for just $27 at brandimowles.com/copy-shortcut

Resources Mentioned:

Connect with me:


Follow the Podcast: https://podcasts.apple.com/us/podcast/serve-scale-soar/id1477998650

Follow Brandi on Instagram: https://www.instagram.com/brandimowles

Follow Brandi on Facebook: https://www.facebook.com/Brandiandcompany

5 Ways Ad Managers Should Be Using AI (But Aren't)

===


Brandi: [00:00:00] Alright y'all, let's talk about ai. I know, I know everyone and their mother is talking about AI right now, and if you're like most ad managers I talk to, you've probably dabbled in it and maybe you're actually spending way too much time, like just doing things that don't really make you money.


With AI or save you time, maybe you've asked chat GPT to write you some ad copy or come up with some headlines. Maybe you've tried to use Gemini to create some ads, and that's fine. But here's the thing, you're barely scratching the surface, or if you are in it, you're probably not using it for the best ways that it can be used for.


And you're going down rabbit trails that will never make you money. Most ad managers are using AI for the basic stuff that everyone's already doing. They're completely missing the real opportunities, the ones that actually save you serious time and make you more money, the ones that make you more [00:01:00] valuable to your client.


So today I'm sharing five ways. I'm actually using AI in my ads business, plus what my strategist society members are using. And these aren't the things that you're seeing AI tips for marketers posted on LinkedIn. These are practical, real strategies that are gonna change the way you work and hopefully make you some more money in the process.


And here's the best part. None of this is complicated. You don't need to be tech savvy to do what I'm about to share with you. You don't need to know how to code. You just need to know what's actually possible. So let's dive on into this week's episode. Okay. Welcome. Welcome back my friends. If this is your first episode of the Serve Scale SOAR podcast, my name is Brandi Mowles and I am beyond excited that you stumbled upon me and I am now in your earbuds.


I don't take that lightly. And if you are here and you've been a long listener. Please go on and give us a quick review on Apple or give us some stars on Spotify. That is the [00:02:00] biggest gift that you can give a podcaster for. All the free information that they are sharing with you is just taking two minutes, less than two minutes to leave us a review on Apple or.


On Spotify, just hit those stars. I so appreciate every single one of you that does that. So let's jump on in to this week's episode of the podcast. We're really diving into AI and I wanted to give you some useful ways to use ai. That you may have not have thought of. And if you're like, Brandi, I have a really good way, go on and message me on Instagram.


I would love to hear ways that you're using AI in your ad management business. And I have this really cool thing called Strategist Society, and so this is our mentorship mastermind. We have. 60 people in there. I used to say 60 women, but we now have two men in there as well. And so there's 60 people in there jamming out together, and we're always sharing resources on how we're using ai.


And so I'm gonna share some of the ways our members are [00:03:00] using it, and I'm gonna share some of the tips I've been sharing with them on how I'm using it with working with my one-on-one clients. So let's jump on in. First thing that I wanna talk about is one that really has been a complete I know saying Game Changer is so ai, but I said Game Changer before AI was saying Game Changer.


But it really is, it has been a huge game changer for my business, for my clients' business and sharing with our students. And it's something that most ad managers aren't even thinking about doing. So back in 2021, I paid $5,000 to have a brand voice guide created, and it was fantastic. It said things like, what?


We don't say what we say. The copywriter Erica was. So great. She went through and she interviewed all of our people that we have, and they told words that I used and she was able to pick up on the podcast and listen and it was so good y'all. It really gave clarity to what we [00:04:00] say, what I stand for, the terms I used.


And it was amazing, but $5,000 and a whole lot of time, and so I wasn't able to do that for each of my clients, but then enter the world of ai and I now, for every single client I work with, I create one of these voice guides using AI and the resources that they're already having. And what does that mean?


It means I can write their sales pages, their ads. To sound just like them in the matter of minutes because I have their voice guide and that's what I'm working from. I'm not talking about some generic brand voice guide that is professional or friendly nonsense, like not saying make sure you're professional, but friendly or I'm a badie, write like that.


No, it's taking their detailed words that they use, how they write sentences, how they speak, the terms that they use, their approach. It's a [00:05:00] strategic document that captures exactly how your client sounds and exactly. Who they're talking to. For every client you work with, you should be creating a voice guide and a customer avatar document.


This will help you write copy that actually sounds like them. Copy that hits their audience specific pain points and desire. Copy that converts, and here's where it is really good for your business. This makes an incredible fast action bonus. On a sales call, we will link up my episode where I talk about fast action bonuses on sales calls, and everyone's always but Brandy, what should my fast action be?


This is it. You're gonna give them their voice guide, a $5,000 value item you're gonna create for them. And you don't say I'm gonna create this on ai. You're gonna say, I'm gonna create you a voice guide that you and your team can use for social media. I will use it for your ads. You can throw it into AI if you want, but this is gonna be an asset that you'll be [00:06:00] able to use on repeat.


So everything always sounds on brand and invoice for you. So when we do the fast action bonuses, you would say, Hey, when you sign within the next 48 hours, I'm gonna create a custom voice guide for you and an avatar document for your brand. This is something that my clients pay me $5,000 for.


And if you're not, you could say $3,000, 2000, whatever feels comfortable for you. 'cause you could sell these and there are like, you should be selling these if you can, as down sales add-ons, anything like that. And that is an instant value add. Why would they pick someone else over you? If two of you are equal on the calls, this is the thing that sets you apart instant value.


And like I said, you can sell these at standalone offers or deliver them after an intensive or including them as part of your onboarding process for wow new clients right out of the gate. This is the kind [00:07:00] of thing that separates you from every other ad manager out there. You're not just running ads, you're building strategic assets for their business.


And the thing is, y'all, this used to take months to build, now you can build it in 30 minutes. Massive value add, gonna keep you around and now you have a, something that you can sell as a standalone and something to offer as a fast action bonus. Okay, so that's the first way you should be using it. This is the way I love to use it.


Two is custom ad reports and audits with AI and meta. Okay, so this one's gonna blow your mind. And we're, if you're still doing reporting the old school way, where you go pull numbers and stuff, you're like. Wasting so much time. Crystal is one of our strategist society members. We have lots of crystals in there, but this crystal, she shared her entire process for us in Strategist Society.


So what I did is I was messing around a few months ago and I connected Manus to [00:08:00] Meta when it came out. Not meta. To Manus, like there is an integration, but you have to pay. I went through Manus and connected it to Meta, and for anyone who doesn't know Meta bought Manus, so they are in the same company. So Meta owns Manus, and Manus is an AI program.


And it's really good at like pulling data. And so I was in there and I was telling my strategy Society members. I was like, oh, this is really cool. I just pulled a report using it. I was like very basic level using it.


But then Crystal comes in, one of our Strategist Society members. And she sold a audit for $2,500 of two ad accounts, and then like competitor analysis. She did all of this using Manus and Meta in 45 minutes, and she shared her entire process with us and the dashboard and report it created. It was like beautiful, oh my gosh.


Like way more than something we could ever create. And if we did create something like this, it would [00:09:00] take a whole heck of a lot more than 45 minutes. That's the power of using AI Strategically, I've been using Manus connected to meta to pull customer reports on campaigns. It's taken my report in from one hour down to 10 minutes.


10 minutes y'all. And I'm talking about detailed reporting, like stuff that I don't typically get into, like demographics, placement days, like way detailed reporting. And I've been able to pull some really cool insights from my account since I've been doing this because it just goes way deeper than I get into.


And then I can ask questions and it pulls me more. Reports. So now when it pulls the reports, it's gonna give suggestions. I don't listen to the suggestions. I use my brain knowing what works, because AI can pull reports and everything, but it doesn't always mean it's correct. Like one of the example is this is, it told me like one suggestion that my cost per lead my CPL.


Was higher than industry [00:10:00] benchmark, but for me it was actually lower than my benchmark. So we have to remember, like we're using it as a tool to help us pull reports, but it doesn't mean we're gonna take it word for word and let it do the analysis part. Now, if you're just getting started, it could be great to see how they're looking at the numbers, but it's never gonna replace your brain and knowing more about accounts and what to look for than what it knows because it doesn't know the client, it knows the numbers. So just keep that in mind.


But think about what this can mean for your ad management business if you're managing multiple clients and reporting used to take you a whole day to get done, which I know a lot of my ad managers spend their whole Friday doing reports. You just got a massive chunk of your time back, time you can use to make, get more clients time you can use to actually work on strategy instead of pulling numbers, time you can take to go enjoy Fridays with your family and the reports that you'll start [00:11:00] delivering.


They're better, they're more comprehensive, they're more insightful, and they're more in line with what the client wants. This is what I mean when I talk about working smarter, not harder. You're not cutting corners. You're actually delivering more value and less time that. Is what it's all about, my friends.


So if you're not, if you're doing manual reporting, you're doing it wrong. Okay, so now let's talk about the third way that you're probably not using ai, and this is the competitor ad intelligence and gap analysis. This is one of my favorites because it's so simple, but almost no one is doing it. Meta ad library, right?


We go spy on the ads that our competitors are doing. That tool where you can go in and see what ads are currently running, most ad managers go there and see what's working, and then basically copy it.


And maybe you've done this because I've taught this, I had a YouTube video on how to [00:12:00] do this, and we're just going in there and we're copying, or we're like using an inspiration, putting our own spin on it. But at the end of the day, we're soon as. Following the crowd. Here's the problem with that approach.


If everyone's copying what's working, all the ads start to look the same. Your client's ads blend into everyone else's and blending in is the enemy of conversions, especially in the world of ai. Where if you're not using AI to its fullest and you're just using it in its basic form, like with copy, but you're not doing the customer analysis and the voice analysis first, all the copy starts to look very, very similar.


The way to really stand out and use what I'm about to share with you is to use AI to find what competitors are not doing. Here's how this works. You go into meta ad lever, you pull 20 to 30 ads from your competitors in your [00:13:00] client space. You feed it all to AI, and you ask it to. Analyze the gaps. What objections are none of these ads addressing?


What audience segments are being completely ignored? What offer structure is nobody testing? What emotional angles are underutilized?


Now you've got a gold mine of opportunity that no one's else touching. And there's two main ways that I would use this. One to create better ads for your current clients. Duh. That's the simple way to do it. Two is for the risk reversal. When you have a big call coming up, a discovery call, a sales call, and you are like, oh man, I really wanna land this client instead of going with nothing.


We teach the risk reversal for our new ad managers where you take your one sheeter. This is like risk reversal 2.0, right? What happens when you go and you present on the discovery call and you say, I analyze 30 of your competitors [00:14:00] ads, and here's the five biggest gaps in the market that we can use to our advantage.


That's how you win clients. That's how you position yourself as a strategist, not someone pushing buttons and ad manager. That's how you charge a premium price and land clients on the call. You can also sell this as part of an audit. Instant credibility, instant differentiation. There are so many ways that we can make money doing a customer, a intelligence and gap analysis, right?


There is so much money to be made with this one simple point, whether it's landing new clients, getting better results for our current clients so they stay with us or selling this as part of your ad. Audit. Okay, so number four is reverse engineering winning ad hooks across industries. This and the last one kind of go hand in hand, but they're different.


So stay with me with this one because this is where things get really, really [00:15:00] good. Here's what most ad managers get wrong. They only swipe from their client's niche, right? You're building your swipe file, and if you're working with photographers, you're swiping other photographers ads. If you're working with fitness coaches, you're looking at what other fitness coaches are doing.


If you're running ads for course creators, you're looking at what other course creators are doing. If you're selling dish towels, you are looking at what other dish towel people are selling, and you know what happens. All the ads in the niche start to look exactly the same. I see this especially with HVAC companies, lawn care companies.


'cause they all hire these big agencies that they just all do the exact same thing. They just change the name of the company, right? So the audience has seen the same hooks a million times. They scroll right past. There's nothing that separates the two. Here's a better way to do this. Pull winning hooks from completely different industries and extract the psychological framework.


I've always taught this, but it was such a [00:16:00] manual process before I used to tell people I go look in the real estate niche, they have really, like organically, they have really good realtors are really good at social media. Or maybe you go look at the travel niche and what we're gonna do is we're gonna take what other niches are doing and put it to our client's niche.


Not the words, but the structure, the underlying selling psychology that makes the hook work. So maybe you see a really good hook for a SaaS company and you realize it's using a pattern interrupt. Followed by curiosity gap, right? These are frameworks, copywriting frameworks.


You don't have to know them. The more you know actually about copywriting, the better you can see this. But AI is gonna help you, right? So let's say a pattern interrupt and then they're using a curiosity gap. Or you see a health coach using belief shifting, incredibly effective. You're not copying the ad, you're understanding why it works, and then adapting the framework to your [00:17:00] client's market. Okay, so I know this one's a little technical, especially if you're not familiar with copywriting frameworks, but what I want you to do is know the basics.


You're gonna go find. Different niche, really great ads from different niches. Then we're gonna come and ask ai what are the patterns? And then we're gonna use the patterns, the frameworks, to write our client's copy, right? And then we can use what we learned above to put those two together. And then you have gold.


Now you become the ad manager. Who always has a new idea when creative fatigue hits, and especially in the world of Andromeda, where we keep on hearing more creative, more creative, more creative, which isn't necessarily the case.


You don't need a hundred ads, but we need different hooks. We need different angles, and this is how you're gonna get that you're not recycling the same tired hooks everyone else is using. This is how you become irreplaceable to your client. It's okay. So now this fifth one is one that. I love, like I just love this, especially in the [00:18:00] world of ads where they're ever changing.


How many of you have set up Google trend alerts and you get a trend alert every time something happens with Facebook, meta, Instagram, and some of you're like, Brandy, what? What are Google trend alerts? And this is how I've done it since. 2018 and now there's a way better, more automated way to do this. You can Google Google trend alerts and what it is is each day week they send you like an email that shows you the overview of any of the keywords that have hit so you can see what's going on.


However. Now this is a really practical, automated way for you to know what changes are happening if you're running ads. Meta is constantly changing. Things like I have a whole course conversions for clients, and it's my job to stay on top of what's going on. There's always new feature policy updates, algorithm shifts, beta tests.


It's a full-time job just staying current. And what happens is when you miss something. Your client sends you a message saying, Hey, did you see this thing about meta [00:19:00] changing, blah, blah, blah. And then you're scrambling going down a Google Rabbit hole trying to figure out what the heck she's talking about because you had not, no idea.


And you're, you don't have to know everything, but. It does help to know what the big topics are that are coming up, right? We want to seem like we're on top of these things and in conversions for clients. We do keep you on top of things and certified. We have a whole podcast called Hot Off the Press, and then in Strategist Society, we're always updating each other.


But if you're not in those programs and you're doing this as a lone wolf. Then heck, you may wanna be on top of this Also, even if you are in one of those programs, this is still good to be on top of. So here's the fix. We're gonna set up AI to pull the latest news and updates, giving you a weekly briefing.


You can set this up. So every week, AI scans all the relevant sources, consolidates what's actually important, and gives you a quick summary of what if there is any big updates. Is there anything that requires immediate action with [00:20:00] client accounts? And what noise can you just ignore?


It takes 10 minutes a week and you're always in the know before your clients ask you about it. And here's a bonus tip. You can send a version of this to your clients as a value add. Nothing crazy. Just a quick, Hey, here's what's happening in Meta World this week, and it means for your ads, it positions you as the expert.


You're also always on top of things. Massive value, minimum effort. Also, if you're posting on Instagram, LinkedIn, you're sending emails. Here is your content, like you have this coming in. Now let's go create content around it. This is all about saving you time, showing up as the authority, and hopefully making you more money in the process.


So those are the five ways you're probably not using AI that are massive ways to save you time and make you more money. So one is the voice guiding customer avatar documents, custom ad reports using Manus and [00:21:00] meta. Then competitor ad analysis, reverse engineering winning ad hooks across industries, and five is automated meta news and platform update briefing.


Those are the five ways I'm loving using AI that is not procrastination, but actually saving me time and making me money. So if you're listening to this and you're thinking, this is great, brandy, but how do I actually do these things? I've got you. I created the ad managers AI copy toolkit, write better ads in half the time inside.


I'm gonna walk you through exactly how to create voice guides, run competitor gap analysis, and build your hook bank using AI step by step. No tech overwhelm, just. Practical systems you can implement this week. It's only $27 and it's gonna save you hours and make you more money. It's only $27 and it's gonna save you hours every single week while making you more valuable to your [00:22:00] clients.


And if you use this right. You'll land more clients, which means making you more money. So go to brandimowles.com/ai-toolkit, and grab your ad manager copy toolkit so you can write better ads in half the time. We'll link that up in the show notes. So go on and grab that for only $27. Here's the bottom line, y'all.


AI isn't here to replace you. It is here to make you faster, get your clients better results, and make you more valuable.


The ad managers who figure out how to use AI strategically are the ones who are gonna keep clients longer and land more clients. The ones who keep doing things the old way, they're getting left behind, or burn the heck out. Don't be the one getting left behind. So grab the toolkit, start implementing these strategies and do the dang thing.


Until next week, y'all go out, serve your clients, scale your business, and [00:23:00] sort into the success you deserve.