10x Your Marketing Efficiency with Generative AI @ DigiMarCon World

0:08All right thank you Ben so I'm back and I'm gonna do a session for you guys about generative AI and how you could be using it for your marketing unfortunately I don't have any Snickers to throw around so just to get that out of the way there's going to be no flying candy but we will we will cover a lot of really cool generative AI stuff guess we should jump straight into it nice NX your marketing with generative AI all right before I jump in raise of hands of how many people use generative AI so ChatGPT things like that perfect so we have almost all of the room how many of you guys use it on a daily basis show of hands we have more than half of the room so very good start I've been doing this session want to say forever but since generative AI has only been out two years I can't really say forever but I've been doing the session a lot over the last two years and I'll tell you in the beginning we had very few people who are using it and slowly over time we've seen the increase it so it's really cool to see today's going to be really a deep dive and how you guys can be using it in your marketing and how you could be more efficient with your marketing we're going to cover everything from SEO pay-per-click social media really the whole spectrum and My Hope here today

1:36Is that when you guys leave this session this event you'll have a lot of goto generative AI ideas and prompts how to be how to make everything you do in marketing more efficient all right like I mentioned we're going to be we'll start off with SEO we're going to do SEO social media in pay-per-click of course some tips and warnings at end as well a little bit about myself so my name is Alex Melen for those that have not met me I'm here all day so if you if you have not met me yet more than happy to chat during all of the networking sessions going on I'm the co-founder of SmartSites which I started I have a slide yeah smart s sit slide co-founder of SmartSites which I started with my younger brother 13 years ago it's almost 14 years now where digital marketing agency do the full spectrum everything you can imagine under the digital brella we have over 400 full-time employees and we double in size every two years or so 400 today will'll be at 8002 years and've been maintaining that trajectory since we started the business the reason I say all of this is all of the stuff I'm going to be covering in this deck for you guys is stuff that I try to do myself and we try to implement at our company to make us more efficient so that's where I'm

3:02Coming from for us efficiency processes things like that are super important because not only do we have fore employees and a lot of clients but we're always very growth focused and always maintaining that double in size every two years metric so for that to work we're always very focused on efficiencies processes doing what we do better every single year and U this session today we'll actually be covering all of that so we'll be have a very good session cool rise of ChatGPT obviously with the amount of people raised their hands that they're using you guys are aware of it but ChatGPT was that the fastest platform to ever reach 100 million active users just for context you have all these other platforms that you've been involved in digital space over the last 10 years I'm sure you've heard of when Instagram reached 100 million users in 30 months that was a huge thing right and that was the reason Facebook W up buying them for a billion dollars that was considered the fastest growth possible like nothing else has ever been close to that before Tik Tok obviously when Tik Tok came out it broke all records and reached 100 million users in nine months if you think about it though Tik Tok is a platform that's a little bit easier to reach

4:26Those user levels because there's a lot of what can I say there's a lot of younger people using it and there's a lot of there's not a big barrier to entry to use it right you download it and you scroll through feeds right so when ChatGPT was able to do it in two months I just want you guys to realize what growth level that is and ChatGPT isn't the platform you log into and scroll through feeds right you don't have you don't have a lot of like 10 12 year olds using it's although it has a lot of uses it's very much a business and efficiency products so huge growth I had a quick snapshot of my book up here so I do a lot in the automotive world so our my agency SmartSites is industry agnostic we're in every single industry but I personally do a lot in the automotive world I have an automotive book I wrote exactly two years ago November two years ago so I wrote it before ChatGPT I WR like the oldfashioned way like I typed every word on the keyboard right so it's just crazy how quickly all of this changed where now ChatGPT is writing books right there's a lot all on there's all these books on Amazon they're popping up instantly with being written with generative AI so just to put an on perspective how quickly all this changed I think I actually have a slide that shows the timelines but two years ago

5:51Today ChatGPT didn't really exist right GPT as a model as you could see on this slide has actually been exist existed for a long time and something OpenAI has been working on for a long time so it's not just for those that don't know the background it's not just some all a sudden CH GPT launch two years ago and boom right the GPT model has been worked on since 2016 the difference is between the GPT model and the ChatGPT today is they added the ability to easily communicate with it where you guys could prompt it and get answers so that's the difference between the GPT actual model that powers it and ChatGPT so was launched at the end of 2022 again slightly less than two years ago so it's again crazy to see not only the growth that happened two months but how far we've come over the last two years and how by the show of hands at the start of the session how many people are actively using it also it keeps getting smarter and better right I stopped updating this chart because I think we're now past GPT-4o but literally every couple of months it's getting smarter and more efficient this is a slightly older slide that I've been presenting since GPT 4 came out which was a year ago but this just

7:14Shows you how it's grown even from 3.5 to four so a little bit hard to read this chart but in blue is how well ChatGPT scored on standardized tests so if you squint enough you could see SAT Math it was getting 70% right this is the GPT 3.5 which was I want to say original but this is what came out roughly two years ago GPT 4 which if you were paying for ChatGPT that's the model you'd be using which is already outdated there's they have the newer iterations but that raised the scoring on all of these exams so the blue is the gp4 so you could see it's scoring 100% on tons of these standardized exams and it's a lot of these if you look at the actual exams aren't just selecting ABCD right there's a lot of reasoning a lot of writing responses so it has really come a long way but at the same time most of the things that I'm going to be going through today you could be doing with the base model right it's it is getting strong stronger smarter faster right and you could see the parameters it's using with the with the different models but the core benefit and the core efficiencies you could create I would argue you don't even need the higher end model that's scoring 100% on the

8:37Gmats all right so first section that we're going to jump into in regards to how you should be using generative AI is SEO how many people in this room show of hands again do SEO or are involved in some SEO search engine optimization so this is the organic stuff that you're not paying payad for show up hands show up hands everyone's falling asleep a little bit so we have about a quarter of the room so this is going to be a good section I do this actually as a standalone section so there's going to be a lot in here but this will be a good primer for both the people who raise their hands and people who don't do SEO and actually I think SEO is one of the more valuable ways you could be using generative AI so before we jump into the SEO section we'll level set everyone on the same page since we did we did have maybe two-thirds of the room that don't do just to get everyone at the same level a lot of my examples I'll warn you ahead of time are automotive specific because again I a lot of the stuff I personally do and passionate about is in the automotive world but SEO like every like the general of AI we're going to be talking about as well is really not industry specific the SEO you do in one industry most of the time almost the same as you do in any industry so this is all applies to everyone here so before we jump in there's two parts of SEO so for those that did not know

10:00There's two distinct Parts there the top is Google Maps in the SEO world it's called the Google local pack so if you have a physical location that's what I want to say you're going to be focusing on but that's going to be a very important part of your SEO and then you have localized organic results which applies to everyone whether you have a location or not before I jump into SEO does this make sense does anyone have any questions this is going to be like rapid fire like I do a two-hour keynote on SEO this is going to be a rapid fire 20 minutes on SEO so please if anyone have questions please raise your hands and there's a cube that we could toss if there's the cube if anyone has any questions as I go through it please just raise your hand and then I'll prompt the throwing of the cube and it looks soft so you guys should be okay all right so SEO so we looked at the two different parts of SEO now the big question that I always get asked when I do these sessions how do we know what's important for SEO right that's probably the biggest SEO question ever whether you're an SEO Specialist or you're a small business owner that wants to do SEO how do I know what Google considers important so there's a couple things I'm going to touch upon so we're going to start at the left so how do what Google considers important and what Google will take into account to make sure you rank higher and get more ganic

11:22Traffic so one way is I think this article the first one I'm quoting is from January 2023 Yandex the Russian search engine had their entire their entire yes the entire model leaked so every single variable and the waiting and absolutely everything so there was 1,00 different ranking factors as we found out from the Yandex leak if you go into deeper detail I think there's only 400 500 that are actively used but you can actually see the exact weightings and everything that Yandex uses the problem with going this way is obviously Yandex is not Google Yandex has been known to be four or five years behind Google and at the same time a little bit different so it's not necessarily a direct proxy to Google second way is actually Google had their API leaked I think I forget the date but it was it was earlier this year I want to say late spring so Google's ranking signals leaked via an API leak so this was a big thing in the SEO world a lot of people made a huge deal over it I personally don't think it's as big as some people made it out to be so for just to level set everyone what wind up leaking is the variables that Google uses so through an API leak people were able to download the variables that Google uses for the

12:48Rankings if you think about it that gives you the variables but doesn't really and people have like there's whole like sites that let you search the variables and get definitions of them and what mean but just because the variables doesn't mean the weight weighting of the variables how much weight does Google place on each so it's like having a very complex soup recipe and it has these in this case I know 500 ingredients but you don't know how much of each ingredient right so unfortunately it's also not the best proxy people again made a huge deal about it but it's still very hard to figure out exactly what Google uses as ranking signals the only thing it really did show us is there's a lot of things that Google uses that they claim they didn't there's a lot of variables in there that Google like the people who worked at Google like the Search Le aison and everyone publicly has have been like we promise we don't use this and it's like a Maury episode and the API variables showed that was a lie so we found out there's a lot of things that Google does and through the antitrust hearings we found this out as well there's a lot of variables and a lot of methodology Google uses that they have claimed they didn't use so that I think that was the only thing it really taught us I wouldn't use that as a as a measure of what's an important ranking signal what I personally use and what these slides are based on is a local search ranking factors that

14:15They're in Shada so there's a and you could see the pictures of the people on there but there's a group of SEO experts that do an internal survey every year it's really meant to be internal to the group where they to each other report what they're seeing Google using as a ranking signal so this is people on the ground floor these are not like CEOs or Executives of company these are like the SEO gurus on the ground floor in every industry reporting internally through the survey of what variables they see Google using as a ranking signal so this is what I like to use this is what I'm going to be quoting throughout the next couple slides I think it's the best way today to really determine what Google values and what they use as a ranking system without further Ado that's this is if you take the survey and you could actually Google it and see the entire survey and look at more detail but if you summarize a survey this is what it shows as ranking signals this survey was done at the end of the year it's done at roughly end of every year so this was done at the end of 2023 and I'll walk you through the variables but if you ever wanted to know what Google considers important this is it this is the I mean you guys I think get the slides you we get the video of this but if you want to take a picture this is the picture slide and I'll quickly walk you through it again this is not an SEO presentation but I just want to get everyone on the same page of what is important for Google before we

15:42Jump into how ChatGPT could help us with those things so we'll start on the left side the local pack so this is again this is Google Maps so the most important signal for Google your ranking on Google Maps is your Google business still call Google my business but Google business profile right your GMB profile filling all of it in having pictures having all the information and Google keeps adding new things you could add to it so keeping it up to date and having everything filled in as much as possible is the most important signal to rink and Google Maps makes sense but when I show I'll show it to you a little later over time it's not as obvious as it seems the second one is onpage signals so I'll cover that when we go to the right side but on page is some technical SEO and then the quantity and quality of your content number three is review signal so this is a interesting one that come up very often so if you have a physical store your you're your whether you own the store you're doing marketing for the store if you have a physical location with Google business profile your reviews are actually surprisingly very important a lot of people think that it's just I want five star reviews and I want a lot of five star reviews but what's interesting is Google's ranking signal show that the content of the reviews are very important obviously hard to control right you can't put a gun to your customers and be like

17:06Leave a review with mentioning this person's name and this and this and this but just so everyone is cognizant that's super important the way it works is if you have a coffee shop let's say in Las Vegas and you want to be known for Colombian coffee even though it's not in your coffee shop name if a lot of reviews say I went there and I had delicious Colombian coffee and someone searches Colombian coffee on maps your coffee shop will come up so literally the content of your reviews is super important follow-up question I always get is the content of the responses count as a ranking signal that unfortunately does not otherwise everyone of the keyword stuffing their review responses but just so everyone knows that's super important and whatever methods you could use to encourage longer better reviews from your clients or customers it's going to be super crucial link signals so link signals every year that I hear SEO is dead I hear link building is that links are still super important I'll cover in a little bit more detail when we go to the right side but links are getting other websites to link to you obviously you want authoritative and relevant websites to be linking to you this is not the 1990s where you get like spammy blogs and pbn networks linking to you right you want you want them to be authoritative and you want them to be relevant to you those are the two things and then behavioral signals are getting more important how much how people interact with your website

18:35Citations are the third party directory so think Yelp Yellow Pages and personalization is harder to control that's if someone's in Mexico and on a Spanish computer with a Spanish keyboard and your website's in Spanish you'll more likely come up so local organic ranking factors the right side is where you could probably control the most number one signal is on page so again technical SEO and the quantity and quality of your content so content is hugely important the best way I have to explain it is content gives you the opportunity to come up in search results just my default arrow is Automotive example so I'll stick to that but if you're a car dealership and you have a page on your website comparing a Honda Accord with a Toyota Camry and someone searches Honda Accord versus Toyota Camry that page has an opportunity to show up if you did not create that page your dealership website homepage will never rank for something specific like that so each piece of content you create gives you an opportunity to come up and search results and then link building makes it come up higher that's literally like a lot of times people are like what's the formula for SEO and like agencies pitch as a mystery box like you pay us something and we'll do some magical things behind the scenes and your website will rank higher there's no there's no magic behind the scenes that's honestly I mean there's other ranking factors there technical SEO there's a lot that goes into it but the primary thing is creating content to get your opportunities to be in search

20:02Results and then having authoritative websites linked to you so you're hiring search results that's honestly the biggest part and the reason I go through all of this before the AI slides is that we're going to talk about how AI could help you do a lot of these things we already went through all the other signals but I'll briefly mention them behavioral again is your how people interact with your website your Google business profile then personalization citations and reviews this is how it's the survey has looked over time so the blue one at the top is your Google bu business profile yet being used as a signal so this is how you well you rank on maps right what's interesting is over time your Google business profile and how optimized it is has become more and more important to ranking on Google Maps again sounds very obvious to everyone in this room but 10 years ago or how far this goes back 11 years ago 11 years ago if you think about it yourself citations which is like the Yelps of the world were a lot more important than they are now not only to Google rankings but probably how we use the internet right if you go back 10 11 years if you wanted to find a restaurant in Las Vegas You' probably go and yel to find it or if you walk by a restaurant and you want to see their reviews today I would bet nine out of 10 people would just look at Google reviews so that's and the rankings reflect that big one that I get asked all the time the social media influence your SEO

21:28It doesn't like posting a lot on Instagram will not help you rank higher on Google surprisingly that get asked that a lot what's interesting is it was reported as ranking signal earlier in the last decade when Google had their own social media profile platform when you use Google when you had a page an active page on their own platform it helped you a little bit U this is the same thing for the or for the local organic results again the top two are on page which is technical SEO and then the quantity and quality of your content and Link building so every year I hear link building is dead SEO is dead but as you could see by this and again this is an internal survey of the top SEO experts reporting to each other what's important so for those doing SEO want to do SEO this is obviously what you want to focus on all right so now how can we use generative AI ChatGPT to help us with this I'm going to go through a bunch of these fairly quick because I have a lot to cover and I want you guys to get the full generative AI experience so feel free to stop me if I'm going too quick or if you have a question the number one is site page ideas so on the left will be will be on the left on the left will be how you could actually use it on the right is actually a screenshot of my prompt most of these I did like two days ago so these are very new and fresh

22:53Examples you could literally see my prompt and how ChatGPT responds so number one site page ideas right what website pages should an independent car dealership have limit your recommendation to top 20 pages and describe each so as a reminder before we even go through all of these with generative AI you want to be as specific as possible and really make it a conversation I noticed a lot of people use generative AI they would Google search like they would go in and Google what website pages should my website have and that's it with this you really want to be as specific as possible and you want to be interactive so after this you could reply and ask for this and that and extra thing so this case what pages should I have it gives you the pages if you scroll down all these Pages I forget which one I think number nine or number 10 was a trade-in page and when I presented this to a big group of independent car dealers half of them in the room did not have a trade-in page right so this is not the end all be all but this is a good way to get ideas of what pages your website should have and again this is this is all free instant right you're not doing research you're not hiring to go research like hiring an intern to research what pages that should have these results get generate instantly for Content ideas right so generate a list of blog post ideas for independent car dealership in Indianapolis supposed to say Indiana so literally gives you top five cars for Indianapolis Winters right prior to be being able to do this instantly a lot

24:22Of people would still do this right people generate tons of content there's Millions hundreds of millions of block posts out there it was all on very manually right you would have like a junior person hopefully a junior person you don't want to have like a super senior person waste their time brainstorming content ideas they usually have a junior person spend their entire day researching different content ideas right this is so powerful that you could use this again not end all be all but these are all instant responses that you could get to help you brainstorm content ideas so next one's an interesting one so content creation for SEO so this one's been going through some changes originally when Google well take a step back when I wrote my book in November two years ago at the end I wrote I know this's this generative AI St I think I have like three sentences there's generative AI stuff coming it's gonna change everything and I was like I think Google is gonna either penalize forward or label it that's what I thought was going to happen right because there's so many free tools out there that could tell you if the content it was generated with AI I promise you that Google with all their resources and if you guys remember Google bought Deep Mind which was one of the first huge AI companies Google knows what content is AI generated I promise you so I thought they would either penalize for it or they would at least label it I thought like man they're gonna have like a label this content is AI generated

25:50Google came out in February of 2023 right after all of this AI stuff blew up and said and said that any content Britain any way you want will be fine right they you could read you could read the whole thing and you could Google it they have the whole blog post about it but their stance on it was helpful content written by people for people and search results is fine we will not penalize AI content is content right I first of all I'll go on record saying that I have always been discouraging people to purely use AI content right I know a lot of people did in the last what is it now six months Google came out with some slight changes in their language they've been penalizing they don't want to call it penalizing AI content but they said they're penalizing content that was created just for the sake of creating content it's probably the best way to explain it they don't they're still not coming out saying they're going to penalize AI content but that's pretty much what they're doing so now they want that the change in language is they want helpful content created for people in search results so they don't want content just for the sake of creating content so with that being said you could use generative AI to create content but I would not just throw it into ChatGPT ask it to write you a page

27:14And then paste on your website that page will not ver rank very well because Google consider it low quality that's it's my advice but you could still use it to create outlines you could use it to create the first version of your page right start off and have it create the first draft and then have a human and editor whoever you have working on it work off that draft and make it better so in this case and it does a great job by the way again these are these are types of content that in the past you would have someone spend an entire day researching and writing right so you would say write 250 word blog post on the history of the Mercedes GLS and right away it spits it out what's interesting is I'll talk about it towards the end but it does make mistakes so you don't again please don't just take Genera content and use it I've also presented this example at probably 20 plus Automotive conferences probably to tens of thousands of people so I think there's tons of GLS the history of GLS pages on the internet at this point that all look exactly the same so please if even if you really want to use it don't use the GLS example pick a different car it will come out similar it'll never be the same but it'll come out similar but if you skim through it does an amazing job and actually gets a history of it's something that would take a long time before but you don't want to just take it and use it you want to use it as a template you also want to be more creative with it obviously not like this

28:42Example but here I said write 250 word block post on the history of the Mercedes GLS in the style of Shakespeare and if you read it this is hilarious by the way but again if you're ranking on organic search this will not be a good way to do it if you want to have a funny social media post go forward because there's no negatives from it but take a second and just skim through the first couple sentences it does an amazing job and because generative AI is a learning model actually knows the styles of all the writers out there so you could literally ask it to do in a style of almost anyone and as you could see it does an amazing job at it here Noble reader to a tale of the mighty Chariot known as the Mercedes GLS a vehicle of grander fit for kings and queens but again please don't take this put it on your website and think Google is going to give you traffic link building so link building obviously you can't have generative AI go out and do link building for you just yet it's still a very manual process but you could use it again for ideas and I think that's the main the main takeaway with all this is generative AI is really great at helping you generate ideas and work out things and again please don't just do a search SE and take it you want to have a two-way conversation with it you want to ask for more detail you more like talk back and forth to get the best information from in this example I said still using the same Indianapolis dealership I said we are the most popular local websites in Indianapolis that lists Automotive

30:13Businesses in the area and then I say exclude National websites like yel and yellow pages right because we're trying to find websites to link to you so you're more so Google considers you more authoritative you're probably already on Yelp and yell Pages exclude card dealership websites a list cards as well you don't want to see random car dealerships because you're not going to get link from that car dealership to your dealership and as a reminder for those that have not done link building you can't in Google's eyes can't buy links you can't trade links they want you natively get authoritative websites link to you so in this example I literally gave a couple of I don't know indie star local business directory around indie.com Indie Chamber of Commerce right some great places where you could actually reach out and have them linked to your website and get a link without paying for it so again very powerful Tool to help you reputation management so this is this is a big one a lot of times there's a lot more ways to implement it than you guys realize so in this case I asked ChatGPT to write a response to a Google My Business Review so a couple things to point out you always want to be responding to your Google Business reviews there's a I forget the study but there's a study done roughly two years ago that showed that you could more positively influence purchase Behavior based on how you respond to a negative review than having a positive review that you have not responded to so

31:41Let that sink in for a second you will get a bigger benefit of getting a bad review and responding it in a positive way than getting a good review obviously please don't go out and tell your clients so customers leave you one star reviews be like I just I'm tell me how you're pissed off with my business just let it all out don't want to be doing that right but it's super important to be responding and a lot of people no matter whether it's a restaurant or you're making a 100 Grand B2B decision people always are not only looking to at your five star reviews but they're more importantly looking at your bad reviews and they're looking to how the business responded right you don't want to go and start like a fight with the person who left you the bad review or like start like cursing them out publicly right so ChatGPT comes into play here because it's amazing at not only giving you the neutral reviews and not getting emotional right as a business owner someone leaves you a bad review I promise no matter how hard you'll try there'll be some emotion in your response it helps take out the emotion out of it and it does an amazing job at pointing out certain things so in this example I Said wrer respons So Below review the dawn left in the outand Google profile and I said respond in a way to make others want to buy a car here so literally it'll automatically respond you again please just don't take it and paste it because sometimes you'll read it'll sound robotic and you GNA want to tweak it a little bit you want to have

33:10It in today's world you don't want to have anything you respond to clients with come off as ins insincere so please again don't just take it and use it but it does such an amazing job at not only thanking the customer for their review but pointing out and highlighting the positive things they said in the review and similar it will deal with negative reviews right I also have a lot of car dealerships that started using this to help respond to clients customers who are not super happy that's always a tough one because it's very easy let's say you're I don't know a service manager at a at a car dealership the service managers deal with a lot of crap because you always like you didn't fix something correctly you overcharged me you didn't catch something you caught too many things right there you're dealing with a lot of that so easy to become emotional again to fights with the over emails and then they people take the screenshot Post online this is so powerful to help you manage literally reputation management so I think this is one of the best ways to be using chat jpt but again please don't just take it and use it because sometimes it'll say something wonky sometimes it'll come off very robotic so please at least read it before you copy paste it yes question hold on microphone's coming your way so I was in a place last night yeah great time

34:3311 based on cont was it Rob yeah so there's a lot of great question so there's a lot of companies that do reputation management and a lot of them now off for automatic review responses would I recommend it I would not because I still think some human needs to read it and I'll touch upon it then why there's you could see why sometimes they'll come off robotic sometimes they'll mention something like completely wony so I personally wouldn't recommend it but if it's don't respond at all or respond with one of these tools maybe it is better to respond with one of these tools but yeah there's it's very easy to do because the Chad gp2 offers you an API or there I mean there's other language models so it doesn't have to be ChatGPT but ChatGPT offers an API and any company could use the API to do that so good question though all right social media so social media is a great use of ChatGPT as well I could even argue more than SEO because here the content you create could be pure ChatGPT right you're not you're not being penalized for duplicate content or low quality content social media social media so a couple

35:57Examples for you guys Facebook copy right write a 100 words worth of Facebook ad copy so in my example I wrote write 100 words Facebook ad copy for same card dealership by the way independent card dealership in Indianapolis looking to hire technician include a call to action to apply for a job right so applicable probably for everyone but in the last two years car dealerships have really been scrambling to hire technicians so there's a lot of hiring they're paying for indeed they're hiring for recruiters how easy it is to just post on your social media right and people who are following your page might actually know someone looking for a job or they'll share it they'll like it and so little you don't need for you should still read it before you copy and paste it but you don't have to worry about duplicate content lowquality content the Google not liking your content you literally it's here to use and you could massage it with ChatGPT in a way you wanted to right here I said include a cult to action to apply for a job so literally it writes this whole thing up and if you read it this looks reads phenomenal and then just do an application link right so generating social media content has never been easier and I don't think you have much negatives as opposed to SEO I don't think someone would read this and be like what this sounds like ChatGPT I'm not gonna apply for a job there right in a lot of cases this will read better than some of the things you might have a junior person or intern do Twitter give me five F funny tweets right again this is stuff that before

37:26You need to like research think about spend a day like putting together these responses are fractions of a second we're not even talking one or two seconds here are some light-hearted tweets for your independent dealership right you could say give me funny tweets about the we like there's snowstorm coming this week about the snowstorm coming this week right and this stuff again you don't get penalized for just using the way it is again please take the extra couple seconds and read what you're posting but in most cases you should be okay Tik Tok hashtag so this is a big one we have a lot of businesses SMB guys that like oh man I want to start posting on Tik Tok but I wouldn't even know the hashtags to use you want to use the wrong hashtag right it's pretty could be a pretty big and embarrassing situation if you use a hashtag which means something different than you think it means right so I go what are the most popular hashtags for automotive on Tik Tok please provide details on each so not only am I asking for what they are I want the ChatGPT to describe them to make sure I'm not using something will not make sense image generation so this is what can I say this is fairly new the gener ChatGPT itself did not have image generation up until recently I still like Microsoft Copilot for image generation better and you guys could test it on both and see which one you like Microsoft Copilot is free with Windows it uses the paid version of ChatGPT more or less so for those who are

38:54Paying for ChatGPT could probably get by with using Microsoft Copilot if you're using Windows if you go to start menu settings Windows updates and subscribe to the beta Channel you'll get the latest and greatest in AI built into your computer this is also built into Edge which I'll touch upon shortly but I think Microsoft's been doing a lot of things right with integrating this and I think they'll reap a lot of benefits from it but the social media Facebook post that I asked ChatGPT to write for me about mechanics right don't want to just post on Facebook without the image you hop on here and again I didn't like the images ChatGPT gave me this is Microsoft Copilot but it's not a bad image right you could see that's AI generated but I think there's no problem I the alternative would be to subscribe to like Adobe stock to like sort through images try to find an image will PE less people apply for the job if you're using this image versus Adobe stock I don't think so and it's gotten better and better and you can massage it you could say make it so there's three people or make it so it's women working in the mechanic shop all right that was a lot any questions on SEO or social media before we do pay-per-click yes oh you already have the microphone yes

40:22Yes good question it's funny I think they in my mind they're the same and what's interesting is in recent years I've been discouraging websites from creating blogs and I'll tell you why so when blog started blog started blog started when the internet started but when BL Blog start became more prominent and there was a lot of advice to need to blog on your website there people Ed websites a little bit differently so for example 10 15 years ago you might go to your dentist's website and it'll say blog and you'll click in and you'll be like maybe I want to see what my dentist is blogging about I promis today nobody's going to their dentist's website and being like oh man I want to see what my this guy vlogged about before he's doing my procedure later today people are just not looking for Content that way but if you think about it a Blog is just a way to organize content so and honestly not even the best one because if you think about it blogs all have dates on them and they're listed by date so you're telling Google how old the content is and Google uses that information as a ranking signal to not rank old content so there's a whole SEO practice of like updating old blog posts but with that side answer your question you could use SEO for both any page you create on your website should

41:53Be treated as a way to show up in search results some might not be I don't know you might have like a privacy page but even if you think about it you go through your content on your website every page should be should give you the opportunity for search let's say you have an about page let's say you're a dentist practice right on your about page not only put a picture of the dentist working there right you put a little bit bio about them put their name on it so when someone searches the name that page will actually come up so I think content's important on all your pages not just blogs I don't know if that directly answers your question we went like all the way around your question but does that help or correct so a Blog a Blog is literally just a way to organize your content and if you're not using a Blog you have to find ways to organize yourself so for a dealership for example we have a lot of pages about Direction Pages how to get here from this town this town that town so we create a category page that says directions and you have some content on there you have a map and then you have those pages you have howto Pages how to change your oil right before how to change your oil would be a blog post now you have to make a category page that says these are my how-tos these are my how-tos of how to fix a Ford and so blog makes it easier to categorize your content but I would I would my recommendation would be to organize it yourself with that blog and in this day

43:19And age and I would certainly not put dates on any of your content you don't want to tell Google that you created this page five years ago because it will rank worse all right pay-per-click so we don't have a lot of time so I'm going to shoot through this I don't think we have too much in here so before I jump in for those that don't know Microsoft's been partnering with ChatGPT and has been integrating it in everything this article is a year and a half old now but Microsoft B tops 100 million users with ChatGPT integration 100 million users sh signed up for the Microsoft Edge data to have ChatGPT integrated into the browser so let that sync in for a little bit 100 million people signed up for a Microsoft product I don't remember the last time one million people were excited about Microsoft right probably like Windows 95 I don't know if you guys have seen the video on YouTube if not please Google it during the lunch break Windows 95 official release you have Steve Ballmer on stage like covered in sweat dancing there's this like balloons popping everywhere confetti coming down that was like the Microsoft excite I think that was the peak of Microsoft excitement this is crazy that Microsoft's getting that attention and excitement now I think it's a gonna be a huge advantage to them aside from how you could use generative AI for PPC I want everyone to be cognitive

44:44That I think it is driving more and more Microsoft use whether it's Edge or Copilot built into Windows a lot of people let their Microsoft ad stuff go like they're either not doing yet or they're just importing from Google not touching it I think Microsoft's going to continue to gain market share through their generative AI integration and I think Microsoft ads are become going to become more and more relevant so just something to keep in mind how you could use generative AI for your pay-per-click number one what Google ads campaign should a construction company run all right let's say you're small business and you have a marketing agency handling everything why not spot check to make sure you're doing everything you can right a lot of marketing companies are proactive but obviously not all of them so you want to make sure you're running what campaigns could I be running if you're a dealership you could be running what are called vehicle listing ads which are like shopping ads some people don't know they exist right so it's good to even see what campaigns you could be running you could ask ChatGPT to give you more examples of each campaign keywords right give me a list of buyer intank keywords so this gets into a little bit more into the weeds of like something that PPC analysts themselves would be doing but give me keyword ideas right how great is said it's going to give you keyword ideas and then AGS group up all the keyword ideas you just gave me because you want to show a different ad for a different keyword group right and you no longer have to do this manually or guess which keyword you

46:09Missed or didn't miss right and again please don't just take this and use this I still you still need to add some thought to it but it's a great resource to help you come up with all these campaigns add copy ideas right I great is that and here you don't get penalized it's not Google you're not going to get penalized for using similar style content as someone else add copy ideas not only that but you could do AB testing so here is these are my ad head ad headline that works for me right now you could say write me five variants a test right and you could say you could add to that you could say give me five variants a test now that we're coming up until to holiday season right automation so this gets a lot more complicated but there's a lot more power in this so this is for the hardcore PPC analyst in this room but at the very least I want you guys to be aware that you could be using ChatGPT for this so here in this example is write me a Google ad script that list all landing pages on a Google sheet checks the status code of them in column B tell me how to run the script on a routine daily and I want an email for all pages or 44 or other status error codes we audit thousands of PPC accounts as a company on a yearly basis I would say about a third of them are sending traffic to pages that don't longer exist so Google ads supposed to not allow you to do that but depending how your website generates a status code and how your website's configured they won't always know and even when they do

47:38Know they might not detect it for a couple days jeez on the car dealership side we have half of the car dealerships we audited we're sending traffic to cars that they already sold right the car was not there anymore it said sorry not found I'm like I really want this two 2011 Honda Civic sorry not found and you're spending money on those clicks right so this will make you a script that checks it daily so the very first thing it'll tell you all the pages you're sending traffic to which is good to audit sometimes you're sending traffic to Pages you don't realize you're sending traffic to and B it's going to test them every single day and send you an email not only that you ask ChatGPT to explain to you how to implement this you don't even have to like go to a like developer or become a programmer be reading like articles on how to like use Google API it literally gives you the code and gives you step by steps and instructions of how to implement this really powerful and I have a bunch of other PPC examples if you guys are interested just shoot me an email I could I could provide it we're down to just a couple minutes so I'm going to get through the tips and warnings that was that was a lot of really quick talking so this is a good one and I think this is this is even a couple months old gener AI is super powerful to a point where there's job post for propt prompt Engineers and to me this just seems czy and these jobs pay like 300 Grand right there's now POS and you could search there's tons of them there it's so powerful that companies big companies

49:08Are hiring prompt Engineers if you think about that they're hiring people to come in and teach their employees how to be prompt Engineers like some of the stuff that I walked through you guys in the last 50 minutes like I think I think everyone in this room is now on path to become a prompt engineer and make 300 Grand but literally being good at prompting ChatGPT is a thing right if you're really good at prompting generative AI you will become more efficient in everything you do to a point where it's super valued as a job if you have kids I would not tell them to go to college to become prompt engineer I think this is a temporary thing I think 10 years from now we're all going to be prompt Engineers right there was a there was a transition from typewriters to computers in the 80s and 90s and there was a lot of Specialists who came in and TR trained typewriters to become good users of computers right you don't have to like white out with white out things with white out anymore that was like a profession to get to get people I think similarly we're all going to become prompt Engineers but this is so valuable that big companies are just craving for these people to teach their employees to become good CH good prompt Engineers don't forget that general of AI love spreadsheets you could upgra upload your spreadsheets and tell generative AI to do stuff with them Copilot Tak said one step further and Co Microsoft Copilot when you're using it part of Windows could interact with all the Microsoft product suets word excel I know summarize this shoot

50:35This as an email go through these spreadsheets so please the make sure you're utiliz it correctly I know we're out of time but I got two or three slides keep in mind so these are the pitfalls AI likes to hallucinate this is a big study I think it was done by Harvard but I forget now hallucinate means it gives the wrong answer so please don't just I've been saying it the whole time but please don't just take a response from generative AI and use it please QA it no matter where you're using it whether on your website or social media for example z and funny general of AI is a learning model so it's always learning getting better so all my examples are gone now they fixed all of them but one I like to use is if you ask ChatGPT name me a country that starts with the letter V it would say there are no countries in the world starts with a letter V even though for example Vietnam is one of them and the example for in that case it answered that way because Vietnam is not the real name of the country of Vietnam their full name is a socialist republic of Vietnam so things like that you don't want to like use wrong informations also I'd love to use this example but they also fixed it I would ask who started SmartSites the company I started with my brother so would say Alex Melen I' say Michael Melen and then I made up like a third sister it was like Yolanda Melen or something I don't know and ChatGPT can make things up right it uses internet information so have no I search Google I search every search engine I have no idea where I found this third sibling

52:01But I asked my parents I'm like I don't ChatGPT says it must be true so please it does it gets better and better but it does hallucinate so please qate everything here are some other popular examples I'm sure you've seen memes of this but again it uses information from the internet so that means it could be skewed it could be biased smoking wall this is by the way when Google just Google's been playing ketchup so it's been releasing things that are half baked so this is when they forced AI into search results so smoking while pregnant was doctors recommend smoking two or three cigarettes per day during pregnancy it's a good one please don't she's not sticking to toh to Pizza it says Please add Glue non-toxic glue but please add glue to your pizza recipe please don't do that how many rocks should you eat it says at least one small rock a day please and these are real life examples from like three months ago so please QA everything this is this is AI hallucinating by the way the cheese I tried to track down all of these where it came from the cheese one was an onion article like a that's like a that's this satire site so it uses information online but then information online isn't good you wind up with advice to Eed rocks so please be careful don't blindly start eating rocks AI owns its that I know we're out of time but I have like one to two minutes left this was a really big one that I actually got asked by a couple Fortune 500 companies to come in and talk to them about

53:27The headline is Samsung bans ChatGPT all AI Chad bots so what happened with Samsung is ChatGPT is really good at analyzing code fixing code because it knows the programming languages right so a Samsung developer was trying to troubleshoot a small bug they had in their code and it's so good at it that in the past multiple people would troubleshoot for weeks and now you could just throw it in it'll find you the bug right that's literally one of the best use cases and no when you made an error based on the syntax is should follow the Samsung programmer uploaded their entire I think it was mobile repository to ChatGPT and said fix my code ChatGPT responded here we go we fixed it here's the fix they applied the fix the problem with that is that ChatGPT now has your entire repository once Samsung found out they tried to sue OpenAI and they said what can we have it back like all the entire mobile repository we gave to you please just take it out and actually went to a court case and OpenAI is like that's not how any of this stuff works once you enter anything into ChatGPT it instantly learns from it there's no way to remove the data so be careful what you give ChatGPT in this case now ChatGPT could use Samsung's code to help their competitors code their own mobile platforms and it probably is and it probably is doing that and absolutely

54:51No one can do anything about it you can't withdraw anything and give it in most of the use cases you're not doing anything that might cause issues but for example you have a you spend lots of money writing up a legal contract to protect yourself against Case YZ whatever it is he's hired lawyer spent a long time you want to fix one line to throw into ChatGPT and please rewrite this one sentence for me ChatGPT now has that legal contract and could help your competitors get that contract language for free they just invest a money so please be careful don't put anything with intellectual property that you consider private because you cannot there's no backsies once you put it in there are no backsies closing thoughts so AI today is like the internet boom in 1995 this slide's probably two months old and I would bet at least 10% of the companies on there are non business anymore it's very fast moving new things are coming out there's a lot of free tools again similar to how the internet was in 9596 997 there are a lot of tools out there that make things amazingly easy for you make you more efficient but then tools become paid the next month and they disappear another tool comes up so it's very fast moving but there's a lot of great tools feel free to take a picture of the slide these are the probably the best AI tools as of couple months ago when I put this together but again it's super fast moving and don't have

56:19Much for next steps but I want all of you guys to start using generative AI in your lives if you're not already again it's super helpful and Windows users I would encourage to subscribe to Beta channel so you have AI built into windows it's become so much easier for me to use when I just press the button and it has my past conversations in there so you could go back to something you researching before and for those that use agencies for any marketing or anything that you do you want to make sure they're using the stuff because agencies who are able to leverage AI are going to be so much more efficient and are either going to charge you less give you more or a combination of the two that's all I have if you scan that QR code you could connect with me on LinkedIn I'm here all day I'll be I'm seeing for the rest of the day but I'm also here all day if anyone has any questions or wants to chat I think with that we should be almost ready for lunch right lunch good all right thank you guys lunch is same place as breakfast e