Daniel Burstein

Gain Valuable Insights into Ad Optimization: Key takeaways from the MECLABS Institute LiveClass

March 2nd, 2023
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Here is a summary of this week’s MECLABS SuperFunnel Research Cohort LiveClass. It was written with the help of artificial intelligence, part of our exploration into using AI in marketing (scroll down to the Process section if you are curious for how it was written).

On March 1, 2022, MECLABS Institute hosted a LiveClass on “Ad Optimization.” The session was conducted by Flint McGlaughlin, the Founder and Managing Director of MECLABS Institute. The session was insightful and provided valuable insights into the world of advertising optimization. In this blog post, we’ll discuss the key takeaways from the LiveClass transcript.

Importance of value proposition

A value proposition is a statement that communicates why a customer should buy from you instead of your competitors. During the LiveClass, Flint emphasized the importance of a strong value proposition. He explained that a value proposition should not only be clear and concise but also differentiated from your competitors. He also mentioned that a value proposition should answer the following questions:

  • What is it?
  • Who is it for?
  • How is it different or better than the alternatives?

The power of clarity

Clarity is an important aspect of any advertisement. Flint explained that an ad should have a clear and concise headline that immediately communicates the value proposition. He also emphasized the importance of using clear and simple language that is easy to understand. He suggested that you should avoid using technical jargon or industry-specific terms that your target audience may not be familiar with.

The importance of testing

The final takeaway from the LiveClass was the importance of testing. Flint explained that optimization is an ongoing process and that you should always be testing different elements of your ads to see what works best. He suggested using A/B testing to test different variations of your ad and measuring the results. He also emphasized that you should not rely on best practices or assumptions but instead let the data guide your decisions.

Conclusion

In conclusion, the LiveClass on “Ad Optimization” provided valuable insights into the world of advertising optimization. We discussed the importance of a strong value proposition, the power of clarity, and the importance of testing. By implementing these key takeaways, you can optimize your advertisements and improve your conversion rates.

The process for creating this blog post using artificial intelligence

This is another attempt to use artificial intelligence to create second-level content. Not primary content that needs subject matter expertise, but content that has a rich feedstock of information that needs to be repurposed from one format to the other.

In this case, I took a session of the MECLABS SuperFunnel Research Cohort, and created a quick blog post summary. You may try to do something similar by publishing a simple writeup of a webinar, podcast or video.

Should you use an entry-level writer? Or can AI handle this?

I’ll include links to my first two attempts at the bottom of this blog post, and here is a little insight into the third attempt.

This time I tried using the Draft with AI feature in Notion, specifically asking Notion to write a blog post, and then I pasted in a transcript of the LiveClass.

The output was basically a long blog post about me specifically, saying how great I was. This isn’t unique to AI, of course. I’ve had human vendors working for me create press releases and other collateral that made me personally or our brands or events sound just amazing. Everybody wants to please the client, right?

And I’ll be honest, I was tempted to publish that as the blog post and just move on to my next task. It really made me sound pretty darn amazing.

But then I remembered the golden rule of marketing – nobody cares about me. Or our brands.

They care about themselves.

So I tried the same process again. As I’ve mentioned before, using sometimes you can use the same prompt twice and got very different results from artificial intelligence. The blog post was different the second time, but still was all about me. It sounded like a letter of recommendation. I tried a third time. Different again, but about me again. OK, I can’t resist, here is a quick bit of it…

Daniel Burstein: A Leadership Example

Leadership comes in many forms, and Daniel Burstein is an excellent example of how a leader can bring people together to achieve a goal… in this blog post, we will explore three key aspects of Burstein’s leadership style: his ability to create a sense of community, his willingness to help others, and his focus on achieving goals…

I mean, who can argue with that, amiright? In all seriousness, I just couldn’t bring myself to publish a full blog post like that.

So I tried a different approach. As I’ve written about before, even a slightly different approach can bring wildly varied results from AI.

I created a page in Notion with the transcript. (Note: A transcript will probably be so long that you can’t just paste it into a Page, you actually have to import the original text file).

And then I created another Page in Notion and told the AI to write a blog post about… and pasted in the link to the transcript page.

This time it created the full blog post we published above.

I didn’t like the title though, so I went into the OpenAI Playground, and asked it to come up with a title for this post.

And then of course – human oversight, although this only needed some very light editing.

On the upside, Notion helped overcome one of the challenges I was having with ChatGPT – that the transcripts were too long to paste in. And while still pretty basic, this may be the best AI-generated summary blog post yet. Here are the two previous posts, and I’ll let you judge for yourself.

MECLABS SuperFunnel Research Cohort LiveClass: A recap of AI, marketing strategies, and collaborative learning

Lessons Learned from a MECLABS SuperFunnel Research Cohort LiveClass: A marketer’s perspective

March 3rd Update: This blog post was originally called “Gain Valuable Insights into Landing Page Optimization…” until Hellie wrote to me with an excellent point – Wednesday’s LiveClass was actually about ad optimization, not landing page optimization. I question why I didn’t notice this obvious error, which I surely would have from a human writer. I think I was so amazed that the AI had come up with a summary focused on a specific topic, since previous versions were much more generic, like “a marketer’s perspective.” And, in fairness, we did extensively address LPO in many LiveClasses before this.

The irony of course is – I’ve been writing (and thinking) and cautioning so much about the blindspots AI can cause because we are so wowed by the parlor trick that we overlook the obvious. And yes, even being conscious of it, I fell victim to this blindspot myself. Thanks for pointing that out, Hellie!

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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