Kasim: 00:00:00

If you are a solo channel agency, your days are numbered, period, full stop.

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you either need to expand horizontally,

expand vertically, or both.

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: 00:00:10

Or, if you're lucky

enough, go make an exit.

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: 00:00:12

because you're working On the

section of the assembly line

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: 00:00:16

that we just saw automated.

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: 00:00:18

And it has been automated by the way.

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It's just a matter of time before it's

automated across every level of analysis.

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And you can see that in various areas,

there are industries where it's man,

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you just hook up your URL and give

Google your credit card and say, go.

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And it goes.

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And anything that's not working is

because those specific nuances haven't

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been worked out by Google, but they

will be, and so you have to do what

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you've done, Ralph, which is expand

into post click or look at multi channel

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or really niche down into attribution.

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: 00:00:43

and so we did it solutions eight,

by the way, even though I sold

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: 00:00:45

the agency, it still needs to be

profitable and I still believe very

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strongly in our service offering.

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And so it's solutions.

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A.

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If you hire us today, one of the

prerequisites to being our client is we

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will not optimize on in app reporting.

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You can't come to me and

say, I want this CPA.

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I want this ROAS.

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I want this cost per lead.

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It doesn't matter.

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Everything's based off of Murr.

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Which is media efficiency ratio.

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And we are, I think,

the best in the world.

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I really mean that by the way.

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And I would actually challenge,

I'd love to play this game.

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I'd love to find other people that think

they're better at attribution than we are.

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And have a public attribution face off.

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And we'll find a way to make

that control group fair.

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Because there's nobody that knows

attribution the way, specifically

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my business partner and his team

of strategists know attribution.

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And so that's our value proposition

now is, Yeah, we can run your ads.

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That's the easy part.

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But how are you going to know where the

impact came from, what the influence

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looked like, what lever to pull, what

to not ratchet up, what to ratchet down.

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And you have to expand beyond

just the button pushing, because

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machines are now doing the buttons.

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and however it is you decide to do that,

maybe it is going back to the creative

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piece, or maybe it is funnels, or

post conversion, or follow up, or just

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getting, offering a broader service.

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stand alone.

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service provision is too far niched

and we just got took by the machines.

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Still needs to have somebody

overseeing it though.

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in that case, no touchy, you still

need a caretaker, so to speak, but

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do you need an expensive caretaker?

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: 00:02:14

Depends on the account, depends

on the complexity and I should

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be speaking on timelines.

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: 00:02:18

Right now, you still need an ads agency,

manager, freelancer, employee, whatever.

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In a year, two, three, four,

five, dude, I don't know.

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you probably still need somebody looking

things over, but that one person went

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from being able to manage 20 accounts

to being able to manage 20, With a

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software tool that just monitors KPIs,

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it's got depressing, didn't it, Ralph?

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No, I don't think so.

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: 00:02:39

think it's a hard truth for people to

accept, the media buyers in particular,

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is that the more work you do, oftentimes,

the less effective you actually are.

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I was about to say is that there's

a badge of honor with being busy.

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You know what I mean?

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it's a validation of you doing the

work, so to speak, whereas letting

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: 00:03:01

the machines actually do most of

the work is counterintuitive to, I

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think we all thought for Google media

buyers, it was going to be much more

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of a bigger transition because, is.

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Search and with pay per click in the

past, there has been an element of let's

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be tweaking this constantly, putting

in your negative keywords and thinking

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of new areas in which to expand your

market with new custom intent, the

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keywords and all those sorts of things.

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But then.

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Can I give, want to tackle both

those examples right now because

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they're perfect examples, right?

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: 00:03:32

So it's adding negative keywords,

sculpting, and then adding new audiences.

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don't even believe in keyword sculpting

beyond the massively obvious because I

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can't tell you how many times terms that

would have been included on a negatives

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list ended up resulting in conversions.

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A very specific example, we have

a client who sells hammocks.

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Highest performing phrases for

them is, hammocks made in the USA.

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And by highest performing,

highest converting.

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So it's not by volume, but by quality.

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Their hammocks are made in Thailand.

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But when somebody says hammocks made

in the USA, they're probably looking

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for just a higher quality hammock.

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you get to these hammocks,

they're handmade.

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They're two, 300.

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Yellow leaf hammocks, by the

way, go buy yellow hammock.

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They help take women out of poverty in

Thailand by teaching them a skilled trade

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is a phenomenal company, but that would

have been on their negative keyword list.

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So you don't want to.

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Negative keyword sculpt any

longer again, beyond the obvious.

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There's some exceptions to these

rules because the machine's going to

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go figure out where you were wrong.

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: 00:04:32

And then as far as the audio expansion,

the machine does that for you.

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Look at performance, max insights.

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It's unbelievable.

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It's a miracle of marketing.

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It comes to you and says, Hey, this

audience is performing 35 times higher

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than any audience you've given us.

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We're going to add this

by the way, automatically.

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You just need to watch it do that.

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And if you go try to get in its way,

you're just gonna get in its way.