How AI Could Replace Your Ad Agency By 2026 – Are You Ready?

[00:00:00] 

Introduction and Episode Milestone
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Jim Banks: welcome to episode five of the Media Buying Podcast, Rob, I can't believe it. We made it to episode five.

Rob Adler: I didn't think we would make it to episode two, to be honest, but I'll take five. Five is good.

Jim Banks: Five, five is really quite good, I think. and obviously we, like we're recording this in the height of the summer. I don't know what it's like where you are, but it's been funny here. 

Celebrity Deaths and Reflections
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Jim Banks: we had some nice hot weather, bit of rain, it's a bit all over the place, but yesterday was the death of Ozzy Osborne.

That was very sad. And today I've just heard that Hulk Hogan's died.

Rob Adler: Yep.

Jim Banks: going

Rob Adler: I just read that. dude, I don't know. It's like someone was like, Hey, let's talk about all these people that you know and you really respect. Oh no, they're dead. yeah, no, it's, I, I don't know, man. Like after, after COVID and everything, I think I'm just so desensitized anyway that it's not the same, but yeah, it's, you have these weeks that you're just like, what is happening right now?

is it just the fact that I'm paying more attention to it? Is it the fact that it's actually happening more? either way it doesn't feel good.

Jim Banks: [00:01:00] Yeah. 

Health and Fitness Chat
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Jim Banks: you and I are classic examples of if you don't look after your health right, then you can And before you know it, you're like a lot heavier than you ought to be. And that puts strain on your hips, your joints, and your internal organs. So again, I

Rob Adler: Yep.

Jim Banks: you're looking terrific, my friend. It's really

Rob Adler: Oh, appreciate that.

Jim Banks: the effort that you've made.

Rob Adler: Mm-hmm.

Jim Banks: for those of you watching, just before we came on air, Rob was pushing his treadmill out the way. How, how many steps you do a, a day rob on, on your treadmill.

Rob Adler: I try for 10 K, but I also have it like under my desk and my desk is a convertible, so I just, walk while you check email, walk while you do other stuff.

Jim Banks: Yeah, so it's kinda like, it's almost like walking to the buffet at a hotel to get some food, right? So

Rob Adler: Exactly. You gotta burn off some calories before you replace it. I mean.

Jim Banks: 

Media Buying Trends and Insights
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Jim Banks: I thought today we, we would change, change things up a little bit. Like this. This particular period is usually the time when all of the companies. I buy media from, so the Alphabet / Google Meta / Facebook, they all come to the [00:02:00] end of their quarters and have to report their results.

I'd be really interested to know, is that something that you, you are aware of in, in your, in your sphere?

Rob Adler: So. I definitely do see a difference in, let's call it bids and pricing and, and all that kinda stuff. Like, like it's like Q4, right? It's, Q4 is always good 'cause it's Christmas and holidays and end of the year and tax breaks and blah, blah, blah. But it's, it's still just a normal industry at some point.

the difference with, at least that I know of with a lot of this is that. 

Google's Growth and AI Developments
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Rob Adler: This is the first time where I'm actually looking at their growth in more than just ad spend. because a lot of the stuff I've been working on, especially on the LLM side and like AI side is ironically and I'll, I'm actually gonna bring this up because it's a statistic I didn't even know.

I have a tweet from, I want to say this is one of the people Google. I follow like researchers and stuff like that. He said, Google is processing 980 [00:03:00] trillion monthly tokens across our products and APIs up from 480 trillion in May.

So that's a little scary. But yeah, that's an interesting stat for me for all the stuff that I've been looking at. But ancillary, that's also a very interesting stat for, it should be everyone, because I guarantee you, not all of those tokens are external people. I guarantee you some of those are internal and they're using them for evaluating landers or using them for evaluating ads

So, yeah.

Research and Due Diligence in Media Buying
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Jim Banks: I think that the thing that was really interesting to me, I, again, I, for, for anyone that's a media buyer, sitting there going, what sort of things should I do to be able to research? I've always said rather than just boldly going in there and going, here's my credit card.

Ding it as much as you like. I always think sometimes you need to do a little bit of due diligence and a bit of research. And sometimes. What I find is if I look at the 10Q's, which is the quarterly returns that they do, so they're public traded companies, they all have to basically tell the truth when they do these 10Q's.

Rob Adler: Otherwise they risk going to jail, So there's always a safe harbor statement where they tell you all the things that could go wrong [00:04:00] and it's forward looking. but, but I think a lot of it is, it shows you what they've done in the previous quarter compared to the same quarter in the previous year. Yep.

Jim Banks: And, and it'll show you whether it's up or down. And I think because they're all publicly traded companies. One, they're all, beholden to the shareholders as much as they go. We're all stakeholders in this. we are not stakeholders in this, we are absolutely not The only people they care about are the shareholders.

'cause ultimately the shareholders are the people that dictate whether in the company and keep it going or get rid of the board or

Rob Adler: they're also required to, because like, that's the whole concept of fiduciary responsibility is that if you actually do hold ownership or equity or whatever you wanna refer to it as, right, is you, you have a responsibility to do what is in the best interest. Not of you. Not of you and the company, but for the company.

And. Does have repercussions. So yeah, like the, but the amount of people that don't understand that is crazy nowadays.

Jim Banks: every single quarter, the 10Q's come out, they're [00:05:00] usually available on Edgar download them religiously. I always make sure every time they come out I watch the videos to see what was said, to if you like, if you read the PDF, it just gives you the the rough words. It gives you the

Rob Adler: Yep.

Jim Banks: you gotta read it. I wanna see the sentiment in, in the way which it's delivered. So I tend to watch the, these 10Q's of. Public trade companies that work in, in our space. and I, I'm, I'm curious to see certainly the last quarter, Alphabet, which is the, holding company for Google, 

They announced that they were, significantly up on the previous quarter, the second quarter last year. but their, interestingly enough, their growth came in, they were double digits in search, Double digits in,in YouTube. and also double digits, significant double digits in cloud, 

So I think cloud is obviously Gemini, I pay for Google business. for all my email and all that and they keep jacking up the price and they've given you all this extra stuff in Gemini.

I don't want Gemini. I don't use it. I mean, I know that a, a lot of people will great, But they keep saying, we've given you all this extra [00:06:00] stuff. It's like, I didn't want it. 

Rob Adler: Dude, there was what?

Jim Banks: and use what I want to use rather than you would force me to use what you want me to use.

Rob Adler: Right. And that, so we actually, we were going to, one of our internal like calls that we had where we were going over like client stuff, And this is at, at my main gig. And we're going over, like client stuff. We're like, Hey, let's jump on this. Google Meet, and we're on a previous Google Meet already, so we literally talk about going to the new one.

Soon as we go to the new one, as one of us is leaving, it's like. Gemini is great for Google Meet, like summaries. And I was like, oh, that's cool. And then we go over the next one. It's like, do you wanna enable a note taker for this? And I was like, no. And then I went to Google Docs to do my notes for the call, and it was like, do you want Gemini to help you?

I'm like, dude, like we don't need to go through all this. I don't want to use your stuff for this. And don't get me wrong, their level of integration will make their tools a little bit better at certain things. But like I only use frontier [00:07:00] models for probably half of my work. the majority of mine is actually local models.

I don't send my stuff off outta my house, basically. but their growth, what what is interesting to me is, is how they would classify that. So if they're growth in cloud, are they counting, for example, the growth from the Gemini, API as a cloud growth or like a product growth? See, that's the kind of stuff that I would want to see in that document.

Jim Banks: Yes.

Rob Adler: 'cause that would really change it.

Jim Banks: encompasses the, the API calls that the people make, it also includes data warehousing that people might use for, you

know, 

Rob Adler: Yep.

Jim Banks: BigQuery and that sort of thing. I'm doing a lot of warehousing for clients now from

Rob Adler: Yep,

GA4 cause I mean, you only get two to 14 months of data in GA4 yep.

Jim Banks: often it's It's very, very heavily redacted, if you like. I dunno what the correct terminology is. But, but,they restrict the data. What I want to do is I want to have that data stored for longer, and store all of it, right? So I use BigQuery and people are, oh, I'm really frightened about sort of running up a bill, big bill.

And you [00:08:00] can, if you are.

Rob Adler: Completely.

Jim Banks: you can run up a huge bill, But generally speaking, you can use some GPT, LLM to help you with your SQL if you need to write a query, you can run something into, ChatGPT and say.what's the correct syntax for this SQL Tech table, 

And it'll give you the information. You can then use Looker Studio to create your reports, to give you the data. and then obviously from there you, you can do that. So I've been storing, warehousing data from, for many years for lots of clients and some of them I'm currently working with, some of may have historically worked with, 

Because again, if I have a client that approaches me and says, Hey, I wanna work with you, and they're in a particular vertical I've worked in before, I've got data, I can Call upon that and say, I got some data, but to go back to the sort of 10Q, so, so one of the reasons I look at it is because. Not only do they talk about what they've done in the past, They also tell you about the things that they're looking for the future. So I think in some respects it's almost like I try and read the tea leaves, read between the lines of where are they going and what can I do to jump on their coat tails to get dragged [00:09:00] along for the ride.

Because I think a lot of it, when you look at, people kept talking about, how many years. 

Mobile-First Era and Website Optimization
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Jim Banks: In a row, was mobile first gonna be coming? Mobile first? It's all about mobile. All about mobile. and now, I don't know at what point in time that transition took Took effect. But mobile now is some completely ubiquitous in terms of the most e-commerce businesses, 80% of their traffic might be mobile now. pay per

Rob Adler: Yeah.

Jim Banks: like a hundred percent calls. 

Rob Adler: Oh, even mail is like 60 plus.

Jim Banks: and because of that, I think a lot of it is, people go, I'm gonna, I'm gonna create a beautiful looking website, I'm on a 49 inch big monitor here.

and things might look great on that, but it's what does it look like on a form factor That's tiny, right? not everyone has a, the most UpToDate iPhone and the most UpToDate, Samsung, some of them are on really clunky old iPhone sevens, eights, or whatever. If the site doesn't function that well, right then, yeah, the performance isn't gonna be as good, right?

So I think a lot of people are spending money on media thinking that they just need to change the ads and change this and change that. It's like,

Rob Adler: Oh yeah.

Jim Banks: sucks, right? So that's

Rob Adler: [00:10:00] Oh

Jim Banks: performance isn't good.

Rob Adler: yeah. 

Challenges in Media Buying and Conversion Tracking
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Rob Adler: No, the thing about a lot of, media buyers that I know is that media buyers are some of the most innovative people in general. That like I love to talk to because the way that their mind works is very, and and like even when I was like media buying, right? Like again, paid is not my primary, but the way that.

Media buyers address a situation or finding how to target someone based on that or the angle or whatever. A lot of media buyers end up being, and this is less corporate-y ones, like affiliate style, but they're, they're like a full stack marketer. Like they do everything. They understand the concept of what they're doing, how they're doing it, they're running traffic here and doing that.

But the, the biggest part is that also when you get very good. You will be tunnel visioned and you don't realize you're tunnel visioned because you're always chasing, how do I get better conversions? well, first of all, what is a conversion? Is it the people that actually just make me money? Now, is it long term?

Is it LTV? Is it quick [00:11:00] money? And that depends on where you are in the equation, right? Are you advertising your own products, someone else's? But when you're doing all of that. The, the main issue is that while you're focusing on making more money, you're not doing the analytical lookup on stuff that you deem.

Let's call it not worth the time to look at, right? So like if you're converting at 10% and you wanna convert at 15%, you're not gonna be like, you know how I can do this better is I can go figure out which browsers don't load my site well and then fix it. But like, once you actually have some stability, it's very easy to load up analytics and go, oh, that's weird.

We've never had a conversion from Safari. Or like, we've, our conversion right now, safari is 1%. Or like, our conversion rate from this state is X. Like, there's a lot of factors. But they'll just focus on the tech side, the lander, the phrasing.

Jim Banks: at a, new prospective client approached me and said, Hey, we need some help with, with Google Ads, So I had, I said, okay, I wanna maybe just do a quick overview and o audit of your account. so I got in there and, and [00:12:00] clearly demand gen is like the, the new. hot potato that, that Google's come out with. as a way of, if you like, capitalizing on the advantage that Facebook have been having with the social type, ad copy and, and so demand Gen gives you the ability to basically pull your best stuff on Facebook and put it into Google and run it on there. and they spent thousands and thousands of dollars right on this demand gen campaign, and they haven't generated one. Single conversion. And I'm thinking. What on earth. they run it in-house. So you can forgive them for not knowing what was what, And probably I would hazard a guess.

They may well have just not configured the conversions properly. They probably have made conversions, right? 

Rob Adler: Yep.

Jim Banks: with the best will in the world, Google are gonna continue to spend your money indefinitely until you recognize the errors of your own ways, They're not gonna

Rob Adler: Yep.

Jim Banks: By the way, you spent thousands of dollars and you haven't generated anything, can you just check to make sure that everything's working the way it should? 

Rob Adler: Yep.

Jim Banks: again, I think that they have a, a [00:13:00] responsibility to do that, but it's again, I mean, they put seat belts in cars and, people know that they should be using it, but they, a lot of people drive them without it. And they've get involved in an accident, it's like on them.

It's not the car manufacturer's fault. They end up in an accident, it's their fault. the thing that bothers me more than anything about where we are now in our industry is, it's, it's almost like the, meta, Google there, the sort of foxes that are guarding the hen. And, it's almost like they, they're responsible for their own AI And they basically say, our AI is great, fantastic. But clearly the results are not always universally, as good as, as they. Claim that they are right. they always cite these, case studies that they did and they said, we, we did a, a case study and this, this gave a 12% uplift for people that adopted this feature. And when you read the really, really small print says it was a, an a sample of like. 12 advertisers in 2022. Or something stupid like that. Three years ago, 12 people got in a [00:14:00] beta right? And they got a 12% uplift of people that didn't use that feature 'cause they didn't have

Rob Adler: Yeah.

Jim Banks: Right. Whereas now the feature's universally available, clearly the, I'd love to kinda say, well, let's revisit those, 12 advertisers that got that performance uplift and how they're doing now compared to,

Rob Adler: Exactly.

Jim Banks: when they just had an open feed for themselves.

Rob Adler: Yep. And that's, and ironically, like what you just said, is probably half the conversations I have about Boardwalk when I talk to people But like the whole, the whole premise of that is those are very real conversations and those are conversations that we have consistently with people where, while simultaneously knowing that they don't know, they also will not listen when you have the answer to give them.

And it's very interesting to see that. Crossed with the velocity of people's growth right now compared to like 10 years ago, like 10 years ago, scaling a campaign was like, oh, we did like 500 today. And it's like the next one's like, oh, it's a thousand Like now it's like, oh, we did 500 yesterday. Today was 20 grand.

And I'm like, Jesus. [00:15:00] Like that is scale right there, but are you profitable? Are you gonna be able to afford the ad spend tomorrow? Like, is that ad spend, is that rev or is that profit? Oh, we can't talk about profit. Sorry. So it's like it's, it's that everyone has a different thing, but, but. To go back to your Facebook example, and I, and I have to say this 'cause this is a perfect example of this.

Facebook loves to live in the middle so that they have deniability on the point where they can actually say, well, we didn't want to over assume, because that would've led to a worse thing. So what they do is, is they, they we'll say, Hey, listen, you have no conversions, but of course we'll keep spending your money.

And then they'll go, what if. It's just 'cause the pixel's not there, but we're actually getting him sales. Because if we were to do that, now he's gonna complain because we're gonna pause 'cause we're killing something profitable. But then if you do the other one and it actually starts running on the pixel, then all of a sudden it's like, oh wait, it's not profitable.

Oh no. And then you end up, targeting something different, pausing, whatever it is, [00:16:00] taking budget down. But they want the ability to say. We could have paused it, but that would've negatively impacted you at some point, and we can't guarantee it wouldn't. So we're not willing to take that chance. And so from that point, they'll just let it go.

Jim Banks: always be that. Sort of scenario where, like, again, like if, if you look at sort of, you set up a campaign in Facebook, right? By default they would go for the seven day click, one day view

Rob Adler: Mm-hmm. Yep.

Jim Banks: to make things look good for them.

A lot of people look at 28 day click, with all the clients I work with, we just go with one day click, That's it. We just do one day click because if it's a product that, that people are gonna buy, they're gonna buy it or they're not gonna buy it. They're not gonna have to be seen 25 ads for, to make a decision. They're gonna make a decision pretty much straight away because the product's not a majorly high ticket item. It's usually an emotional purchase,

Rob Adler: Yep.

Jim Banks: in a lot of cases. So, some one day click should be fine.

I you'll win some, you'll lose some, and, the numbers aren't always gonna marry up, at least

Rob Adler: Yep.

Jim Banks: you are taking [00:17:00] some degree of control rather than allowing Facebook to go on. Seven days ago we saw these people. I know that they went to Google and they went to Microsoft, they did this, they did that.

Right. But we are still claiming credit for it. Whereas I

Rob Adler: Oh yeah.

Jim Banks: thing with the view throughs, again, it's, it's difficult. if people are watching a video on a mobile and never click anything, but subsequently leave and then go to Google and type in the brand name and purchase the product right then. Yeah. in some respects Facebook probably should get some credit for the fact that they watched the video on Facebook and then bought from Google. But still, it's still not two sales. not everyone's gonna get full value conversions for it. Which is, I again, I think the,

Rob Adler: Oh yeah,

Jim Banks: the thing that always amazes me is that, people don't really look at sort of value-based conversion optimization, 

They, they just look at,

Rob Adler: no.

Jim Banks: it, it's like I've, I've always maintained. kind of things to look for is, this is how much money I spent, this is how much money hit the bank from the

Rob Adler: Yeah.

Jim Banks: that we generated in Shopify, whatever it might be. Net of any, any [00:18:00] returns, net of any kind of bank charges, 

So, I, I, I think I'm always amazed at how many people just don't look at those sorts of things, they're selling a, Like they, they might be selling a $6 product and they're quite happy to go with a CPA of $40 to buy a $6 product. It's like, wow. I mean, again, like you've, you've given Facebook the autonomy to be able to get. $40 sale go up to $40. And we all know that Facebook will probably go up to $80. 'cause they'll just go

Rob Adler: Oh yeah,

Jim Banks: Like if you give them a target sort of CPA, they're, we, it, we, we don't care about that. We're just gonna

Rob Adler: the,

Jim Banks: we wanna do. And that's

Rob Adler: the. That, and that goes into, that goes into a much deeper thing, at least in my mind, which is the, the category of people that literally do not understand what they're working with every single day and like, like media buyers. And I'm hoping, I'm not alone in this, I'm assuming I'm not, but.

Everyone knows like one media buyer that, like, you tell 'em a niche and they immediately know like, I wanna buy on these keywords. This is the mental thing, da da da. Like the good [00:19:00] ones like can go through that really quick. the other media buyers might look at it as like, maybe I'm not good at Google Ads, but I'm good at like social, like I'm good at Facebook.

I'm not good at this. I. But I don't know many that actually go far enough to actually look into like what the consumers are using when they see your ad, your site, and go through your stuff. Like for example, the amount of people that don't understand that when they click an ad on Facebook, they are not going to, their browser is insane.

I don't know. I'm assuming you knew that. Most people I talk to do, but like if you're on Facebook and you click on an ad and you go to the ad swipe up or whatever your device is to look at your running apps and notice you're not in Chrome, you're in Facebook,

Jim Banks: Yeah. Yeah. I

Rob Adler: then you wonder how they have all this data and attribution.

Jim Banks: yeah. so Facebook have Facebook and Facebook shop, And obviously Facebook Shop is, they're selling the product. they're taking the money and then you get the money from them, 

Rob Adler: Yep.

Jim Banks: you, [00:20:00] again, most of my clients, they want to be in control of the money.

They don't want Facebook to have the money that you spend on the ads. And the money that you collect from, from clients when they buy products, right? Because again,

Rob Adler: Yep.

Jim Banks: the clients end up having a bad experience, then they'll refund the money like that, right? And you are stuck on the hook for, for, like a return that, probably you could appeal and not have to pay for, 

So,

Rob Adler: Yep.

Jim Banks: So, yeah, so, so for me it's, it's again, it's always a, a, a difficult one to, to try and get your head around and that, that comes back to, yes, Facebook's, Facebook's kind of first and, and sole priorities to, to their shareholders, 

Rob Adler: Yep.

Jim Banks: not so much consumers. Yeah, not so much. Right. So, so for me, again, I think it's, it's, it, it is a bit of a challenge, that, that whole thing with the 10Q's, if you are looking at anything, Again, any, anyone that kind of goes public. Look at their prospectus, see what it says about them, see who their competitors are. There's so much information in

Rob Adler: Yep. Oh,

Jim Banks: documents, like it's rich in data to say, well, this is what we're spending on. 

AI in Advertising and Future Trends
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Jim Banks: again, [00:21:00] like if you look at, I think the most recent thing with Facebook is they're basically saying by 2026, so in other words, next year, All of the ads can be basically generated completely by AI, 

Rob Adler: yep.

Jim Banks: So you're thinking, well, if I'm a creative agency, should I be like looking to pivot a bit here or do something different? 

Rob Adler: if so, here's the fun part. If you haven't yet. It, you need to now or you're not gonna have much longer. and I say that as someone who has run multiple SEO agencies, multiple digital marketing agencies, and knows a lot of people running well that until recently ran very good ones. but a lot of them now are having extreme issues with that.

And the funny part is, is that AI does not understand sales psychology. It does not understand the aspect of it. Can, it can. Assume and do certain things to work off of like pain points, like appeal to the emotional, like you can do that, but it's not gonna properly be able to leverage the right stuff without the data.

And I'm not saying the [00:22:00] model can't, I'm saying that the vast majority of people won't know how to get the data to pass it in, in the right way to make it do what they want. And that assumes Facebook will let you even do it in the first place. That's the problem. but like, yeah, I know, I know a lot of people right now that, client-wise, they're way down.

in terms of like all their normal stuff, all their normal clients are just replacing them and, and my first thought was that they can replace you that easily, dude, like you didn't really have much of a service anyway.

Jim Banks: value. Yeah.

Rob Adler: But now that I can actually see what I'm able to do for people with AI in a single, that is the most irrelevant comment I can probably make about it nowadays.

because there are jobs that I guarantee you I can talk to people. Right now. And they'll be like, there's absolutely no way that an AI or an LLM could do this as good as someone with 20 years of experience. And I thought the exact same thing until I actually tested it, and as soon as I got a lot of the data in and I started actually training it in certain ways.

Yeah, no, I've, I've had some people literally talking to that AI for the past month and [00:23:00] still don't know it's me or not me. They have no idea. but yeah, so it's. There's a lot coming down the pipe. the number one thing is, is that if you are doing something based on just calculations and no, no, like mental, right?

Like just calculations, like this is not profitable by X percent, so scale this down by X percent. Then you're the, if you have the same person, that worries that Google ad JavaScript rule sets would've replaced your agency, then you definitely should be worried right now. But if you're also the kind that's like.

Our, our stuff was a lot better and we didn't need to worry about it because we made these custom and it works for our use case and all that, and that's, that's amazing. But they have a lot more data than you do, and that stuff will be

Jim Banks: I'm not saying I don't wanna use the AI that Facebook has, I don't

Rob Adler: Oh, yeah. Yeah. Mm-hmm.

Jim Banks: as you say, they have access to way more data about the user journey than I will ever have. I have the point that they. Saw and clicked on an ad right. [00:24:00] As their sort of entry point,

And some

Rob Adler: Yep.

Jim Banks: well, like, I like the keywords that they, they searched was not really relevant. It's like, but yeah, but what the 10 searches that they made before they made that one

Rob Adler: R

Jim Banks: your ad on, right?

Rob Adler: Yep.

Jim Banks: that, that, that ultimately have added a lot of value in terms of them knowing what it, what it's done.

I mean, in, in some industries, Pay Per Call works incredibly well because of the nature of the type of thing that it is, So like again, if you are doing,Pest control, if you've got a lounge that's completely full of termites 

You're not gonna go, you know what? I'm gonna get six or seven people round to give me a quote You're like,

Rob Adler: Uh,

Jim Banks: you get here, like, I am

Rob Adler: yep.

Jim Banks: my floorboards are being eaten away. I need somebody to

Rob Adler: Yep.

Jim Banks: right now. And you don't really care how much it's gonna cost because you need this problem eradicated damn quick.

Rob Adler: So, do you wanna know what my se one of my secrets was for pay per call for finding really good advertisers is all I did is I went into Google, I [00:25:00] typed in what they do, like plumbing, plumbing, Maryland, whatever. And then I looked for 24/7. If they have 24/7, that means they have at least an answering service on the 24/7 number.

And that means. They'll buy calls because emergencies have such an upcharge that they'll be fine with it. And if they're actually doing emergencies with an upcharge, they also won't mind that I cost more than other people because these are people that will actually take action. They will do it now, even if it's three in the morning or whatever.

but

Jim Banks: things, I mean things like appliance repair, I mean, most,

Rob Adler: mm-hmm.

Jim Banks: That provide appliance repair services, They have like a 60, 80, 100 buck call out charge, So regardless of

Rob Adler: Yeah,

Jim Banks: fix your appliance or not, You, they're, you're gonna pay

Rob Adler: it's the attempt.

Jim Banks: right?

So in some respects, like when people say, I'm not really sure people want to buy a lead for you. 25, 30, 45 dollars or whatever it's like, but they're making 60 bucks on that lead immediately. So they're already in

Rob Adler: profit

Jim Banks: before they've even

Rob Adler: but it.

Jim Banks: sent it out to somebody to go around and [00:26:00] see them.

Right.

Rob Adler: but here's the thing that's also, at least in my view, it's the right way to think about it, but it's the wrong framework. So like when you have these guys and you're saying, okay, this lead is 45 bucks and it'll make 60, for example, So when you have those, obviously we're talking averages, 

They're not gonna see that as averages though. They're just gonna see this lead, I just paid 45 for, this guy just told me to go F myself, so I just paid 45 for someone to go tell me to F myself. So like they don't really care about that. But what they do care about, and this is the, at least as far as I've seen with my guys, is I correlate my ad spend.

Let's call it timeframe, like the one day click and all that kinda stuff that you do, I correlate my ad spend to how important it is to make the phone call, to call someone that needs to get this fixed. So for example, if you are living at home with your significant other, you don't have kids, you don't have anyone else, and like, Something random that you use once a week dies. You're not gonna be like, we need to call someone to [00:27:00] fix this. Absolutely. Right now. So those might be like, oh, well, we're gonna go to the store this weekend, maybe we'll take a look. So I'll do a seven day on that, because that's research mode versus purchase mode.

Right. 

The Urgency of Emergency Services
---

Rob Adler: And I only make money when they're in purchase mode. so I, I'll run that kind of stuff and I'll use that to find out, engage. But like, think about the stuff where like you don't have a day, let alone an hour. oh, it's storming outside right now and there's water literally falling into my basement right now, and it's about to hit all my stuff and destroy a whole like that.

You don't have an hour to make a phone call. You have five minutes to find whoever will pick up the phone and then 20 minutes to freak out while they drive over. But that,

Jim Banks: And most of the

Rob Adler: what are the cha?

Jim Banks: people of have had like 50 calls before you. 

Rob Adler: Yeah.

Jim Banks: like, they typically will charge a premium for, for providing that, that sort of service. And, and they, as you say, people don't really care. they worry about the, wow that was really expensive after the event. 

For now, let's just get the basement not [00:28:00] drowning in water at the, all of our furniture's

Rob Adler: Oh yeah.

Jim Banks: the front door, right.

The Importance of Customer Service
---

Rob Adler: It's, it's, and that, and that's the thing is it goes back to the segmentation, Everyone knows their job. Everyone doesn't really know other people's jobs or what they do or how they do it or whatever it is. It, it's the same thing with that HVAC example, So when we bought this house, right, our, when we moved in, we had a problem with the plumbing.

It wasn't horrible, but it was like, we should get this fixed and if we don't soon, it's gonna become horrible, so we should probably get it fixed. and we called,a couple guys got, quotes, Then it broke and it broke on Saturday night. So you already know no matter what, I'm out 200.

Just if someone picks up the phone and says yes, we called three companies. Two of them didn't call us back.

Jim Banks: Whatever.

Rob Adler: It's three years later and they still haven't called us back.

Jim Banks: Wow.

Rob Adler: Do you have any idea how much money I spent with the one that did pick up and not only picked up, and it was an answering service, by the way?

It wasn't even their staff. They're like, oh, sorry. Yeah, I'm just an answering service. I'm like, listen, I don't care if you can get ahold of 'em. They're like, oh, I can definitely get ahold of them. Let me call 'em right now, [00:29:00] and literally got them an hour later showed up. Do you know how much money I've spent with them in the past three years enough that it probably paid for the next 500 calls from just the same person?

Jim Banks: Yeah.

Rob Adler: People don't think about long-term value anymore because everything's only what hits the account today. It only works today. I don't believe it till I see it today, and that's great until you figure out that every single person does that for external vendors and never does it when they are the external vendor.

It's. Everything they do to everyone while also simultaneously not wanting it to be done to them. So once you figure out that that's what most of these people are buying under, you understand why they're buying. I just wanna make money. I'm gonna complain if it doesn't make enough. And yes, I don't care if it, if the guy doesn't buy, I'm gonna complain.

It has nothing to do with averages. It's, you told me this guy was interested and he is not, they don't know marketing.

Jim Banks: Yeah.

Rob Adler: you need to under, you need to explain to them how to understand certain things about that. Or you just need to get someone else that doess, it's one of the two. [00:30:00] But the, let's call it the, the journey through that will easily, in my mind, be the best depictor of when you want to use your data sampling.

So if it's someone like that, basement waterproofing, plumbing, like, oh shit, everything's completely screwed, like that kind of stuff, that is a one day click beyond one day. Either your house is something I don't want to go to, or you've already found someone. So like it's one of those two. But then if it's something else where it's like.

Jim Banks: the country, there's a huge amount of demand, So therefore there's a huge amount of supply, Whereas other parts of the country, it's like three houses and then nobody's there within, 50 miles of the houses, And if a call comes in to go out one end, they're gonna, nah, let's not bother.

Right? 

Nationwide Campaigns: A Misguided Strategy
---

Jim Banks: So again, and, and I think when you look at it, people go, I'm running this campaign, I'm running nationwide. It's like, why? Why on earth are you running a campaign nationwide? All genders, all ages, 

Rob Adler: Do you wanna know why? I can tell you why, because I just found out last week. 'cause I finally got someone to tell [00:31:00] me why they actually thought that that was the best way from scratch with no pixel or lookalike to start a campaign

Jim Banks: yeah.

Rob Adler: and literally. It's because they're being taught this way.

As I found out, this is what actually the gurus are now teaching.

Don't even worry about it, bro. 

The Pitfalls of Blind Trust in Automation
---

Rob Adler: You can just literally start the campaign and as long as the Facebook pixel will optimize, you don't need to do anything. No segmentation, no bucketing, no restrictions, no state lists, no bidding, like don't even worry about, just literally let Facebook do its thing. And I went, congrats.

When you lose your job for spending all of your fucking company's money, and you literally make no conversions because you trusted the system. Can I hire you and teach you the right way? Because you're a great person, but you are listening to the wrong people. And, and don't get me wrong, I'm sure there are cases where that does apply, like branding or like really big, very like monstrous thing that applies to the majority of people, like weight loss.

I'm sure that would work if you had an all 50 states and everything, but like [00:32:00] other than that. Like there's, there's no reason when you only have locations on the East coast to do it. Unless, like, for example, you're Bucky's and I don't know if you if you've seen the memes about that or not, but Bucky's is like the biggest gas station you will ever want to go to.

They have like the food, they're huge like a Walmart, they. They intentionally buy billboards nowhere close to their locations, and they literally have the billboards where you're like rolling down on the highway and you're like, oh, an ad for pants. Oh, an ad for shoes. And the next one's like, Bucky's has great lunch.

And you're like, oh, great, I'm hungry. And it goes only 1400 miles ahead on the right. And you're like. Damn. And you're gonna see nine more before you get there. But that's the thing is for them in their extremely small use case with their extremely specific way of doing it, in their extremely niche market, that would work.

But outside of that, if you're going after intent, it, it just, it's not the same. Or you're gonna spend a lot of money to figure it out.

Jim Banks: Because that was also the thing that made.

Rob Adler: So.

Jim Banks: When you go to Vegas, if [00:33:00] ever you end up on, in a cab on the strip, You go from one set of traffic lights, you go up to the next one, it stops and it keeps you there for five minutes,

Rob Adler: Yep.

Jim Banks: Then you go to the next traffic lights and it stops and it keeps you there for five minutes.

It takes forever to get down the strip no matter what time of day or night it's right. And the

Rob Adler: Yep.

Jim Banks: that is because all the billboards that are on the side of the road, they want as many people to see them as possible and have enough time to get out their phone, take down the number. Scan the QR code, whatever it might be. They wanna be

Rob Adler: Yep.

Jim Banks: of, basically do the selling at that particular point in time. And I'm pretty sure that the companies have paid the,the transportation kind of highways to, to basically say, make sure that these traffic lights do not go quickly.

Traffic through.

Rob Adler: That's the, that's the default in Vegas, just in general. Like, like, because you're standing on the corner and you're like, look at all the lights everywhere. Like, just the fact that you're stuck there. You're like, do I really want to cross or should I go in for a beer? Like it's mm-hmm.

Jim Banks: smoke in the [00:34:00] casinos, but they're not gonna want people to go outside the front of the casino and stand there having a cigarette while they, they do it or

Rob Adler: Oh yeah. No, they can, they complain when you do, which is the best part. Yeah, it's, yeah.

Jim Banks: whatever the fine is, I'm pretty sure the casinos go, yeah, we'll pay it, whatever, whatever the fine is, we'll pay it. They're just contemp.

Rob Adler: It's just,

Jim Banks: with their, their, their kind of attitude on it.

Rob Adler: oh, yeah, no, it's, it's top line. It's all, it's all about, it's all about top line, right? Like, I don't care if I'm losing money on certain keywords. As long as I can prove that having those keywords at a loss is making me more on something else, then I really don't care as long as I know that. But

Jim Banks: mean, I,

Rob Adler: most people don't look that far.

Jim Banks: when I, when I've worked for, for big brands in the past where, where they spend a lot of money, We would have situation where, where they did really well on SEO. And because of that, that entitled us to basically

Rob Adler: Yep.

Jim Banks: go deeper into profitability, 

On keywords that we, had to be ranked number one for, So it didn't matter how much money we'd lost in those terms because we knew. Overall blended out, it would [00:35:00] blend out overall that we would pick up enough to cover that deficit. And we were prepared to go deeper into the pockets, than,

Rob Adler: Yep.

Jim Banks: of the competitors were. And as a result of that, they just couldn't compete. Because of that fact that we. like, we, we had a kind of a, a, a good understanding as to what value the, the head terms brought to us. We knew exactly what, what it was worth. Which is difficult for an affiliate. It's very difficult for, for

Rob Adler: Yes.

Jim Banks: And again, I've always said like, me how many brands will go. can't bid on these brand terms. And I'm like, why are they doing that? Because to me,

Rob Adler: Yep.

Jim Banks: rather have. as the brand, of my affiliates bidding on my brand, So I've got a chance to basically hoover everything up, have me and seven of my competitors, bidding on my brand 'cause. was a fight that Google used to get involved in. They used to

Rob Adler: Yes.

Jim Banks: we're, we're just not gonna, we're not gonna allow you to bid on like brands that are not yours.

And now they're like, you know what? Just knock yourself out. If you wanna do it, carry on. We'll just take money from all of you. Because it didn't [00:36:00] matter to them. They don't care, They don't care

Rob Adler: So

Jim Banks: them they

Rob Adler: do you know. Do you know why they stopped looking at that? At least my theory as to why they stopped looking at that is, they were, they were not able to draw the line between UGC reviews about trademark terms and the actual trademark term company. So like, like if you're like LendingTree, 

Like LendingTree is. A trademark, I'm sure. But then also at the same time, if you, let's say you rank in Google, not ads, but you rank in Google for like lending tree reviews or something like that. That's one thing, but to bid on that is a whole other thing. That's, that's where I think the disconnect is for a lot of people is they don't understand that that is a different thing.

But also there's still a lot of people that literally think that Google Ads don't impact SEO and vice versa, like in general and Okay. but like, that's how I started SEO every time is by buying ads.

of the [00:37:00] podcast just on that one topic. Right. To to, to, to kind of like unpack that, because again, I sit so many people go, wow, I'm not gonna bid on my brand because I rank number one organically. It's like, you know what, Yeah, no problem. I will.

Jim Banks: The, the number one organic result now with like, the, AIO views and everything else, it's like sliding further and further down the page, right to the point where

Rob Adler: Oh yeah.

Jim Banks: like, it's almost on page two, 

So.

Rob Adler: So the, there's only one thing more funny than that with the restrictions on trademark terms. And by the way, I'm talking about the people that do like the BS ones 'cause there are some legitimate trademark enforcement and, and all that kind of stuff. And I do wanna make that clear. But there are also a lot of people that they say that they don't allow trademark bidding because they think trademark bidding is an industry term.

And then you find out they actually don't have a trademark at all. Then I'm sitting here going, so only the people that get penalized are the ones working with you because you can't penalize anyone that doesn't work with you. 'cause you don't own a trademark, you can't enforce it. But at the same time, I have [00:38:00] to sign an agreement to promote you where I agree not to do it.

So literally, the only people that are hurting you are the ones that you can't stop. That's dumb. Like, wouldn't you want me to help you fight that? Which we can, but like, you need to let me do it. And I thought it was like one, two, like I thought it was like a couple advertisers or like something random or whatever it was.

Nope. It was like 15, 20%

Jim Banks: Yeah, I mean,

Rob Adler: insane.

Jim Banks: like, if, if I had a particular term and I wanted to try and cut out competition, I used to I had a letter head with like a, a legal letter head. and I used to send a, a letter say, you are bidding on my trademark and you need to stop. I had no trademark. I mean, but you know, I think if, if you, if you are a, enough of a chancer, 

I mean, a, a friend of mine always said, VIP is a state of mind. If you walk up into the kind of, VIP area, gonna call you out on it, I mean, it's kind of like, this is only for

Rob Adler: Yep.

Jim Banks: It's like I'm a VIP, 

Rob Adler: Yep.

Jim Banks: show me evidence of that. It's like, what? I mean, that's ridiculous. So, so for me, it's like, that, that whole thing, I mean, [00:39:00] probably 50% of all the people I would send a letter to, Would, would actually, comply and stop bidding on it,

Rob Adler: Yep.

Jim Banks: and probably one or two would write back and go, go fuck yourself. 

Rob Adler: Yep.

And two would probably just ignore it. So it's, Yep.

Jim Banks: you had seven or eight competitors, you would have half of them would disappear at that point, 

I mean, again, it's

Rob Adler: Oh

Jim Banks: now. It, it's different now because again, like if you look in the auctions, if you, if you, if you work on the basis that in most cases you set a CPA. Target roas, target, CPA, whatever it might be. and ultimately Google are in control of where the floor sits, 

I've always

Rob Adler: yeah.

Jim Banks: if, if you have a brand, again, it like, I know Rob, you normally do this. If you watch anything, just watch this one thing, So this, this is that moment. So. 

The Value of Manual CPC Bidding
---

Jim Banks: If you are a brand and you are bidding on your brand term, do not on Google. Do not run target ROAS. Target CPA, use [00:40:00] manual CPC and set a bid significantly below what the current CPC you are paying is.

Because absolutely if somebody types in your brand, they are looking for you. They're not looking for anyone else. They're looking for you. They may have never heard of you before, but they are looking for you. 'cause they may have seen you over on Facebook. They're gonna come over, they're gonna look for you by typing in your brand name, 

Rob Adler: Yep.

Jim Banks: don't bid $12 a click because the traffic might only cost 40 cents a click. You could, if you look at impression, impression, share, and, and, Top impression share and impression share top right that will show you how many of the impressions that were available to bid on you were in the auctions for, 

And if, even if you look at it manual, CPC, I've got bids where they're, 20, 30 cents and we still have 80, 90%, impression share volume, Which

Rob Adler: Yep.

Jim Banks: probably as much as we could. Maybe we might get to 92% if we went. [00:41:00] target CPA and bid, $14 a click. But why would I wanna do that?

Because it just doesn't work out cost

Rob Adler: Oh yeah.

Jim Banks: it that way,

Rob Adler: And also it protects you, the manual CPC protects you.

Jim Banks: and Google have no incentive to set that floor Anywhere near where the floor should be in an auction. I mean, it should be. Whatever people are prepared to pay, that's what they charge. But no, they set a floor that's significantly above that, and then they go even higher.

I

Rob Adler: Yep.

Jim Banks: go, I've got one keyword. It costs me, $110 a click. It's like, well, then you're foolish for the gun of allowing them to control, everything about that particular auction taking place.

Rob Adler: Yeah, there, it's, there's so much behind it and, and so many, like, 'cause, so for example. Taking the manual CPC stuff you just talked about. The point that I hear from that, and the point that I want people to understand is that not only did that, will that help you save money, but it does more than just do that on the bids.[00:42:00] 

It's also going to protect you against other people bidding and running your rates up when they shouldn't. So you won't have the aspect nearly as much where someone can go and, cap you out or, or whatever it's going to be on your own stuff and then all of a sudden bid nothing and then just do what they want to do.

it, it really depends on how you run it, but that is the easiest layup to protecting your brand that you could have probably put into two sentences

Jim Banks: but

Rob Adler: and still people are gonna sleep on it.

Jim Banks: I've got some clients that have fairly small budgets, And, know, if they're spending like 40, 50% of their budget on a brand campaign, like I

Rob Adler: Oh yeah.

Jim Banks: take that down to like 10% of it, Which

Rob Adler: Yeah.

Jim Banks: they've then got another chunk of money to go and be more prevalent and, and in auctions that they. Historically would not have been able to afford to be in. Or they can go higher on the ones where, it is a generic term, but it's a, a term that is popular and and successful. They get some success with it. But their impression share is quite [00:43:00] low and they're not in, in the auctions 'cause they haven't got enough budget to be able to be there more frequently.

So it's like. It's just, again, just just trying to understand a little bit about it. And that's usually when I say to people, look, I will put more money on the table than I will ever take off it. Those are usually the really quick wins. You can walk in the door before you've taken your jacket off.

You can usually find savings in that kind of area. And that's usually the kind of first thing that I do will go, let's do that. Let's do this. And people go, oh no, that's working. That's our brand campaign. We can't touch that. I'm like. We'll just watch how good it is, 

Rob Adler: Yep.

Jim Banks: how much cheaper it is as a result.

And that's, I'm sure at some point in time, I hope Google, nobody from Google ever sees this video, but I'm pretty sure at some point in time they're going to do away with manual CPC altogether. They, they'll

Rob Adler: Oh, they will? Yeah.

Jim Banks: So it'll be like, you can't do that anymore. In the same way that we, we used to make a ton of money. As an affiliate bidding on misspellings of brand variations, 

Rob Adler: Yep.

Jim Banks: now they just bundle it all into one, So if [00:44:00] you misspell a brand term, you might think,if somebody's typed in Nissan car insurance, There are hundreds of ways that people can spell this Nissan. And insurance, probably even

Rob Adler: Yep.

Jim Banks: wrong, They could put two Rs, put no spaces, all that sort of stuff. And we found

Rob Adler: Yep.

Jim Banks: And they, they were, instead of it being, $5 a click, it would be like 10 cents a click. And we

Rob Adler: Yep.

Jim Banks: tons of them and we made a ton of money as affiliates doing that. And. And they took that, that opportunity away because they realized that people were coining it right at their expense. 'cause they were only making 10 cents a click. And we were making all the money. They just kind

Rob Adler: Yep.

Jim Banks: the table and made sure that it balanced out in their favor, 

Rob Adler: Oh yeah.

Jim Banks: with this and saying, well, this is this is gonna be beneficial to advertisers and here's a, here's a statistic to say 12% of the people that kind of did that got an 8% uplift. It's like.

Rob Adler: Yes, it's, they love to use generalizations and, and that means anyone, like, they just love to be, oh, there's a lift in X, Y, Z. It's like, you [00:45:00] know what? How about this? Gimme the minimum and the maximum. Then let's discuss. I don't wanna know your average. Gimme the minimum and the maximum because I know how averages work.

And I also know how averages work in sales. And I also know how you probably came up with that average. So if you can just give me, what three stats, minimum max, and then the average, if you gimme those three. The average is not in the middle. You know why they never gave you those three stats?

And that's literally what it is. Almost every time, there's plenty of people that'll say, oh, our average is 4%. And I'm like, great, what's the range? And they're like, oh, like three to like 40. And I'm like, and your average is four. What did you get? One conversion over 10? Like, what the heck are we talking about?

Jim Banks: Yeah.

Rob Adler: it's, that's what gives you your quality indicator and it's

Jim Banks: that's the whole

Rob Adler: parent.

Jim Banks: Like, if, if you look at it, I always say, take the outliers outta the way, right? The ones that were super expensive, the ones that were super, super cheap, right? Let's move them off the table. Let's look at the bit in the

Rob Adler: [00:46:00] Yep.

Jim Banks: and let, let's look at that data that, that's the data that will ultimately tell you. of chance you've got of winning the auctions that you happen to be in. Right.

Rob Adler: Yep.

Jim Banks: it's, it's one of the reasons why, again, like typically with Facebook Ads, even though they say just bid broad, like, like bid on everyone, It's like, I, I will still to, to my dying day, I will still. Always want to put in a floor in terms of age, Because quite often I don't want an 18-year-old to see an ad for something about, buying or whatever it is. 'cause most 18 year olds are not in a position to be and whatever else, They, they are

Rob Adler: Oh yeah.

Jim Banks: not at that point, 

So would I want them to see an ad, Because, if you kind of like

Rob Adler: I,

Jim Banks: up to

Rob Adler: I just don't want,

Jim Banks: audience.

Rob Adler: don't want him to see it be for legal reasons, let alone that, like that's the other thing. But

Navigating Trade Shows and Conferences
---

Rob Adler: So, Rob, this has been a good episode. I'm glad that we got the chance to catch up again. yeah, of course.

Jim Banks: obviously you are, you are, we're at the end of, [00:47:00] end of the month now, so your probably next step is gonna be heading off to, to New York for Affiliate Summit. I, I really wish I, I really wish I liked New York more.

People always say, what do you like most about New York? I'm like, the taxi going back to the airport to leave

Rob Adler: don't we all, Jim, don't we all?

Jim Banks: I'm just.

Rob Adler: yeah. No, I'm there for business. Then I leave. That's, that's just, that's how all of my ASE trips are. It's like, oh, you're going out for business. I go up there to see friends that I happen to do business with and maybe meet a couple others, but it, I don't, it could be in the middle of nowhere, Kentucky.

It doesn't matter. I'm there for the people.

Jim Banks: Yeah, I mean, I remember walking around, the Javit Center in like, it snowed and, there was about a foot and a half of snow outside. Then it stopped snowing and it started raining. So there was just slush everywhere. And there

Rob Adler: Was that the bus?

Jim Banks: yeah, yeah, there

Rob Adler: The bus thing. Yeah, I was there.

Jim Banks: There was a line for, for taxis that was just crazy.

I've never seen anything like it in my life, So I'm standing there freezing my balls off going, God, what am I doing here? I hate this [00:48:00] place. 

Rob Adler: Oh dude,

Jim Banks: but you know,

Rob Adler: it. Yeah, it's the, the, I think I remember that 'cause I think it was at, it was at Javits. I want to say it was ad tech.

Jim Banks: tech,

Rob Adler: And, and I, yeah, that's what it was. And I remember, 'cause we got into, we went to the, we went to the taxis and we were like, oh, how much is it? And someone was like, oh, Manhattan, that's like $58.

And I was like, ha, okay. So then we went back to the bus and the bus ended up not being able to continue driving. Because the, the wind came through the building so hard that it was blowing enough that we actually had to park the bus. So we parked the bus and then all of a sudden we're like, so what? We just walked back now, like, what, what are we, what are we doing right now?

We ended up like getting dinner, talking with a couple other affiliates. We found a great Italian spot, but like, didn't have that on my bingo card. Didn't think that was gonna be something we were gonna have to deal with, but,

Jim Banks: Because I think

Rob Adler: oh man, Javit Center was so nice.

Jim Banks: to, to New York, and the storing storage place that they put the booths in was underwater. Right? So it [00:49:00] was like

Rob Adler: Yep,

Jim Banks: 10 foot tall in water. And, so most people that like had insurance for their. Booths just canceled going 

They they had the option to cancel. So very, very few,exhibitors exhibited, And a show like ad ad tech, They used to

Rob Adler: that's what it is.

Jim Banks: sell the booths, For the next year at that year's show, because that year's show hardly anyone was there. Nobody, well, very few people rebooked for the following year and the

Rob Adler: show just

Jim Banks: withered and died.

I mean, it just like, which, which is a shame. I mean, I used to like,

Rob Adler: Yeah,

Jim Banks: I like Ad Tech.

but, but it, again, it, it didn't keep up with the times. It didn't evolve. They had some unfortunate CI circumstances and they were just not able to recover because of it. So.

Rob Adler: Yep. Which sadly has happened way too much, but

Jim Banks: But yeah, I, I, I

Rob Adler: will see.

Final Thoughts and Farewell
---

Jim Banks: I wish you all the best. And for those of you that are watching, I'm gonna put this up on screen.

Rob Adler: Don't forget to subscribe, see it. It's in the bottom right there. That little sentence. Don't forget, please. Otherwise, the next podcast will be me just saying, [00:50:00] don't forget to subscribe over and over for an hour straight.