The complete conversation, in order. 1,008 words.
[00:00:00] Kasim: If you are a solo channel agency, your days are numbered, period, full stop. you either need to expand horizontally, expand vertically, or both. Or, if you're lucky enough, go make an exit. because you're working On the section of the assembly line that we just saw automated. And it has been automated by the way.
[00:00:20] Kasim: It's just a matter of time before it's automated across every level of analysis. And you can see that in various areas, there are industries where it's man, you just hook up your URL and give Google your credit card and say, go. And it goes. And anything that's not working is because those specific nuances haven't been worked out by Google, but they will be, and so you have to do what you've done, Ralph, which is expand into post click or look at multi channel or really niche down into attribution.
[00:00:43] Kasim: and so we did it solutions eight, by the way, even though I sold the agency, it still needs to be profitable and I still believe very strongly in our service offering. And so it's solutions. A. If you hire us today, one of the prerequisites to being our client is we will not optimize on in app reporting.
[00:00:58] Kasim: You can't come to me and say, I want this CPA. I want this ROAS. I want this cost per lead. It doesn't matter. Everything's based off of Murr. Which is media efficiency ratio. And we are, I think, the best in the world. I really mean that by the way. And I would actually challenge, I'd love to play this game.
[00:01:14] Kasim: I'd love to find other people that think they're better at attribution than we are. And have a public attribution face off. And we'll find a way to make that control group fair. Because there's nobody that knows attribution the way, specifically my business partner and his team of strategists know attribution.
[00:01:28] Kasim: And so that's our value proposition now is, Yeah, we can run your ads. That's the easy part. But how are you going to know where the impact came from, what the influence looked like, what lever to pull, what to not ratchet up, what to ratchet down. And you have to expand beyond just the button pushing, because machines are now doing the buttons.
[00:01:47] Kasim: and however it is you decide to do that, maybe it is going back to the creative piece, or maybe it is funnels, or post conversion, or follow up, or just getting, offering a broader service. stand alone. service provision is too far niched and we just got took by the machines.
[00:02:02] Kasim: Still needs to have somebody overseeing it though. in that case, no touchy, you still need a caretaker, so to speak, but do you need an expensive caretaker? Depends on the account, depends on the complexity and I should be speaking on timelines. Right now, you still need an ads agency, manager, freelancer, employee, whatever.
[00:02:23] Kasim: In a year, two, three, four, five, dude, I don't know. you probably still need somebody looking things over, but that one person went from being able to manage 20 accounts to being able to manage 20, With a software tool that just monitors KPIs,
[00:02:36] Kasim: it's got depressing, didn't it, Ralph? No, I don't think so. think it's a hard truth for people to accept, the media buyers in particular, is that the more work you do, oftentimes, the less effective you actually are. I was about to say is that there's a badge of honor with being busy.
[00:02:54] Kasim: You know what I mean? it's a validation of you doing the work, so to speak, whereas letting the machines actually do most of the work is counterintuitive to, I think we all thought for Google media buyers, it was going to be much more of a bigger transition because, is.
[00:03:11] Kasim: Search and with pay per click in the past, there has been an element of let's be tweaking this constantly, putting in your negative keywords and thinking of new areas in which to expand your market with new custom intent, the keywords and all those sorts of things. But then.
[00:03:27] Kasim: Can I give, want to tackle both those examples right now because they're perfect examples, right? So it's adding negative keywords, sculpting, and then adding new audiences. don't even believe in keyword sculpting beyond the massively obvious because I can't tell you how many times terms that would have been included on a negatives list ended up resulting in conversions.
[00:03:48] Kasim: A very specific example, we have a client who sells hammocks. Highest performing phrases for them is, hammocks made in the USA. And by highest performing, highest converting. So it's not by volume, but by quality. Their hammocks are made in Thailand. But when somebody says hammocks made in the USA, they're probably looking for just a higher quality hammock.
[00:04:11] Kasim: you get to these hammocks, they're handmade. They're two, 300. Yellow leaf hammocks, by the way,go buy yellow hammock. They help take women out of poverty in Thailand by teaching them a skilled trade is a phenomenal company, but that would have been on their negative keyword list. So you don't want to.
[00:04:24] Kasim: Negative keyword sculpt any longer again, beyond the obvious. There's some exceptions to these rules because the machine's going to go figure out where you were wrong. And then as far as the audio expansion, the machine does that for you. Look at performance, max insights. It's unbelievable. It's a miracle of marketing.
[00:04:40] Kasim: It comes to you and says, Hey, this audience is performing 35 times higher than any audience you've given us. We're going to add this by the way, automatically. You just need to watch it do that. And if you go try to get in its way, you're just gonna get in its way.
