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Blake Beus  0:01  And we're good ready to go? Let's do this. Alright, so I'm going to start off with just Yes. Just asking you asking you this directly.

Blake Beus  0:12  We've all had this clients come to us say I want the cheapest traffic possible. I like where can I get my cost per click as low as possible? And and how can I spend the least on ads as possible? And that seems like a simple question with a simple answer, but it's not. We were talking about that and why?

Greg Marshall  0:35  You just told me. Yeah, this may be not a good idea to look for the cheapest traffic it Yeah. So in fact, I think it's a, in most cases, it's a bad strategy. Not every case. But most and the reason for and I think it also depends on your industry, but usually there's a direct correlation with the costs for traffic or cost per lead, and the quality of leads. So think of it like this, if you want, because I get this from clients a lot. And I know you have to where clients will say, I want to only target people with money. Right? Okay. You go. Yeah, well, of course, so does the rest of the world. Yeah, business. Everyone wants that client that will spend the most money without thinking about it. Right. So what what does that mean? That means everyone's going after that person, which means all these work and auction, you're going to be spending more money, yeah, per click. And your CPM, your cost for the actual impressions will be much higher. With that being said, you should actually look at that as a positive side. Yeah. Because if you can make those higher cost per clicks, higher CPMs work, you're going to I mean, your conversion rate is going to be high. And if you have a good lifetime value and customer is going to be worth it. The math works out. It's just a lot of times we become obsessed with the cost per whatever we're doing right? At almost at the detriment of how quality those are. Right, right. If I got you 100 leads for $1. Or I got you two leads for $50. You spent 100 bucks on each, but one of them gets zero conversions, and the other one gets one for $10,000. Which, which one would you prefer the one for $10,000 every time every time but what happens and this goes into something that we've talked about? What happens is businesses don't know their numbers. And so they actually just use other people's kind of results to like gauge them on what they should be doing. But they don't even know their own business numbers. Yeah. On whether they should be trying to scale or if they're winning if they're losing.

Blake Beus  2:50  Right. Right. Well, I think one of the key things I want to pull out one, one phrase you said in there is, you basically said if if you have a high lifetime value for your customer, and that's, in my mind, whenever I've had this conversation with any clients, or anybody talking about advertising, it always boils down to lifetime value. And usually, people aren't thinking super long term when they're when they approached me with this specific question, I want the lowest cost traffic, lowest cost per click possible. They're not, they're usually not thinking long term. And I oftentimes will tell them, well, it's usually easier, more profitable and less stressful to increase the lifetime value of your customer base than it is to go try to find the cheapest traffic possible and make that profitable. Yep. And, and so people tend to have that backwards just a little bit. So one of the things I liked to talk about with them was depending on the model, how can we increase that lifetime value, so that we can spend the most per click out of anybody out there out there in the industry? Because if we can be insanely prospect profitable to a point where we can spend more money than anybody else on each click, then you win every pain out there.

Greg Marshall  4:12  Well, and the