David Bain: What exactly is A/B testing? Why is it important? How do you determine a split testing winner? Those are just three of the questions that I'm going to be asking our special guest today, Paul Julius. Paul, thanks for joining us on DMR.

Paul Julius: Hi, David. Great to be here.

David Bain: Good to have you here. Could you begin by telling us a little bit more about you and perhaps what you do yourself as well?

Paul Julius: Sure. Right now I work for a company called Consultwebs. We're a legal marketing firm. I run all the AdWords paid search campaigns for all our clients. That includes setting up the campaigns, doing the keyword research, managing their budgets, really all that thing. Optimizing for ROI is the bottom line.

David Bain: Okay. Paid so search, does that encompass more than pay-per-click or it's just pay-per-click that you focus on?

Paul Julius: The primary thing that I think everybody's most familiar with is Google AdWords. We have looked into some other things like doing content marketing with stuff like Outbrain and smaller media buys and native advertising, too, but the main thing, I would say, is pay-per-click.

David Bain: Okay. You work in a really competitive marketplace. Is that correct? Most of your clients are in the law area, if I'm not mistaken.

Paul Julius: Yes, sir. Absolutely. It is very competitive, and they are all in the legal field, which has some of the highest cost per clicks out there, right below insurance and mortgage.

Yeah, it's competitive and it's tough to squeeze every value - every little bit of value - we can out of each click.