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The #1 Mistake Marketers Are Making Right Now (and How to Fix It) with John Moran | PT EP 614
30 ideas de marketing sacadas de «The #1 Mistake Marketers Are Making Right Now (and How to Fix It) with John Moran | PT EP 614», de Perpetual Traffic…
- 30 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 04 min
- Publicada en 2024
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Medición y experimentosCuando las conversiones de venta final se completan por email tras una interacción por chat, se deben capturar los parámetros de clic (GCLID, GBRAID o WBRAID) de la URL de referencia al iniciar el chat, guardarlos en el CRM con el contacto y subirlos como conversiones offline a Google Ads una vez cerrada la venta, en lugar de optimizar solo por chats iniciados.
the chats, but I would also do a little bit of legwork. My opinion is chats right now from an automated conversion tracking is a poor, uh, leading indicator. What, what this means is that you can still measure in app chats, like chat started. You can use a JavaScript execution, of chat started. What I would highly suggest is if you do have chats that have then come to fruition is you take those chats that are connected to that person that purchased. You need to have that referring URL. You need the G clid, you need the G braid, or you need the W braid, but you want to pipe those back into…
Escúchalo en el minuto 52:39
Canales de adquisiciónHerramientas automatizadas como Advantage+ en Meta o Smart Bidding en Google operan principalmente capturando demanda existente, no generándola. Al competir múltiples anunciantes por el porcentaje minoritario de usuarios listos para comprar, los costos por clic (CPC) y por mil impresiones (CPM) se disparan rápidamente ante aumentos de presupuesto, generando rendimientos decrecientes a menos que se invierta en…
No, they are not demand generation scales demand capture hits points of diminishing return that Even outbound though. So here's what advantage plus is demand capture, not demand generation for the some demand? We're going to go after Ralph too. That's what advantage plus does is it uses external signals inside of its ecosystem to understand the other advertisers that will pay you to then also we're all fighting over Ralph. And that's why you see CPM spike up. That's why you see CPC spike up. When you're looking at smart bidding, you're looking at a hundred available people. Google knows 10…
Escúchalo en el minuto 30:28
Canales de adquisiciónPara maximizar los resultados en temporada pico en Google Ads, el incremento de agresividad en pujas (reduciendo Target ROAS o subiendo Target CPA) debe implementarse una semana antes del ciclo promedio de compra del cliente; de este modo se domina la cuota de impresiones superiores y se captura la demanda desde el inicio de su investigación.
best? Yep. So I would look at the sales cycle and start about a week before that of actually scaling up. And I would actually purposely trying to get a little more aggressive. So for inside of click share and our top absolute top IS and top IS search pressure and top absolute top search pressure are not maxed out, which means we can't afford to have more people and at a better positioning. So we'll need to increase our CPC either by doing it manually or adjusting our TCPA higher or TRO as lower. Start that a week before the average sales cycle, because what we're going to do is now we're…
Escúchalo en el minuto 54:32
Embudos de anuncios por interacción nativa (L1 a L2) para productos de alta consideración
Canales de adquisiciónPara vender productos caros o de alta consideración a tráfico frío, no intentes forzar clics directos a la web en el primer impacto. Diseña una prospección inicial (L1) con frecuencia baja (~2) excluyendo totalmente a audiencias previas, y crea un nivel intermedio de retargeting (L2) dirigido a quienes interactuaron en la plataforma (por ejemplo, viendo el 25% del video o comentando) sin haber visitado aún la tienda.
day. That is demand capture. Here's the change. When you're looking at prospecting, this is to cold traffic. I am buying the entire haystack and I'm going to then love on the needles. I can remark the needles. Needles haven't clicked yet. I'm going to buy the haystack to generate the demand. That's very expensive and you don't want a crazy high frequency. You want that around a two or close two engagement. Now I'll share with you something cool. This L1 prospecting has exclusions of never been on my website, never been on my pages, never bought anything ever, never heard of me, never see me…
Escúchalo en el minuto 35:45
Mensaje y copywritingPara generar demanda real (y no solo capturar la existente), se debe diversificar el catálogo creativo estructurándolo en una secuencia lógica de tres niveles: nivel 1 (introducción con alto gancho o 'sizzle'), nivel 2 (engagement explicando el porqué, el cómo y la propuesta única de valor) y nivel 3 (remarketing con contenido UGC, reducción de riesgo, escasez o incentivos).
right now. I have 42 ads at once between three categories. And this is, this is all demand generation. This is all L1. This is L1, L2 and L3. And we don't have time to go through it, this. It doesn't have to be new, brand new ads. It just needs to be diversified. You need different hooks, different sales pitches. So that's what I'm doing right now is I'm running 42 ads when that, but long story short, the introduction is high sizzle. The engagement is high stake. Like, you know, it's, it's the, it's the why the how and all the unique values and unique selling proposition. And then the…
Escúchalo en el minuto 45:35
Diferenciación estratégica entre generación y captura de demanda
Canales de adquisiciónUna estrategia de medios debe estructurarse distinguiendo con claridad los canales que capturan demanda existente con alta intención de compra (como búsqueda inbound en Google) de aquellos que generan nueva demanda e interés inicial (como outbound, video y campañas de prospección no sujetas a clic directo).
that this industry as a whole is missing. And this is what we're transforming is am I generating demand or am I capturing demand? Am I generating demand or am I capturing demand? Inbound search captures demand. Outbound channels that are not focused on click attributed is generating demand. Watch this. This is the entirety of what we do.
Escúchalo en el minuto 29:38
Canales de adquisiciónAl lanzar campañas de Google Shopping, si se busca un arranque agresivo se recomienda fijar un Target ROAS inicial del 100% para limitar el CPC mientras se recopila data; si se dispone de menor presupuesto y se busca un enfoque metódico, es preferible iniciar con 'Maximizar clics' para identificar los términos de búsqueda antes de transicionar a Target ROAS.
and when and how to change T ROAS. Yes. So a T ROAS, I would say, if we're not sure if we haven't capture. I would say started off at a 100% T ROAS and look at your AOV versus your in-app CPA. from that campaign started a hundred percent. It leaves it to be aggressive. It leaves it to test still limits the CPC while you're testing. Um, or if you wanted to, in my opinion, you can always do, um, max clicks and kind of see where your positioning lands, what type of search terms there are, because you're actually going to get a better search term with a higher CPC, but you don't have So if you…
Escúchalo en el minuto 50:42
Priorizar la captura de demanda antes de invertir en generación de demanda con presupuesto limitado
Canales de adquisiciónCuando el presupuesto publicitario es escaso, se debe comenzar capturando la demanda activa (el 1% a 2% del mercado listo para comprar) mediante búsqueda y shopping. Si no se puede generar rentabilidad capturando la demanda existente debido a fallas en precio, landing page o propuesta única de venta, generar nueva demanda no solucionará el problema; solo tras validar y hacer rentable la captura se deben reinvertir…
actually start with demand capture, honestly. And here's the reason why is there is one to 2% of the available market that's ready to buy today. If, in my opinion, if you cannot win with demand looking for you, if they do not want to buy or do not want to hire, it's at price. Is it landing page explanation? Are we not doing a good enough job at presenting the unique selling proposition of that right picture, with the right description, with the right title. Once that's solid, you should be able to make money there. Now you won't scale it to the moon, but you will make money there. Use that…
Escúchalo en el minuto 56:44
Canales de adquisiciónConfigura las audiencias de retargeting e interacción (como quienes vieron un 25% de los anuncios) según la duración real del ciclo de compra del producto (por ejemplo, cortar a los 30 días si el ciclo promedio es de 27 días), excluyendo compradores recientes y visitas previas. Superado ese plazo de venta natural, continuar mostrando anuncios genera saturación y desperdicio presupuestario.
Most people don't click, but they say that's pretty cool. And what that means is that they watched 25% of my ad or my 12 ads in L1. And I'm only going to engage them for the next 30 days because the sales cycle is 27 days on average. Once you're past 30 days, I'm not earning that click. And I'm not going to over show. Another thing you brought out, like, you know what the sales cycle is for this product. And that's why that's 30 days as opposed to 45 days, putting together an engagement audience based upon the knowledge of the business, not you as the marketer. And saying you've never been to…
Escúchalo en el minuto 41:12
Asignar entre el 20% y 25% del presupuesto publicitario a remarketing de alta frecuencia
Canales de adquisiciónPara mantener la consideración de marca durante el ciclo de decisión del cliente, es recomendable utilizar remarketing con alta frecuencia en plataformas como Meta y YouTube, pero manteniendo su inversión acotada a entre el 20% y el 25% del presupuesto publicitario total.
highly, recommend heavy remarketing on both meta and YouTube to keep us top of mind through their journey. When I say heavy, I mean high frequency, but only keep it about 20 to 25%
Escúchalo en el minuto 55:41
Investigación de mercado y clienteEn la captación por anuncios directos o búsqueda inbound, apenas un 1% a 2% de los usuarios está listo para comprar en el primer contacto; el 98% a 99% restante requiere un ecosistema con múltiples puntos de contacto y persuasión progresiva.
you ever just looked at something one time on one ad and said, yeah, that's it for me and buy it. That's 1% of any available market. 1% of any available market will buy right now. And so I think you said like best case scenario, maybe 2%, but it's 1% at most. Like what do you do with the other? Yeah. What do you do with the 99, 98%? And that's what people don't get. Exactly. Inbound search is like, Hey, I got a 2% conversion rate. I mean, you've all lived it. You've all seen it. Everyone's kind of ignored it sometimes though, where it's like, I got 2% conversion rate on my inbound search…
Escúchalo en el minuto 12:28
Diferenciación entre canales de generación y canales de captura de demanda al evaluar el ROAS
Medición y experimentosLas campañas de búsqueda y Performance Max suelen reportar un ROAS elevado porque capturan la demanda existente en la parte baja del embudo, mientras que los canales de descubrimiento (como Meta, YouTube y TikTok) frecuentemente sufren de subinversión al generar la demanda inicial sin recibir la atribución directa del clic.
And I know we're at our time here, but in most cases when there's no click attributed to it, I'm looking at you, tick tock, YouTube meta, you're probably underspending. Cause that's at the very top. That's your demand generation channel in most cases, because we both know that P max is all sort of bottom of the channel, bottom of funnel, like demand, that's like demand remarketing. you know, their boss is overlooking the shoulder. Like I was joking about it before. It's like, well, why don't you scale up your, your Google campaigns? Those are at a 7.8 X row ass. Well, those aren't the ones…
Escúchalo en el minuto 1:01:28
Medición y experimentosEl tráfico pagado no soluciona deficiencias de precio, margen bruto u operaciones; si la economía unitaria pierde dinero por pedido o la logística no es competitiva, aumentar el presupuesto publicitario únicamente acelera las pérdidas del negocio.
for example, if your gross profit can't even support paid media, you don't scale to try to, at, you know, adjusting pricing or value or, you know, something like that first. So traffic, very advanced traffic strategies. However, you can't have a failing business and then throw people $30 to ship out a $20 item when it's free on Amazon next day, like, yeah, you're not, you're not a traffic problem yet. You're a business problem. So we're going to discuss I'm not scaling up the campaigns because you're actually losing money on that product. I'm just, if I scale up a campaign, I am going to…
Escúchalo en el minuto 7:34
El backend del negocio es la única fuente real de verdad para medir el rendimiento
Medición y experimentosLa evaluación del éxito de las campañas debe comenzar siempre en el backend del negocio (facturación real, pedidos en Shopify o dinero en el banco) y no en las métricas reportadas dentro de Meta o Google Ads. Un cliente puede rescindir el contrato incluso si el gestor muestra un ROAS de 10x dentro de la plataforma publicitaria si la facturación global está cayendo.
And I like the backend because this is what a client's going to fire you off of, by the way, this is the only thing a client's going to fire you. You could show a 10 X ROAS to a failing company. That was the, that was a downtrend and then the uptick. So that's, that's the sole source of truth right now. My, the client backend or the account backend of the actual revenue that's in the bank You went into the backend, which is the source of truth, which that unto itself is like where you should always start in most cases, like, cause this tells you the business elf. This is the actual their…
Escúchalo en el minuto 15:19
Medición y experimentosLos reportes y métricas internas de las plataformas publicitarias son fácilmente manipulables y pueden desviar la estrategia; la efectividad del marketing debe medirse a través del impacto financiero y el crecimiento real del negocio.
internal like tier 11 staff is people don't understand business metrics and financial metrics and financial metrics are the outgrowth of what you do in marketing, marketing and sales at the end of the day is about growing businesses. And then that comes back to marketing performance indicators and ultimately business metrics that matter and not just marketing tactics and especially the stuff that's inside the apps, like all of that can be manipulated. And I know, you know, growing businesses, not just like growing traffic. Right. And yeah. Looking good from a marketing KPI standpoint. It's…
Escúchalo en el minuto 5:46
Medición y experimentosLimitar el análisis publicitario a conversiones directas por clic dentro de las plataformas infravalora los canales visuales y de branding (como video en YouTube o Meta), ignorando el efecto halo por el cual los usuarios son impactados, no hacen clic de inmediato, pero compran más tarde a través de búsqueda u orgánico.
that's accurate. The, and what's funny about this is, is the reason why a lot of companies or agencies or freelancers can't scale is actually only based on the way that they measure. Because most of the time, your 80% of your metrics are coming from a click attributed source. Big companies don't do that. So when you're looking at non-click attributed, that's how you scale TV commercials, streaming, you know, video ads on meta video ads on YouTube. Think about squad, Dr. Squatch soap. They did a offensive, but anyway, yes, I am an absolute victim of that. I have never clicked on it. I've only…
Escúchalo en el minuto 27:27
Medición y experimentosLos reportes y métricas internas de las plataformas publicitarias son fácilmente manipulables y pueden desviar la estrategia; la efectividad del marketing debe medirse a través del impacto financiero y el crecimiento real del negocio.
internal like tier 11 staff is people don't understand business metrics and financial metrics and financial metrics are the outgrowth of what you do in marketing, marketing and sales at the end of the day is about growing businesses. And then that comes back to marketing performance indicators and ultimately business metrics that matter and not just marketing tactics and especially the stuff that's inside the apps, like all of that can be manipulated. And I know, you know, growing businesses, not just like growing traffic. Right. And yeah. Looking good from a marketing KPI standpoint. It's…
Escúchalo en el minuto 5:46
Canales de adquisiciónEl límite convencional de frecuencia de 2.2 a 2.3 impresiones aplica principalmente a la captura de demanda para no saturar al usuario; en generación de demanda es viable y necesario sostener frecuencias más altas siempre que se muestren distintas variaciones creativas para construir el interés y la necesidad del producto.
John Moran. So when you're looking at the frequency here, the frequency is actually fairly, it's fairly high. When I said that I'm going against what people normally do, a lot of agencies out there are like, well, once you hit 2.2, 2.3 frequency, you're over showing, you got to pull back. Yes. You're over showing when you're capturing demand. I'm showing as to people that have shown signals that they want it, but are not interested in me. Stop going after that. That is a demand capture tactic. The demand general. Hopefully you're showing them different types of creatives.
Escúchalo en el minuto 34:46
La captura de demanda en buscadores fracasa con productos premium desconocidos: se requiere generación de demanda
Canales de adquisiciónLos canales de captura de demanda existente (como Google Search o Shopping) no funcionan para escalar productos de precio atípico o lujo cuyo valor el usuario no busca activamente (por ejemplo, una hamaca de $4,000 frente al estándar de $200). Para estos productos es obligatorio hacer generación de demanda proactiva mediante anuncios de interrupción.
to a two. Right. Then the engagement is a high consideration purchase. This is a, this is an item that's several thousand dollars as I recall. 4,000. 4,000. Got it. $4,000 product. And it's something that you're never going to really want. You're really, you're not going to wake, you're not going to wake up one day and be like, Hey, you know that thing that's usually 200 bucks. I want to buy a $4,000 one. This is true demand generation because people are waking up and saying, Hey, I want a $4,000 hammock. Yep. Like maybe very, few, very like I want the best hammock in the world kind of thing…
Escúchalo en el minuto 36:06
La publicidad en Meta genera demanda que se atribuye erróneamente a Google o Amazon
Medición y experimentosLos canales de generación de demanda como Meta impactan a muchos usuarios que no hacen clic de inmediato en el anuncio, sino que buscan la marca posteriormente en Google o Amazon para comprar. Evaluar los canales en silos y basándose solo en clics directos sobrevalora los canales de captura final y subestima la contribución real de los canales de descubrimiento.
but Meta is only getting 17%. Well, it's click attributed. People that Meta, you're going to have a 10 times the effect per dollar that you're going to have an amount search, which means that if I put a dollar into Meta, and that is going to go to 10 people, one will click, you're tracking the one will click, but 10 have been affected. Where'd the other go? Where'd the other ones go? Well, they Google a brand name. I don't have to spend any more money because when they Google a brand name originally coming from Facebook, this media efficiency ratio goes up, which increases the top line media…
Escúchalo en el minuto 21:06
Canales de adquisiciónCuando una empresa ha cambiado reiteradamente de agencia publicitaria sin éxito, la causa rara vez está en la estrategia de puja o las palabras clave en Google y Meta, sino en intentar enviar tráfico hacia una propuesta o estructura que no convierte.
clients upset, maybe a change of bidding structure, clients upset, maybe a change of the ad client is I guarantee it. Everybody on this call has been the third agency that's been fired by that company, nervousness in your mind and your gut starts to turn because they said, well, you're the fifth agency. What are you going to do differently? It's like, well, when Google and meta fail five times in a row, is it meta or Google? You know, maybe it's not the problem yet. And you're like, you know what? I have a better strategy. And then you drive traffic to a failing entity and then, you know, you…
Escúchalo en el minuto 10:29
Efecto telaraña y la necesidad de medición combinada (blended attribution)
Medición y experimentosLos cambios estratégicos en canales de paid media (como Meta) alteran el comportamiento de tráfico directo, búsquedas orgánicas, email y ventas en marketplaces externos (como Amazon). Dado que el recorrido del usuario se ramifica en múltiples caminos no rastreables dentro de una sola app, la efectividad publicitaria debe evaluarse mediante métricas globales y combinadas (MER, ingresos totales) y no únicamente por la…
interesting about this is things started to get better, you know, across the board. Now this is uptick in the, is in signups, but you're also, if you're, if you're looking at organic traffic flows, all of this is affected. And this is why in app doesn't make sense. And this is why MPIs rule the, you know, NCAC, ROAS, um, in platform versus media efficiency ratio, top line, uh, effective cost look better. And this is also the loss of attribution, but the blended attribution. So what is actually happening here is starting a person on their journey is then going to go off in spider web into a…
Escúchalo en el minuto 18:10
El 40% del tráfico de búsqueda y shopping sin marca no es tráfico frío en pujas automáticas
Medición y experimentosAl utilizar pujas automáticas en campañas de búsqueda sin marca (non-brand) y Google Shopping, aproximadamente el 40% de los usuarios impactados ya habían tenido contacto previo con la marca, por lo que solo el 60% representa tráfico estrictamente nuevo o frío.
You're going to hear a statistic that's going to probably make you say, I don't believe that, but I have about four independent studies that show this in four independent data points that are really expensive to show that it's actually true. Your inbound traffic using automated bidding on non-brand search and shopping, 60% cold, 40% have already been there. Why? Well, when you use a T-Row
Escúchalo en el minuto 24:56
Relación directa entre el precio del producto y la duración de la ventana de consideración
Medición y experimentosA menor precio del producto, menor es el tiempo de consideración y más corta es la ventana de conversión. Por el contrario, compras de alto valor exigen periodos de decisión prolongados donde los modelos de atribución de último clic resultan insuficientes y distorsionan el rendimiento real de los canales.
it's really, it's, I look at pricing and consideration in it's in, there's an inverse relationship or really more directly, the lower the price of your product, the less consideration, the narrower that window, just as a general rule, buying a car as a large purchase or buying a steel building, for example, which we have examples of that is a larger consideration purchase. So therefore, the last click is going to be even more challenging, but those larger consideration purchases in most cases, would you agree with that logic or are there always exceptions to the rule? There's always…
Escúchalo en el minuto 26:46
Por qué Performance Max suele colapsar en negocios locales
Canales de adquisiciónLas campañas de Performance Max tienden a degradarse en negocios locales tras 6 u 8 meses porque el algoritmo optimiza hacia la captura de demanda fácil y remarketing: duplica el conteo de clientes habituales que visitan la tienda física o reimpacta servicios que no son de compra recurrente; por ello resulta más sostenible combinar búsqueda tradicional basada en intención con Local Service Ads (LSA).
to the history of the world have never been able to make P max actually work. It is always within six to eight months collapsed in on itself because all of the demand that it has generated ends up going into only demand capture and weights there because it's only measuring by an app row as my opinion on local. I've switched a lot of them over to actually just a good old fashioned inbound search or actually even yeah. LSA local service ads works well. Layer those two together where you have high quality keywords and search intent on search LSA as kind of just your generic one that you're…
Escúchalo en el minuto 47:25
Diagnosticar la salud operativa y las métricas de negocio antes de culpar al tráfico
Medición y experimentosEl tráfico publicitario es el último factor a evaluar; antes de buscar fallas en la adquisición, se deben auditar la salud general del negocio, la rentabilidad y la viabilidad operativa (como costos logísticos frente a competidores), ya que una oferta inviable representa un problema estructural de negocio y no de marketing.
Traffic is actually last. The thing that we have to look at is business metrics, business health in both marketing and even just operations. If your shipping is $30 to ship out a $20 item when it's free on Amazon next day, you're not a traffic problem yet. You're a business problem. So we're going to discuss all that here. Yeah. I've been looking forward to
Escúchalo en el minuto 0:00
Superar el techo de saturación en búsqueda mediante generación de demanda multicanal
Canales de adquisiciónCuando el gasto incremental en captura de demanda (búsqueda o shopping) deja de traducirse en conversiones adicionales, la cuenta ha tocado su techo de retornos decrecientes. Para seguir escalando no basta con optimizaciones menores de conversión, sino que es necesario activar canales de generación de demanda como Meta o YouTube con alta frecuencia y múltiples ángulos de contenido para construir reconocimiento…
All right. Daniel Giordano says, can an account still scale after it's matured and incremental using the buzzwords of the buzzwords of the day, but after it's matured and incremental spend and no longer leads to incremental conversions, we have peaked out on that demand capture. I have done a, saying, do you want this product? Maybe not enough. Are you having a 12 X frequency with five different pieces of content in order to generate the understanding of your product? If yes, go back of diminishing return that a channel can attribute to your overall ecosystem of people's general brand…
Escúchalo en el minuto 58:32
Las herramientas de atribución pierden el origen real cuando el ciclo de compra se extiende
Medición y experimentosCuando la conversión toma varios días en lugar de horas, los cambios de dispositivo, direcciones IP y redes provocan que el seguimiento (incluso con datos first-party o server-side) se rompa en la fase intermedia. En la práctica, las herramientas suelen capturar únicamente los últimos tres o cuatro clics previos a la compra, omitiendo el primer impacto que inició el interés.
grew out of it. When the time here between the point of the interest in the first click is close to the point of conversion, attribution is healthy. This may be only one to two clicks, maybe three clicks, but over the course of 24 hours. However, when you have a point in time where a person has started their journey on day one and then, you know, eight days later, they then convert over here. but then third-party attribution, even first-party attribution, even server side is still going to apply this here. Yep. They're still going to only be able to track this, which means I'm only really…
Escúchalo en el minuto 22:42
Planificar frecuencias acumuladas de 12 a 14 impactos para productos de ticket medio y alto
Canales de adquisiciónLos productos que no son de compra por impulso (como productos de $200 a $400 dólares) no convierten en un único clic ni en la primera impresión; requieren diseñar secuencias publicitarias que acumulen una frecuencia de entre 12 y 14 impactos a lo largo de las distintas fases del embudo antes de cerrar la venta.
is like, you put yourself in the shoes of the buyer. I'm not going to buy a $4,000 hammock important thing to think about for your product or service and don't expect one click and you're done zero moment of truth ever on a product, unless you have an impulse buy, right? Is that a safe thing But what you're going to see is the frequency is like a two, a four and a 10. Now that's different than a lower price product, which is a, you know, a 1.5, a three and an eight. This is still a $400 product. This one is a $200 product. So you see a one and a four and an eight. But what I'm doing is I am…
Escúchalo en el minuto 40:26
Canales de adquisiciónAumentar el presupuesto en campañas con pujas automáticas dentro de una audiencia que ha agotado a sus compradores inmediatos provoca que el gasto incremental se diluya en tráfico irrelevante si no se implementa una estrategia de generación de demanda para alimentar el embudo.
the client's customer journey to me rather than saying, did I, did I maybe start to hit a wall in that channel's particular market of what that channel knows who they think wants to buy from me, which means who was like, yeah, I have 75 people that tomorrow I know will buy the other 800. I don't know. And you're on automated bidding and you're just now not seeing it. I have a really cool That's how sometimes your incremental spend just gets blown out on irrelevant traffic because the people that are ready to buy are not actually increasing incrementality. There's a backend component that's…
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