We're going to talk about why the best way nowadays to do paid media is to actually not do paid media

So you know, and I want to preface this by saying that the old days of doing paid media

It was all about how you structured your campaigns

It was a lot about the phrase matching exact matching a lot of that stuff has been taken away now

And a lot of it was really based on how deep someone understood the platform and that was kind of the paradigm from before right but

I don't know if you agree with this, but I do believe the paradigm is shifting now where the machines are getting better and better

And we can talk about also kind of what we're seeing from experience in our own respective ad agencies to

Because the old way is like yeah, you're supposed to be optimizing a lot. You're supposed to be making changes

Monitoring the accounts very closely, but now because the AIs have gotten a lot better. It's shifting a little bit

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We still see if you just let them do whatever they want to end up doing

You don't generate as high of our live versus human intervention

But we think this has been consistent for a while over a few years now

The highest leverage point in paid advertising isn't actually focusing on paid advertising

It's related to the creative the messaging the copy the landing pages the ad that you're using and how appealing it is

How congruent is a messaging because if you just do people to getting the click and then the landing page doesn't deliver the

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