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

So Neil 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 a lot is 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 too.

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.

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

You don't generate as high a ROI versus human intervention.

But we think this has been consistent for well 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 the messaging because if you just do people to get in the click and then the landing page doesn't deliver, the product doesn't deliver,

you're not going to see the conversions,

or if you see the conversions, and then you do people,

you're going to get tons of bad reviews

and refunds as well.

So what we're seeing is the highest leverage point

isn't the fine tuning of the campaign settings.

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