showing ads to users
Published on: January 29 2023 by pipiads
Table of Contents About showing ads to users
- Display ads targeting for Advanced users.
- Add User to Google Ads | Easy 3 Step Process
- HOW TO INVITE OR ADD USERS ON GOOGLE ADS | how to grant access to google ads account
- How To Target Your Competitors' Customers With Facebook Ads!
- These Ads SUCK: Will Users in a Privacy-Altered World Like What They See?
- 🍿How to talk to your customers in order to make winning ads with Hannah Parvaz 🥅
Display ads targeting for Advanced users.
i. today i am going to tok about advanced targeting available on google ads dashboard while setting up a display campaign. so before you even begin with the setup of the display campaign or make your marketing audience profile more defined, you should have a clarity of what is the age group you are looking for, what are, what is the gender, the income source of the individuals and what could be the possible interests and habits. may be something what they are actively researching on. you should have a draft ready with you before you start with the set up. reason being because on google display dashboard, there are too many options for you to try and more number of options are given so that you reach the potential customer in a very short duration of time. so if you see the recent Google display dashboard on, it allows you to choose your audiences based on their parental status, number, item status, whether they are single, in relationship or married. also on educational base. there is details regarding homeownership also available: whether they are home owners. renters go against this data on basis of different activity that happens on their network and to a certain extent, it is quite accurate. you can also target audience on basis of their interests and habits earlier, so these are known as affinity audiences and these are very much similar to the audiences that you can see on your Google Analytiks dashboard. if you find the specific set of audience interacting, very frequently coming through an organic channel, then you can target them through affinity audiences set up here. there is also in market audience and life events, which Google has identified as the most important parameters in targeting the audience. there is remarketing and similar audience setup as well available. so one tip: before y'all do a lot of targeting in one single ad group, I would suggest prepare a separate ad group for every targeting, because you will know which targeting is working for you and you can continue with that set of targeting. let me give an example: your if we select an interest group of beauty and wellness in one and group and in the second ad group we select marriage as one of the life events, and then you see after some time that beauty and wellness is working for you. however, marriage is not working for you. so then you can pause that ad group. remarketing is widely used targeting for display channel or you don't want the entire world to see you ads. you just want people who came to your website and did not convert to see the ads. so if you are beginning with display, then make sure that remarketing is something which you don't miss out, because the success rate of remarketing is very higher compared to the other channels which you will try. now, going ahead, along with audiences, we once again have demographics, so which is poor all on the campaign level, so you can select the appropriate age group, parental status and household income. content marketing. it's very, very commonly used because this is what which was initially available on Google ads platform, that is, keywords, topic and placements. keywords is the most relevant to be of targeting. however, if your keywords have a very low search volume, then Google will go ahead and show display ads to other placements which are easy to find, which may be related to your keyboard, but which is, which are easy to find. topics, once again, this dashboard allows you to select topics round-the-clock. you can also search by word, phrase or URL. you can select a specific, specific URL and all YouTube channels associated with that. for example, if I search Nike, Google will automatikally throw out related targeted topics which you can choose whenever you select any topic, or there are. there is a weekly estimate which comes up. it gives you a definite understanding how broad your campaign is. there is another parameter called targeting expansion. so higher you keep it, more reach you would get in. I would advice for a lead generation campaign and sales campaign. try to keep it as minimum as possible. however, if it's traffic and you are looking for showing as many people as possible, since it's a branding activity, then you can set this. on a more reach option you had, group build is the most important bid. on an average, you can start off with our five rupee CPC and then, based on how expensive your targeting is, you can keep changing here. try to start off with a very conservative number and then slowly scale this number, depending on how well your channel. you can once again have a responsive ad or you can upload your own creators here. responsive ads are very easy to make and they can practikally run on all possible placements. so that's it. this is toking about display targeting in latest display targeting. I hope you run some more display campaigns and if any doubts, don't forget to leave them in the comment section. thank you.
Add User to Google Ads | Easy 3 Step Process
what's up, guys? rob from clickskeepcom, and today's video is going to be very short and very beginnerish, okay. so if you're a current subscriber, this might not really apply to you. um, we're going to show you how to add a new user to your google ads account. now that could be, you know, just another employee you want to add to manage the account, or could be another firm you're having to hand over to manage your account. there's a few things you got to do in order to get that user access and we're going to go through that today. so, before i get into that, if you're new to the channel, don't forget to subscribe and check out the links in the description. we have tons of free content in there. and if you're an existing subscriber, as i said, this might be a little beginnerish for you, but we got to get through it. so, all right, i'm going to go into my google ads account here. i'm going to move my head out of the way. i'm going to come up here. i don't think you'll see this. so there's a little wrench icon. it says tools and settings. you're going to click that. it's going to give you this drop down box. here you're going to come down to access and security. see if i can move this for you guys so you can see everything here. alright, so you should see this. um, you'll have your user id in here for wherever the account is and all your information about it, the type of access level it is. so if you're trying to add a new user, all you're going to do is hit this blue plus sign. you're going to put the email address to the user. but before we get to that, there's something you have to know first. if you go into security and go to allowed domains, if your user is on another domain, it's important you add that domain here, okay, otherwise you won't be able to add the user. so obviously we put gmail for all of our gmail accesses and our other websites and stuff for for our users. so you want to make sure you put that there first. you come back over to users. once you have that done, hit the blue plus sign, put in the email address, the new user and you get to decide their access level to the account. this is really important. so there's a few different access levels here and you can see they're all listed out and what what the user actually can do. i would not give any user admin access unless you know it's you or your, your company or something like that, or one of your high level employees. it's because they could they have access to everything- that they can change users, they can change account stuff. they can do, uh, pretty much everything. it's it's a carbology access standard is the. this is a normal for, like, your account managers and stuff like that if you're a ppc agency. read only is if you want someone to just kind of be able to look at the accounts but not make any changes. really, you can see here there's a few things they can't do, like they can't edit billing information, they can't even edit the campaigns, all right. then there's billing users and then there's email only or they view reports. so you have to choose your users based on the access you want them to have, and that's that's it. then you just hit you've, choose your, put your email in, choose your access level, hit send invitation. that user will then get emailed an invitation from google ads and they accept and they can access your mcc or your account or whatever, and that's really it. it's all i got for you guys today. like i said, very short video. uh, just a common question that we keep coming across, so i thought i would answer it. alright, guys, don't forget, like i said, subscribe to the channel, check out the links in description and i'll see you in the next video.
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HOW TO INVITE OR ADD USERS ON GOOGLE ADS | how to grant access to google ads account
hi guys, this is Devin from Neptune design, and today I'm gonna be showing you how to add users to your Google Ads account, and I'm gonna be taking you through the steps step by step, just so that you don't get lost along the way. okay, and for those of you who already have Google ads set up and you're trying to add somebody with a non gmail email address and you can't get it right, I'm also going to show you how to solve that problem. okay, so before I start this tutorial, I'm going to assume that you already have a Google Ads account set up. if you do not have a Google Ads account setup, you can visit us at Neptune design dot C. oh, that's a Rea. I'll leave the link in the description below and we can help you out with that. okay, so I'm in Google Ads. some of you might have a different view. I'm in the advanced Google Ads menu, but don't worry the links that I'm gonna go to a more or less all the same. okay, so the first thing I want to do is I want to click on tools and settings and then I'm gonna go down to your account access. okay, I'm gonna click on account access and it'll take me through to this menu over here now. when I'm in the screen you'll see a blue circle with a plus sign on it that says add user. so if you have a normal gmail user, you'll be able to set the permissions. so you can set it to email only. that's where they only get notification emails and report. or you could go for read-only. read-only is just to grant them permission into the account so that they can see what's happening, but not really change anything. you could also go for standard. standard would help you basically log in and do all of the normal functions that you can in Google Ads, but it won't let you do any top-level functions like, for example, add or remove accounts. okay, so I'm gonna just say admin and if I was to type a gmail email account, it would work no problem, and we can stop the video now. so anyone who is just interested in adding somebody with Gmail on to your account, it's no problem, you can do it. but if I go for a custom domain- so for example, if I go Devon at Neptune design, got coz a and I say send invitation, I'll get this error. it says the email address isn't an allowed domain. okay, so how do we change that. how do we get around that? okay, the first thing I want you to do is I want you to go to security settings and then I want you to go to allowed domain and then I want you to add a domain and whatever your domain is- so, for example, our domain is Neptune design, dot co dot, zero. and if I say safe, now, whatever email address I add that has that domain at the end of it- it should be allowed in. so I'm gonna go back to users, I'm gonna say add and I'm gonna put myself as admin and I'm just gonna say Devon at Neptune design- oops, spelling is off today- Neptune design- and I'm gonna say send invitation. and there we go, the invitation will go through and obviously you go into your mailbox, you'll accept the invitation invitation and then you'll be allowed to basically access and view the Google Ads account. okay, so this has been Devon from Neptune designs. if you guys are interested in linking your Google ads or conversion tracking or Google Analytiks, please subscribe to the channel or visit us at Neptune design- dot co dot. sorry, thank you very much.
How To Target Your Competitors' Customers With Facebook Ads!
hi guys, has been Heath from lead guru, and in this video I'm going to show you how to target your competitors- customers, with Facebook Ads. now, why you would want to target your competitors- customers, with Facebook Ads is fairly obvious. partikularly, if you have a product or service offering that's better price, that you can undercut your competition on price, or perhaps you've innovated in some way and the product or service that you offer is superior to your competitors product or service, and why not advertise to their customers? you know those people are going to be interested in what you have to offer because they're already buying and equivalent, potentially in inferior equivalent- and being able to put your superior offer in front of them might be a great way, a very cost effective way, of acquiring a lot of new customers, and so the advantage is obvious. how do you go about doing it? because it's not as straightforward and, in many cases, as it would seem so. there's basically two methods of doing this. I'm going to show you both, and it depends on how large your competitor is. if you go out to do, is it's a big business, a well-known brand, it's a lot easier to target their customers than it is if they aren't. so let's say: let's go ahead and jump into the steps. before I do that which one of quickly mentioned, at the end of this video I'm gonna be telling you about a new free resource, about Facebook advertising, but I think you're going to find really, really useful. so make sure you stik around to the end of video for that. but, with that said, let's get into the steps on how we go about identifying your cutter, your competitors, customers, and how we go about targeting them so that you can grab them for yourself. and so I'm in a demonstration Facebook ad account here and don't worry about all the example campaigns and stuff. I'm just gonna go straight to the the methods of doing this if identifying your customers, competitors and targeting them. so what we're gonna do is just I'm just gonna go into this example CBO campaign here and I'll create a new ad set and I'm gonna demonstrate the first method, which is it the sort of easy way the works part of the time. so let's just call this [Music] competitor customer and set: okay, let's save that to draft and I what you want to do? very, very simply, the first thing you want to do, if we do anything else, is test to see whether your competitor, this business is an interest targeting option. so, for example, I produce a lot of content on Facebook advertising. so if I was to think I, who are some of the big content producers to do with Facebook advertising online, and one guy, one of the guys that comes to mind is Jon Loomer. so if I go ahead and pop him in here, okay, that hasn't come up. maybe I've spoke John wrong. I'm sure he's an option if I put in Leela, oh yeah, so John without an H. so Jon Loomer digital. now if I wanted to target his audience, his customers, this would be a fantastik way of doing it, because he has come up here as an option: Jon Loomer digital. now he's come up with an interest and, as you can see, if I, if I hover over this, you can see what Facebook says. so the people that will be included in this interest targeting option are people who have expressed an interest in or like pages related to Jon Loomer. so that's gonna include people that like his page. primarily, most of these people have been people that, like John Lewis page, they could face, but can include some people that have interacted with this content and things like that on Facebook, but primarily is gonna be people like his page. now, the people that like his page aren't necessarily going to overlap a hundred percent with his customers. there's going to be people that like is page, then interact with his business on Facebook that haven't become paying customers. partikularly, in his scenario, because he's very much a Content producer in other businesses, people that like the page are far more likely to be an existing customer. but you can sort of gauge that depending on what sort of industry you're in, what the competitor is, etc. but well, you can basically guarantee is that the majority of his customers are going to be in that group. there might be other people in there, but his customers are going to be in there. so, using this as an interest targeting option, if I wanted to target John Loomis customers, let's say I've got better quality content. I mean, by the way, for the record, I think John would produce fantastik stuff. but if I thought I had better quality content or something better to offer the more he offers, then that's something that I could go ahead and test. so the person you want to do- and this is partikularly effective if your businesses are, if your competitor that you're trying to basically steal customers from is well known and established brand in your industry. if they're not, when you go to search for them in this little search box here, they simply won't come up as an option. and if they don't come up as an option, you can't use this. the new type is an option. great, go ahead and target this audience. that's how you target your customers, competitors with Facebook units. so that's method number one: very, very straightforward. but, as I said, the business name won't always come up here as an interest, partikularly if the competitor isn't that large. if that's not the case, if that, if they don't come up, then you want to go ahead and use a second method. so for the second method- assuming that your competitor did not appear as an interest targeting option here at the ad set level, you want to go ahead, click on these three down lines and go ahead and go over to audience insights. but I say three no lines. and Facebook uses different interfaces for different ad accounts. so, depending on whether they've changed you over to the new version or kept you in the old version, like this, this is being recorded in 2020, it is not today video, but but yeah, Facebook changes different interfaces different time, so don't worry about that. whatever, if things are in a slightly different place. the functionality is still going to be there and that's the most important thing. anyway. you want to go ahead and come over to audience in size and you want to select everyone on Facebook? okay, and the first thing need to do when using audience insights is select the locations that you want to target. so, for example, I'm truly this is the US for demonstration purposes, but if I was just advertising in the UK, I would want to change that to just the UK. okay, that makes sense, because whatever the data, whatever data is displayed here, is going to be representative of that location. only some believe it is the US. you will leave everything else open: age, gender code, etc. and then you want to go ahead and pop that competitor's name in here. now, you'd only reached this stage assuming that the first method didn't work. but let's say, for example, I wanted to pop in Jon Loomer in here. I'll use him as a demonstration for this for this video. so the starters: you can find some really interesting information about your competitors audience. your competitors cust customers in this section here. so I can see that, for example, John Loomis audience is slightly more male than female, and bearing in mind that 55 percent of Facebook users are female, so Facebook is more slightly weighted female and I can see that people are far more likely to be married. they're more likely to be highly educated if they follow Jon Loomer. so you can find interesting data in here that you may find useful. but the part that I find really interesting is if you come in to pay trikes, let's go take a second to load and what you're looking for and these options up here. so these sort of these are page likes by category. so people that like the Jon Loomer page you're interested in Jon Loomer are also likely to be interested in ezra, firestone and leadpages and add espresso. this things all make sense to me the people be more like to be interested in that if they're interested Jon Loomer. so what you want to do is make a
These Ads SUCK: Will Users in a Privacy-Altered World Like What They See?
pull up a bar stool. these ads suck all right. so that's what we're toking about today: online advertising in a privacy altered world, and just kind of curious if users know really what they're in for. tok, a little bit about ios 14, but in general, we're really toking more about the direction we're heading with less tracking, less relevant ads. so let's do that now. pop a bottle, let's do it all right. hey everybody. uh, welcome to the social media pubcast. i'm your host, john loomer. you can find me at johnloomercom and facebookcom: slash gentlemen digital. so, yeah, my ads suck. why do these ads suck? uh, this is. we're gonna be hearing a lot more of this if we continue down this path. now, this is basically me as an advertiser, but it's also kind of understanding where we're going. right, you've got the ios 14 prompt, which is coming out early spring. uh, i already saw the prompt on on one app that i'm using, but most importantly, the facebook advertisers is when it rolls out to for facebook and instagram. um, but they're gonna have two options: we're gonna allow the app to track your activity across apps and websites, provide personal advertising, or just don't allow tracking. so you know, of course, this isn't just about ios 14. this is a trend and we're entering a less personalized world and as ads are less personalized, they're less relevant. if the ads less relevant, they're less likely to be effective. i mean facebook. now i'm a little bit cautious here, sharing a quote from facebook, because this is really important to their bottom line and they're freaking out. whether or not it's kind of over the top or not, you'd be the judge. but this quote from facebook says: our studies show, without personalized ads, powered by their own data, small businesses could see a cut of over 60 percent of website sales from ads. now, of course, that doesn't mean ios 14 and the prompt be is by itself going to cut businesses sales by 60 percent. just kind of means that you know, if we're unable to personalize ads in the future, um, it's gonna hurt. it's gonna hurt advertisers, it's gonna hurt facebook. now i understand completely. get it to non-advertisers. that quote means nothing. you don't care about advertisers, you don't care about facebook being profitable. you just don't want to see those crappy ads, all right. so why should you care, cheers? so let's tok about that future of privacy, altered advertising. um, so where we're going is a world of greater online privacy. so where that's where pixels and tracking are going to become less effective, less useful and, without tracking and advertising platform like facebook, just they're going to know less about you and so they don't know the websites you visit or the products you buy, or they're going to know that stuff less frequently, and to some, that's a win, that's a good thing. that's privacy right. so understand, though, that tracking allows businesses to reach people who have visited their website, expressed interest in specific products. it allows advertisers to show ads to people that they may actually want to see, and i know you think, oh, i don't want to see ads. you may actually want to see them, ads that solve problems, answer questions that you've had, and by removing tracking, you can expect to see fewer of those relevant ads. and i know what you're saying. i don't click on ads. you click on ads. i guarantee it. so, like it or not, ads are part of your facebook newsfeed experience, and, when they're done well, a well-targeted ad can actually add to your experience, or at least it doesn't take away from that experience, because at their worst, a bunch of poorly targeted ads is going to make it a bad experience on facebook. so, ideally, ads are going to show up to you at the right time. so it's just when you know you're searching for a solution or features a topic that you're passionate about, that you really want you're really thinking about right now. anyway, you know it's. maybe it's a little bit mysterious and creepy to you that you saw it, but you're like, yeah, i care about that. and then you click and you maybe don't even realize that you clicked on an ad and but the the claim is always: i never click on facebook ads. i hear that a lot and my response to that is: you're a freaking liar and, honestly, you can find out for sure whether you click on ads. um, and the thing is, i click on ads and i know i do, and it's not just to make a point. the reality is that even i'm not always completely aware of how often i'm clicking on them, but i know i do, first of all because facebook tracks that on their platform. so this has nothing to do with all this. but if you go into recent ad activity, which you can find in the bookmarks section of your either mobile app or the desktop site, doesn't matter- you'll see all the ads that you've engaged with during the past three months, i found that i've engaged with 54 ads during that time sounds like a decent amount if you ask me now. granted, look, it doesn't mean i bought from 54 businesses through these ads, and sometimes i was just curious about the ad and i clicked to read about the comments because sometimes, like, oh, this, this, this seems like a train wreck. what's happening in this ad? what are people going to say? um, so sometimes there's a little bit of that, there's a little curiosity, but- and there's some that i just don't remember- but there are absolutely products in there that i bought, um, within that list of ads that i clicked on, there are others that you know i was interested in, that i have. i'd at least consider buying it. like there's one for buddy boss, the buddy boss app. that ad keeps showing up that i've engaged with. that's a big commitment and i haven't, uh, pulled the trigger on it yet, but i'm thinking about it and those ads keep showing up for me, cheers. so here's the thing: you know, when people tok about ads like, oh, don't care about advertisers, don't care about the money facebook's going to lose, i just don't want to see ads. so when people complain about ads, they seem to think there's this ad, less utopia, that's, that's possible, and if you opt out of tracking, you're going to stop seeing ads. whoo now? well, that's not gonna happen, okay, so understand. fourth quarter of 2020, more than 27 billion dollars of facebook's total 28 billion ish in revenue came from, yeah, ads. so this is how facebook makes money. this is why you can use facebook for free or quote unquote free, right. is it really free? if it's your privacy, i get it. but understand, the ads aren't going anywhere and, in fact, the ads may start becoming more notikeable to you as they become less relevant and more annoying. you may even swear you're seeing more, so instead, it's just those ads are more likely to suck, so you actually notike it. so the question becomes: what are users going to do? and, honestly, this is where it gets a little interesting. um, my unscientific little experiment here. so you may see an ad once every three to five posts in your news feed, which honestly sounds like a freaking ton. but i just went through my current news feed- very unscientific, by the way- and i went through like 17 posts. i think there were four ads in there. it was kind of crazy and that's a pretty juicy percentage of your experience, and i think there are more ads that are likely to show up near the top too. so if those ads are relevant partikularly, if they reflect sources you already consume on a regular basis, you're unlikely to notike them because, honestly, when i saw that percentage, that was like that's crazy, that's a lot. but if they aren't relevant, your experience will be negatively impacted. so it's not that you need ads to improve your experience on facebook, but you need good ads that don't take away from that experience. so the question is: will you users notike if ads suddenly become a whole lot less effect, less targeted, and how are they going to react? can we presume that they will act less frequently on ads? probably will they complain more about ads, i bet. do you think they're going to make the connection, though that is that's due to a lack of tracking and personalization? the
🍿How to talk to your customers in order to make winning ads with Hannah Parvaz 🥅
hello and welcome to the mobile user acquisition show, a podcast to help you unlock tremendous group for your app. my name is Shaman trao and the CEO of the boutique route marketing firm Rocketship HQ and host of the podcast mobile user Acquisitions show. in each episode, we feature experts in the field of mobile approach and discuss strategies, tips and pointers from the Leading Edge of mobile drug marketing. by the end of each episode, you will have gained actionable and tactikal insights that will help you make more informed decisions and your own work around growth. the mobile user acquisition show is produced by Meryl Vincent, content marketing manager at Rocketship HQ. I'm very excited to welcome Hannah peraz to the mobile user acquisition show. Hannah, welcome to the show. Hi, how are you really glad to be here? nice to see you again. yeah, I'm very, very happy to have to be here. thanks for having me. excellent, yeah, welcome, welcome again. you know uh very much excited to have you on this show. uh, especially as you're going to tok about. you know aspects of marketing that we haven't really dwelled on too much, but can be super, super critikal. uh, right, and I think I partikularly like that. you have a very structured approach to looking at what can sometimes seem to be fuzzy qualitative aspects of marketing, uh, which is absolutely something I like about how we approach these things. so let's dive in right. so, uh, you know, to start at the beginning, how did you first understand how valuable customer feedback can be? it's a great question, and I mean customer feedback is one of the most valuable things that you can have as a business, and and building the customer relationships as a whole is one of the most valuable things that you can do. I mean, for me, it might sound obvious, but it was always kind of instinctual for me to ask customers what they think about a product. so when I was working with my first mobile app that I worked with uh about eight, nine years ago now, called dice- it's a music, live music recommendation tool and tiketing app- I looked after the marketing and so, therefore, I looked after toking to the customers. I hadn't exactly got everything figured out then, like I do now, but what I knew was that toking to customers and finding out what they thought was really important. so I used to bring people in and I would invite people in. I'm based in London and the app was based in London at the beginning, so I would invite people in order pizza, have a big group, you know, sit around, drink some beers, chat about their experiences and who they are, and we'd, you know, write notes, figure things out, understand exactly why they use the product, how we should be toking about it, and so on. but it wasn't really until I joined the next company that I worked at, which was a nightlife app called dusk, where we went through the accelerator 500 startups- that I really began to understand actually more of the kind of methodology Behind these things and that exact types of questions that we should be asking. so you know, like, don't ask leading questions and things like this- that you might not necessarily even know what a leading question is. when you kind of get started with customer feedback, yeah, right, and you know when you tok to folks about, hey, qualitative research, one of the stiking points, at least that I had seen is: okay, we do all of this qualitative research, so what, right? so can you share examples of how we've been able to translate a lot of these qualitative, this qualitative research, into messaging copy or what or any other outcomes you may have come up with? absolutely, I've got a lot of examples, but I've got one of my favorite ones, um that I'd love to share with you. so a couple of years ago I was working with an audio journalism at cocuria, and basically what they do is they take pieces of content and then narrate them with people. humans narrate them so you can, so you can listen to artikles. and when I joined um, they had some taglines flying around, but whenever we'd been using them in ads, we just weren't getting really kind of positive engagement. they weren't resonating very well with people as a whole. and so I started speaking to some of the customers and I was asking them: you know, why do you use this product? and they were saying: you know, I'm really busy and I want to keep learning things while I'm on the go. and I said, okay, why are you busy? oh, I'm working lots. you know, I'm always on the go and I've only got time to listen on my commute. and and I I said, okay, well, why do you? why do you want to learn? like, if you're always so busy and your mind is so occupied, why do you want to learn well? well, you've got this like little bit of mental space. and they started telling me all of these stories. like you know, oh, I go around to my mum's house and her partner, you know, is always toking about stuff and I just don't understand what he's toking about. he's always so up to date. so, you know, I'm trying to understand the world a bit better so that I can tok to him and I, you know, or they or they'd be saying: you know, I'm a lecturer at a university and my students, again, are toking about stuff and I need to stay up to date with them so I can, you know, be respected. and I said I would ask them: why is that important for you? like, why is it important to tok to this person or you know? and they'd say: you know, I want to have better conversations. and I'd say: why? why is that important for you? why do you want to have better conversations? and time and time again, what would come up is that they'd keep saying this word seem, and they'd keep saying: I want to see more interesting. and to me that really stood out. it wasn't about being more interesting or being calming, more educated. it was like this ego, like if they really wanted to tie this to their ego, and like they wanted to seem more interesting to these people around them so that they could kind of get more social Kudos and so on. so after this we started kind of playing around with messaging around that and ultimately we ended up with this line of copy that said: become the most interesting person in the room. and we started then running this line of copy on lots of different ads. and well, we, we wrote that line of Copy in 20, kind of 17, 18 ish, and it still hasn't saturated. now it's scaled, you know, worldwide the company, you know it's, it's still doing amazingly. it resonates with pretty much every geography, definitely with UK, US audiences, and it really ties into like that deep intrinsic need that people have to kind of prove themselves. so that's that's my favorite example. um, yeah, at the moment, yeah, and that's impressive and I also I think it's. what's also impressive is just your persistence and keeping on asking why and keeping on going deeper. uh, because I think it's easy to settle for the surface level answer, which is, you know, I want to have conversations with my mom's partner, which clearly wouldn't make the Great ad copy. yeah, I like to call that like looking for the why beneath the Y. I'm sure everyone's heard of the five wise, but you know, when we're looking for the why beneath the wire. at some point it stops, like you know. but why? why is that? and it's important to just keep on asking how things, how things came to be. yeah, yeah, that what's the underlying cast, the root cause of your will. right, yeah, exactly, and uh, is that a specific structure you use for some of these conversations? I know you said you brought people in and you have like a pizza, so is that a like a statik structure to these conversations? uh, can you share what you find the most valuable? good question: uh, so I don't really do the pizza thing anymore, because one thing I found it is, whenever you have lots of people together in a group, what happens is people don't really feel like they can be as honest as they want to be sure sometimes, or as honest as possible. so what happens is you know someone will follow suit of someone else, and so what I do now is I have one-on-one conversations, or or me with another member of the team, with one customer, an.