Pełna transkrypcja odcinka Prompt-Driven Campaigns: Will You Still Control Your Ads?

way, I can still remember to that day um when I talked to Shane, uh one high, high-level guy at Google who really knows his thing. 00:05:20.000 --> 00:05:23.519 Biggest respect for the for this for this guy, he knows his stuff. 00:05:23.759 --> 00:05:38.879 Um, and he basically was inviting the the leading agencies uh of Europe and he was talking to us and he he he explicitly said, look, the vision of Meta is that they want to cut you out, which is suck is not even hiding it, right? 00:05:39.040 --> 00:05:39.920 No, he's not hiding it. 00:05:40.079 --> 00:05:53.519 But Google said, look, of course they will forward integrated, of course they will push the ideas of making you capable to prompt campaigns and and cut out all the I don't know, boring operational stuff. 00:05:53.759 --> 00:05:56.000 But they want the expert to be in a loop. 00:05:56.160 --> 00:06:00.399 That statement was done, I think, one or one and a half years ago, and to this day I believe that. 00:06:00.480 --> 00:06:14.319 And you you literally see it because now circling back to the AI brief, I think it's not cutting out your control layers, it's it's it's not diminishing them, it just empowers you ideally to do things faster, more efficiently. 00:06:14.560 --> 00:06:15.839 Yeah, what's your take on it? 00:06:16.240 --> 00:06:17.279 Would you cover that? 00:06:17.600 --> 00:06:26.720 I mean, yes, and I would even say for we have to see how it evolves, but for the time being, it's the way I see it, adding a controller, in fact. 00:06:26.959 --> 00:06:38.240 Um because you know, right now it's for AI Max for search campaigns, and it will be coming out in the future for PMAX and AI Max shopping campaigns. 00:06:38.480 --> 00:06:46.560 Uh but the idea here is that AI Max is already has this very broad targeting. 00:06:46.720 --> 00:06:52.000 Um, it already has the capability to select landing pages, write ads. 00:06:52.160 --> 00:06:54.800 So it is very fully automated already. 00:06:55.040 --> 00:07:03.519 Um and it and that's a layer on top of a what could potentially be a much more manual and controlled campaign underneath it. 00:07:03.680 --> 00:07:06.079 So you add on this this layer on top of it. 00:07:06.319 --> 00:07:14.240 And what AI Brief does in the first place is it helps you offer guidance to that. 00:07:14.319 --> 00:07:15.759 You know, you can tell it things. 00:07:15.920 --> 00:07:29.519 It's as if you'd be, if you would have a creative working for you, um, you would never tell them to just kind of like uh like here's my here's my website and just take it from there. 00:07:29.680 --> 00:07:31.279 You'd offer them a lot more. 00:07:31.360 --> 00:07:32.240 You'd offer a brief. 00:07:32.319 --> 00:07:32.560 Yes. 00:07:32.720 --> 00:07:34.240 That's you know that's why it's called briefs. 00:07:34.399 --> 00:07:42.720 Um you you'd offer them guidance and it you'd say, for example, hey, we really it's important to us that we position ourselves premium. 00:07:42.879 -->

00:07:43.680 And yeah. 00:07:43.839 --> 00:07:55.040 And then if you'd find that your ads are triggering against keywords, including the word cheap, or that um like there's bargain showing up in your ad copy, that would be very concerning to you. 00:07:55.120 --> 00:07:55.519 Yes. 00:07:55.759 --> 00:08:07.600 And that is the kind of guidance with AI Briefs, you can you can give guidance that will give offer orientation or alignment to the AI in terms of messaging, matching, targeting, that kind of stuff. 00:08:07.680 --> 00:08:07.920 Yes. 00:08:08.240 --> 00:08:11.839 That's why I think the AI Brief is supporting the idea of Google. 00:08:12.000 --> 00:08:20.480 Yeah, which I really think is is is is seeing the the human expert very much in the loop. 00:08:20.639 --> 00:08:21.839 Um, and I'm with you. 00:08:22.000 --> 00:08:26.639 It basically gives you the possibility to guard roll this highly automated campaign. 00:08:27.199 --> 00:08:29.680 Um, so I think this is a positive thing. 00:08:30.000 --> 00:08:35.039 On a, from my perspective, rather, I don't know, negative thing. 00:08:35.200 --> 00:08:37.279 You know the name Asada One. 00:08:37.679 --> 00:08:39.120 Yes, I know him. 00:08:39.840 --> 00:08:44.720 I mean he he he said he he he leads monetization at uh OpenAI. 00:08:45.600 --> 00:08:48.480 So basically, I assume he's running the ad strategy. 00:08:48.720 --> 00:08:49.840 Probably, yeah. 00:08:50.080 --> 00:08:54.559 I mean, big part of the monetization that that's where the money has to come come in, right? 00:08:54.639 --> 00:08:59.679 I mean, you want to be this 100 billion uh AR ads machinery. 00:08:59.919 --> 00:09:05.679 However, what I would love to understand here, it's pretty clear based on that interview. 00:09:05.840 --> 00:09:16.480 Uh, maybe we can read some quotes uh from that interview, but it's pretty clear when we talk about prompting campaigns, yeah, the vision of ChatGPD is completely different compared to Google's. 00:09:17.039 --> 00:09:17.679 Yes. 00:09:18.159 --> 00:09:20.720 Um it's much more like Meta's long-term vision. 00:09:21.039 --> 00:09:21.519 Exactly. 00:09:21.679 --> 00:09:21.840 Right. 00:09:22.159 --> 00:09:30.559 Because as far as I understand, Google Rob Google's roadmap is that yes, you prompt a campaign, but it is it is an additional control layer. 00:09:30.720 --> 00:09:35.840 And all that the entities and artifacts of the Google Ads ecosystem we we fell in love with. 00:09:36.000 --> 00:09:40.639 The idea of having a campaign in the head crew, but it's it's it's there, it's still there. 00:09:40.799 --> 00:09:41.600 Yeah, yeah. 00:09:42.480 --> 00:09:44.799 Shed some light on the vision of Chat GPD. 00:09:45.039 --> 00:09:47.600 Yeah, well, in in a it seems different. 00:09:47.840 --> 00:09:48.960 It's it's a bit different. 00:09:49.200 --> 00:10:00.639 In an in an interview with um Eric Seufert, um they shared yeah, an alternative view here, and they talked about prompt-driven campaigns. 00:10:00.879 --> 00:10:06.159 This idea that you can that you can prompt a campaign into being, into existence. 00:10:06.399 --> 00:10:18.000 Um and the first part sounds an awful lot like Google's conversational experience or something kind of like AI briefs. 00:10:18.240 --> 00:10:33.279 Um they they talk about giving, you know, giving a brief, which of course reminds us of AI briefs and having some optional text, uh a landing page, um, structured data like a feed. 00:10:33.600 --> 00:10:38.559 So that that's all stuff that I can kind of say, okay, that does sound fair. 00:10:38.720 --> 00:10:39.919 I understand where he headed with that. 00:10:40.159 --> 00:10:40.320 Okay. 00:10:40.639 --> 00:10:43.440 And it will draft a campaign or something like that. 00:10:43.679 --> 00:11:00.879 Um but where he quickly goes with this is that uh um he would actually he sees the campaign entity uh as you know, he asks, is campaign an important thing? 00:11:00.960 --> 00:11:05.200 Yes, the question alone it it's getting again cold. 00:11:05.600 --> 00:11:09.360 Yeah, is campaign an important thing as an as an entity? 00:11:09.519 --> 00:11:15.279 Um and I think most people listening is probably think, yeah, campaigns are marketing to a huge extent. 00:11:15.360 --> 00:11:17.120 Yes, they're marketing campaigns. 00:11:17.440 --> 00:11:21.279 Campaign is the is the engine of Google Ads of Meta. 00:11:21.759 --> 00:11:32.399 Um but his his view on this is that you could give one prompt and get a daily summary in a future state. 00:11:32.480 --> 00:11:35.519 And this reminds me a lot, again, we said this sounds like Meta's vision. 00:11:35.679 --> 00:11:42.080 Mark Zuckerberg has said that basically you should give him a goal and then he'll give you some KPIs. 00:11:42.159 --> 00:11:44.240 Yes, and you don't have to do anything, no one has to do anything. 00:11:44.399 --> 00:11:46.799 Give me the budget and the goal, and we will do the rest for you. 00:11:46.960 --> 00:11:47.120 Exactly. 00:11:47.360 --> 00:11:50.879 Just to be to be because I think nuances matters, uh, matter. 00:11:51.279 --> 00:12:00.000 He literally said, I mean, the question alone, by the way, I love ChatGP to finally be really disruptive in the ads universe, but I don't know if this is landing the right way. 00:12:00.159 --> 00:12:03.519 And I don't know how many people read this interview in the first place, but we talk about it. 00:12:03.919 --> 00:12:06.639 So is campaign an important thing? 00:12:06.879 --> 00:12:09.600 Yes, it's there for some control. 00:12:10.080 --> 00:12:12.320 Hold on, dude, it's not there for some control. 00:12:12.720 --> 00:12:18.240 Every controller you ultimately have is cumulating in this campaign entity. 00:12:18.559 --> 00:12:18.960 Exactly. 00:12:19.120 --> 00:12:20.639 Uh, this this drives me. 00:12:20.879 --> 00:12:22.080 It creates some emotions here. 00:12:22.240 --> 00:12:33.039 But just express that and under the hood, it could get automatically

created because I do think having that ability to not have to manage these very low-level units is maybe the final future for us. 00:12:33.200 --> 00:12:34.000 Low-level unit. 00:12:34.080 --> 00:12:34.159 Yes. 00:12:34.399 --> 00:12:36.240 A campaign is not a low-level unit, dude. 00:12:36.639 --> 00:12:36.879 Yeah. 00:12:37.360 --> 00:12:38.960 I mean yeah, yeah. 00:12:39.519 --> 00:12:39.840 Totally. 00:12:40.000 --> 00:12:46.720 And the the you're right, it's not yeah, it's not like we're talking about, you know, down to the keyword level or something. 00:12:46.879 --> 00:12:51.200 Um or even and saying like having the ability to not have to. 00:12:51.600 --> 00:12:51.840 Yes. 00:12:52.320 --> 00:12:59.200 This is a strange phrasing, but uh I is it such a privilege to not have to manage campaigns? 00:12:59.360 --> 00:13:00.080 I'm not sure about that. 00:13:01.360 --> 00:13:03.120 Absolutely, it's certainly not a privilege. 00:13:03.360 --> 00:13:10.080 I I mean, I'm trying to even imagine what a campaignless world would look like. 00:13:10.320 --> 00:13:16.799 And I I mean, it's kind of like PMAX taken to the ultimate degree. 00:13:16.960 --> 00:13:26.639 Like PMAX wants to automate as many functions and jobs of the campaign as possible. 00:13:26.879 --> 00:13:34.159 It has automated placements, automated creatives, automated targeting, increasingly automated budget. 00:13:34.399 --> 00:13:35.919 They're going in they're going in that direction. 00:13:36.080 --> 00:13:39.039 Certainly the allocation, and they even want to propose the budget for you. 00:13:39.360 --> 00:13:40.480 But the sliders are there now. 00:13:40.799 --> 00:13:42.799 Yeah, they'll be don't don't forget that. 00:13:43.039 --> 00:13:45.200 Go back to our episode about PMAC sliders. 00:13:45.440 --> 00:14:01.840 But um, and I guess what he's proposing is this kind of Amoeba like thing where uh you know there'd be you'd have a budget and you'd have a goal, and everything else is just latent. 00:14:02.000 --> 00:14:02.240 Yes. 00:14:02.639 --> 00:14:08.159 Um like like the the the creative will materialize in the instant. 00:14:08.480 --> 00:14:12.399 The ad, like you don't need to pre-build ads, the ad will just generate. 00:14:12.720 --> 00:14:21.360 Or like this is this is the ultimate when we talk about generative AI and starting with a prompt, that's where this would potentially go. 00:14:21.600 --> 00:14:22.159 Yes. 00:14:22.559 --> 00:14:30.799 Look, I mean, I I think it's it's the that way of framing that vision lands way better with me. 00:14:31.440 --> 00:14:38.639 I'm just saying that I are is ChatGBT in the position in the first place to talk about that vision, given the fact where they are right now. 00:14:38.799 --> 00:14:39.759 No, I'm not kidding, man. 00:14:40.159 --> 00:14:55.679 Because it it look again, I don't know how many people are reading this interview and how how many people are into this, but it if you look where where they are right now and then

he's throwing out that vision, I think it it's it's creating uh I don't know, insecurity for a lot of retailers. 00:14:55.759 --> 00:14:56.720 Because what does that mean? 00:14:57.200 --> 00:15:05.840 And how look, this step from where they are right now to to having a campaignless vision where you just prompt and everything will be done for you. 00:15:06.080 --> 00:15:09.600 Man, we're talking about yeah, years. 00:15:09.840 --> 00:15:13.120 Yeah, it's like uh it's like Star Trek to what they're doing right now. 00:15:13.360 --> 00:15:15.759 It strikes me completely the wrong way. 00:15:16.159 --> 00:15:17.200 I I I I hear you. 00:15:17.279 --> 00:15:22.960 I mean to play devil's advocate in a way, this is what we always would have expected from OpenAI. 00:15:23.039 --> 00:15:32.879 Like in because in a way we you know, we see that they're doing ad groups and just very much copying um Google. 00:15:33.039 --> 00:15:33.600 Let's that's it. 00:15:33.759 --> 00:15:40.399 Even uh yeah, Google of 10 years ago, yeah, with these you know very limited creative units and stuff like that. 00:15:40.559 --> 00:15:48.159 Um so to play a devil's advocate, maybe this is more what you would expect from an AI native ad platform. 00:15:48.559 --> 00:15:52.000 It would be at least disruptive because right now they are not disruptive in the ad space. 00:15:52.159 --> 00:16:10.080 No, no, yeah, but um anyway, anyway, I I think even even even even having the goal to really be be this disruptive player in the ads ads at ad space, which they have to be ultimately, because else I don't see them gaining any significant market share. 00:16:10.480 --> 00:16:17.759 Um, but still this this idea of removing any control there is shot it it's it's not going to land. 00:16:17.919 --> 00:16:18.879 I promise you that. 00:16:19.039 --> 00:16:20.320 Yeah, because I promise you that. 00:16:20.399 --> 00:16:20.559 Yeah. 00:16:20.639 --> 00:16:25.759 I mean to quote uh the criteria vallets, he you you please do do the quote for him. 00:16:25.919 --> 00:16:35.519 Oh yeah, I can't remember, but but yeah, I can't remember verbatim, but yeah, Fred Villet's uh an early Googler and now he's in the third-party ad tech space. 00:16:35.679 --> 00:16:42.080 And he wrote years back, uh, I think it was based on his observations of Google's tech and have from having worked there. 00:16:42.240 --> 00:16:46.240 He said that Google always tries very hard to automate. 00:16:46.320 --> 00:16:49.120 Yes, then they realize that they have to roll back a bit. 00:16:49.200 --> 00:16:54.399 Yes, either the market rejects it or the technology wasn't as capable as expected, but they have to roll back. 00:16:54.559 --> 00:16:56.320 But then you know, they're gonna try again. 00:16:56.559 --> 00:16:58.960 Then the next is move is happening, yes. 00:16:59.200 --> 00:17:05.599 And and they in the end, it is this kind of up, down, up, down, like or two steps forward, one step back. 00:17:05.839 --> 00:17:06.480 But

there's a trend. 00:17:06.640 --> 00:17:08.160 But they do trend forward on automation. 00:17:08.720 --> 00:17:09.519 I fully hear that. 00:17:09.599 --> 00:17:22.559 But however, I mean, if if they look, if they would look, if they had looked at Google and how they do it, I think that that vision also Mark Zuckerberg is aiming at to just give me the money and I will do the rest for you. 00:17:22.799 --> 00:17:24.960 I think it's it's it's not going to work. 00:17:25.119 --> 00:17:29.039 There will just no there will be no adoption for that idea. 00:17:29.599 --> 00:17:32.559 Because there are so many parties fundamentally against it. 00:17:32.880 --> 00:17:39.359 All the agencies, all the freelancers, all the true experts, and of course, first and foremost, the the online retailers and D2C players. 00:17:39.440 --> 00:17:41.200 Yes, they want to have this control there. 00:17:41.839 --> 00:17:42.799 It triggers me. 00:17:43.440 --> 00:17:52.079 Yeah, I I mean I do think like it's if things are not going well, it's it's so hard to diagnose. 00:17:52.240 --> 00:17:52.480 Yes. 00:17:52.640 --> 00:17:58.559 And we talk about black boxes, and it's there's like, what entities are you referring to? 00:17:58.640 --> 00:17:58.960 Yes. 00:17:59.200 --> 00:18:03.200 Like how do you how do you get down to what happened? 00:18:03.279 --> 00:18:04.319 How do you change something? 00:18:04.480 --> 00:18:10.559 Because I guess the idea would be like, oh, it destroyed my business yesterday. 00:18:10.880 --> 00:18:11.680 Oops. 00:18:11.759 --> 00:18:14.000 Um where and how and what can I do about it? 00:18:14.240 --> 00:18:15.599 But I I have to reprompt it. 00:18:16.000 --> 00:18:20.559 Like, okay, so um, all right, here's my brief again. 00:18:20.799 --> 00:18:24.400 And by the way, please don't fuck up my business. 00:18:24.960 --> 00:18:35.599 You know, you you bring up a great point because the prompt, as powerful as it sounds, because it's feel it comes natural, it's it's conversational, but I mean it's hard to prompt. 00:18:35.680 --> 00:18:38.160 It's it's it's hard to prompt in a deterministic way. 00:18:38.240 --> 00:18:42.079 It's it's hard to understand, okay, why did it didn't it land the right way? 00:18:42.160 --> 00:18:43.359 What do I have to change in my prompt? 00:18:43.759 --> 00:18:44.000 Exactly. 00:18:44.240 --> 00:18:47.519 It's um it's it's the slightest idea to the I don't know. 00:18:49.599 --> 00:18:50.400 Whatever. 00:18:50.880 --> 00:18:51.279 Yeah. 00:18:51.519 --> 00:18:52.720 But let's see. 00:18:53.039 --> 00:18:58.559 There's there's still before we wrap this topic up, we've left out one player, which is Meta themselves. 00:18:59.119 --> 00:19:07.279 Um and last week we talked about Meta Muse, and uh, it was actually already live at the time. 00:19:07.359 --> 00:19:10.000 I think it went live in late September. 00:19:10.240 --> 00:19:12.720 They they have something called Muse for SMBs. 00:19:12.960 --> 00:19:13.680 SMBs, yeah.

00:19:14.000 --> 00:19:23.599 And um as prophesized, or no surprise here, like they want businesses to use Muse for ads management. 00:19:23.759 --> 00:19:31.519 And so this is also heavily stepping in the direction of prompt-driven campaigns or prompt-driven digital marketing. 00:19:31.680 --> 00:19:33.039 So it's very similar. 00:19:33.119 --> 00:19:39.599 They say that basically this can draft your campaigns based on what you tell it. 00:19:39.680 --> 00:19:44.319 Yes, and it can also it can also draft um ads or posts. 00:19:44.640 --> 00:19:46.880 It can do analytics. 00:19:47.200 --> 00:19:49.440 So that reminds me of Ask Advisor. 00:19:50.480 --> 00:19:53.680 Uh so this is this is the direction that they're going in. 00:19:53.839 --> 00:19:56.400 What I will say is that it's still human in the loop. 00:19:56.559 --> 00:19:57.440 Yes, that's the point. 00:19:57.680 --> 00:19:58.000 Important. 00:19:58.319 --> 00:19:58.799 That's the point. 00:19:58.960 --> 00:20:06.319 Again, I think the idea of prompting a campaign executed the right way can be massive. 00:20:06.480 --> 00:20:09.200 Yeah, a massive leverage for everyone. 00:20:09.680 --> 00:20:13.839 Executed the wrong way in terms of you just got out the human in the loop. 00:20:14.079 --> 00:20:16.880 And I want to quote another great guy I know. 00:20:17.119 --> 00:20:18.400 His name is Mike Ryan. 00:20:19.519 --> 00:20:23.839 How how how sure I am that algorithms are strategic in what they do? 00:20:24.480 --> 00:20:28.400 All the things we know and see is they're not strategic. 00:20:28.480 --> 00:20:28.720 Yeah. 00:20:28.960 --> 00:20:32.160 And of course, then you could say yes, that's the reason why you have to prompt it. 00:20:32.319 --> 00:20:42.079 But yes, the prompt itself only makes sense if I have some control there still and at reference points I can I can look at if something goes wrong. 00:20:42.400 --> 00:20:44.160 So um I don't know. 00:20:44.240 --> 00:20:47.440 I'm I'm not just I'm I'm just not a fan at all of this vision. 00:20:47.519 --> 00:20:49.039 Um, so I'll start that one. 00:20:49.279 --> 00:20:51.359 If you listen to us, I think it's not a good idea. 00:20:51.440 --> 00:20:54.240 By the way, it it won't land with with the market. 00:20:54.720 --> 00:20:56.319 No, I mean, at least not yet. 00:20:56.720 --> 00:20:59.920 He talks about it as their final frontier or something like that. 00:21:00.400 --> 00:21:03.359 But um, so we'll find out. 00:21:03.599 --> 00:21:07.119 We'll see how long it takes and that people are ready for these ideas. 00:21:07.359 --> 00:21:07.839 But yeah. 00:21:08.079 --> 00:21:08.640 Let's see. 00:21:09.200 --> 00:21:10.799 Mike, anything else? 00:21:10.880 --> 00:21:15.680 Or I'm just I'm just kind of reaching around in my brain looking for something neg negative to happen. 00:21:16.000 --> 00:21:16.559 Okay, yes, of course. 00:21:16.720 --> 00:21:17.920 Negative or low low point. 00:21:18.160 --> 00:21:18.559 Yeah. 00:21:18.799 --> 00:21:20.880 Low point still is there. 00:21:20.960 --> 00:21:22.240 I mean, Mark would kick. 00:21:22.319 --> 00:21:27.279 By the way, I think even if we fought him at the same time, I think he would still kick our ass. 00:21:27.440 --> 00:21:30.160 Oh, it's a lower low low point than the last time. 00:21:30.319 --> 00:21:30.799 Yeah, yeah. 00:21:30.960 --> 00:21:31.759 Well, hold on, Chris. 00:21:31.920 --> 00:21:34.319 I think we would need a a third guy at least. 00:21:34.480 --> 00:21:38.319 I I have to tell you, I get maybe our producer jumps in here. 00:21:38.720 --> 00:21:39.279 Yeah. 00:21:39.599 --> 00:21:48.960 I get so many um emails every week, every day for people, or it's usually AI, I don't know, but people trying to place guests on this podcast. 00:21:49.680 --> 00:21:54.400 Um, which is funny because we actually haven't had a guest on this podcast in a long time. 00:21:54.720 --> 00:21:55.759 That's in my mark sucker. 00:21:56.240 --> 00:21:57.920 So why they even pitch in the first place? 00:21:58.079 --> 00:21:58.480 Yeah. 00:21:58.720 --> 00:22:01.839 And uh yeah, I I loved it. 00:22:02.000 --> 00:22:06.000 It was like, um, your your podcast is so empowering. 00:22:06.240 --> 00:22:09.039 And it's like, no, it's not, it's depressing. 00:22:10.480 --> 00:22:11.839 I know you never listen to the podcast. 00:22:11.920 --> 00:22:12.799 You called it empowering. 00:22:13.039 --> 00:22:15.759 No one who listened to podcasts would ever call it empowering. 00:22:16.880 --> 00:22:24.000 If they had said your podcast is so depressing and always ends on a down note, I'd be like oh my god, they actually want they actually listen. 00:22:24.319 --> 00:22:25.279 Yes, yes. 00:22:25.839 --> 00:22:27.279 But look, everything will be okay. 00:22:27.519 --> 00:22:28.880 Anyway, everything's gonna be fine. 00:22:29.039 --> 00:22:31.279 Yes, everything's gonna be fine I'm an optimist, actually. 00:22:31.519 --> 00:22:34.000 But I'm I'm optimistic prime. 00:22:34.319 --> 00:22:34.880 I love that. 00:22:35.440 --> 00:22:36.079 There we go. 00:22:36.400 --> 00:22:37.680 Thanks for the dad jokes. 00:22:38.000 --> 00:22:38.799 We can tell your dad. 00:22:39.039 --> 00:22:40.000 And not a low point. 00:22:40.160 --> 00:22:42.000 Yeah, definitely a low point. 00:22:42.160 --> 00:22:42.559 All right. 00:22:42.640 --> 00:22:47.759 This has been another episode of Growing E-Commerce brought to you as always by Smarter Ecommerce. 00:22:47.920 --> 00:22:50.799 You can learn more at smarter-ecommerce.com. 00:22:50.960 --> 00:22:54.480 And as always, we really appreciate those YouTube comments and likes. 00:22:54.559 --> 00:22:58.319 Um, the numbers have been September was an insane month. 00:22:58.480 --> 00:22:58.880 Thanks for that. 00:22:58.960 --> 00:22:59.119 Yes. 00:22:59.279 --> 00:23:02.160 But I I hope that uh at the end of October we'll say the same. 00:23:02.240 --> 00:23:03.440 It was our biggest month ever. 00:23:03.519 --> 00:23:06.000 So that's thanks to support from people like you. 00:23:06.559 --> 00:23:07.359 Thanks so much. 00:23:07.599 --> 00:23:08.240 Bye.