The Ultimate Lever for Profitability

Ben: I've never seen or interacted with a Google demo showing me how to do the thing that you just described. It doesn't exist on AdWords interface, it's not in the help section. What I'm ultimately trying to beat is this like rule of averages that everybody uses. Everyone's using average target row as and they're always round numbers. And then 400% is completely made up. That's the ultimate lever for profitability. Ben: Stop paying the same amount for every customer pay more for higher value customers and pay less for shitty customers. Get more onto the one to one level on a skew or a customer level.