101 – STOP Losing Thousands of Dollars on Google PPC

This is MedSpa Marketing Gold. No fluff, No theory, Just to the point. The secrets we’ll share will help you catapult your understanding of marketing for MedSpa today. We’ll have behind the scene looks at accounts we are working on, real audits and hard talk on what to accomplish and execute to maximize your efforts. Real case study material, Real Clients. Each episode captures the real raw marketing tactics we use in the trenches that are working now to generate profitable outcomes.

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January 30, 2020

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Matt Coffy: Hey, welcome to the show. This is med spa marketing secrets. I’m your host Matt Coffy We are bringing you this show from a practice bloom.com. That is the agency that I run. We are going to be talking about pay-per-click today. All the little secrets you want to know, things we do behind the scenes. This podcast is dedicated towards looking around how to build a better Pay Per Click campaign.

We have a very good example here with tens of thousands of dollars of spend per month.

Matt Coffy

We can really get some good data sets here to show how to improve marketing. So stay tuned. This is a great lesson on how to improve marketing lower costs and get or med spa to grow faster.

Matt Coffy: So let’s talk about quality score. Cause this is something that really has gotten me, I’m interested because I know as we’ve found out from very, and this is quality score goes across, everything goes ad copy ad, landing page, like the whole thing. Talk a little bit about that so we can, you know, kind of zone in on what, what impact that has. Does this impact the conversional aspects of, pricing you are seeing from Google, which is interesting.

Mike Lyjak: Yeah. No, it’s, it’s everything is, and that’s how I’m smaller competitors. Smaller businesses can compete with larger businesses because it’s based off of the quality factor. So at the, at the end of the day, like you know, w when you’re looking at the campaigns and the quality scores, Google looks at everything from one main word. So when we look at these campaigns, the ads, the websites, the businesses, it all comes down to one single word, which is relevance. And so what Google wants to see is, is the searches that we performed in the ad, did they see match and solve the need of the user for what they’re searching for And does the ad explain the benefits of how it’s going to solve the user search And if they go to the website or landing page, is that also going to talk about how it’s going to solve the need of the user that’s performing the search

Mike Lyjak: So everything from top to bottom needs to be about providing those benefits and solving the need of the user when they go to Google and search.

And when it does that, we’re rewarded very significantly as Google tracks all of that.

Mike Lyjak

And so when more people are clicking through the ads or more people are converting, who looks at it as, Hey, this is exactly relevant to what the person is looking for here, you’re going to get a discount for this. So the quality s, score guys, based off of the amount we’re willing to bid the ad relevance and then the landing page experience. So it takes into account all of those different factors. Most of the time from the marketer’s perspective, you can really control like the big and how much you will understand for our clinic as well as the ad copy that you put into the ad.

Mike Lyjak: What a lot of times, you know, if we don’t have access to the landing page or what’s happening on the website, it can happen. The campaigns are for selling the best qualified people, right to the pagers and they’re not converting, then it’s just a no win. Now we will Look at all those factors combined. That’s what determines kind of this. And so a 10 out of 10 is going to be something like somebody searches for Coca Cola, they see an ad for Coca Cola and land on a page. It talks about how to get Coca Cola, what that kind of looks like. So when we start to match the keywords up with the right type of hyper-focused ads and landing page experience and everything, that’s how we start to increase the scores, which will then decrease the cost. The higher the quality score, the lower the cost. So

Matt Coffy: what’s the matter I’m going to say what, what we have to imagine is Google is sorta like telling you, look, if you do the right thing, you know, I’ll, I’ll draw up your cost by one third or, or in some cases even more, right I would think that this, you could probably prove this point out cause I’m looking at, you know, cool sculpting here.

Cost per conversions $140 per a lead

Matt Coffy

, which isn’t relatively that bad. But then you look at the overall because there’s, that’s just one segment, right And then you look at the overall like, wow, look at the quality scores are five, six, four out of 10. How do we fix this to be, you know, 79, 10 out of tens because those, those conversions when you get down to the bottom becoming super expensive because you’re paying through the nose for these clicks.

Mike Lyjak: Yeah. Cause you, you hit it. Exactly right. Right. So for instance, we got 28 conversions. So the CPA is 147, right It took 460 clicks to get those and that was at as an average CPC of $9 and 4 cents. Well let’s just say that the CPA or the cost per click, if we had a town of 10 right And the cost per click is around $6. Yeah. 460 multiplied by six. then divided by number of conversions, which is 28. The CPA and now goes from $147 to $98 and I would just decreased the CPA by 50%.

Matt Coffy: Right So CPA cost per acquisition,

Mike Lyjak: right

Matt Coffy: Yeah. And so you look at this and that means that it, if you think of them dollars, that donuts. So let’s say a CoolSculpting is $4,000. When you get the procedure done, how many more procedures do you get just by making this adjustment That’s the crazy thing. Cause now it starts to, you know, rotate a different set of circumstances. So if you’ve got your cost per acquisition down to $98, let’s just say call it a hundred, from 150. and you were doing let’s say 10, you know, cool sculpting procedures that, 1500. Now you can do. you know, so if you’re doing 10, now you’re going to be able to do 15. Right So what’s that That’s another, it’s five times 4,000, no, $20,000 of revenue just by making adjustments. This is what people don’t understand. The Magnificant, the magnif, the magnification of these errors. And, and people don’t go through, they kind of look at the top level and they don’t look at the bottom end. The small hinges swing very

Mike Lyjak: for every action. There’s an equal and opposite reaction and it works with all of these metrics for every metric you adjust, it’s going to affect every single other metric. So you have to understand the entire spiderweb from top to bottom to know if you make a tweak on one end of the sweater when it was going to affect every other portion of it.

Matt Coffy: Yeah. Well in this case, the magnification of it because, the fact that these are high velocity, high ex, well let’s just say these are potential, you know, $4,000 procedures. The winging of the very, very small percentage points of these quality scores make huge differences in the doors of the practitioner in this case. Yeah,

Mike Lyjak: you’re exactly right. And then it opens up budgets to be able to do additional things because you can tap out, right So they’re actually getting relatively capped out in terms of market share for the keywords that we’re targeting. So we’re targeting very specific keywords. We’re capturing 94% of the entire market share of what’s being searched for. So giving, getting more of that budget back and making more of that revenue allows us to do more on the awareness side to maybe drive more people in at the top of the funnel that weren’t necessarily aware of us. Because right now these campaigns are only targeting the decision stage where people are actually looking for the specific service. So we can take like CRM uploads and lookalikes and different types of audiences to help create new cookies and new market share where we’re then taking and creating our own market share for these types of searches in different types of keywords and different symptom based searches and things like that that can then bring people in and, and to round everything out.

Matt Coffy: So what you’re kind of saying is that not only from an a perspective of the client getting more procedures but the re invigoration of discovery. So basically creating demand is this, that we’re missing, which is that additional revenue beyond more appointments or more consultations based off of this, it’s a single factor of many factors of which there could be an additional demand generated from the savings of building your campaigns butter.

Mike Lyjak: Right.

Matt Coffy: Good. Okay, let’s continue.

Mike Lyjak: cool. So they’re talking about segmenting those out. Well, this is one of my secret tactics. this is a personal preference and I, I’ve proven it out across 10 different verticals. Tablets are garbage, so I exclude tablets, 100% negative bid adjustment on every campaign ever, and I have for the last year and a half, about $450 zero conversions. It never, ever, ever converts. And if it does, it’s usually had a ridiculous CPA and it’s just throwing money away. The

Matt Coffy: person using their tablet

Mike Lyjak: to do to this type of search is probably ineligible in the first place because they’re, if they’re on their phone, that’s really where you should be because they’re going to do something, they’re kind of like mobile and they’re going to go and walk into a practice, you know or is it the fact that tablets in general just have, poor conversion rates Cause the conversion structure and the tablet really isn’t built into any of our kind of ways that we do things. It’s good from a discovery standpoint, but not from a close standpoint. Right People aren’t submitting lead forms in my closing deals and the tablets and it goes down on a computer if they’re, you know, the right, demographic and whatnot, and they see it’s already, it’s even lower on the CPA there. Then people are always converting on mobile. The tablets aren’t really good for people who are like sitting around not doing much, killing time, looking up stuff,

Matt Coffy: tablets. Nobody has it. I don’t have it. Have it, you know, who has a tablet and my grandmother,

Mike Lyjak: my daughter, my two year old daughter has a little kid tablet.

Matt Coffy: Yeah. So maybe that’s the issue. yeah. But I liked the fact that this really does show the tale of the tape, which is that, you know, even though, although the campaigns of the computers are running better, you know, the cost per click is, is, is, it’s more expensive than the computers. But at the end of the day, the conversions always, always come through the phone. It’s like this really just says like the whole thing. Now would you say, okay, let’s blend it more to get the cost per conversion to come down. But my question would be, you’d really literally have to find out whether or not those people from the mobiles converted to revenue first of computers. Right. So my thought is that if someone’s on their mobile device, they’re, you’re walking around and trying to solve the problem. Right now their conversion to a patient is maybe potentially higher than the computer. It’s got to go to another segment. you know, they still have to move from there. But again, I guess it could be either way.

Mike Lyjak: There’s a revenue tracking piece that, you know, I harp on with every agency and haven’t been for the last year and a half. And one of them has taken like major strides and we’re implementing stuff currently, but the rest of them are all like, we’ll get to that maybe one day. But you know where we have all these leads, like these conversions that are leads, they’re running through CallRail, running through, you know, internally managed, either landing page system or we’re plugged in through their website and all of the names and information, phone numbers, emails, all of the contact information is getting plugged into a Google sheet or a CSV, something like that. And then getting it matched back against actual patients from the office or something that turned into actual revenue. So figuring out, you know, 30 days, 60 days, 90 days, you know, lead time follow ups on seeing, you know, what actually turned into revenue and matching that information back because then you can do different things where we can understand like true value where this is like the super, Oh we got this to so already assigned some value here.

Mike Lyjak: So they must’ve done something or somebody did something. These are the currency from analytics. Okay, so they have something in there. We’re, you know, if they didn’t have this, you can go in and you can set a value for the conversion reaction. So if we know that it takes a hundred conversions to get, you know, 10,000 revenue or whatever we just divided out, once we get that data back and then we can say each conversion action is worth $100. So that really starts to help ad-words know how much money we can try to make and how much of the value is worth and helps feed the, the algorithms.

Matt Coffy: Well, I mean, look, you know, you could get real revenue volume based off of timing sequences of the lead coming through and then putting it into a system then pulling it back. I mean, that’s what wicked reports does, right They, they take whatever that, whenever that, IP address clicks on ed starts to conversation, the attribution is now recorded where it came from and then you go, okay, great. I have is CRM and CRM has the attribution, the signal where it came from and then they, they use, you know, physical, you know, per second timing to figure out, you know, if that, as long as you put the revenue that you deducted from the client into the last mile, which is the hardest part of all, which is actually getting someone to physically put it, Oh, we just saw a customer, let’s put it in the system. You could track physical revenue. And that some people do like some of these pest control guys that are super, super like anal, they’ll do it. But you know, I haven’t found anybody in the med spa world that will do it because it’s such a velocity that people just don’t have time to do it. You know, our system is pretty robust enough to be able to, you know, put predictive analysis through some of this stuff, which is that it is, they said like at least get an average, you know

Mike Lyjak: Nice. That’s awesome. Yeah. So, so one of the things that minor things come from manifesting, I’ve taken up tablets and then figuring out like I’m dayparting is a strategy, right So we have ours, so they’re showing ads at all days and times, but if we were to run a report, it shows the hour of the day and breaks down the performance for the whole account, which we can add a fair and then we can see. So we see that at 5:00 PM 3:00 PM 5:00 PM our highest CPA times of the day, right So we would want to down date and figuring out how to like reduce costs. There was $534 and got one converting CPA was like five 18. That’s for the last 30 days. So these are like bad times to be marketing potentially because of like the cost. And so this is how I make like these small minor tweaks, running these reports, doing this analysis to determine,

Matt Coffy: look at the conversion numbers, go down to a the, if you go down to like the, it says our 22, not that one. Yeah, that one’s price. So it’s like what It’s like what all the money in right now. You need to be on a hundred percent impression shore for sure. At 22 which is whatever, 10:00 PM yeah. If people are buying right, then they’re like, I’m from work. And they just looked in the mirror.

Mike Lyjak: Yeah. Their beds are on their phone, goofing off, looking at stuff, catching up, figuring out what the hell they want to do with their life.

Matt Coffy: So, so here’s a golden hour, right The golden hour is I’m sitting in my bed looking at my belly. Yeah. I got to get some weight removed.

Mike Lyjak: Yeah. Yeah. Nine o’clock 10 o’clock

Matt Coffy: yeah. Like really interesting. I mean these are the things that if you think about it, I get it because the the problem is at three o’clock when I’m just trying to screw around on work and I’m trying to do like see this place is open and blah blah blah and my box with my shoulder and I close with it. Right. So you know, you’ll lose that value and it’s amazing. Did you do this The cost per conversion by hour.

Mike Lyjak: So it looks like 4:00 AM yeah.

Mike Lyjak: then the 7:00 PM the 11:00 PM then 8:00 AM

Matt Coffy: yeah,

Mike Lyjak: midnight 1:00 AM 10:00 PM

Speaker 5: okay.

Matt Coffy: Right. Yeah, we get it. So let’s, let’s reverse the other way because that’s the question I have is what’s the most, yeah, isn’t that amazing So it’s a five X difference of cost per conversion between that. This is, that’s just insane. I mean it’s reaming forbid adjustment. I mean it’s screaming bloody murder. I mean what’s this, I’m not defending that.

Mike Lyjak: The hardest stuff that I hear, this little stuff I do on the daily that I’m looking at and targeting and adjusting and tweaking.

Matt Coffy: But it’s funny how the drop-off is pretty interesting. Right So there’s only out of those, so let’s say one, two, three, four, five,

Mike Lyjak: almost 10 conversions. Right But they’re all, they’re all in that space. Awesome. Let’s look at a bigger sample size. Right Let’s look at all times for the campus as they started it.

Speaker 5: Okay.

Mike Lyjak: Cause that’s, you have to cross reference. Okay.

Matt Coffy: Oh absolutely. I was just saying that those hours represent only a small percentage of the conversions, like take up large bulk of the cost per week when you’re ready here the table, it really took a lot of data well you’ve got some meat on this phone, right I mean this is gets you some good information to start to do the valuation of time frame and a day party even, you know, day party. Our party, right

Mike Lyjak: Yeah. Day part. Yeah, exactly. So 8:00 AM 3:00 AM 7:00 AM 5:00 AM 1:00 AM yeah.

Matt Coffy: Well let’s go the other direction. See where the bad boys are.

Mike Lyjak: So noon. Yeah. And actually it’s kind of funny looking at it. A a 11:00 PM actually, if we look at all time, that can’t be right.

Matt Coffy: Yeah. As I said, you’ve got a very, I think you have a very short window here.

Mike Lyjak: Oh, it didn’t This was supposed to be, yeah. Time is the end point. I got so confused. There we go.

Matt Coffy: Yeah. There’s a convergence. Okay. As I said, and the cost per conversion has gone up. So it’s significantly, I think that’s because of the Google basically needed to make an order.

Mike Lyjak: One, two and 3:00 AM are the lowest. Yep. Seven 11:40 AM 10:00 PM and then yeah, I am 3:00 PM

Matt Coffy: yes. It’s at 3:00 PM keeps popping up again. All right. So we kind of get it. I mean, you know, there’s, there’s obvious, you know, significance there. Mmm. Just stuff to look at. And then obviously that that could also be seasonally adjusted for maybe, you know, when things are brighter outside, you know, the whole thing could change.

Mike Lyjak: yeah. Is it going into summer Everybody wants to get their beach bodies and stuff. So there’s like lots of those factors that all come into play when determining like where to bed when the bed, what’s your bed And I mean, let me see if I can find this thing.

Speaker 5: Okay,

Mike Lyjak: sure. I tested first.

Matt Coffy: Well I think we kind of get it so you don’t need to go too deep into the other side of the coin here

Mike Lyjak: really quickly. I want to show you something that we programmed. So, what city are you in

Matt Coffy: I’m in, well, I’m very small city in New Jersey called Ridgefield park. Richfield park. Yeah. Rich. All right. D G as in Ridge. All right. D G field. Yeah,

Mike Lyjak: boom. So we have created this thing where we’re programming where we can, we download by hour the weather and we can set up like programming to adjust bids and campaign performance based off of the weather

Matt Coffy: So obviously there’s a lot of significance to that for especially people who are in that industry where their weather would have an impact. But I guess it would impact a lot of people from a like do you run it heavier

as you get into the engagement

of the say like people who are

looking for

something close by that they can walk through I guess it would be an interesting strategy, right

Mike Lyjak: Yeah. There’s all kinds of different neat little programming stuff you could do, especially if, seasonality due to weather is an impact on the overall business or you know, like as it gets warmer and more people are wanting to go outside and more people in this arena that they’re trying to target or looking at their image. So more people are wanting to go outside when it’s nicer out. So you’re gonna want to spend more because more people are probably going to be looking or self conscious about their image, you know, as it progressed into the nicer times. So just what are weird things like that that we look at and that we’re trying to figure out and program. Just to give you some insight from semester what we do. And then you know, we have demographic data too. So age, gender, household income, we can set adjustments on all this stuff. Like target the rich people, get rid of the poor people. It’s terrible as it sometimes sounds, it’s, you know, there’s a market, there’s stuff that people just either can’t afford or they shouldn’t be marketing towards.

Matt Coffy: Well that’s a good question. And if you could repeat this as templates that you could just stand up pretty quickly. That would be super helpful for a lot of our med spas because they are, this is what we run into is you know the customers and tire kickers. Well it’s beyond tire kickers because what these guys will want is they want people who actually can do care credit as well. Let’s just keep it about jobs. You know what I mean That’s their biggest problem.

Mike Lyjak: What about unknown data Of course there’s sometimes this thought of unknown primary bulk of the operations came from the unknown sector. We don’t have the data which possibly could just be because of the location or a number of factors. So this isn’t necessarily going to be available. And you know, you mentioned making a template. It’s important to make a template based off of a text performance, so ad groups, ad techs, keywords, things like that and build out templates that way, but not building our templates that affect the actual devices, schedule audiences, all that stuff. Because everything is uniquely specific to the demographics of the location of the area. So, depending on the people that live in the area, it’s going to be different. Every single different city that we’re targeting. Have you found calling me on the ineffective now there’s a glitch with them that Google is refusing to like acknowledge openly and it pisses me off. so I’m going to show you something mean and this is like, cause I notice things so far beyond like when you look at quality score, right So you have

Mike Lyjak: relevance.

Speaker 5: No.

Mike Lyjak: So the main components too is the taste of account. They’re expecting a click through rate, the relevance of the ad and the landing page experience, right So if we look at call only ad campaigns, there’s search campaigns, but the user hits for mobile only and when they click on the phone number of the ad, it calls the business. So there’s never a landing page ever hit. So within a month of running a call and the campaign are automatically gonna get docked and get below average and get penalized on the landing page experience column. Because nobody ever goes to a landing page from a call only campaign. They just call it a business. So the click results in a, in an instant bounce because it never hits a landing page. So they immediately get docked. So eventually the quality scores tank and ended up paying 300% more per click for calling the campaigns. So it’s a great scam for Google to make a lot of money off people that are, don’t know what the hell they’re doing, but it’s a pain in the ass for, for us to know all the inside stuff. Anybody doing text only campaign

Mike Lyjak: I mean this is text only. Oh, you’re talking about text message Yeah, no, that’s, I mean you can’t really do that. That’s under the message extension itself, which this functionality goes away in 11 days. So Google is actually sunsetting this feature.

Mike Lyjak: be able to do text message. That’s surprising. I guess it didn’t work out, huh I think it was a nice concept and that leg, it just didn’t hit as as much as they wanted it to. So now they’re testing like we don’t have it in this account particularly, but there’s a beta that’s out now from some of the accounts, for the lead form extension, we can actually add a lead form right from the syrup attached to the ad itself. Yeah, I’ve heard that that’s common that that might work.

Mike Lyjak: Well part of it depends on the people setting up this stuff too. If people are setting this stuff up and I don’t know what the hell they’re doing and set it up crappy and then everybody starts trying to use it from a user experience and it wasn’t set up right and then the business isn’t responding, that’s a terrible experience. So even if it has great implications, that can be really valuable for some businesses. If the mass public doesn’t know what they’re doing and sets it up wrong or their business have a response or text people back or response to leads, then it’s just a poor service essentially from Google’s eyes.

Matt Coffy: So in, in this question I have is, and this was asking you, all these offers are the same CoolSculpting from $89 a month, CoolSculpting for $1,100 discount, blah blah blah blah, blah. Like they’re all the same. I’m an AB testing variant. I would think you’d want to have at least a secondary offer to test out which one would went out, you know,

Mike Lyjak: yes and no it would, it would have to go kind of month over month maybe. mostly be testing the, the different ways of phrasing it inside of here. So this is good. They have some different ads and stuff, but they’re missing out on the, yeah, the responsive. So you need to responsive and now, so the typical format per Agora is, you want to expand the text ads and then one responsive ad. Now having it all fully built out to like maximize all of the functions here where, you know, there’s like 15 headlines you can have, you need to have all of these in there cause this does all the testing for you. So it actually like saves quite a few months of testing where you

can get a lot done with that responsive format. But yeah, I forgot to test the offers. It’s good to run it like on a month over month basis where you can actually review the results in a, in an easy to interpret manner or we do like a month over month or if you’re doing that you would set up two similar ad groups or in the same ad group.

Mike Lyjak: And then we have a programming that you can do with here where we can set up variations and we can build in a AB test specifically

Mike Lyjak: into here where

Matt Coffy: yeah, just that first headline with doing what I’m really concerned about, which is like it’s, you know, try something of it, some of its dollar value to see if it converts better to them. Like it is 89 the number, I mean who knew that number works,

Mike Lyjak: right No, I hear exactly right. And then add customizers. Right. So I’m I guess familiar with ad customizers yep. So like keyword insertion and then the countdown countdown timers and, okay.

Matt Coffy: Yeah. I mean, to me, I’m, I’m just curious on why, you know, what, how they settled on $89 a month. Like I know what it is because that’s the strategy within care

credit, you know, cause they’re basically, you know, but I’m wondering if like, is that the number that people go, Oh that’s the number that I found. I figured it out or is it the number that’s just basically the care credit suggested or, I mean like I always wonder where we get some numbers from because what if it’s $69 a month and it’s just based over more months or whatever and you get

Mike Lyjak: the first month free, get your first month free and then 89 after that.

Matt Coffy: Yeah, I mean, again, I think we’d have to talk to them about, you know, where are they, where are they getting these numbers and you know, that’s the big challenge that we face in this industry is that people just copy everybody else. Oh well it’s working over there. They’re doing it. So we’ll just do it. Why

Mike Lyjak: That’s funny. Yeah, you’re exactly right, Robyn. Duplicate. You hear that all the time.

Matt Coffy: Well, the funny thing is, is what we’ve found in this particular industry, is that

Matt Coffy: branding, because CoolSculpt is such a big brand, branding is more important. You see

us as these threes bat away at the top, you really have to push the brand there. Cause people don’t, what’s that They get scared and they go, I this isn’t, you know, what I was looking for, you know, so, you have to be careful about the whole way that you positioned this stuff. And I’m not saying they’re doing anything wrong. I mean there’s, there’s obviously things that I think are missing from this landing page that we’re going to help them with. But I, I think that what I see from a lot of this is what you just said, which is that they’re just stealing whatever they saw out there and re and reformat them.

Matt Coffy: I would love to see at the end of the day, how many of these converted as opposed to converted to real sales, meaning $89 a month. Does that convert from the CareCredit perspective into a real deals Or was was the $1,100 off or what we’re seeing today, which is 1100 plus an additional thousand dollars off for a three skin tightening. So it’s $2,200 off for $2,100 off. Now someone see some big numbers and then they click and then those people can bark cause they know well if I’m getting 2000 off like I dunno, numbers seem to be manipulative to some degree. For some people they, they tend to go towards big numbers cause they see like Oh that’s just a bigger deal and then they can work out, you know, the real self stuff. I don’t care. Credit stuff at the backend. Something something to consider.

Mike Lyjak: Yeah, no I definitely agree. And you know, the more we test in the more able to like have the flexibility and anyways the budding they could get the campaigns performing.

Matt Coffy: Yeah. It’s crazy. I mean I always think about like the dialogue that I’ve had so many times with so many different clients and everybody sorta in this space, especially in CoolSculpting, they just, they literally just have no idea. They were like, well, it’s 25% off. It’s this that like they don’t come up with any good conclusions based off of real data. Like they don’t necessarily measure anything. They just go with it and this run it. Not saying that this is a particular case here, maybe the 89 is the women, but you know, until we test it, you know,

Matt Coffy: enjoying what they’re doing because I think that’s what they’re supposed to do and then not actually auditing it afterwards and I get it. That’s our job by the way. You know That’s why the whole thing S indeed it is our work. Thanks for listening to this podcast show and we will wrap it up here by saying if you need any help, go to practice bloom.com and just click on it, get started button and we can help you with your med spa. Thank you again for listening to this listener and we’ll see you in the next episode.