067: The Superpowers of Effective PPC Budget Management and Pacing with Alejandro Torres (Office Hours)

[0:25] Danny Gavin Host

I’m Danny Gavin, founder of Optige Marketing Professor and the host of the Digital Marketing Mentor. Today is a very special office hours episode with the one and only Alejandro Torres, who is a paid search analyst at Optidge.

Today, we’re going to talk about a unique solution to PPC budget management. But before we get into that topic, Alejandro, how are you? 

 

[0:47] Alejandro Torres Guest

I’m doing good, Danny. Thanks, sir, for inviting me to the podcast. 

 

[0:55] Danny Gavin Host

That’s my pleasure. I know we’ve tried to sit down a couple times and it just hasn’t worked because we’re both busy guys or both dads. 

 

[1:00] Alejandro Torres Guest

Yeah.

 

[1:01] Danny Gavin Host

You know, but I’m so glad that we’re sitting here today. 

 

[1:02] Alejandro Torres Guest

I’m glad too. 

 

[1:04] Danny Gavin Host

So before we jump into the topic at hand, why do you tell our audience more about your background? So where you went to school, what you studied and how you got here today?

 

[1:12] Alejandro Torres Guest

Of course. Sure. So it’s a pretty strange path that I took, but let me explain. 

 

When I went to decide which career to choose in the university,

I wanted art. I wanted to be a movie director, but there’s no industry in Mexico. I’m located in Mexico, so in Guadalajara.

 

There’s a big university, very important, the same university that Guillermo Toro went to at some point in his life, but there’s no industry here. And I started studying marketing,

not digital marketing, just marketing. I went into the school for probably one year in marketing and I decided it wasn’t for me.

It was more on the traditional side of marketing, and I didn’t love it. It was horrible. For me, it was the worst part of all my learning process in my life.

So I choose to change career paths again, one year after. 

 

[2:20] Danny Gavin Host

I just want to stop you just because it’s funny. When I was studying my MBA, the class that I got the worst grade in was marketing.

So I could relate. But it wasn’t a digital marketing course. It was traditional marketing. 

 

[2:33] Alejandro Torres Guest

Yeah, I don’t know what it’s going on with. I wasn’t matching. I loved at that point,

I was already involved in tech and I love tech and website development. And it was, you know, kind of involved in the tech industry because my father, you know, it was his profession.

So I love tech. And this was too traditional for me. And I didn’t love it. I wasn’t passionate about it. So I changed my career path. And again, I decided based on career opportunities, growth etc. So I moved to finance, financial management.

 

[3:14] Danny Gavin Host Gavin

And honestly, today we’re talking about PPC budgets, right? So that’s fine. 

 

[3:17] Alejandro Torres Guest

Exactly. 

 

[3:18] Danny Gavin Host

So that’s why it’s like it worked out well. 

 

[3:21] Alejandro Torres Guest

Exactly. So I completed a career in financial management, with a bachelor’s degree. But when I graduated, I wasn’t, I didn’t love it.

The salaries were low at that point. And I had a lot of background in tech. So I end up working on tech, mostly on IT stuff, project management, et cetera, but at some point in one of my previous jobs, at this point in university. I was on a summer vacation, I decided to do something on my own, and I started an e-commerce website selling t -shirts. It went well, not extraordinarily well, but it was good. But at some point I leave it and focus back on my career, you know, on the university.

And when I wasn’t in IT and a company that I just work at, they wanted to do e -commerce. Actually, I proposed it first and they told me, “no, no, no, our clients don’t understand digital. They don’t even know how to use the cell phone. So we don’t want e-commerce”

 

So the first step was to be a distributor of the company.

I created my own company distributing their products. They noticed they looked into the web page. At some point they came to me and asked me have you seen this company?

They’re selling our stuff online. I was like, yeah, it’s me. They were like, okay, why aren’t you doing this for us? And I was like,

you told me you didn’t want to. Now we want to. Please do it. So I built up their e -commerce on Shopify. When Shopify probably was starting and it went it went super good.

It was super successful. It became one of the best selling stores in the first year. 

 

[5:32] Danny Gavin Host

I love it. And I think the point is, it’s like, you know, you tried things on your own,

you started from yourself. And I think that’s a common thread for some of the best digital marketers out there are the ones who try things on their own, you know, aren’t worried about making mistakes. So it’s cool that you’re part of that club.

 

[5:50] Alejandro Torres Guest

Yeah, I think curiosity is one core value for anyone in this industry. 

 

[5:57] Danny Gavin Host

Yeah, that’s fair. Well, thank you so much for that intro. Let’s dive into PPC campaign budgets.

So a little bit of an intro for the audience in the world of Google Ads, in the world of PPC. We have budgets, right? A certain amount of money that we want to spend every single month.

Usually, this is assigned by the client. And you’d think that you put in that budget and we’ll talk about it, right? You think you put that budget into the platform and it will stick to that.

And the problem is it’s not that simple. So Alejandro and his team got together to create a cool system on how to better track PPC campaign budgets. And if you think about it,

especially when you have a lot of clients, it’s something that could be really difficult. So Let’s jump right in. So Alejandro, was there a straw that broke the camel’s back moment that led you to create this tracking sheet?

 

[6:49] Guest:Alejandro

Yeah, I mean part of the responsibilities as PPC Specialist is to monitor spend and as you mentioned in Google is kind of tricky. Normally on other platforms you set a monthly budget and you are free to go and you can be calm and wait for the end of the month to pay.

Google is a daily budget. So sometimes Google finds opportunities to spend more some days and other days doesn’t spend as much so you have to keep monitoring daily in order to,

you know, manage to spend the budget. And it was, it happened to me a couple of months that I overspent,not much, but I overspent, or underspent, it happened for two or three months. So my first approach is to ‘what can I do to stop?’

We used to have a tool to monitor overall budgets. But daily expenses are complicated. So I started basically checking the campaigns three times a week and logging into an Excel sheet how much is pending and comparing with the budgets and it was a nightmare. I did that for probably two or three months, and then I started doing some automations in the sheets because it took me a while to extract the information.

But all the information, it was extracted manually and copy and paste and all that. It was good. I stopped over or underspending, but it was a lot of effort. You know, it was something that wasn’t actually adding value to the client. Because it’s basically just keeping monitoring money instead of optimizing the campaigns or doing stuff that actually adds value for the campaigns and ends up giving more leads or value for the money for the clients.

So that’s why I started with the automations. At some point, I think it was, well, someone on the Optidge team told me about this tool called Dataslayer, which basically queries your accounts, extracts the information so you can do super cool stuff. It gives you superpowers in terms of what you can do with, especially in this case with the budgets.

 

[9:40] Danny Gavin Host

That’s amazing. So did you try any other solutions from other providers? Like maybe trying software. Like first, before having to come up with this new system.

 

[9:50] Alejandro Torres Guest

Yeah, we used to, I think it’s called Hock, Hock AI. It is a very cool tool. It’s very, it has a lot of stuff, good dashboards. You can monitor multiple networks and all that stuff. But when it comes to Google, again, it’s never accurate.

It’s hard to be accurate. It’s better to be on top of the spend. And this tool, I think, used to update once a day.

And sometimes it didn’t update correctly and you had to wait one more day to update and that was a complicated part. In two or three days you can miss a lot of spending in terms of over or under spending.

So it is important to have more accurate measurements in terms of that. So it was a great tool. They have a great UI but it wasn’t perfect.

We were looking for something that optimized our workflow in terms of looking into the dashboard, see if something is going wrong and you can then dig deeper and that’s why we start doing basically with this tool.

 

[11:12] Danny Gavin Host

So I think the advantage that you’re saying over, let’s say, another tool is you’re literally taking the raw data out of the tool, and then you can really manipulate and customize it.

I don’t think everyone has that ability, so I think it’s cool that, number one, if you didn’t have experience but you’re willing to try it out, but also to go ahead and then be able to create something custom.

I think there’s always pros and cons, But if you can take the data, customize it and make it to what you need, I think that provides so many benefits, both to you,

to everyone else in the department and eventually to the clients. 

 

[11:51] Alejandro Torres Guest

I think the most important thing here is everything that doesn’t add value to the customer or the agency and can be automated, I need it. Because it allows you to take that time and focus on what’s important and focus on what adds value to the revenue of the client or on that stuff.

So yeah definitely.

 

[12:18] Host:Danny

So when it comes to underspending and overspending do you notice any trends with regards to the type of client, the type of campaign? Are there things that usually overspend or underspend?

[12:32] Alejandro Torres Guest

With Google, it’s roulette. You never know. It has happened, even with this tool, that everything looks perfect and then two days after, Google overspent a lot. The good thing is you can quickly monitor and check and adjust. The only issues, when it happens at the end of the month. You have two or three days before the end of the month, and Google decides, I will overspend these three days, and that’s an issue. But overall, I think that has happened much, much less than with this tool than it happened before. 

 

[13:18] Danny Gavin Host

So tell me about this tool. Like, is..so obviously,

you’re tracking information for multiple clients, but do you have a high -level dashboard? How are you able to log in and make decisions quickly? 

 

[13:30] Alejandro Torres Guest

Yeah. Basically, we created these sheets. It works with Google Sheets, which is cool because you can manipulate, copy, paste, and do stuff quickly. So you have a dashboard with a list of all the clients you are managing and you can quickly check how the spend is compared with the budget and what’s the deviation in terms of money and percentage. And if there’s any, if you notice something that is not going correctly you can click on the client’s name and then you open the client’s password which It’s also in Google Sheets.

Everything is running through Google Sheets. The dashboard is divided in two parts. The top part of the dashboard gives you the overall view of the account.

You can see, OK, the overall of the account, in terms of the whole budget, this is a situation. But then you can go back down to the dashboard and see thIs company is the one that is overspending or underspending.

So you have, you can see the forest but you can go to analyze each tree. So that’s super cool. 

 

[14:48] Danny Gavin Host

And I don’t think that was a feature that they had like to be able to look at the campaign level and be able to do budgets,right? 

 

[14:54] Alejandro Torres Guest 

No, it was more on the account level. 

 

[14:58] Danny Gavin Host

That’s cool. So that’s something that you could customize by taking that data.

 

[15:02] Alejandro Torres Guest

Exactly, yeah.

 

[15:03 ] Danny Gavin Host

Love it.

 

[15:04] Alejandro Torres Guest

Yeah, so you can see each campaign and you can see not only the spend, you can see the deviations, you can see the remaining daily budget.

So if you see that you’re overspending, you can see, oh, this is the daily budget that I can use for the rest of the month and change it right away.

 

[15:26] Danny Gavin Host

So you don’t even have to take out a calculator or go to another Excel or sheet cell and do it, but it’s all there. 

 

[15:32} Alejandro Torres Guest

Exactly. Yeah. 

 

[15:34] Danny Gavin Host

Tell me the excitement of the team. When you showed them this and I know you worked on it with other people, but were people like, oh my god, like, what was that? Just kind of describe it. 

 

[15:46] Alejandro Torres Guest

It was cool. It was super cool. They were super excited. They participated in the process. I took a lot of feedback from the team. I think that’s why the tool is super cool. If you only take one -way road with building the best tool ever and never listen to the stakeholders, it can be the best tool, but the stakeholders aren’t involved and probably don’t match what they expect of the tool. So receive feedback from the end users, in this case the other teammates, it helps to improve the tool. So as a lot of features came from their feedback, they were obviously super excited when they started seeing the tool. It makes it super easy. Instead of going account by account, watch what is going on. You can have this dashboard filter, okay, these are my accounts,

how they’re doing, everything looks good. So you don’t have to go deeper. You just, in a quick look, you know if everything is going good. And if there’s errors or if there’s something wrong,

you can dig deeper and go into the account level, campaign level. So that’s super cool. And something that I haven’t mentioned so far is we’re using Google,

but also Bing. So we’re monitoring both platforms at the same time. 

 

[17:19] Danny Gavin Host

Yeah, we forget about the little brother called Bing or Microsoft ads. So we don’t discriminate.

We check budgets on both. 

 

[17:29] Alejandro Torres Guest

Exactly. 

 

[17:30] Danny Gavin Host

And I think what’s cool to mention about this is like, this whole thing of using Dataslayer. So I think at Optage, we’ve used other things in the past,

but Dataslayer actually came from the paid social department because they wanted to pull certain data. And then once they kind of shared that information, it helped the paid search department. So I’m just proud about the collaboration, right? And this is I think the advantage of an agency having multiple departments and that cross department collaboration just really cool things can come out from that.

 

[18:02] Alejandro Torres Guest

Yeah, communicating about what you are doing in one department and showing the rest of the team always helps and this is a perfect example. Because they use them they bring that tool and I was like oh so we can probably use it for this other task. That’s why it’s important to have this type of communication between departments. 

 

[18:28] Danny Gavin Host

So to get a little bit technical, I think technically you’re using queries in order to create these dashboards. Tell us about these queries and how you decide to utilize them.

And I assume part of that will be how often is the data actually coming in? 

 

[18:43] Alejandro Torres Guest

Yeah. Basically, Dataslayer works with queries. They charge you by queries.

 

[18:50] Danny Gavin Host

So that’s important to note. 

 

[18:52] Alejandro Torres Guest

Yeah, but even though similar tools do the same thing, the Dataslayer is very cheap compared with other tools. So that’s super cool. But well, it works with queries. What is a query? Basically, when you go through an account and pull information, every time you pull information from an account, that’s a query. So in terms of what we wanted to achieve, there were multiple, different ways to approach it. The first approach was to create a dashboard for each client and query the information from each client.But at some point, the scale kills you because you have to replicate a lot of stuff every time and replicate the queries and do a lot of work.So at some point, I was like, why don’t we create just one, just pull all the information from the Google, all the information from Bing, from all the accounts that we are managing. I started with the active accounts, but pretty soon I noticed it was the best approach because sometimes you pause campaigns at the middle of the month and the tool wasn’t pulling that data. So I updated the query to pull the information for active campaigns, for campaigns that have spent in the month, or at least one impression. Just in the case that it’s not spending,

it’s paused, but it was active for two days and has two or three impressions, let it show. So I basically pulled out three filters. The columns that I bring up into the tool are basically the campaign name, the account ID, and the spend. These are the three more important columns that I’m bringing into the tool. And that information is pulled into what we call Google Dump and Bing Dump, which are basically the raw data. And from there, I take the information into separate sheets by client. 

 

[21:25] Danny Gavin Host

Awesome. That’s really cool how you figured that all out. So do clients have access to any of this information?

 

[21:33] Alejandro Torres Guest

No, this is more internal management. Basically, as I mentioned before, this doesn’t add any actual value to the client. So it doesn’t make sense. If any client wants access to it, we can probably figure it out. But just monitor spend is not, I mean I have never managed a client that they’ll tell you I want to spend money on Google and what’s your goal?

Spend money, you know? They normally are looking for leads or sales or something else. So we are we focus and provide that data instead of you know, working them about how much they are spending 

 

[22:22] Danny Gavin Host

So how often are you or other teammates actually reviewing the data like how often are they going into the sheet? 

 

[22:27] Alejandro Torres Guest

The regular process is to check into these at least twice a week.But if you notice something is not going well, then you probably want to start monitoring more often.

 

[22:40] Danny Gavin Host

Are there any automations or alerts? Like if something goes down, then you’re automatically alerted? 

 

[22:46] Alejandro Torres Guest

Not yet. It’s probably something that we can figure out. But it took me a lot to get into this point and….

 

[22:57] Danny Gavin Host

Oh, totally!

 

[22:59] Alejandro Torres Guest

Yeah, probably eventually we will figure out more automations and more things to do there, but, you know, then some other projects came up to the table so you have to prioritize.

 

[23:12] Danny Gavin Host

Right, ’cause if anyone thinks that Google ads are just the same thing all the time, beware, things are changing all the time. But you know what’s interesting, Alejandro, I think with Zapier and potentially changes and rows or columns, we could do some sort of things. But yeah, well, we’ll table that for next week.

 

[23:30] Alejandro Torres Guest

Sure! 

[23:31] Danny Gavin Host

You know, is there one person in charge of going in and updating or checking ‘Hey team, are there any budget changes?’ Or does everyone have the ability to just go in and say, ‘Okay? Well, the budget was 1500!’ 

 

[23:41] Alejandro Torres Guest

Yeah, everyone in the team can go into the tool. I can even look at other teammates’ accounts if I want to. I can see what’s the current budget set, daily budgets on Google. And if I notice there’s a big jump in terms of spend, I can notify someone else in the team. So yeah, it’s pretty collaborative. Even if someone in the team, it’s some PTO, is out of vacation, it can tell the teammates, you know, look for my accounts, check if there’s an overspend and everything is there. You can decide with the information showing up in the dashboard, you can decide even if it’s not your account, you can quickly decide what to do with the budget. 

 

[24:32] Danny Gavin Host

Now if let’s say there’s a new campaign that was created, do you actually have to go in and like add that campaign to something or does things automatically just get updated?

 

[24:42] Alejandro Torres Guest

You have to update the query just to pull the information from the account but you don’t have to add campaign per campaign. 

 

[24:52] Danny Gavin Host

So once that account is connected it just works.

That is really cool and I would like to add a new account. Is that something like it’s centralized, that’s something you do or does every person, they know how to do it and then they add it?

 

[25:04] Alejandro Torres Guest

I’ve created an SOP explaining the process for the team. An SOP, which is a document, but also a video showing the process to the team. But, you know, sometimes if there’s one missing formula or anything it’s broken, they can come up to me and I can quickly fix it.

 

[25:28] Danny Gavin Host

Cool, but technically they do it, but you’re always there to help them. 

 

[25:33] Alejandro Torres Guest

Exactly, yes. 

 

[25:34] Danny Gavin Host

Love it, and SOP, just for those people who don’t know, is the Standing Operating Procedure. In agencies and in companies in general it’s really smart to document processes. That way if Alejandro wants to go on vacation, like we can still do what we need to do. But that’s cool, That is so cool. I love it. Yeah, wow. So given that the spending thresholds, both upper and lower, can vary widely from campaign to campaign. How do you go about knowing what the normal values are for the different campaigns? Is there a sale with a quick reference value? Is our color coded table? How does that work? 

 

[26:14] Alejandro Torres Guest

Yeah, it is color coded. Basically, if a campaign is over the regular spend, over or under 10 % of the regular spend, it turns red. So it’s like a semaphore. You can go in and, oh, here’s a red flag. So let’s go a bit deeper. And we set it on 10% because as we mentioned, Google can’t overspend one day and then underspend. So normally it tends to normalize during a couple of days or a week so if you rush in an update before this 10% and you update the budget you can end up underspending or overspending or making a lot of changes during the month. So the ideal world is not to change the budget on Google every day, because it also affects the campaigns. So that’s why we have this tolerance of 10%. 

 

[27:14] Danny Gavin Host

And also, I think like the advantage of only checking twice a week, right? Like someone might say, “Hey, we’re not checking every day.” But it’s because if you check every day, you actually might make the wrong decision. You kind of need to wait a little bit to see what goes on. 

 

[27:27] Alejandro Torres Guest

Exactly. 

 

[27:29] Danny Gavin Host 

So, but the actual budget, like this campaign needs to spend this much, that you actually have to hard code into the sheet, correct? 

 

[27:37] Alejandro Torres Guest

Yeah, there’s, we have on the client dashboard, you have the under part of where you see the overall account.  

 

[27:47] Danny Gavin Host

Yeah. 

 

[27:48] Alejandro Torres Guest

You can set an account budget, but probably you have a client that has, you know, “Oh, I have this budget for California and this budget for Texas.” So you can set the two budgets in the top part of the account and then assign these budgets to the campaigns in the sheet. So that way you can know the group’s spending and it makes it much easier to monitor. 

 

[28:16] Danny Gavin Host

That is really really cool! I guess the last official question is, do you have a way of viewing trends? What is like, like more long term? Or is it really like we’re literally looking at each month and like once, you know, June’s over, then now we look at July. Do we look at historical trends or not? 

 

[28:38] Alejandro Torres Guest

That is how it’s working now. Basically, you have to see the up-to-date. You cannot see trends. When I was doing it manually, I started noticing some trends in certain accounts and there are some days that they spend more, some days that they don’t spend anything. So yeah, right now it’s basically the tool to figure out how to solve the biggest issue is to monitor expenses. Obviously, to generate these strengths, as you mentioned, will be super helpful and definitely, it’s nice to have in the future. It’s not a priority at this point. But definitely it’s something that will add value because that will be valuable information. 

 

[29:30] Danny Gavin Host

Yeah. And I mean, maybe one day we’ll even turn this into a product that we sell,

which would be really cool. Who knows? 

 

[29:35] Alejandro Torres Guest

Yeah. Who knows? 

 

[29:37] Host:Danny

Awesome. Well, thank you so much for sharing this with us. I think it’s so cool. And I think a lot of our listeners will be like whoa, I didn’t even know this was an issue. And wow, it could be a really manual process. And wow, this is an amazing thing that a company and our company’s not just the company, it’s the people inside of it that work together to create this awesome solution to make sure that it’s a better service and experience for their clients.

Which is so cool. Before we wrap up, we’d like to have our lightning round. I know Alejandro, you like music, you like books. Let’s talk about your top three, either books or movies.

 

[30:13] Alejandro Torres Guest

Right now, one book that changed my view in terms of, and one of my core values as a person is ambition. But at times, it’s confusing because you can be ambitious. And in this modern world, it’s related to growth, grow as crazy and get as much as you can. And one book that changed my point of view about this, was The Scale from Kirk Williams. Who was also in this podcast.

The approach of yeah, just focus and be successful, but be happy. You have a fat life, not everything is your professional career, not everything is money, not everything is growth, you can also be happy, you know, being successful without looking to grow like, like crazy. So that book is, I think it’s a must for everyone that works in this industry because in general, I think the little marketers are always being pushed into, you have to grow, you have to generate more value, you have to sell more. And this book is like focused on what that’s value, focused on the important things.

 

[31:41] Danny Gavin Host 

Yeah, and you know what the cool thing is, I remember. I’ll tell you two stories related to this. I remember before he wrote the book Brianna and Rachel heard him at a conference and he spoke about the topic and they came back really inspired and I think that also helped me. Because earlier on in the agency I was a little bit of that mindset like go go go, right? And so that was really cool. Second of all, I recently won a contest with Kirk. So he sent me a copy of the book and two coffee mugs, which was cool. I already owned the book, but it was the hardcover version. So I got the card cover. So I took my soft cover version and I actually,

which was in good condition, but I then handed off to another agency owner I know as a gift. And that was just cool like that all happened. So it’s so cool that you mentioned that book. We love Kirk. And yeah, thanks for sharing it. So what else? 

 

[32:40] Alejandro Torres Guest

Well, another book not related to the industry, but super interesting. It’s called The Curious Incident of the Dog at Nighttime. It’s a long title. Basically, it’s a book written from the point of view of an autistic kid and it’s basically solving what it’s in his mind a mystery and like a Sherlock Holmes book but you see it through the eyes of the autistic child. It’s super interesting not only because you understand how they see the world, the autistic people, but also because, for me it was revealing because I identified that every person in the world has a default bias in terms of what they, how they perceive the world. How they judge the world for the mere fact that you have certain abilities and there’s other people. If you have different abilities you will perceive the world differently and you will act differently. So it allows you to understand that it’s a very diverse world as it is and it’s super interesting. I love that book.

 

[34:11] Danny Gavin Host

Wow. I’ve never heard of it. I’m like, kind of looking at it right now on Amazon while we’re doing this. But that’s awesome. Yeah, I’m definitely going to take a look. And I think it’s it,

I mean, I don’t know if it’s for kids, but it seems like it could be helpful. 

 

[34:27] Alejandro Torres Guest

I don’t know. It’s not a kids book.

 

[34;34] Danny Gavin Host

Yeah. 

 

[34:34] Alejandro Torres Guest

But probably it can be helpful. I don’t think into early stages, but probably around 10 to 12 years. 

 

[34:43] Danny Gavin Host

I’m thinking like high school, like high school kids.

 

[34:44] Alejandro Torres Guest

Yeah, that will be awesome for high school kids. 

 

[34:48] Host:Danny

 Love it. And what’s your number three? 

 

[34:52] Alejandro Torres Guest

The number three will be an Ethnic Series, the three body problem.

It’s science fiction. I haven’t completed it. I’m on the third chapter, but it’s amazing. It changes. It blows your mind. It’s extraordinary. 

 

[35:09] Danny Gavin Host

Yeah, I finished it and I really, really enjoyed it. So we can talk about it once you’re done. 

 

[35:15] Alejandro Torres Guest

Cool. Yeah. 

 

[35:18] Danny Gavin Host

Cool. Well, Alejandro, what’s next? What’s your next big project that you’re working on? 

 

[35:24] Alejandro Torres Guest

Right now, I’m finishing another project. We’re implementing enhanced conversions for the clients in the agency. For those who don’t know, enhanced conversions is a feature in Google Ads which allows you to provide Google basically with encrypted information from the conversions you have so it can improve the campaign results basically. You share with Google the email and phone number from the conversions you have. Then Google can look for more conversions that are valuable for the clients. I’m finishing this project and the next big project is that I will become a father again, so I think that will be my next big, big project. 

 

[36:15] Danny Gavin Host

Yeah, well, both of those sound exciting. 

 

[36:18] Alejandro Torres Guest

Yeah. Yeah.

 

[36:19] Danny Gavin Host

And we’re wishing, you know, hope your wife is healthy and everything goes well. But we’re definitely excited for you and your son, because I know he’s going to be excited to have a brother. 

 

[36:29] Alejandro Torres Guest

Definitely. 

 

[36:30] Danny Gavin Host

Cool. So Alejandro, where can listeners learn more about you? And maybe follow you? 

 

[36:35] Alejandro Torres Guest

Where I’m more active is on LinkedIn.

So you can find my name Alejandro Torres. And yeah, I’m posting, I’m doing a post in LinkedIn about, I have, I think probably the, one of the most recent is related to enhanced conversions. Just a note, everything is in Spanish because I’m in Mexico and I want to share information in my language, but you can find me there.

 

[37:01] Danny Gavin Host

That’s fine. We have, like I said, three body languages, right? No, we’ve got lots of translation tools, so that’s cool. 

 

[37:11] Alejandro Torres Guest

Yeah. 

 

[37:13] Danny Gavin Host

Wonderful. Well, Alejandro, this was really great. Super proud of you, super proud of the team. And I think this opens up a new world to many people who didn’t even know that this was an issue and how you can be really creative in solving things.