SPEAKER_00 0:00

What is the best campaign structure on Meta for e-commerce businesses? That's what we're going to cover in this episode. And I actually have my iPad out here so I can draw and you can kind of see some things. This is actually our e-commerce meta ads playbook that all of our clients get. We're going to talk through the three different tiers because the game plan changes a little bit based on what tier you're in, based on your spend level. So I'm going to be breaking down with Dylan here. We're going to talk about the three tiers. We're going to talk about the campaign structure for this. And we're going to talk about the weekly rhythm, which is like the heart of truly managing meta-ads and being able to leverage it and grow and not just feel like you're throwing money into a garbage can and lighting it on fire. Which many people feel. So if that's you and you're raising your hand in your brain, you're like, yes, that's me, Josh. What the heck do I need to do? We're going to walk through the structures that we're using right now, that we're seeing right now. And if you're new to this podcast, uh, we're the e-commerce sally. We've been around for about 13 years now. We work with a little over 200 e-commerce brands in our coaching programs. I'm the founder, Josh Coffee, and this is my friend and team member and co-founder of Breezeway. Dylan Counts. Hey, Dylan. Hey, that's me. So Dylan is a I'm Dylan. Dylan's a marketing director here at the e-commerce Sally, and he's a coach at the e-commerce Sally, been here a long time, runs all of our live events as well. But he's also a co-founder of Breezeway, which you need to go check out Breezeway.co. It's the best ad management launcher and data analyzer to show you what to do inside your meta ads account on the planet. Way but I mean I'd like to say this Meta wishes it built this ads manager. I mean, it's so good.

SPEAKER_01 1:37

At least I wish Meta built this ads manager, so then we just went and built it because it it literally, I there there are a few times that I have to launch ads in ads manager, and it makes me want to pull my hair out.

SPEAKER_00 1:51

It's the worst.

SPEAKER_01 1:52

So if anyone here is launching ads in ads manager and you know, enhancements get turned on, your catalog is on. I still like was struggling to figure out why the heck catalog kept getting turned on for our ads. I found it. Don't worry, I found it. It was it was hidden between like 17 layers of stuff, but I found it. Breezeway doesn't do that. So if you're if you feel like you're just like getting random crap turned on, meta's just being dumb, you can't find settings, then just give Breezeway a try. There's a 10-day trial, and it it's worth 10 days at least.

SPEAKER_00 2:26

Listen, like I just received this text yesterday. Just for the ads launchers, time savings alone. If you're spending more than a couple hundred dollars a day in spend, you are you're you're it's costing you more to use ads manager just in the amount of time you spend launching ads. Yeah. If you're launching more than 10 ads a week, it will pay for itself in time savings that you're wasting on Meta Ads Manager launching things. I want to read a text that I received. I received this yesterday from one of our clients. We've been working with it together for years. She finally started using Breezeway after I'm like, dude, just go use Breezeway. Please, you launch so many ads every week. And she's like, Well, I just didn't know it's on my flow. She texted me yesterday and said, I started using Breezeway to launch ads a couple weeks ago in the XP the interface and experience is 10 times better. I don't even dread launching ads anymore because MedAds Manager is so dang finicky. And I'm always checking and rechecking things to make sure I didn't mess anything up. Literally. And it's literally all the time. It turns things on like when you turn it off. And as she said, it's so easy with Breeze Wayne and removes all of the friction and useless steps Meta makes you take. Thanks for encouraging me to try it. But what about heart?

SPEAKER_01 3:31

What about AI crappy generated images that have actually that's funny? I was doing some UGC videos. I know this is completely off topic, but I was doing some UGC videos for the e-commerce alley. We had when we had some clients here last week. I had them record some UGC videos for us. And one of the AI generated images that Meta recommended for this ad campaign was an ad for the microphone that they were holding. For the and it was like best for technology. And I'm like, Meta, are you stupid? Why are you why are you giving this to me? And it was just in that moment, I was like, why am I wasting my time clicking no? Like just the simple thought of like looking through those and saying these are terrible and clicking no is like, why am I wasting my time on this?

SPEAKER_00 4:15

It's yeah, it's crazy. And if you're listening to this and you get it, please go get a trial to Breezeway and launch your next batch of ads. Also, our dev team is going crazy on the ads launcher feature right now. Like we are all in on developing so much of the ads launcher that it is worth it. I promise, guys. Uh 10 day trial, go get that. Check out Breezeway.co or click the link in the description. All right, let's get into the weeds of this. When it comes to launching ads, we have uh the the benefit of a lot of data. We have our clients, but then we also have Breezeway, our software that has five million. I'm stuck, I always have five million plus in in monthly spend, but it keeps growing every single time. So I don't even know what the I don't know what the most up-to-date number. Last time I checked, which was like two or three months ago, we had over $5 million a month in ad spend going through Breezeway that we have data on. So what I'm sharing is actually our observations and data from Cliff, our other co-founder, who's a data scientist, who he analyzed these tiers and he actually like thumbs up the what he sees as well of like the requirements of these different tiers. So we look at there there are three tiers of strategy that we will use on Meta, and it's based on your ad spend because as your ad spend goes up, the requirement will raise on Meta with what is required. So there are three tiers. Tier number one is if you're under $300 a day in spend. And the objective here is ultimately you just need to find winners. You just need to find something that works. Then once you start to cross that $300-ish dollar a day threshold, you then move into tier two, which is two or three hundred to two thousand dollars per day. And at this point, you have some proven things. There's some ads that are going to maybe a proven product or maybe a collection or an offer that you built, you finally have found some winning combination in some capacity. And this is the moment ultimately that like things click. This is where like our it's so fun to see when you have a client that you're working with and they're in tier one, they're grinding and grinding and grinding, and then something just clicks together. The product to the ad messaging congruency and offer is just so good that suddenly their performance skyrockets. This happened to one of our clients yesterday, Lee, in the MPM. We're on a call and she told me, she's like, Josh, I found it. We the product, the ads, and now she's cranking like three ROAS or something. That's great. And it's just like, she's like, whoa, this is the thing. I'm selling through this so fast, I'm running out of inventory. So then we had to solve inventory constraints in four days.

SPEAKER_01 6:43

That's always a fun problem for us to solve because we cracked acquisition for them.

SPEAKER_00 6:47

Oh man, we we like we we we talk a lot about constraints in the Max Profits Mentorship, and in it, like the number one constraint is acquisition. After acquisition is fulfillment. And I love it when we can break fulfillment. Like I tell our clients, hey, I doubled, I triple dog dare you to break fulfillment. Make your acquisition so good, you break fulfillment, then you fix fulfillment, you go back to acquisition. So Lee broke fulfillment. Yes. Now in the next two weeks, that'll be solved because she has fast lead times on her products that are gonna come in, and then we're gonna rush some things, and then we're gonna go back to acquisition. So there's a moment that something clicks, and this is where you go from $300-ish doll a day, and you can crank up to $1,000, $2,000 a day. So that is tier number two. This is where you're scaling winning things that you found, winning angles, winning hooks, winning styles of creative and winning formats to winning products. Then there is this third tier, and this is the largest tier, but this is the the small, the least amount of percentage of people. And this is when you're spending over $2,000 per day. And this is where then you start scaling horizontally in some different ways. And in this podcast, by the way, we're gonna walk through the structure that we recommend everybody start in, but I'm not gonna go through all of them, because first of all, some of that's our secret. So it's gotta be a client. But the other thing is like it all hinges on the first foundation. Tier one strategy stacks to tier two, stacks to tier three. So it's not like with tier three, there's this magical, crazy structure that is different than tier one. It's actually adding to tier one. And so we're gonna talk about tier one, zero to three hundred dollars a day, which by the way, our clients that are spending thousands of dollars a day are all on the tier one structure as well. But there's just more, there's more requirement and complexity and a lot of things around creative and weekly rhythm that just changes within that. And there's also some advanced campaigns we can run, but you don't need it well below two or three thousand dollars a day. So, with all that said, when we look at these three tiers, graduating is not like this hard line. So when I say zero to three hundred, it's ish, right? You could run the first structure and keep climbing in it, but what there is a threshold, and I did a we did a podcast a few weeks ago where Cliff Brown, our co-founder of Breezeway, he flew up from Atlanta. We did a podcast on we analyze 70,000 meta-ads inside of inside of Breezeway. And we analyze those, we determine what the minimum creative threshold requirement was by ad spend left level. And he said, zero to three hundred dollars a day, you basically need five creatives minimum. Five to ten is a sweet spot per week. But then when you go to a thousand, it it goes to ten to fifteen. You go to two thousand, it increases, and two thousand plus is obviously a big range based on what that threshold is.

SPEAKER_01 9:24

Which, by the way, that episode is episode two field. We analyzed 70,000 meta ads and found the perfect launch volume with Cliff Brown at Breezeway. It was like a great deep dive episode. It's actually one of our best performing episodes already. It was a really, really good episode, so I'd recommend going and checking that out after you listen to this one.

SPEAKER_00 9:44

Yeah. The core philosophy for this, though, is we just want to keep things simple. When you're under $300 a day, you're just getting started. You might be at zero, never having done anything, or you might be at $100 or $200 a day. Simplicity is key. We don't want a ton of campaigns. We want one single campaign. And in this campaign, we are focusing on one product. Okay, don't go try to advertise 50 different products within this. There's a lot of reasons why, but you ultimately need to find one core product that we're trying to go into. And there's a lot of reasons why we want to do that. We want to be consolidated, we want simplicity, not complexity. We don't want to have to forecast for 50 different products. And so the core philosophy is just keep things simple. One campaign that we're gonna be running here. And this tier is this tier, we want to keep everything in one campaign and we're going to uh have a campaign level budget. So we're gonna set the budget at the campaign level here, and we're gonna try to we're gonna let Meta distribute budget where it believes it needs to be distributed. And then the ad sets, we call them batches. And at the ad set level, this is where we are we're we're gonna drop in a batch of ads that are generally themed, or it's one isolated variable that we're testing. So at the beginning, we generally will test angles. And if you don't know what an angle is, I have another podcast I did a month and a half or two months ago on finding your focus. And focus is the acronym we use for angles frustration, outcome, constraint, unspoken cost, and skepticism. And I talk about identifying angles.

SPEAKER_01 11:16

Which, by the way, is episode 252, the one right before the Breezeway one. So maybe after you're done going through this episode, go to 252, listen to that, just let it autoplay right into 253. It'll be like e-commerce alley podcast marathon. It'll be it'll be really good.

SPEAKER_00 11:31

Boom. We're kind of like Star Warsing this. We're starting a like different episode. You know what I mean? This is like episode three. Yep. You got to go back to episode one, then watch up.

SPEAKER_01 11:39

Yeah, no, it it makes a lot of sense.

SPEAKER_00 11:40

Go watch the Phantom Menace, you know what I mean. Actually, don't watch that. So every ad set is a batch of ads that we're launching. And now we will launch three to five ads in an in an ad set minimum. Now, as we're spending more, the requirement goes up. There are ad sets, we've launched 20 ads in a single ad set. There's just different ways to think about this, and I'm not going to get into the ever every ad set basically needs to be one of four things. And I'm going to give you another episode to go watch or listen to. Each ad set, we're testing ultimately one of four things. We call this the ad testing ladder. We're testing angles, hooks, styles, and then formats. Those are the four things that we test. And I think I have an ad testing ladder podcast that I did. I'm just like breaking these all down. And it talks through the.

SPEAKER_01 12:30

I think you did the focus the same thing. Yeah, I think you did focus and the ad testing ladder in the same episode. In the same one.

SPEAKER_00 12:36

Boom. There you go, guys. And we're going to climb from angles to hooks to styles to formats. So I'm not going to go super deep in that. But the ultimate thing is whatever you're testing, if I'm testing angles, it's going to be a batch of angle testing ads. If I'm testing hooks for an angle that's working, there's going to be a batch of hooks for that angle. If I'm testing styles against a hook against an angle, the angle on the hook is the same, but I'm just testing a bunch of styles against that same goes for format. So we're going to be launching, we'll start with one ad set pursuing a particular group of angles. And you could start with two or three if you really want to. But then what happens is once you launch that, we're then going to begin launching a new batch every single week. And this is non-negotiable. And the way I look at this is many people launch ads when they find time. I don't know about you. I don't find time for anything. I have to make time to do the thing. And I look at launching ads the same way I would look at manufacturing or shipping product. Like if you had orders come in today, why would you wait until you found time to do that in the next two weeks or three weeks or month before you actually shipped it out? You wouldn't do that. So ads need to be viewed the same way. It's like the lifeblood of your business for acquisition, eyeballs, testing, and finding what actually works. So once you do this, commit to an ongoing process of launching a new batch of ads every single week. Now we have a whole framework and process for like bread crumbing. What do you what do you create? How do you gather inspiration? How do you build a creative? I'm not going into that. If you want that, you need to schedule a call with us. We have some coaching programs we could probably help you with that. But ultimately, from a structural standpoint, every week, new batch of test ads that you're launching because it's gonna start compounding. And you're build you're you're investing in this the same way you would invest in a financial portfolio. Every week you are investing into this to try to establish and find new winners that will sustain and hold the account and then allow you to find the outliers that will allow you to truly scale and have that clicking moment where everything makes sense and allows you to really crank the heat.

SPEAKER_01 14:36

And this works too. Like I know that's like an obvious thing. Like, well, I would hope what you're saying works. But when you are trying to scale your account, when you're trying to figure out what's working, when you're trying to maybe even break past that 300 tier, if you're not launching weekly, the the clients that come to me on coaching and they're like, I don't know, it nothing's working. I don't know, I can't scale, I can't do this. My first question is, how often are you launching ads? They're like, oh, well, you know, the last two or three weeks, I've been busy, I've been on vacation, blah, blah, blah, blah, blah. And I'm like, okay. So if if you're having an issue and you're not able to scale, you're not able to grow, things are falling apart, and you're not launching ads weekly, that's probably why. Time and time again, when I when I see clients either trying to scale, if you're scaling and not launching ads weekly, you will not scale because the ads will just fall apart. I remember one time, this was a few months ago, a client was like, Yeah, I was scaling and scaling and scaling, and then all of a sudden, like it just kind of stopped. And I looked at their account and I was like, wait a minute, you haven't launched an ad set in like five weeks, but you've been scaling for five weeks. And like, oh, I didn't realize those things went together. And I was like, a hundred percent. Not even, not just when you're scaling all the time, should be launching ads, but especially when you're scaling. If you've ever had an issue where you couldn't scale past a certain threshold, and you're like, I don't know what do I need to make new creators, what I need to do. Just try launching weekly. That changes a lot of things when you're trying to scale.

SPEAKER_00 16:14

Yeah, absolutely. The the overarching theme is launch more ads. We even had a we we had an event here a little while ago, a few weeks ago. And when we at the event, the Wi-Fi password for the e-commerce alley is launch more ads.

SPEAKER_01 16:31

So if you ever come to our building and want to get on our guest network, you now know the password.

SPEAKER_00 16:35

Launch more ads. Yeah. But we're trying to, our messaging is pretty tight. We we stick to what we know. So that's the high-level campaign structure. And it might sound crazy like, well, that's so simple. It's like most of the things that really work are not complex. You just have to get really good at the sub-skills within that. So campaign structure is like five to ten percent maybe of success on meta. The rest of it comes down to the sub-skills within that. It's your ability to analyze, your ability to create, your ability to launch and optimize. Those are the four core components of being really great in meta. So we just shared the structure. Really, really simple. Now there are like subcategories of that of like settings of like, okay, yes, we're gonna run for like maximized number of conversions, not value of conversions. We're gonna do a seven-day click, one-day view, one-day engage view. We're not gonna add any exclusions. There's some like small settings within that. But and by the way, AI enhancements, we turn pretty much about all of them off, I would say, because they yeah, they're just pretty rough.

SPEAKER_01 17:38

Breezeway actually recommends the ones that should stay on versus the ones that you should definitely leave off. So if you're wondering which ones we recommend on, which ones you recommend off, Breezeway actually has a little recommended thing right beside all the enhancements that say this one should be on, this one should be off. Because some of them are not bad, but a lot of them are not great. So we we actually break it down as to which ones we recommend you leave on and turn off.

SPEAKER_00 18:03

Yeah, that's yeah. Another reason to get Breezeway guys, go to Breezeway.co. Now I want to talk about the the piece that is actually the 80 to 90 percent of what's gonna actually make meta work for you. So campaign structure we just covered, that's gonna be like this is the vehicle we're working with in, but it's the stuff that we're gonna put in the vehicle that's gonna really either enhance our speed. Like if we're putting water in the vehicle, it's probably gonna not go very far. But if we're putting gasoline in the vehicle, it's gonna get us where we want to go. So the right stuff is gonna get us actually moving. And this is where the most important thing is what we call the weekly rhythm. And the weekly rhythm is simply the scheduled blocks of time that you're spending doing the things that will move the needle within this campaign structure. So I look at it like this you need in this tier, tier one, as you go to tier two and three, it does change and volume goes up and requirements change. But there are two time blocks you should add on your calendar. First time block is the analyze and create uh time block. This is where I recommend that you spend you block four hours for this. And so a good rule of thumb is Monday and Thursday. These are just like generally good times where on Monday you're analyzing your ads and you are creating your next batch of ads. All right. So this is where like what number one, we analyze the breadcrumbs and we gather inspiration from other brands and other ads. We then plan our next batch of creatives. We write scripts and keep them in a safe place. Uh, we build image ads, we film and edit video if we're doing video, and then we write our ad copy. So basically, and we use a meta-ads tracker planner for this. All of our clients get this, where it's like we use a spreadsheet and there's a whole process to like keeping your ads organized. And so we go and we analyze all of our stuff in the last seven days, and then we create a plan and then execute the creation of the next batch of ads in that four-hour window. Now, if we're building image ads, we can do all of that on a in in within that four-hour block. We might spend like 30 minutes analyzing, maybe 30 minutes planning, and then three hours creating. And it sounds, I mean, you might be like, well, that's a lot of time. Yes, because being great at ads requires time.

SPEAKER_01 20:11

Actually, I would argue it doesn't sound like a lot of time. It's funny, I was talking to some all the brands that that came for the event a few weeks ago. And here, here's me breadcrumbing in in real time. I was running an ad in our ad account that said, spend six hours a week on your ads. And it was doing really well. It was getting all the spend, it was getting good CPA, good purchases, and I was like, all right, I'm gonna breadcrumb this, and I wanted to take that message, that angle, and apply it to UGC, because we've never done client UGC before, so I thought it'd be interesting. So I pulled some clients and I was like, hey, I'm just curious, how much time are you spending on your ads? And they were like, I don't know, like four hours a week, 45 minutes a day, you know, like and it was lower than I even anticipated. I had said on the ad six hours, and they were also, and I was like, okay, how long were you spending on your ads before you started working with us? And they were like two full days the whole week, or or none at all. I wasn't spending any time because I thought it would take me three full days. So I actually think like this framework of four hours analyzing, creating, and then what is it, two hours?

SPEAKER_00 21:24

And then two hours to launch and optimize.

SPEAKER_01 21:26

It that's even like almost pessimistic because once you get really good at it, you can do it even faster, like like some of our clients were doing.

SPEAKER_00 21:34

It just depends if you're doing video. Video is gonna be the one caveat to that.

SPEAKER_01 21:38

But I I'll if you've seen any of the ads, if you're if you're getting targeted by our meta ads, you might actually see some of those UGC videos that our clients did for us where they talk about how little they actually spend on ads because they've gotten so good at it.

SPEAKER_00 21:50

Yeah, but I would rather it like especially when new clients come in, we're like, no, no, you need to allocate four hours. Now here I would that's observation for some people, but others will spend one. One hour per week analyzing and creating. And I'm like, man, you're spending like $1,500 a day. You're only spending one hour per week doing this. And they're struggling to get anything to take off. I'm like, well, yeah, you're launching five ads a week and you're spending $1,500 a day. Yeah. And you're spending no time analyzing and actually creating. You need more volume and more variety of ads. And so I recommend you block Monday, Thursday is a good rule of thumb. If you want to get really the reason why, by the way, is Monday you can analyze and create, but you have a buffer of Tuesday and Wednesday to actually, if you need to finish any creation of things as like a backstop. And then Thursday, we then move to launching and optimizing. Now I'm blocked two hours at the beginning. This doesn't take that long if you use Breezeway, it's even less time. So you might get this done actually in like 30 minutes, 45 minutes, depending on the number of ads you're launching, and if you use Breezeway or not. And so the first thing we do is we launch the new test batch of ads into that campaign. So we just build a new ad set with a new batch of ads, launch them. And then we run a process called top-down optimization and we run kill switches. I'm not going to cover that in this podcast episode. And then we determine our scaling rules of should we scale, should we not. And I'm not going to cover that in this podcast because that's an entirely different subject as well. How fast do you scale? When do you scale? What are the metrics you're looking at? How should the business be performing, ads plan percentage-wise, et cetera. Not covering that here, but the most important thing to know here is you need a weekly rhythm for those sub-skills I talked about. Analyzing creative. And the more you do it, by the way, if you're systematic in it, you will become really good. And then building the creative. And then launching your ads, that's really easy. And then optimizing, which is also pretty easy if you have good systems for that. So this is the weekly rhythm that we recommend. And the reason we also recommend Thursday for launching ads, by the way, is because Friday and Saturday are generally peak sales days and higher converting days, according to our data in Breezeway. And most people, based on their Shopify's that we've analyzed, Friday, Saturday are higher buying behavior days. Like conversion rate in stores usually goes up. And if you launch on Thursday, you can schedule them to go live on like Friday at like midnight, and you're gonna have more wind in your sales. Like launching ads going into the highest peak days of the week. Usually Friday through Sunday are the higher converting days for most people, not everybody. Which by the way, Breezeway on the dashboard, there's a there is conversion candlestick chart by day. And you could say, hey, when do most of my new customers buy what day of the week? And it'll show you all the charts of it. And then what's what what are the highest converting days essentially? So we recommend most people just use that because it tells you what yours specifically are. But I would say observationally, most people, highest sales days, Friday, Saturday, and then sometimes Sunday is the follow of that. So that's what I'd like to launch on Thursday, but it creates this window of time. Now we only optimize one time per week, and this is very important. We don't launch on Thursday and start killing stuff on Friday, Saturday, Sunday. It needs time to optimize. And what's gonna happen is you're gonna launch this new ad set. Meta might put a little spend to it, it might put a lot of spend to it, but ultimately within a week, it will recalibrate where its spend the spend needs to go. And if things are happening and skewing to one ad set in one ad, just know that is entirely normal. And we don't fight the system. You can fight the system, you can go set ad set limits, you can set ad. Now you can set ad uh ad budget limits specifically on an ad level. They're giving you a lot of control. However, it uses Isn't this just like ABO with extra steps? Oh my gosh. It's literally just add but ad set budget level, but with way more steps. So like there they allow you to do that. We don't do that. We just let meta control it. Now there are certain nuanced situations that we see something happening and then we implement what we call a spend protection protocol, and we should we we do use ad set or ad limits, but in very, very rare scenarios. And so we give Meta all the stuff on Thursday, we let it work through the weekend and the highest peak sales days, and then on Monday, we're analyzing everything from the past week to decide what we need to create. We have Monday to create, and then Tuesday, Wednesday is backstops, and then we do the same thing on Thursday. So we have a weekly optimization. We're adjusting budgets once a week. Now, of course, that changes based on the tier that you're in, but ultimately you need to have a weekly rhythm in ads. Build it in, don't hope that it happens, and absolutely obsess over the process of analyzing, creating, and then optimizing and launching your ads. And if you do that for 12 weeks, 24 weeks, 52 weeks, it would be unreasonable for you to not have found things that work, products to really mesh, creatives, angles, hooks, styles, and formats. It would be bizarre to me if you did that for 52 straight weeks that you didn't actually unlock something that would change your entire life. Cool. Well, hey, if you found this valuable, we appreciate you listening this far. And if you could do us a huge favor, we're on a quest to become the number one e-commerce podcast on the planet. And if you could do us a favor, it would mean so much. It would help us reach more people because it kind of bumps our rankings a little bit. And if you could give us a thumbs up on YouTube, drop a comment. What was your biggest takeaway from this podcast episode that you're going to go implement? If you're listening, go to Spotify, go to Apple, leave us a little rating. It takes like five seconds. And if you've been listening for a while, we're calling on you. If you're new to this, you don't have to rate us just yet. Give us a little time. Let us cook, as the young kids say. And then Dylan, did the young kid say that? I don't know if I'm considered a young kid anymore. You're not. You're getting older, you're mid-20s.

SPEAKER_01 27:12

I I see it on X sometimes. So I guess maybe. Hey, let us cook, baby. I think it's kind of dying out, though. It's dying out. I would kind of remove that from your vocabulary because you'll start to sound really old here in a bit.

SPEAKER_00 27:23

Okay. Maybe I shouldn't say. Should I say that's what's up? Yeah.

SPEAKER_01 27:26

Yes, let's go back to this.

SPEAKER_00 27:28

Let's go. Let's go. That's another one. All right. Go ahead. We appreciate you guys. We'll see you in the next episode.