Talk Of The Trades: DeepSeek, Super Bowl Ads, AI And Google Updates

00:00:00:00 - 00:00:13:13
Speaker 1
What's up guys? Today on the podcast we're talking about deep sink Super Bowls and a bunch of cool stuff. Come on. All right. So is it recording? I think so. Let me just.

00:00:13:15 - 00:00:16:00
Speaker 2
Had to ask. After.

00:00:16:03 - 00:00:18:13
Speaker 1
No, we are recording.

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Unknown
We are recording.

00:00:25:27 - 00:00:52:04
Speaker 1
All right. Welcome to another episode of talk of the trades. We're upgrading things around here with our cue cards. So hope you all like that. Hey, today, as I just mentioned, we'll talk about deep sea, some Super Bowl stuff. And maybe the potential of some AI ads. We'll talk through a few different Google updates, and if we have some time, we'll just talk about some other things going on.

00:00:52:05 - 00:01:17:02
Speaker 1
The trades, labor shortages impact private equity. And just the confidence in the growing space. So kick it off. I think the hottest topic lately, Aaron has been deep sea. I know when it first came out, I slacked everybody in the org. And then our developer was like, whoa, whoa whoa. Privacy concerns. So, sorry, Edric, but, yeah.

00:01:17:02 - 00:01:26:19
Speaker 1
So it seems like the dust is cleared somewhat, and, it's maybe not as bad, but what was your just overall take on on DPC and that announcement?

00:01:26:23 - 00:01:49:05
Speaker 2
Yeah. And then, you know, of course, I wasn't the most likely to think everything is a scam award for 2024. So I also put something in there about it. I mean, I think it's less about deep secret. It's more about every piece of software that we use. And I think us, along with most of our clients, are on either outlook 365 or Google Workspace.

00:01:49:05 - 00:02:09:18
Speaker 2
We're using some kind of cloud email system where at the same time, you should be looking at your expenses from your accounting standpoint and see what what software errors have access to your data. And because it's less of like a local data issue, like we don't have an internal server here that has all client info and everything, but we have specific softwares that we trust.

00:02:09:19 - 00:02:12:18
Speaker 2
Yeah. But in the same way like LastPass has been breached.

00:02:12:20 - 00:02:12:29
Speaker 1
Yeah.

00:02:12:29 - 00:02:32:07
Speaker 2
So like there's so many softwares that have access and I'm not as politically aligned as I might be. You know, it's a, I think, deep secret, more political conversation. Yeah. And I think it's a real one people should have. But deep seek is like the canary in the coal mine. We should be looking at everywhere else that has access to our data.

00:02:32:08 - 00:02:34:01
Speaker 2
Oh, yeah. What are you authorizing?

00:02:34:04 - 00:03:03:02
Speaker 1
Yeah, I think at a larger scale, it kind of like, expose the fact that, hey, maybe we should be a little more cautious with with some of this stuff because, Yeah. Who knows where our information is being stored. On what? Servers. And, you know, like, I recently uploaded all, like, my medical information to ChatGPT, because I recently, like, got my heart checked out and all this stuff, and it's been acting as, like, my kind of dietician and advisor.

00:03:03:04 - 00:03:20:05
Speaker 1
But I'm just thinking back now is like, is my social on those dogs? And like, what is what is all on there? So but you're right. It's like deep sea, I think exposed to it. And everybody's got to take like a deep look at like, okay, what do you, actually using and where are you already getting your information?

00:03:20:07 - 00:03:36:05
Speaker 1
Because you always hear, like, the, the guys with the tin hats, like, our phones are listening to us. And I always, like, would, joke with my mom because she's like, oh, I don't want to Google in my house, or I don't want an Alexa in my house. And I'm like, mom, what is your phone?

00:03:36:05 - 00:03:45:00
Speaker 1
You know, doing? Yeah. So I think to, a certain level, like our, our privacy is like, I don't think we have it, you know?

00:03:45:01 - 00:04:07:16
Speaker 2
Yeah. I mean, I'm more in alignment of finding a local IT person that you do trust in getting an internal server again. Yeah, but then making sure that you have specific data that's localized. And I think that's the risk. But like we use bamboo air for our air internally. Yeah it is awesome I love it. Oh yeah. But at the same time and our team's information's on there.

00:04:07:18 - 00:04:13:18
Speaker 2
Yeah. Yeah. One data breach from Bamboo Air. One data breach from LastPass. All of a sudden you're screen.

00:04:13:24 - 00:04:18:15
Speaker 1
Yeah. My favorite app that we actually have or a piece of software is actually Ram.

00:04:18:18 - 00:04:18:26
Speaker 2
Yeah.

00:04:18:26 - 00:04:50:25
Speaker 1
Like I love Ram. But again like all of our financial information is in there. So scary thing to think about. The other things on DPC is just how it like, really impacted Nvidia and their stock. I thought that was just wild. And you know, without getting I guess, too, in the weeds on it, I just think the way like information is disseminated and the rate and the speed and like how misinformation may, you know, affect, you know, the stock market like that is just crazy.

00:04:50:28 - 00:04:58:21
Speaker 1
But I think that once they started peeling back, like the layers of the onion sort of speak, they're finding out some of the claims they're making might not be true.

00:04:58:22 - 00:05:15:09
Speaker 2
Absolutely. And it's and it's geopolitical warfare at the same time. Yeah. And that's where I mean, it can happen on any platform. It's not just a TikTok and deep sea thing. Like if we think that, Instagram is safe. Come on. I mean, we get we have bad faith actors across the board.

00:05:15:09 - 00:05:38:20
Speaker 1
That's true. It's true. Okay. The Super Bowl. Yeah. So specifically, do we think we're going to see a bunch of AI ads with the, you know, with PSAs, and all these other things? I recently saw, just a story about how Adidas created this whole, floral collection ad, and it was such a hit. People were like, where do I buy it?

00:05:38:21 - 00:05:56:25
Speaker 1
Where do I get it? And they came out and said, well, this was just made with AI, and it's not like real. But now, because there was so much demand, they're going to make like a floral like series, which in my mind is crazy and like, are we entering this new era of doing like a, like an MVP with, you know, AI video?

00:05:56:28 - 00:06:01:17
Speaker 1
And if like your base reacts to it, then you make it happen, right? Yeah.

00:06:01:17 - 00:06:12:21
Speaker 2
So yeah, I think it's a couple things too though. I felt like maybe I'm just getting old, about to be 40, but I feel like the Super Bowl commercials get worse every year.

00:06:12:23 - 00:06:13:06
Speaker 1
Yeah.

00:06:13:06 - 00:06:16:09
Speaker 2
Is that an old people thing? I don't know.

00:06:16:11 - 00:06:33:09
Speaker 1
I don't know, maybe, like, it's just worn off because I think, you know, for the longest time, you're like, that's like something you would look forward and care about. But it's like, you know, you've seen it. You kind of know what's going to happen. More or less. I think sometimes there's a couple gems in there that you're like, oh, I love that.

00:06:33:09 - 00:06:51:29
Speaker 1
But to me, like the it's kind of worn off. Also, it's like, it's not like a must watch for me, anymore. And I hate to say that because I think most major sports, as I've gotten older, I just don't watch as much anymore. And I still like, pay attention to my teams. But I used to be, like, fanatical about college football.

00:06:51:29 - 00:06:58:04
Speaker 1
And I know all the players and like, you know, all that. But nowadays I'm like, I don't know who this guy is.

00:06:58:07 - 00:07:16:12
Speaker 2
Yeah, I was talking because what I be concerned about is the lack of creativity and, you know, does it get dumbed down? And also then you get people that say, well, they did that whole ad with I, I should do my whole advertising campaign with I. Yeah. What they don't say. Well how many people were there re prompting and re prompting.

00:07:16:12 - 00:07:37:19
Speaker 2
And so a lot of work goes into it just because it's I doesn't mean it didn't take like $5 million to make the spot. But I was having a conversation with Ali last night at dinner about one of the commercials that you got done, and helped broker the deal for. I mean, it was like $35,000 commercial. We got maybe 430 and four fifteens out of it.

00:07:37:19 - 00:07:38:04
Speaker 1
Yeah.

00:07:38:06 - 00:08:03:05
Speaker 2
But a big brand, a really big brand. Did this whole campaign and got like a 30 and two fifteens for this one product that they're pushing. I'm not going to mention the brand on purpose here, but they spent like half $1 million on just that creative. Yeah. And they had social ads. Sure. But like, once you do that once, now you got to re-up and spend that money again.

00:08:03:05 - 00:08:21:05
Speaker 2
And so making sure that you're able to reuse the creative and that it has layers. Yeah, I think is really cool. So what I like getting back to Super Bowl is seeing anything that goes from the TV and seeing how they then do it digitally to follow you around and where their ad placements are, and making sure they're getting the most out of those dollars.

00:08:21:08 - 00:08:46:12
Speaker 1
Yeah, and to that point, like specifically for, you know, home service contractor, contractors out there, business owners, some things you got to look out for when you are producing, video for broadcast or for social or anything, you know, yes, there's an investment around, like, the creative and production, but a couple things that people don't typically think about is like the usage rights around the talent in the music.

00:08:46:12 - 00:09:04:14
Speaker 1
Right. And so what I mean by talent, it's like your voice over talent, like how long do you get to use that, voice over? And a lot of times it's sold in like 12 weeks, 26 weeks, 52 weeks. Always try to get a total buyout in your production company. You should be able to negotiate that.

00:09:04:19 - 00:09:22:03
Speaker 1
But a total buyout would mean you can use it in perpetuity forever. Same thing with the talent, like the actors that are going to be in your spots, right? Really understanding how what the usage is because let's say you have a, you know, 26 week usage or when that is up, you got to repay these people to use them again.

00:09:22:08 - 00:09:37:06
Speaker 1
So to your point earlier, like get your get your money's worth out of it. Same thing with music. A lot of, music is royalty free now and all that, but you really want to double check and make sure. And if you're ever getting custom music done or any of that, you're always going to get a total buyout.

00:09:37:06 - 00:10:04:27
Speaker 1
So keep that in mind when you're doing your production. And then to your point about, you know, what will maybe people charge to like, dude on the I think, you know, agencies and people, they're going to figure out a way to like, move those dollars around. So it's still like the same price. While there might not be as much labor on the production side, then we're going to start seeing fees like increase for just the ideation and the concepting.

00:10:04:29 - 00:10:27:19
Speaker 1
And then it's going to be really, curious to see like if we start seeing like line items around like prompt engineering, you know what I mean? Like, because now you need a specific person in a role to, like input to a saw, or whatever you're using, and then, you know, an output. And then even if your output isn't final, do you still need to do some post-production on it?

00:10:27:22 - 00:10:36:05
Speaker 1
So all that stuff is, is super, intriguing. But I think in terms of pricing, I don't think they'll be charging less.

00:10:36:08 - 00:10:36:15
Speaker 2
You.

00:10:36:15 - 00:10:42:09
Speaker 1
Know, so, so that'll be interesting to see. Well, cool. Who do you got when in the Super Bowl?

00:10:42:17 - 00:10:49:00
Speaker 2
I mean, I think you guys in black and white are going to win it. So definitely it's going to be a Taylor Swift Super Bowl.

00:10:49:03 - 00:11:12:17
Speaker 1
Yeah. It's the Taylor Swift's versus the Eagles basically. And I feel bad for the Chiefs because don't get me wrong, love this. Swifties love me some Taylor Swift because my wife loves her. I'm normally wearing my swiftie, friendship bracelet, but, the Chiefs are basically known as, like, the team that Taylor Swift's boyfriend plays on, you know?

00:11:12:17 - 00:11:32:21
Speaker 1
Which is, I guess it's not necessarily disrespectful, but they're talented guys. Yeah, for sure. So it'll be a good game. I got the Eagles winning. I'm going to say 3127. Say Kwan runs for 150 yards and two touchdowns.

00:11:32:21 - 00:11:34:21
Speaker 2
Cry Eagles cry. That's what I love.

00:11:34:24 - 00:11:36:23
Speaker 1
Coming from a Cowboys fan here.

00:11:36:23 - 00:11:37:18
Speaker 2
God's team.

00:11:37:21 - 00:11:40:09
Speaker 1
Who do you who's your pick though. Who you got. You got the Chiefs.

00:11:40:09 - 00:11:42:12
Speaker 2
I think the Chiefs are going to win okay.

00:11:42:15 - 00:12:09:00
Speaker 1
Oh okay. Awesome. We'll check in next week and see see what's going on there. Okay. Some updates from the world of Google. So the first update is one that's big for Google Business profiles. So Google recently enabled a chat feature. So just more opportunity for customers to reach out to you, and take up real estate, on the Serp.

00:12:09:02 - 00:12:29:24
Speaker 1
The other big one too, was, making, JavaScript, needing to be enabled for browsers for something I don't really know. The technical side of that, but in terms of the chat feature, what are your thoughts on that? Do you think it's going to be, you know, on the level of 1 to 10 in terms of a game changer?

00:12:29:26 - 00:12:31:24
Speaker 1
What are we what are we thinking of five?

00:12:31:24 - 00:12:48:11
Speaker 2
I mean, I think it's about the same, if I remember correctly, it's, you know, podium or we already had something like this of messages with the two way SMS. I don't know if if the feature you're talking about, is it Google AI driven or is it directly going to the CSR?

00:12:48:13 - 00:13:00:23
Speaker 1
I think it I don't think it's AI driven. I think it's going to go direct to whatever, contact that you put in there. So, but that's interesting. That could be, an opportunity to develop a product around that. You know, now we're talking.

00:13:00:23 - 00:13:18:26
Speaker 2
About I think it's an SMS. It's really it's the way that Google is, is talking about it and they frame it, but it's really just starting that text message conversation. So integrating whether you're using bird eye chat, podium chat or service Titan even chat, you should be able to go back and forth directly into your, your CRM.

00:13:18:28 - 00:13:44:06
Speaker 1
Do you think like this is a move? That's just going to further, this whole idea of like, kind of almost like zero click, but in the sense of like, I guess just reducing clicks to the side. I mean, we've had click to call forever, right? And so I think that's one opportunity. But now like entering a whole another opportunity for the chat for the people who didn't have podium or any sort of integration.

00:13:44:08 - 00:13:56:27
Speaker 1
Like do you see a major impact, do you think happening there to where it's like now we're going to even see less, you know, traffic potentially to the side, because those people who like to fill out forms can now just like do it via chat.

00:13:57:00 - 00:14:14:07
Speaker 2
Yeah. And in something I've been to and on and thinking about for a long time. And it got popular what eight years ago maybe of like people creating brands, creating their own apps. But I'll get I'll get there and land the plane. But what I'm thinking about is like, Google has to control the conversation so they can charge for it.

00:14:14:07 - 00:14:35:07
Speaker 2
And as they're seeing their market share drop. Yeah, you know, they've always flirted with the idea of charging for your Google business profile. And they want to find ways to have an upgraded service. So goes Google local services as a part of getting there. But there's always a survey every year that goes out to marketers that ask for basically, they're trying to test what we're willing to pay for.

00:14:35:08 - 00:14:50:11
Speaker 2
Right. Are you willing to pay to have reviews on your Google Business profile? What the heck? That's the whole point, right? That's that's part of the whole point of Gvp. Yeah. And so the more they control those conversations, it's really going to feed, in my perspective into an ad, type of format.

00:14:50:12 - 00:15:12:18
Speaker 1
Yeah. You know, now that I'm thinking about this, paying for Google Business profile, we've seen Twitter. Now you can pay for the check mark. Today, actually, I was on Facebook and I have some stuff listed on marketplace, and I got prompted. It's like, hey, verify your profile. And so I was like, oh, cool. You know, so I'm like, going through the steps.

00:15:12:24 - 00:15:34:29
Speaker 1
And of course, the last step is like 1499 per month. And I was like, seriously? But man, I tell you, if Google did that and it was like 999 a month, I think everybody would pay for it at that point. You know, I think there's a, a point in time where the barrier to entry for cost is not so great, for a business.

00:15:34:29 - 00:16:02:12
Speaker 1
Right. I'm not going to spend 1499 a month personally for a check mark on Facebook or Twitter. You know, like, it just is not important to me. And I think if you in a, in a sneaky way for, Google is somewhat done that with the, you know, with, Google local services. Right? And in essence, having to pay, for that to, you know, get verified and then be Google guaranteed.

00:16:02:16 - 00:16:22:19
Speaker 1
Right. So, that's interesting. I never really knew that, Google had asked in the past if you know or even thought about getting people to pay for it, but it makes sense. And now since there's a blueprint out there with, you know, I think X or Twitter was the first to go there. Now Facebook Google could be next.

00:16:22:21 - 00:16:43:01
Speaker 2
Yeah. And that's where I'm thinking about, you know, they don't their narrative is they don't trust the business website to convert. Like they're going to do a better job of that because you asked a question as a consumer, they're giving you the answer. And and I think there's some lags behind that. When you look at the broad majority of, of websites in the trade.

00:16:43:01 - 00:16:43:18
Speaker 1
Yeah.

00:16:43:21 - 00:17:06:18
Speaker 2
However, it takes away a competitive advantage. And as their market share decreases. And that's why I'm saying, you know, other ideas about, and this is an old idea coming back of like creating your own mobile app that you have customers, you know, download while you're in the home has maintenance reminders and things along those lines, especially these brands that are now fully home services, not just plumbing.

00:17:06:20 - 00:17:12:16
Speaker 2
Yeah, it makes sense to own that conversation so that they don't ever have to go back to Google in the long run.

00:17:12:19 - 00:17:41:04
Speaker 1
Yeah. What do you think the incentive is for Google to try to be like to not have people go to their sites, you know, like if they're not paying and you're not having to pay for it, like, what's the incentive? And in my mind, I'm just thinking about, it's like we're moving into this era of like, people are like, don't want to have to, like, I guess search farther than they have to for like an answer or whatever.

00:17:41:04 - 00:17:56:12
Speaker 1
Like now generative, you know, search is just giving you the snippet like right away perplexity ChatGPT like it's all generative. You don't have to click anywhere. So is it is it in that kind of vein or what do you think like the the incentive is for them?

00:17:56:12 - 00:18:13:14
Speaker 2
I mean, I think if we speed up nine months from now, maybe even a little bit longer, the goal really, for somebody like a Google is having a chat with, with your phone and say, yeah, I need an AC company. Yeah. Here are the three AC companies that are highly recommended. Would you like for me to start a chat with them?

00:18:13:16 - 00:18:23:26
Speaker 2
Yeah, and that's all done over while. And so they're they're laying the groundwork for prompts to happen in that way to where it can all be controlled on that device.

00:18:24:01 - 00:18:25:08
Speaker 1
That's interesting.

00:18:25:12 - 00:18:34:26
Speaker 2
And now now you can then say, all right, well, do you want to be opted into this chat network or not? And so now they're controlling another way of of being contacted.

00:18:34:26 - 00:18:58:27
Speaker 1
Dang. That's interesting. Yeah. Because, you know, I've been hot on the whole shift from generative AI to genetic AI and just trying to understand just the shift in general. But I think you're right. Like eventually, once people figure out that they can just talk to their phone and the phone handle everything because, I mean, we've had voice assistants, right?

00:18:58:27 - 00:19:23:29
Speaker 1
Alexa, Siri, all those. But now for it to be more seamlessly integrated, I think it's going to be super interesting. And if it can get you 90% of the way, you know, there because something that already kind of exists like that, I don't know if you've ever used it, but like, I don't know if it's call like Google reserved, but like you can basically have Google call to book a table at a restaurant for you.

00:19:24:06 - 00:19:43:07
Speaker 1
I forget what it's called, but it's done it for me like a couple times, which is really cool. It's just like an automated voice. So if we go that route for the trades, that's going to be very interesting. And then can you imagine like I CSR is talking to like I, you know, and will they even need to talk at that point.

00:19:43:07 - 00:19:45:24
Speaker 1
Like because the language could just be code.

00:19:45:26 - 00:20:08:03
Speaker 2
Yeah I mean absolutely. And but it's the same, it's same process that you're talking about. What Google did with that reserve now is they used, platforms in the restaurant space. That it was you have to go on to the GBP, but there was a connection in the Google business profile with these reservation companies. And so you had to dynamically connect it and then manually go in and book.

00:20:08:05 - 00:20:17:22
Speaker 2
Well what are they doing now. You don't have to do the manually book. You could just do it from your phone. Yeah. The same. It's the same song and dance. It's just now with chat for more verticals.

00:20:17:27 - 00:20:39:23
Speaker 1
Wow. Well, that's going to be interesting. And I should have just read the cue card, earlier, so I'm just gonna read it now. But the next, Google update is Google made it so that JavaScript has to be enabled at the browser level in order to perform searches. This blocks rank trackers like SEMrush from working effectively.

00:20:40:00 - 00:21:07:28
Speaker 1
The programs have since found a workaround, but it will likely make the platforms more expensive. Also, there's a lot of conversation about this actually not being about rank trackers, but about blocking LMS i.e ChatGPT perplexity from scraping Google SERPs and regurgitating them in results. Super interesting. I did not know all that. And shout out to Katy and Sydney for for putting these together.

00:21:08:04 - 00:21:11:29
Speaker 1
So what are your, your technical SEO background? What do you think about this?

00:21:12:01 - 00:21:31:24
Speaker 2
Yeah, I mean, it's, it's almost like you have two different site maps. You need to have it for the AI LMS, and then you also need to have it for the Google. But I think it's, Google, the way that that actually going back is not Google, but how ChatGPT scraped Google to create their stuff.

00:21:31:24 - 00:21:43:06
Speaker 2
I love the memes right now about, GPT crying because, you know, deep secret and, you know, use their Elohim to create their own. You just stole Google's hard work and oh.

00:21:43:06 - 00:21:43:16
Speaker 1
Yeah.

00:21:43:16 - 00:22:08:04
Speaker 2
To create your own Elohim. Well, Google has now stolen the hard working website copywriters content, and they're using generative AI to give results without ever having to click through. Yeah, like they're all stealing each other's property. And then when it happens to them, they're crying foul. Yeah, it's it's insane to me. But, it's also a little bit justified because you've invested a lot of money and time and it's.

00:22:08:04 - 00:22:20:15
Speaker 2
Hey, it's. Yeah, I hate to see somebody come in and swoop you, but you got to continue to, evolve. And I think that's the biggest thing is, especially in our economy, a lot of people are sitting pretty and aren't growing and trying new things.

00:22:20:16 - 00:22:21:03
Speaker 1
Yeah.

00:22:21:06 - 00:22:25:01
Speaker 2
And I think this is a big challenge right now is it's an innovation push.

00:22:25:02 - 00:22:25:26
Speaker 1
Yeah.

00:22:25:28 - 00:22:30:03
Speaker 2
You can't just copy other people's stuff right now. We've got to try to innovate in different ways.

00:22:30:06 - 00:22:55:24
Speaker 1
Yeah, I think the the quote that just stuck with me for a minute now and I think this can apply to different industries. But, you know, it's like marketers, won't be replaced by like AI, but the marketers who don't use AI will be replaced. I think is kind of out of the quote goes. But, so I think it's inevitable we're all going to have to figure out some way to like, embed it and incorporate it.

00:22:55:24 - 00:23:29:07
Speaker 1
So, one last little nugget on, on the whole AI and like ownership of like content. One thing that, our SEO lead, Katie, brought up the other day was, just being careful about using AI generated images, because technically, the ownership of those is is still gray. Right. And she, made the example of, like, when a photographer takes a picture, like, does the photographer for, you know, own it or not?

00:23:29:07 - 00:23:56:10
Speaker 1
Because like, the camera took the photo. Technically. But the photographer like framed it. And so that's another like super interesting topic in my mind is like how will all this like ownership. Like, you know, because imagine somebody writing a book just, you know, using all AI. Right? And how do you profit off that? And, you know, do you have to pay royalties anywhere, like, yeah, that's that's going to be very, very hairy.

00:23:56:13 - 00:24:06:13
Speaker 2
Use your terms of service. Whatever AI tool you're using right now, they're all really built out to say you own it. Yeah. And so keeping copies of that would be a great way to save yourself.

00:24:06:16 - 00:24:07:17
Speaker 1
Yeah.

00:24:07:19 - 00:24:09:18
Speaker 2
But yeah, it's going to be interesting. Cool.

00:24:09:25 - 00:24:14:27
Speaker 1
Well, thank you guys for, tuning in.

00:24:14:28 - 00:24:15:10
Speaker 2
Yeah.

00:24:15:12 - 00:24:27:23
Speaker 1
As, the kids say, like, subscribe, share with your friends. Drop us a comment. If, we misspoke on anything, let us know and we'll, we'll tackle in the comments. Yeah.

00:24:27:23 - 00:24:35:24
Unknown
So cool. Thank you guys for coming there. Just a little bit of.

00:24:35:24 - 00:24:41:21
Speaker 2
Four minutes late.