PPC Origins - Chris Geracie

In Episode 48 of Getting Granular, host Chris Cesar sits down with Senior Paid Media Manager Chris Geracie to explore his journey from Dallas to Milwaukee, from career changes to paid media, and the lessons he’s learned along the way.

In Episode 48 of Getting Granular, host Chris Cesar sits down with Senior Paid Media Manager Chris Geraie to explore his journey from Dallas to Milwaukee, from career changes to paid media, and the lessons he’s learned along the way. Chris G. shares how an unexpected internship during the height of COVID launched his PPC career, why collaboration and transparency are at the heart of successful client relationships, and how marketers can embrace AI without losing the human insight that drives great campaigns. He also leaves listeners with one memorable piece of advice from his first mentor: “Go listen to jazz.”

Show Notes

Introduction (00:01): Host Chris Cesar welcomes listeners back to Getting Granular and introduces fellow Granular team member Chris Geracie, joking about having yet another Chris on the team.
Meet Chris Geracie (01:47): Chris G. shares his background growing up in Dallas, Texas, why he chose to move to Milwaukee, and how his passions for music, home brewing, and building community made Wisconsin feel like home.
Discovering Paid Media (07:54): After returning to school at 30, Chris G. graduates during the height of COVID and unexpectedly lands a paid media internship that changes the trajectory of his career. He explains why PPC’s blend of strategy, analytics, and storytelling immediately clicked for him.
Finding the Right Fit at Granular (11:24): Chris G. talks about moving to Milwaukee, literally walking past Granular’s office before later applying for a position, and why the agency’s culture and collaborative environment made it feel like the right place to grow.
How Paid Media Has Evolved (14:06): Chris G. reflects on how PPC has shifted from highly manual campaign management and data analysis to AI-assisted workflows, while emphasizing that critical thinking and human insight remain essential.
Building Strong Client Relationships (16:25): Collaboration, transparency, and clear communication are at the core of Chris’s approach. He explains why aligning on goals early and being honest when results fall short, builds long-term trust with clients.
The Future of Audience-First Marketing (22:10): Chris G. shares his perspective on where paid media is headed, discussing AI, automation, creative personalization, and why understanding your audience will become even more important as platforms continue to evolve.
Words of Wisdom: “Go Listen to Jazz” (27:57): Chris G. shares a lesson from his first mentor about continually learning from others, staying curious, and remaining open-minded regardless of experience level.
Wrap-Up (30:25): Chris Cesar thanks Chris Geracie for joining the podcast and encourages listeners to subscribe for more conversations about paid media, PPC, and digital marketing.

Email us at info@GranularMarketing.com

Episode Transcript

Narrator: Welcome to Getting Granular, the podcast where digital marketing experts from the agency granular talk about the latest trends, tried and true best practices, and share their unfiltered thoughts about the industry. Whether you are here to learn how to grow your business, improve your digital skills, or just want to hear some Midwest PPC experts rant about digital media, you’ve come to the right place.

Chris C: Welcome to Getting Granular, the podcast where digital marketing experts from the agency Granular talk about the latest trends, tried and true best practices and share their unfiltered thoughts about the industry. Whether you’re here to learn how to grow your business, improve your digital skills, or just want to hear some Midwest PPC experts rant about digital media, you’ve come to the right place.

Thank you all once again for tuning into the Getting Granular Podcast as we continue our PPC origin stories. I’m as always your host, Chris Cesar. And today I’m joined by someone else with a very, very special name. Another Chris, Chris Geracie.

Chris G: Hello.

Chris C: Great to have you today, Chris.

Chris G: Yeah, great to be here.

Chris C: You’re the third Chris, right?

Chris G: Yeah. Third Chris. So now we’re getting to a point where I’m questioning whether to legally change my name to make it a little easier for us at the office and for the clients.

Chris C: What would your name be?

Chris G: Something a lot more epic. Eagle maybe as a first name. Excalibur maybe as a first name.

Chris C: Something

Chris G: More epic.

Chris C: Yeah. So yeah, Chris, welcome.

Chris G: Thank you.

Chris C: Glad to have you here.

Chris G: Glad to be here.

Chris C: Chris number

Chris G: Three. Chris G, G,

Chris C: Gerasi, whatever.

Chris G: It’s been G, Top G, Chris G, Jerasi. It’s been a lot of stuff.

Chris C: Yeah, that’s all right. You’re allowed to be Chris.

Chris G: Yeah. Peter Francis. It’s been a lot of stuff.

Chris C: Yes. Peter, Francis, Gerasi. Yes, everyone. Although I was told that I was not allowed to call you that after the first time

Chris G: I called. Yeah. I shut that down pretty hard in the beginning.

Chris C: Oh, cool. All right. Anyway, so I guess aside from the fun exotic name, tell us a little about yourself.

Chris G: Yeah. So yeah, my name is Chris. I am originally from Dallas, Texas. So I was born and raised out there and moved here to Wisconsin a couple years ago. Now I live in the Milwaukee area. But yeah, outside of work, I really like collecting records, listening to records. Been a home brewer for a long time. So like brewing beer and kind of any way you can get people together, build a community or create a sense of community with people I try to go after, which music and beer has always been really good at both of those. So those are my two passions outside of work. But yeah, I really enjoyed here in Milwaukee, really love the outdoor activities out here and everything the Wisconsin area offers, but Milwaukee especially and very happy to be here.

Chris C: So maybe the whole beer thing answers the question, but why Milwaukee? What prompts someone to move from Dallas to Milwaukee of all places?

Chris G: I did have some family ties here, not related to Peter Francis, other family ties here that grew up here and then moved to Texas before I was born. So we had some family ties here, so I knew of the area pretty well, but I really just kind of fell in love with the Milwaukee area the more I visited it when I would come up to visit family up here and specifically the Bayview neighborhood I really fell in love with. So as I was looking to move away from Dallas, this just felt like a natural second home for me. So wanted to make that move and go somewhere that I thought would be beneficial what I was looking for, which is an area where you can spend time outside, an area where people enjoy being together and an area that has a really good music and art scene.

And I feel like Milwaukee just has a lot of that good stuff. I mean, it’s a great food city too, but there’s a lot of good stuff about it, but I feel like the music and arts community here is great and people just gather all the time here. I mean, there’s just something going on all the time. So it’s a really special place. So it kind of felt like a natural transition for me from Dallas here. And then some of my family moved back here from Dallas too. So it’s great to have some family out here too.

Chris C: You’re a big beer garden guy?

Chris G: Yeah. Yeah. I don’t know what it takes to open those. I want to know because they feel like some of them are just popped up in the middle of the woods. But yeah, it’s a great little feature to have in Milwaukee is just be able to walk down to the lake and be able to go to a beer garden or even sit on a river and fish and go to a beer garden. That’s just an amazing thing. I’m not used to that really. That was kind of a new thing I didn’t expect, but yeah, it’s great. It’s awesome. Very, very fun activity to spend outside.

Chris C: Yeah. I like when people gather and I like beer, that beer garden turned right up your alley.

Chris G: Yes. Yeah, that checks out.

Chris C: How are the winters treating you so far?

Chris G: First one wasn’t bad. Very tolerable. And it was not as bad as I though it’d be. This last one was a little worse, but still not that bad. Just when it got into the really negative 20 feels like negative 40 out. I think everyone’s miserable in that, but that tested, that’s the coldest weather I think I’ve ever felt. But it was fine. We made it through it. I still have to walk my dog in the morning and evening, so that was a little challenging, but we made it work. We figured it out. So not so bad so far. And the amazing thing to me is that it doesn’t slow down the city at all. People are still out and about. I thought everyone would just be kind of shut in. Where I’m from in Dallas, if during the summer, the hottest months, some people just stay inside or go to a movie theater or something like that when it’s really hot out.

But the cold weather here, I mean, it doesn’t really stop anyone. Everyone’s still out and about. Ice fishing, ice skating, hockey rinks out in the lake. I mean, it’s amazing to se what people do even in really cold weather like that. So yeah, it’s really fun.

Chris C: I personally wholeheartedly disagree. If it’s not between 60 and 75, I don’t want to go outside.

Chris G: You’re inside. Yeah, I don’t want to

Chris C: Do anything.

Chris G: Yeah. I can’t say I was one of the people ice fishing yet. I’d like to do that, but I was impressed that people were doing it. But yeah, I would like to do some ice fishing at some point, but don’t know how long I’d last on

Chris C: That. If you bring the beer. That’s

Chris G: What I hear.

Chris C: I hear that

Chris G: Helps.

Chris C: I did it once. I grew up ice fishing, so I’ve had some experience, but we went out once in college in the middle of the day and yeah, I was like, “I’m never going again.” But if you do it the right way, it can be all right.

Chris G: Yeah. Yeah. All

Chris C: Right. Anyway, why don’t you tell us a little bit about what you do here?

Chris G: Yeah. I’m one of the senior paid media managers here. So I do a lot of lead generation for some clients here in the higher ed space, in the electrical space, but work with a couple clients on doing a lot of lead generation. I’ve expanded my capabilities and portfolio to be outside of that a little bit too, but more of my expertise is in the lead gen side. And yeah, just try to help clients achieve their goals really. I mean, as long as we’re both on the same page of what we want to go after and as long as we can agree on a good strategy there, then really I just want to help companies and clients achieve their potential and their goals of what they want to go after.

Chris C: Very cool. I guess, how did you get here? How did you get into the paid media world? Obviously you’ve had quite the journey to get from Dallas here. So why don’t you just walk us through your journey, how you got started into paid media, what you liked about it, what made you stick with it and again, how you developed to where you are today?

Chris G: Yeah. So I’ve done a couple different career changes, but my most natural position in any career I’ve always been is kind of a marketing and sales aproach where people facing, people oriented, but in the marketing and sales position. And so I kind of knew that about myself and I went back to school when I was 30, so nine years ago I went back to school and wanted to get a communications degree because I knew that’s kind of where my natural skillset was. But found marketing through that and started studying marketing and business entrepreneurship. So when I started studying that, I didn’t really know exactly where I wanted to end up, but I knew account management would’ve been a positive role for me. So I was kind of going through that in school, lined up a bunch of internships and all that and was on a good trajection.

But I graduated in May of 2020, which was right in the middle of COVID. A

Chris C: Fun time.

Chris G: Oh man. Yeah. And all those internships kind of went away overnight. But one of my neighbors who owned a company opened up an internship for me because I needed an internship to graduate, opened up an internship for me in marketing in their paid media side and allowed me to help one of his employees out with paid media, which was great. It was a huge opportunity. It helped me graduate, which is amazing, but it was also just a very pivotal moment meeting the guy I worked with. His name was Scott and he was an amazing mentor and we just got along right away. We scheduled the call for the first time to meet each other. And the whole idea was see if we’re on the same page, if we get along, if we think this internship would work. It was very open-ended, but kind of like, y’all see if this would work or not.

And we both get on a Zoom call and he turns on his background and I turn mine on and it’s the same thing. It’s like a bookcase in the back. We had similar books. We both had beards. We were both like, did we just become best friends? It was just a very, very natural fit. And he was very technically gifted in paid media, paid search specifically. And so he just taught me a ton, but it was a pivotal moment. I’m very grateful for that moment. So yeah, I got into it then kind of accidentally fell into it through necessity of an internship. But as soon as I started getting into it, I really fell in love with it. I really enjoyed the analytical aspect, the strategic aspect, being able to quantify things. I really just fell in love with it quickly and have been doing it ever since.

It’s one of those things I hear people talk about. They kind of fell into their career and they didn’t expect to be doing that. And I’m kind of the same way, but it’s surprised me at how much I’m enjoying it, even though I’ve never really been a completely math oriented person or numbers-based person, but I really enjoyed being able to tell stories with data and being able to tell stories from numbers and being able to quantify ideas really was a really fun thing to see and it’s really kind of taken me where I’m at now.

Chris C: Very cool. So then how did you get from there to Granyard?

Chris G: Yeah, so worked there for a while, jumped around to a couple of different agencies as I was trying to figure out my right place. And then when I moved here to Milwaukee, I was actually going to Summerfest one day and I passed by the granular building in the third ward here and I just kind of kept it in mind. And later it popped up as a place I could potentially be hiring. So reached out, filled out an application and then had a quick meeting with Steve here. And we just kind of hit it off too. I mean, similar to the beginning where we just kind of felt like it was a good fit pretty early on. So I had a couple interviews with them and walked through what they were looking for for someone and we both kind of felt like it was a good fit.

So as I was moving here, I was working a remote job, but I wanted to be able to work for somewhere here. And I was working for larger clients and I’ve always kind of enjoyed small business. I was raised on small business and so I’ve always kind of wanted to get back into that or more like homegrown business. And so this just felt like a really good opportunity, really nice fit and started. And as soon as I started, it was great. I mean, people here were amazing and it just felt like home very quickly. And yeah, we’ve been doing some great work together with all the old clients and new ones. And so once I found this place and had the interviews, I felt very fortunate and lucky because I felt like it was the right place.

Chris C: Sure. So this better not be a trick question, but it’s a legitimate question. Who’s your favorite coworker? And there is a correct answer. No, you already thought too much about it. The answer is me and that’s fine though. I’m offended now. Thanks. But really, you really just walked past the office and noticed and kept that in the back of your mind?

Chris G: Yeah, I kept granular. I mean, it kind of just stuck with me like, okay, yeah, that’s a local digital marketing company that I should keep in mind and later came across it as they were hiring. And so I don’t know, it just kind of felt like it was all falling into place pretty quickly as…

Chris C: So you would agree that out – of-home advertising works?

Chris G: Yes. Yeah, it did in this case for sure. Yeah.

Chris C: It’s all about the recollection, that’s right.

Chris G: Yeah. Yeah.

Chris C: Very cool. Very cool. So again, we sort of already touched on how you got into it, how you

Chris G: Got

Chris C: Into marketing and whatnot. You said it’s been about nine years or so?

Chris G: Six years I started. So as soon as I graduated in 2020, so in May of 2020, started my internship. So just a little over six years.

Chris C: Okay. So I guess what did the paid media landscape look like once you got in there and how has it evolved to what it looks like today?

Chris G: Yeah, I mean it’s evolving very fast right now, I think everyone knows, but early on it was very manual. Everything was very strategic. We had single keyword ad groups in my first job and that was kind of a big move one day where we restructured our Google Ads account to somewhat be single themed ad groups where we started adding more to it. So it went from very manual control to somewhat open to let the platforms receive more freedom to go on their run. So yeah, but early it was very manual, very strategic, very specific. You were kind of managing the platform and you’re trying to outmanage the platform versus your competition very manually was how it felt early to me. And then large data analysis pulls that were very manual, lots of pivot tables and V lookups and all that stuff where you’re having to pull data yourself and tell the story yourself, which I still love to do now.

I mean, that’s kind of why I fell in love with it. But obviously grabbing data now can be easier too, and you have a lot of tools that can make that analysis very easy or a lot quicker and simpler.

Chris C: Yeah, I think that’s, believe it or not, AI’s a topic of conversation that we have in pretty much all of these. But I would agree with you as recently as the past few months, I’ve started to do that more of like, here’s this big data set rather than how do I manipulate this? How do I make it readable? I can throw it into an AI tool, ChatGPT, whatever it is, Gemini and say, “Hey, can you synthesize information for me and make it readable and understandable?” And I think that’s, again, as long as you possess those critical thinking skills to say, okay, guess what it’s telling me is making sense. Sort of working in tandem saves you all that manual hour could possibly hours of upload of like, “Hey, here’s this. Does this make sense? Can I manipulate this a different way

Chris G: To

Chris C: More quickly synthesize the information?”

Chris G: Yeah, absolutely. I think it’s really good to have the hybrid of taking the old with the new. You still want to find your story and the data without forcing the story. You still want to be able to find your own story, but use the tools to help you out. I think right now that’s kind of the sweet spot for me is the hybrid of efficiency and finding the stories, but also being able to find your own within it outside of the tools given.

Chris C: Sure. And I think that’s sort of a good transition too of how you approach your job on a day-to-day basis. What can someone expect from working with you? What do you say are your baselines of I’m always going to be good at this, I’m going to win this, and how you use that to communicate functionally on day-to-day basis.

Chris G: I mean, customer collaboration is probably my number one skillset. My north star where I lean into is I want to really understand what we’re trying to achieve together. And sometimes that’s not even what we realize yet individually, but when we get together and talk, we can realize those things collaboratively, maybe beyond what we were thinking individually. But I think that kind of collaboration is the conversation and collaboration has always been my north star of where do we want to get to? What are the expectations? What are the guidelines? And strategically, what are we looking at? And once we have that, then I think, like I said, I’ve kind of been more an expert on lead gen than anything else. But my north star has always been the people aspect of what we’re trying to do and what we’re trying to accomplish. And once I have that, then we can put together a strategy and build the platform the way we want it to.

But if we don’t have the right goals in place, the right strategy in place, and if we’re not aligned on how to get there, then everything else it’s a substandard achievement after that. Once you have the goals in mind, then everything else can be achieved to that.

Chris C: Sure. Yeah. I obviously would totally agree with that of if someone tells you something, here’s the goal, here’s the expectation. But if that’s not clearly communicated of, I want a million dollars in revenue, that’s so vague and unclear of… They could see one thing in their mind and you could see a completely different left turn from them. So just that open communication and collaboration is always super important to

Chris G: Be able to –

The value of working with digital marketing agencies is that collaboration of that kind of expertise, but also just, okay, if we want to go achieve this goal, here’s what we’re going to need to go do that. Is this a capable thing for us to do? And then walking through that process together. If you can get all of that down and say, we’re going to need to spend this much to get this many leads or whatever it is, then yeah, you can go get it, but you got to be realistic about it through collaboration. But also that diverse mindset is always very important. And I feel like digital marketing agencies, that value is still always going to be there.

Chris C: For sure. So then as that communication aspect grows and you talk with different clients collaboratively, how would you approach, I guess, something bad happened, things aren’t looking good. What’s your approach there of we had a down month or whatever it may be? Because again, you wish that everything was always positive and great, but that’s just not always the case.

Chris G: Yeah, no. I think number one thing is just transparency and honesty. If something goes wrong or if something’s messed up or if you didn’t reach the goals as much as you would, you got to be just forthright about it. You just got to be upfront about it. It’s not always going to be good news, but I think there’s ways to deliver bad news very appropriately. And when you do that, you’re also building trust. And that’s just part of the game is when you want to be collaborative with the client is gaining their trust and building their trust, but also just because that’s what you want to be for them.You want to earn that because that’s what you want to be for them. So if you have something you need to deliver that’s not great, I just like delivering it to them very upfront, honest, transparent.

Here’s what happened and here’s why it happened.

And once you give that, then you can move on to here’s what we’ve learned from it and here are the insights we can take from it. This month didn’t go as well, but here’s the reason why it didn’t go as well and we’re going to pivot in this direction because of that reason. And if you’re doing that, I think you’re still making good progress and you’re still building trust and you’re just being transparent with a business who has hired you to be that way for them. And they want the truth. Good and bad they want the truth, but they also want you to be a critical thinker about how to learn and move forward from it. So I think there’s a balance to doing it, but I think it’s a good thing to grow together once you go through all that.

Chris C: Absolutely. Yeah. It’s better to come out with bad news than try and hide it and make everything look peachy and then it gets discovered three months later and then you have egg on your face.

Chris G: Yeah. Yeah. And that’s really hard to recover from. Once you lose that trust with them, that’s really, really hard to recover from. So it’s just best foot forward is being transparent. And there is an art to telling bad news, but I just think being straight up about it is the best way to do

Chris C: It. Absolutely. So yeah, we obviously talked about your past, talked about your present, what you’re doing here now these days. So there’s only one more logical place to go.

Chris G: Yeah.

Chris C: More past. No, I’m just kidding. The future. So the future of paid media.

Chris G: Sure.

Chris C: I guess in your mind, in your eyes, what does the future of paid media look like? What are you excited about? What are you nervous about?

Chris G: Yeah, I remember my teacher asking me seven or eight years ago where we thought marketing was going to go, and this was when I understood it at a lesser level, but to me it was still pretty obvious that we’re going to get pretty hyper-targeted on audiences and targeting approaches. And so it’s been on my mind lately because I feel like that’s still the direction we’re going, but it’s getting even more exponentially important to understand your audience and understand how to reach your audience with the right message. So I feel like that direction is still going to continue. I mean, we’re seeing obviously lots of these tools are evolving in amazing ways when they incorporate all the AI and these bigger engines to it. We’re seeing these platforms evolve into these really massive tools that they weren’t before, but that doesn’t come without a challenge. There’s a challenge in still knowing what’s right and knowing how to take advantage of the tools that we’re given while they’re evolving.

But I feel like audience is just going to be learning how to talk to your audience, learning how to make creative to speak to exactly who you’re talking to is going to be huge. And maybe you have six different ideal customer profiles. Let’s see, you have six different ones, but learning how to talk to all six people with different creative, different copy, maybe even different landing pages for each one depending on what it is.

Efficiency is always going to be an exponential kind of a target for people where you’re going to have to really double down on efficiency and really double down on if we’re spending this dollar, what are we getting back? That’s only going to become increasingly more. Everyone’s going to want more from that. And I think these tools are going to be able to offer that. But while that’s happening, we’re going to have to really understand who we’re talking to, how we’re talking to them and what the machines are doing to serve our ads to them. Because all these tools are amazing, but we need to know how they work before we use them. And we need to know the pros and cons of each one while we’re using them and not just use them to use them.

Chris C: Exactly. And that goes back to the whole conversation around the AI and the efficiency of, yeah, it’s great that it’s doing it for me, but like you said, I have to understand how it’s working or what it’s doing.

Chris G: Because

Chris C: Otherwise, if you don’t incorporate that critical thinking, you’re just, “All right, this looks good. Send it off.” And then again, who knows what the repercussions or consequences of

Chris G: That would

Chris C: Be?

Chris G: Yeah. Yeah. I think that best practices is understanding how the tools are used, how they’re delivering your ads, and then what levers you have to pull to deliver your ads to the people you want to most effectively. For sure. But you’re still talking to ideal customers. So the customer still always has to be the number one focus. The audience has to be the number one focus. And I feel like the marketing is going into a direction where we are going to become much more in tuned with our audience. And that’s something I’d be excited about. I feel like the challenges in this space right now are probably the advancement of tools, the introduction of taking less control of your account and letting the engine run itself a little bit. Those are kind of the challenges, but I really find the benefit in the next step is going to be kind of like an old school approach to marketing, which is just really understanding who you’re talking to and how you’re talking to them, which I’m excited about as opposed to putting up an ad that is really good but is kind of broad.

I think we’re going to get really particular about how we serve ads and who we’re serving them to, which I think would be a great evolution of the industry.

Chris C: For sure. Yeah. And that last point that you said, you could have the same ad three times, but it could be in three different formats showing to three different people and that might be the most effective way as opposed to, again, one static banner ad that every single person sees. And

Chris G: Of

Chris C: Course they’re not all going to respond to it in the same way.

Chris G: Right. Yeah, exactly. Yeah. I think creative is going to play a huge, huge role in the next five to 10 years and how you thematically come up with new ideas for creative to reach different audiences you have. And then obviously through your landing page guiding that experience to the end. But yeah, I find that to be pretty exciting because I think creative is a fun aspect of marketing and strategy and the psychology of understanding your potential customer, but it doesn’t come without challenges and how everyone is delivering those because if everyone can come up with a lot of these images themselves through AI generators or whatever, that obviously creates challenges if you’re trying to still create them manually.

Chris C: All right, great. So yeah, that’s the nuts and bolts of everything. You passed the test, you’re allowed to come back tomorrow.

Chris G: Sweet. Yeah.

Chris C: You get my stamp of approval.

Chris G: Sweet. Thank you. Yeah.

Chris C: As we wrap up, I always like to ask everybody if they have any closing words, words of wisdom, anything related to the industry, not related to the industry that sort of a mantra that you follow, whatever it may be. Any sort of exciting words of wisdom that you would give to people if they asked you for some?

Chris G: Yeah. My first mentor I mentioned earlier, his name is Scott, and he was just a really great guy and he taught me a lot of great stuff. But one thing he said, because we were both pretty big music fans, and early on I was really doing everything that he taught me, but I wasn’t going beyond what he taught me in the industry. And I wasn’t really researching articles and stuff like that because I felt like I just really needed to focus on building my skillset in the very fundamental level. But he taught me very early on what he called listening to jazz. And listening to jaz in his mind was if you’re a jazz musician and you can play, that’s great, good for you. But it’s really great if you’re a jazz musician who you can play, who can go listen to other jazz musicians who play and can gain some insights, skills, techniques.

So he mentioned to me very early on to listen to jazz and that’s kind of always stuck in my mind is no matter what you’re doing in this industry and no matter how good you think you are, no matter how dialed in you think you are, I think reading what other people are doing and how they’re approaching things and how they’re seeing the industry evolve is never a bad thing. You can always leave something behind you don’t agree with or whatever, but I really like the idea of really understanding other people’s strategies and how they’re seeing things I think is always a great thing to do. So my words of wisdom would be go listen to jazz.

Chris C: Go listen to jazz. All right. And I think that sounds like it’s pretty applicable to anything in life.

Chris G: Right.

Chris C: If you’re out there trying to run a marathon, you can take running tips from somebody else, even if you’re a professional runner or whatever it may be.

Chris G: Yeah. It’s the ability to be able to receive that information open-mindedly, right?

Chris C: Yeah.

Chris G: That’s the difference. For

Chris C: Sure. Awesome. All right. Well, Chris, like I said, you pass the test. You’re welcome back anytime.

Chris G: Thank you,

Chris C: Chris. Yeah, Chris, I What? I already forgot what you said your name was going to be.

Chris G: Oh, Excelsior.

Chris C: Excelsior,

Chris G: Yes. Evil. Yes. I mean, I’ll take any suggestions. All right.

Chris C: Excelsior. There you go. Glad to have you. You’re always welcome back if you ever have any other wise words that you want to impart on the subscribers to the Getting Granular podcast.

Chris G: Yeah, I’m sure we will. I mean, the industry’s moving super, super fast. Information’s coming out all the time, so I would love to jump on another time. But yeah, thank you for having me. I appreciate it.

Chris C: All right. Thank you. And thanks to all of you for listening to the Getting Granular Podcast. Be sure to subscribe so you don’t miss out on any PPC tips, tricks, or news in the digital marketing world. I’ve been your host, Chris Cesar. Thanks for getting granular with us today.