Michael Cooney

And then you watch for the data.

Which keywords get the most impressions?

Which keywords get the most click-through rate?

And which keywords get the most conversions?

That data is so key in determining your messaging, determining what you target, and determining what content you're going to develop for your organic strategy, which comes next.

So in year one, what you'll notice is we have a 64% impression share.

And what that means is every time somebody searched the keywords we were targeting, 64% of the time we would be somewhere on the page with our ad.

And that was 2015.

Our impression share was great.

And we actually came at the tail end of the call tracking space.

Call tracking went through a big disruption in 2011.

It was a hot trending topic.

We got in at 2015 fairly late.

And for the first year, we got great impression share.

But let's see what happens year two.

The impression share drops to 28%.

And this is where we felt the pressure of funding.

The competitors decided they want to buy market share, and they just jacked up the cost per click for things like call tracking.

So before, it was $8 for the top spot for call tracking.

Within a year, and with the funding, that top spot was now $120 per click.