Michael Walrath
speaker
398 appearances
5 recordings
1 series
first heard May 2025
last heard May 2025
Michael Walrath’s voice in public audio — every appearance, attributed to the second.
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Appearances
That's not to say we won't, but we today that's, you know, we are every product that we have is designed to create organic visibility and organic digital presence and discoverability.
But what's really interesting over the last couple of quarters is marketers are wanting to have a lot of conversations about, okay, I don't know that I should be allocating as much of my budget to, for example, paid search on Google, if at the end of the day, that is going to be a less important channel.
I think the other thing that we consistently hear is, I spend a lot of money on Google because I feel like I have to, but I know that some of that money is being wasted.
And a great example...
Example of this is they lack granular sort of, you know, call it, you know, zip code or DMA level information on a lot of marketers buy their own branded search queries and they do it to avoid being conquested by competition.
They don't have granular information and insight today into where there is no competition.
And so you have this situation where like XYZ brand is actually buying a lot of search advertising in market areas where there is no competitor.
And the whole purpose, you know, and so a huge focus of ours at Yext, even though we're not in the paid search world, is to provide, you know, far more in-depth and far more granular understanding of where are you winning without paid so that you can, you know, not necessarily reduce your paid budget, but so that you can start reallocating that paid budget to areas where there's much more competition.
And for every business that has a national footprint,
The competitive landscape in New York City and Manhattan is very different than the competitive landscape in Wichita, Kansas.
Yeah.
Well, I think it's funny.
We, you know, in 2018, you know, kind of as, you know, right after Google open source there, some of the search stuff and, you know, we ran a campaign around our, we have our internal search product, which is primarily used by customers to create, you know, kind of find a doctor, find an advisor, store locators and things like that.
And so we ran this campaign that was, you know, answers, not ads.
Right.
And it was all about like your customers that they're not looking to see ads.
They're not looking to see links.
They don't want links to documents.
What they want is the answer to the question.
Right.
Showing 261–280 of 398 · page 14 of 20
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