Oban, Sound of Mull, Craignuire (Oh and Storm Eowyn and a power cut.)
Sailing back to Craignure, Isle of Mull, Sunday morning of the 26th aboard the MV Isle of Arran.
Week commencing the 20th as I type coming up for 9pm on Sunday 26th, at the end of a week that has seen travel, a rather “cheeky” Storm Eowyn that took out power on Mull and the mainland, and finished off with snow and freezing weather.
But worth it when you see the photos.
Smiles aboard the MV Isle of Arran heading over to Oban on Saturday 25th.
And of course, full photos and videos during the week can be found on Flickr.
We had to be resourceful in the power cut that hit the island from lunchtime Friday 24th through to Saturday 5pm.
Donald and the Advertising Industry
Well it was the first day in the Oval office for Donald Duck. I had a think and recorded a video, nothing detailed, but happy to help where someone needs to navigate change due to macro factors.
From found us to Petercobley.com
As well as my business website for found us, I also run my own personal site where I chat about allsorts, post photos; and www.petercobley.com is a place where you can learn a bit more about me.
Have a look and sniff at petercobley.com and list me know if same or insane.
We all break down and don’t be hard on yourself, just like Mull’s solo broken down car on the Tobermory/Craignuire single track road where it’s now being rescued by the island’s own tow truck after semi blocking the road for a few days.
Where does the public and private start and end?
There is no such divide in my life. There is only me.
The business found us is an extension of myself. In fact that is not correct, with myself and the business being one in the same thing.
And this is something people fail to grasp - the holistic life.
In careers, business, job, role, looking for work, being in work, across to employing and interviewing people it is common to create this artificial dichotomy, and create a mental, spiritual, emotional imbalance. To live as two people is hard and impossible, and even worse can lead us to Act out what we think a role is and minimise our true selves.
We can act as we think we ought to in a role, and be seen in the brutal hard boss role by others, yet outside of work we are the home Dad or Mum, a softer different person. This is tiring to act out. It’s tiring for people who occupy both worlds with us. It is dangerous since one persona/role can take over the other, and in modern society where there is so much time spent at work (>50%) we can see where we lose more of our true self. A dystopian version of the classic Dr Jekyll and Mr Hyde.
There are so many people I know that have altered through work. Over time, incrementally, and hard to spot. Remember we are beings of nature and nurture, and our environment will impact and shape us should we be unaware and fail to assert self and core principles and beliefs.
There is a lot of truth and multiple meaning in a sheep in wolf’s clothing. Have you become a sheep in your role or business, following your business environment? Has it turned you into a wolf? Let’s take two examples. Think of the public versus private Patrick Bateman from American Psycho. And is he not a product of his environment? Remember a new fledgling MP in the House of Commons, bright eyed and bushy tailed, and then remember that MP some time later. Have not most become a product of Parliament? A parody of who they were.
The examples seem far removed, but are they?
Be careful out there and what you wish for. The only advice I can give give is to:
Be true to self.
Don’t divide yourself between work and your private life. Keep you as you.
Maybe label life as follows, “I am Peter Cobley and I have the job of Director in my business. I am married to Claire. Divorcing myself from the labels of Director and Husband of what is expected by society or our environment.
I can then be sure he happy, quirky Peter that I am. Able to take risk. Able to take a leap of faith. Able to live each moment freely. Not shacked by norms, past, or future since I operate to my Operating System and Not others - Peter Cobley OS Mark 2.
My search and selection
Where are you really going when you’re in your 30’s, 40’s, and beyond?
Do you have direction, feel you have achieved in your life? But what does it meant to be successful? What’s achievement?
This is where I come into play.
When I set up found us it was with a view to mentoring and building people; of giving back what was freely given to me over the years. And I had some wonderful mentors in my 53 years.
I’ve a history of mentoring people and regularly do so with clients, candidates, and with Lancaster University Management School.
The other side to myself and my business is all the contacts I have nationally and intentionally, and my reputation. This allows for first hand work with my company clients to find them good staff for senior leadership teams.
I am uniquely able to match my contacts and mentees to my clients business needs; often not working to a brief - and I’ve been oh so successful over the years in my Executive Search and Selection.
I’ve placed a Broadcast Director at an international agency, a Sales Director at a major tech company, or created a role for a mobile specialist to set up a division for an international agency group. And there’s more if you have a look about my website or have a chat with me.
If you are a candidate or client…
Do contact me for my very unique brand of search and selection both national and international.
Full tracking of the search and selection process, with help given in candidate assessment if needed is all on offer, so at any given moment you know exactly where you are with your senior hire, and importantly with the money you spend with me.
The start of Loch Ba from the village of Knock, Isle of Mull.
Acting as a sales director
Walking alongside Loch Ba, Isle of Bull.
To anyone one, or any business that needs a good Sales or Commercial Director, I’m your Man!
I don’t with to be arrogant or boastful. Not at all. I merely state the truth. And being honest is a key, if not the most important element in what makes a good sales person.
I started my sales career in 1994 in national Press moving to ITV, and ultimately agency side. Always delivering results.
I thus have knowledge, experience, and track record in creating a sales pipeline, cold selling across to formal tender response and pitching. Working with and pulling a team together to win the business. And this is a commodity sale or a bespoke sale, with some ticket values running into six and seven figures.
I started off in traditional advertising and moved into online advertising; and represent a rare breed of sales and commercial person who straddles the old and new worlds of advertising, marketing, and media.
I’ve worked for and set up start ups that were subsequently sold. I’ve been employed by some sizeable businesses working on big brands; at 29
I was a Business Development at ITV in London working on Who Wants to be a Millionaire and Survivor.
So I do know a lot indeed. And this can be harnessed to help grown a business through a solid new business sales process, and account management of clients.
So if you:
Need someone to look at your sales process and staff, then I’m for hire.
If you need a new business pipeline building from scratch then I can help.
Or if you need me to parachute into your business as a sales or commercial director then don’t hesitate to contact me.
Looking out over Loch Na Keal toward Balnahard and Eorsa island.
Pay per Click search advertising (PPC)
View from the found us office over Tobermory
A possibly contentious or easy to utilise form of advertising that originated from the search market that was created (and believe it or not copied from and not invented by Google) by Goto.com, that rebranded to Overture, that was then acquired by Yahoo! I worked for the company and have a very much deep depth knowledge of the PPC marketplace, initially Search but now straddling other channels, e.g. Social Media.
I am keen to work with companies or people on the Isle of Mull where I live in Tobermory, or Oban and the Argyll and Bute area. That said I work UK wide and internationally, and have done so for years.
PPC (Pay Per Click) from Tobermory, Isle of Mull and Oban
I don’t propose to write reams on PPC as it a quite mature channel now and arguable one must focus on the quality of a company’s website and a customers path to it and through it, and of how we can create a desired action that benefits company and customer, for example a sale.
I understand the metrics of making paid search and pay per click media (Programmatic Display for example) work for a business to achieve above, below, or through the line results. I have over 20 years experience in the area.
Looking out from Oban to the island of Kerrera and beyond the Isle of Mull
I can distill my knowledge into the following areas where I can help
Understanding the concept of PPC, how it works, of how it can fit in and supplement all marketing activity, but does not have to be the “expensive” be and end all that it can be, as well as you advertising “red herring”.
Understanding and grasping how the technology works, for example how to structure a Google Ads account to leverage the Quality Score element of the channel, across to buying correctly via a DSP.
Understanding the importance of content to leverage the advertising platforms position “reward” systems, i.e. position in Sponsored Links for a keyword, without degradation of content serving its purpose of attracting consumers into taking a purchasing, non-purchasing action, and brand being negatively affected through poor copy writing.
Working with you to enhance your website to initiate good customer action. It is in one sense very easy to get the customer to the company website, but so so many customers don’t find a website “sticky” and “bounce” away, and thus the marketing activity and spend are wasted. We can help with ad copy, landing pages, and page/website testing whether A/B or as advanced as multivariate. A website like Amazon is leagues ahead of other eCommerce websites with a killing double figure website conversion rate.
And this brings me onto data. Which does not have to be slavish and look nice. We/I’ve knowledge of drilling down into the data in order to use it to benefit company and customer. It is a big area, and an important one, and involves software such as Google Analytics. You need to know your “bang for your buck”. Suffice to say we love crunching numbers and data.
Lastly and maybe this should be point 1. We crucially help with drilling down into what it is you sell by way of product or service, who you sell it to and how your customers buy from you. We then drill down even further for example by looking at relevant keyword searches across to usage of the correct copy. This is the research phase way before you do anything media wise, and the bit of the iceberg under the waterline; the large bit, the important bit. I’ve many years of experience in researching what companies do, and of how they can successfully use digital marketing bought on a pay per click or other cost metric.
I am happy to work on a consultancy, fee based offering, or commission only model. This can very much suit the smaller (or larger) business with finite and precious online marketing budget.
Tobermory Harbour
Urban myths versus Authenticity
Life has its many urban myths, and this also includes a life in work and business. It can be time to sit back and dispel some of those business myths.
Thought I’d use the 2022 Korean film, actually series of films as to characters to highlight and think about people, their behaviours, and the masks they wear.
It’s funny now that I look at a career in advertising and can neatly divide people into two groups.
Non-Urban Myths. Real authentic people, with real words, actions and emotions. Those that get on with it, do a good job, are kind with people and bring out the best in them. And they don’t court promotion, or self promote.
The opposite of 1. naturally. Urban Myths. They create a persona at odds with the reality. They go back on words and actions. They don’t get “on with it” and normally throw sh*t at people to deal with. They stifle people to their own ends. The type that is an armchair general and does not roll sleeves up, delegates poorly, does not lead by example and spends an inordinate amount of time on self promotion ad nauseam in trade press and social media platforms like LinkedIn.
Tobermory yesterday afternoon.
Building on from my last post, here are some suggestions for how to deal with character 2. Who in layman’s language can be a right “royal pain in the arse”.
If a colleague is 2. it is advisable especially in the advertising game to keep an eye on them. Don’t avoid them as it is better to keep them close so you can watch in a passive way what they are up to. Being informed is necessary here as against being in the dark, which aids this type of character.
The cardinal rule here is: You won’t change such people. You have no control over them. But you do have control over yourself. All you can do is keep a clear head and behave ethically.
Over time (not always, sadly) character number 2’s behaviour is usually found out. And experience shows they normally dig themselves a hole and pull the kit pin on their own grenade.
Don’t fight fire with fire, e.g. grandstand, gossip etc. You only demean yourself and become spiritually poorer. You are likely to engender retaliation, so instead lead by example keeping “your side of the street clean”. People will respect you for that. And I must be clear - you cannot and will not be able to change a person who operates in a way counter to you value system.
Worse case scenario is where you have to escalate to management over a “painfu” colleague, but you’ll need to make a judgement call as to where management sits. And what is the company ethos? Conducive to growth and people or dog eat dog? Sadly a lot of advertising businesses are the latter.
It may even be the case that you have to move on to pastures new.
The same approach can also work with bosses, which is a similar situation but can be wildly different.
Here goes…. Some bosses are wonderful, caring ethical and embody character 1. But they are few and far between. A lot of bosses I found (but I must caveat this with my having worked in advertising, and advertising start ups) are usually driven and operate to behaviours that got them there in the first place. They are character 2. through and through.
Capable of shocking behaviour to preserve what is theirs, capable of creating and believing and promulgating a narrative that is of their creation and belief despite evidence to the contrary.
With a boss it can be a bit tricky in terms of what to do as there is a natural imbalance of power.
A nice photo to break the heavy prose of the MV Loch Frisha sailing into Craignuire, Isle of Mull yesterday morning.
So what do you do?
Don’t pander, brown nose, try to over perform, impress with a poor type 2. boss. You will be taken advantage of. They will take, take, take.
Don’t fight back whether directly or indirectly. You won’t win against a person who is hell bent on keeping what they have and living behaviourally to their narrative.
What you have to do is be good at what you do, but also have a Plan B.
Run your role, normally Director, diligently as this achieves two things. Firstly you build a support network, and secondly you become intertwined with your role. It is the hard for said asshole to remove you.
Plan B revolves around getting another role, waiting for the idiot to leave or be removed, or force majeur.
Patience, patience, patience is a requisite.
As an aside it is this that always piss*s me off to no end and here’s why.
It really sticks in my throat this type of individual posting on LinkedIn or using trade press to note achievements when all underneath their managerial role or product/service role is usually a shambles. It is no surprise they leave a role after around two years and I strongly believe this being due to jumping before being pushed or found out.
Anyway….
Peter Cobley esq.
I was guilty of making poor choices in terms of company and those running said companies, especially the start ups. And more worryingly I did not exit some companies when it was clear I could not fix a) poor management, b) poor service, c) clash of personality, d) poor ethics, e) just simply working with 2. type individuals as detailed above (assholes normally only out for self to put it less diplomatically.)
I think it common to accept and the Urban Myth mantra some companies, colleagues, or bosses peddle to your own demise; which seems to happen to good people who try to fix people, places, or things out of their control. Good people can end up destroying themselves at the cost of others, who will willingly let them do this.
Lastly a nice photo taken yesterday morning from the MV Loch Frisha as she sailed between Oban and Craignuire, Isle of Mull.
For example I have two experiences. One first hand, the other second hand.
Example one is first and hand and marks the time between 2008 and 2010 when persuaded to join a start up called I Spy Search that was to change it’s name to I Spy Marketing. Investors in the business and one of which joined the business as CEO called Jim Bridgen. Suffice to say we had a person wrapped in his own self belief, over ambitious, and set sales targets and requirements on the Manchester branch I’d set up that were both onerous, ill thought out, and impossible to deliver on.
In this situation I now realise with age I was on a hiding to nothing and ought to have left the business for a new role unable to overcome the ego of a man whose arrogance knew no bounds. But I did not and instead became a victim, thrown under a bus for his failure to support Manchester (another story.) I learnt that one at times has to make a hard choice. In retrospect I was forced into the hands of Dave Seward and Micky Ward of HOME (now IMA), and that was a good thing.
Example two, involves a business contact who was working in a director role at the well known Manchester social media agency, and at the time her MD was a media type from another big agency full of ego and name and brand, but in my honest opinion crap at his job.
In this situation my friend worked her nuts off to support and stabilise a social media agency that had grown very fast but lacks coherence and structure and was all over the show; she’s an ace ops’ and account management person.
Suffice to say after wittering how well he was doing via various pronouncements on LinkedIn, he proverbially fucked off with his ego to THG before he was pushed or found out, not having achieved much (as per his previous agency) and left people like my business contact to pick up the pieces with management and investors, which ultimately led to her being laid off as a “cost”. Said ex-MD then proceeded to ghost her and colleagues. Class, just pure class.
In this situation she ought to have seen the writing on the wall and left, she’s much better than how she was treated. But she did not being a natural fighter and trying to sort problems out. In the end it has spurred her to set up her own business and good for her! She’ll do well.
In both examples you can note that when up against ego driven and frankly useless individuals where they have the power balance one sided, myself and my business contact were in situations where our focus was on fire fighting to our detriment, whilst the direct boss took no blame, parcelled and posted blame to us, and then fucked off - in example 1 selling a turd of a business to an unwitting agency group, and in example 2 disappearing for a new role that can be a PR exercise.
Anyway, hope you liked the article.
Learning from bad Characters and Actors.
Patrick Bateman of American Psycho, played by Christian Bale.
I’m sat back comfortably in my lounge thinking over past times, well quite a few years in fact, and musing over what I learnt from a number of bad actors. And I think of Shakespeare’s lines from As You Like It (see footnote for full details).
“All the world's a stage,
And all the men and women merely players;
They have their exits and their entrances,
And one man in his time plays many parts,”
What I want to talk about are the bad characters as played or lived out by people I have met and worked with, reported to. We are all actors in our own lives as Shakespeare highlighted, but in business it is the characters we play that made me think as to my management style and what I learnt from bad characters as acted out by types of people I met, or actors in their own world.
This is about what I learnt in terms of management. Not taught in a classroom environment, but what I saw and heard on the job. It has stayed with me and I thought it useful to pass this on.
Why the pictures of the Joker and Patrick Bateman?
I’ve used examples from film to show how a consummate actor can play a very bad and flawed character - the Joker. It is a very black and white picture, and of how Phoenix can act out a part.
The other example is of how Christian Bale portrays the psychopath Bateman as a normal, successful New York businessman.
And from this I want to highlight how I’ve sadly come across people who portray bad characters and they think this correct. This is about how not to “act badly” and how to spot “bad actors”, “bad characters”.
Joaquin Phoenix’s Joker being our Hollywood example of how a man bent by circumstance becomes a monster. This is understandable when considering the stress someone may be under.
Then there is the more sinister Bateman as played by Bale. And I would argue one to watch out for. This is the actor Shakespeare speaks of, playing their wonderful, enigmatic, roles in life. But like Bateman this is a veneer to suit their ulterior means.
Peter’s Management Style
I think it important to realise that my management style, people style, was very much educated by p*ss poor managers and bosses in the advertising business I worked in, but I can also say it was honed as well by the conduct of colleagues.
By bad actors and the characters they play, I mean those individuals I invariably interacted with when working in advertising companies, and more so when in fellow Director roles, or they acted as bosses.
The good actors are the ones I learnt so much from and who sought to bring out the best in people. The characters they act in their role as Boss were authentic and genuine. The likes of Bill Osmond, Mehdi Salam, Carol Dukes, Phil Rooke for example. I learnt so much from these people and can never thank them enough.
The subtle but oh so important difference between the two I think can be distilled as follows.
Good actors act correctly. Their character in business is a mere extension of whom they really are.
Good actors care about people.
Good actors look at people and not the role the colleague or staff member occupies.
They have a strong ethic of growing peole emotionally, spiritually, mentally, and not just the person in the role.
Money is not their key driver.
They are honest, authentic people, who strive for truth.
They accept challenge and suggestion from subordinates or colleagues and act on such.
They are not driven by self will or ego.
These are some of the attributes you need to excel as a boss or colleague who is remembered.
The bad actors for me were driven people who could only see their self Aggrandizement at the cost of others hard work, ideas, and loyalty. But they can be hard to spot, easy to spot. Let me explain.
Let’s take the Joker. The actor acts out a flawed broken character angry with all. And you can see this in some colleagues and bosses where they lash out, are perpetually angry, and wear their badness on a sleeve. But such characters as played by the actor are understandable especially where we can see people struggle with management. After all some people are not natural managers. We can forgive the Joker for what he has become and we can forgive others.
Let’s take Patrick Bateman. There is a character veneer of success, kindness, largesse and goodwill. But this is a sham and normally hides a person hell bent on achieving what they want at any cost, any life. Normally such people (as does Bateman) believes their narrative and cannot see they act outside of norms. They have become (or possibly always were) vain self centred people, those who lied to and bullied people, or did hurt to people for status and money, or plain gratification.
As a comic aside let us not forget the wonderfully acerbic Office Space, and if you have seen the filM here’s a reminder of some of its characters. When reading this post you’ll be horrified as to how many you may be working with presently. If you’ve not seen the film? Then watch it!
So you get (for example) some people out of their depth and who merely lash out through fear and an overwhelming sense of being not in control. For example Harvey Sarjant who I worked with at Carlton TV/ITV.
Others were terrible people managers, non-natural in my opinion. For example Nick Jones at Yahoo! UK & Ireland and I Spy Marketing, where he would vacillate between moods (there are reasons for this).
As we shift from the Joker to Patrick Bateman we come across those who lie, connive to get what they want, are morally bankrupt. Warren Burket at Yahoo! UK & Ireland springs to mind. A quite odious figure who still remains at Yahoo! (I would add into this mix Phil Macauley who I again worked with at Yahoo! who’s management style lacked complete empathy or ethics.)
The worse I think is the American Psycho character in the form of Patrick Bateman as played by Christian Bale who positions self as a caring person, whilst behind the scenes using people for their own ends and fulfilment, leading people on, and not delivering on promised rewards, acting in a solo role yet leveraging a wolf pack mentality, and singularly throwing others under a bus at their own failures.
These are what I call the non-authentic people. They frighteningly believe what they think, say, and act by; immune to any form of constructive criticism or suggestion. Believing their own narrative over and above the truth, and courting public recognition at the cost of everything.
The worse encounter of this type for me being Jim Brigden. (I must admit I have to thank him for learning what not to do when dealing with human beings. Not to mention covering one’s tracks and creating a persona that is far removed from the truth in hand. I learnt to be plain honest after my experience with him.)
Joaquin Phoenix playing the Joker.
To not be a bad actor/character one simple needs to read the bullet points above and be aware that all can be distilled into a mantra of: putting others before yourself.
Remember that people work to live and do not live to work. The bullies that I describe above, and they are bullies, drive others to suit their game plan, needs and wants. My time spent at I Spy Marketing out of all the companies I worked for was tantamount to slave labour or serfdom while Emperor CEO and his cohorts held sway portraying a nice picture and reaping rewards not distributed; all daring not to challenge the Emperor’s New Clothes.
We can learn to be authentic and loving with others in business. The bad actors and characters are not authentic, far from it. They appear to be, and the trick is to identify them.
What is authenticity? It is about being genuine. What you say is true. What you do is true. And you lead by example. One person I felt excelled in this that I did not work for but observed him from outside his business is Mick Style, formerly Director at Wavemaker. Mick excelled in his personal life as a cyclist and as a business leader. The team behind him testimony to his role as leader. Kind hearted and always conscious of growing people.
Great, thanks for the theory, but what do I do?
It is very easy for me to talk about bad colleagues and bosses. But what did I do?
Being honest, I did not handle it well. I can say this with hindsight aged 53 years old.
Here are two examples.
When I came across Warren Burke at Yahoo! I should have weighed up on a balance of probabilities my success rate and realised I was on a hiding to nothing, and have left for pastures new.
The same applies to I Spy Marketing. When Jim Bridget became CEO and a “cult of the personality” developed, unworldly targets placed on Manchester, and a number of let downs occurred via London, I should have left the business.
Why not in both examples?
Because being an honest, diligent, hard working chap I wanted and tried to make things work. But I was yet to learn about the concept of people, places, and things being out of my control.
I’d yet to learn that surrender can be victory.
So my learned advice is don’t put up with the Warren Burke’s and Jim Brigden’s of this world. They are people who only believe in self and their measurement of success in life is “title” and their Altar of Mamon.
Leave their presence and build dreams with people who genuinely care for your and others dreams. Work with like minded people, they do exist.
As to management style? In one sense it it very simple. Just observe the Golden Rule - treat others as you would want to be treated yourself.
(This article is again written with love and thanks to Bill Osmand, Mehdi Salam, Carol Dukes, Phil Rooke.)
Footnote:
"All the world's a stage" is the phrase that begins a monologue from William Shakespeare's pastoral comedy As You Like It, spoken by the melancholy Jaques in Act II Scene VII Line 139. The speech compares the world to a stage and life to a play and catalogues the seven stages of a man's life, sometimes referred to as the seven ages of man.
SEO and PPC share of traffic and clicks
Following on from my last post, this is an in-between post as to traffic to a search engine results page (SERP).
I thought it would be handy for those who don’t know the difference in traffic and clicks for SEO and PPC.
Costa Coffee Oban this morning
I typed the following search query into Google.co.uk.
“share of clicks serps seo ppc”
This is what Google delivered by its AI.
AI OVERVIEW
Organic search results receive more clicks than paid search results on search engine results pages (SERPs):
Organic vs. paid search
75% of clicks on SERPs are for organic results, while 25% are for paid results.
CTR by ad platform
The average click-through rate (CTR) for Google paid search ads is about 2%, while marketing agencies see a CTR closer to 5%.
CTR by position
The average CTR for the top organic result in Google search is 31.7%, which is 10 times higher than the CTR for the 10th position.
Here are some other statistics about SEO and PPC:
53.3% of all web traffic comes from organic search, while 27% comes from paid search.
70% of marketers believe SEO is more effective than PPC.
64% of marketers invest in SEO.
55% of marketers consider SEO to be very important or extremely important to their marketing strategy.
93% of businesses that invest in SEO see an increase in website traffic.
You can use both SEO and PPC to create effective marketing campaigns. You can use PPC to get your name out there quickly, and then use SEO to boost your organic traffic.
Search engine optimisation in Oban, Tobermory, Argyll and Bute
A business or person listing in SERPS - search engine results pages - can be a much misunderstood process and one shrouded in mystery for most.
Main Street, Tobermory - one of the places I work from
But it is actually quite straight forward.
found us can help you with this area and here is a nice little commentary the practice of Search Engine Optimisation, and of how we can help.
Have a read below and don’t hesitate to say hello.
SEARCH ENGINES
We all use them. Mostly Google in the UK with over 90% of searches coming from this one entity. But when you consider sheer numbers of searches you also need to look to other players. For example Bing.
A search engine is effectively a database of websites across the UK (being UK specific here.) A user types a search and results are delivered on a web page, know as a SERP or search engine results pages. The viewer clicks on their desired result (also known as listing or from a Geek point of view, snippet) and is taken to that website.
Here I am talking about natural listings and the paid for ones (separate article to come on this area) commonly know as Sponsored Links and normally positioned to the top of the results page.
Technically all business is a numbers game. The more people though the shop door, the more likelihood of a sale. And you encourage potential purchasers of a product or service by stock positioning, attractive packaging, price, accessibility (is it in stock?)
Same applies, as has been discovered, to the web. The online shop so to speak. A customer finds you via a big shopping mall (Google) after typing in a search query. They decided to enter your store versus others by clicking on the search result. Your search result is your invitation to a potential consumer.
On then clicking the link the user is taken to a website. From here a number of factors come into play.
Think of all of this as a sales process as defined by the acronym for the sales structure AIDA.
Attention - obtain a customers attention within the many results that are shown.
Interest - create interest via your result title and body copy (known as a Result, Listing or Snippet.)
Desire - match the customer need with your product or service benefits as detailed in the result, snippet, or listing.
Action - on creating desire we stimulate the customer to click on your result.
The searcher has a need we want them to fulfil this by their clicking on your search engine result, and being taken to your product or service. Your part to play is well written copy that captures the searcher’s attention and matches the need they have as expressed in the search. We’ll come onto the actual website after that.
A SIMPLE 2 STEP PROCESS - SEARCH TO CLICK AND WEBSITE
STEP 1 SEARCH TO CLICK
It is NOT simply about copy writing with SEO - search engine optimisation. Well it is, but there is a little more to it.
You have to really go back to basics before even looking to a website. And you can blow a lot of marketing money on an ill produced website.
Our task is to match the search intentions of the customer. In search we refer to brand and non-brand terms. Brand terms relate to your business brands including products and services. Non brand refers to all other terms. For example “Coca-Cola" versus “soft drink”. And you need to optimise for both.
Search Terms / Search Queries
Q: how is someone going to find you via a search on a search engine?
A: use you pre-existing knowledge of the customer and your marketing. Blend with what you observe from online and search data.
Remember the acronym - WHATS.
What do you make? How do you make it? To what area to you sell to? To whom do you sell to? What special features do you have?
You need to get back to basics and evaluate what you make and sell, whether service or product. And what might be exclusive to you. Such information can form the basis of deciding what search terms you wish to use for your business, its product, its service.
You need to understand who your customer is and get inside their head. How do they think? How are they likely to find your product via a search engine query/search terms?
This can be aligned with offline point of sale and marketing activities. How would someone find you in the “real world”? How would they find you in a shopping mall, a superstore? How does your ambient media appeal to users? We need to get back to basics of how we meet a customer’s need at the point in time when that need coalesces?
Search engines are databases and there is analogy with a big shopping mall, or superstore. How does the customer find the shop you sell from or the product on the shelf if they were to ask the passer by?
For example we are a business that runs a hotel in Oban, where there are many other hotels and accommodation providers. You know from your marketing and customers that you are found via people asking about “hotels in Oban”, “hotels in Argyll and Bute”, or the name of your hotel “Peter Cobley Hotel”. You now have queries that translate well to the web.
Online data and research
Search words, search queries, keywords, search terms are basically one in the same thing. It is what the searcher enters into a search engine.
We are now beginning to build up brand and non-brand search terms.
But we also have a wealth of online data that we can mine from our website, free, and paid for tools. Examples can be Google’s Analytics, or Search Console, or some very sexy paid for tools.
Zapier have kindly provided a neat article: The 11 Best SEO Tools in 2025.
Search listing, snippet, website copy
This is where we go back to AIDA - the sales process that applies in all cases. It is a crucial fact that life for people is not divided into web and non-web. But as businesses we can think this way.
Your search engine copy and web copy is your traditional point of sale and both must interact with each other, customer, and a search query. It should fluidly follow the searcher’s thinking “I need a hotel in Oban, I can see Peter Cobley Hotel, and the hotel is both central and showing a 10% offer. I’ll have a look and click”.
Pixie dust and magic
I am not going to go into the more technical side of things. But the following rules apply when it comes to getting “good” search engine results for your chosen search terms.
The higher up the listings on SERPS mean more clicks.
Getting the higher positions can involve “working” the hidden stuff that makes Google what it is, Bing what it is etc.
You may have heard of PageRank, algorithms, viewing and click rates. Blah, blah, blah. But don’t panic - it is not as complex as you think.
Paid listings (PPC, Pay per click) interact with each natural search engine results.
How your website performs is a factor in your position for a search term.
I AM NOT GOING to cover this bit off, suffice to say we know about it in detail and can explain all to you. AND the above is not a definitive list.
The view from the found us office
STEP 2 LISTING TO WEBSITE
Copy and “themes”
When the user arrives on the website it is ideal that the copy reflects the search term they used especially a specific one relating to product or service. The same principles apply as in any offline sales process. For example, if we have successfully navigated the user searching for Christmas pud to the relevant aisle and Christmas pud cannot be located then we have wasted a lot of marketing effort, unless our particular customer is happy to search.
Same applies for the click from listing to website. If you drop the user onto the home page when they are searching specifically, e.g. “double room in Oban hotel” then don’t be surprised of a high bounce rate as users leave the site.
Thematic copy and process is so important. And what do I mean by this? The user is following a train of thought and we have to mirror this in the copy and it positioning.
This is where skill comes in as we look to the very bare bones of a website and how it functions as both a sales, information, or tool vehicle.
I have focused on retail in this post but am at pains to explain that not all websites sell product and service, and that the above does also apply.
It is about structuring your website of linking its copy and disparate parts to search terms and listings, of optimising for what the customer wants and needs of a website. OF NOT OVER OPYTIMISING FOR SEO and so reducing a customer facing means of engagement to a mere amalgam of search terms.
Conversion rates
They all stack up if things are done correctly. AND I did say at the start that it is a numbers game.
You appear on page one of the SERPS for terms, thus reaching a large number of searchers.
You have a good click through rate of good, qualified customers on your search engine listings.
The customers who hit your website stay as the content is relevant.
The customers convert to sales or whatever metric you work by beacuse they want what you offer.
We can deliver on the above for you, and it is NOT EXPENSIVE OR COMPLEX, and we can teach you how to do it yourself. No need for an agency, and we will be the first to advise this.
OUR SEARCH ENGINE CREDENTIALS - WHY PETER COBLEY AND FOUND US
A December’s working week in photos.
And what a fine place to live and work - Tobermory, Isle of Mull, Oban.
found us
“People don't notice whether it's winter or summer when they're happy.” Anton Chekhov
Savouring a view out to sea from Gavanan Beach near Oban.
Life’s reality can be our singular viewpoint of it and not one governed by the outside influences that swirl daily about us.
(*There is a more concise version of this post if you scroll to footnote at the bottom of this page.)
What glasses are you wearing today when you look at life?
Can you see the Robin?
Can you see the beauty in all including people, no matter what?
Do you need glasses given to you by others, by society?
Are you looking with clarity at your life, or is your viewpoint opaque, clouded by a focus on others? By wearing glasses given to you people and society, and so wearing their world views.
It is so easy to be myopic as to what others have done to you, not done to you, your world situation and where you are; compared to being yourself, true and authentic, living each moment at a time, recognising what has been and may come, whilst not being and living in moments past and yet to come.
I always remind and encourage people to draw their sphere of influence inward , from that which is outside of them and self; for self is what we truly control. And in controlling self we have direction, purpose, clarity. We live in our moments when we focus on self, not the moments of others.
"What good is the warmth of summer, without the cold of winter to give it sweetness." - John Steinbeck, "Travels with Charley: In Search of America"
Scottish mountains when sailing into Oban. The rugged beauty of winter.
I like the quote and its symmetry to weather. The reality is that winter balances summer and vice versa; both are really mirror images. Yet the interpretation one can put on winter is darkness, cold, damp, wet, snow, despondency. But this is an interpretation. Is not winter also something to be marvelled at as a season of beauty, of both hibernation and recovery for new growth and life, and also a time of reflection, of closing in together in warmth with loved ones?
To Mentor is to Grow
This is something I have done for years and for the most part freely believing in the mantra of giving back what was freely given to you. After all how much of life to you really need to live and enjoy life?
What I have learnt is that a lack of self belief and faith, of low self esteem, of people pleasing, of fear of action to lack of goal and dream planning is down to the interpretation we have of life including ourselves, which is a product of the glasses and thus viewpoint we were given from birth. And that it is possible to re-engineer all of this and simply remove the glasses and adopt a viewpoint of self, others, world and all that we are comfortable with.
Through mentoring I grew others and I grew myself. I learnt to be empathetic, caring and considered.
Sailing into Oban, with Ben Cruachan beyond. I see its rugged and towering beauty and cast aside my worldly beliefs and marvel at what can await me.
In simple terms I wasted so much time thinking about other people, other places, and other things. It did not matter if it was a house to live in, a job to aim for, jealousy or anger, or worse hate of others, bemoaning a situation I found myself in, usually blaming others for this, hours spent conniving my climb up the corporate ladder, or worry pangs of what people thought of me - The list went on ad nauseam.
I was very shallow, insecure, eager to please, easily led back then.
Thankful not anymore.
What glasses are you wearing this winter, or do you need to remove them?
found us
I now realise I gave good advice when mentoring or advising in my 10 years of found us but did not necessarily follow it myself!
I do now.
I took my glasses off which jaundiced my viewpoint to one of believing I was not good enough, people better than me, and spent too long worrying about others.
Now, I just focus on me and how I can live in each moment and I now achieve so, so much more.
I care for but am not worried as to other people. Why should I be? Nor do I worry as to places or events, let alone what’s happened or may happen.
I now teach this approach (and actually have done for a while) and people I work with, especially the senior ones. I now do think each senior person with all their confidence are quite insecure beneath the surface. And that’s okay. That’s being authentic and believable. Rather than the usual approach of positioning oneself with bravado, knowing it, and keeping people at distance for fear of being found out.
*Sweary Footnote - the simple version for those who can’t be bothered to read my post.
There is a chap called Craig Johnson who once said to me that the world is 50% c**ts and 50% non-c**ts. I still remind myself of this fact.
Where will your journey take you when you become free of what you were? Disembarking the Isle of Mull ferry to Oban.
A day in the life of an Ad Man in a windy Tobermory
Sunday morning looking out over Tobermory to the Sound of Mull.
Saturday 7th in Tobermory as I type sees a howling gale minus wind as Storm Darragh passes through. Last night the windows of home bore the brunt of lashing wind and rain. Thankfully there were no casualties bar the blue recycling bin shedding some of its contents; hopefully a 50 something man in dressing gown was not observed scurrying about picking windswept litter up from a soggy garden.
Last night and today I had a forage into LinkedIn which has changed over the years and to be honest it’s news feed for the worse, with something akin to Facebook. I do post as to Tobermory and the Isle of Mull, or Oban, my new homes. And I post in a cheery manner that there is life outside of advertising institutions. Hard for a seasoned Ad Man to say after all these years.
Yet I am glad to be free of the tripe that now proliferates LinkedIn and is systemic of the current community. All is good, we’re doing this, we’ve won this, we’ve attending this, boo yah!!!
I found it and now find it so artifical and unfair to the people and business I hail from. Truth along the lines of the mass redundancies, a struggling ad market, of accounts moving to London from the regions, of London eating the North’s success to cover up its own weaknesses should be spoken about with vigour.
It’s good to be having a bad business day, month, or life. Please cut the BS. That way we can all learn and act as a veritable “Team North” to sally together in battle. Otherwise we’ll run the risk of past mistakes with Manchester and Edinburgh going one way, other cities the other way.
We can reach out and help each other in friendly competition, thus growing the Northern business as a whole.
“If nothing changes, then nothing changes.” Anon
found us and change in Argyll and Bute
It is now Sunday and Storm Darragh has passed through the Hebridean islands and all is calm, and making for a rather lovely day, blue sky punctuated with stratus cloud formation, with clear views to the mainland over the Sound of Mull.
(I was going to exercise, but will see how I feel.)
With found us I have two clear choices.
Throw my lot in with the established regime and wax lyrical on LinkedIn as to how good things are.
Use LinkedIn and other platforms to tell the truth and be authentic.
I choose 2.
So how is life for found us presently?
In no particular order I can say the following.
I’ve put a lot of work into both mine and found us’s web footprint.
The website has seen a lot of work and content creation prior to moving to Mull, and when here.
I’ve updated social media in the form of LinkedIn, and also started to upload AV sound bites on YouTube.
I’m optimising currently for non-brand terms in SERPS.
I am on a sabbatical, so for the most part am not working full time on the business.
I am though tentatively on the look out for new business.
What is this new business?
Consulting for businesses that need and want to grow.
Consulting for senior business people who themselves need and want to grow.
Executive search and selection within the advertising, marketing, and media fields.
And all of the above would be very much welcomed local to me. I’d be so excited to work with Scottish people and businesses.
Being authentic
And it is my plan to talk honestly about myself and market conditions. And not ride the wave of turgid untruths that permeate business social media at present.
Nice “Ad People” and the reality
Mad Men (and Women.) But as I discovered mostly men.
I pen, well type, from Tobermory as Storm Darragh lashes against the patio windows. Claire is in Killin to be with old school friends enduring a drive that saw a trapped jack knifed lorry and VW car in snow; and I can now breath a sigh of relief after speaking to her.
I looked briefly at LinkedIn, which I now lump under the category of “time wasting social media” and rued my doing so as I saw a post by an individual who I don’t have a great deal of respect for. I did in the olden days but watched him corrupted over time by what he believed in himself to the point of his becoming detached from reality and sadly his empathy and love for people, with career and Mamon becoming his Gods.
I was also tasted bile as he was sat at my old University in Lancaster??!!
I bemoaned his being there as it is one of my sacred places, but I recognised he was there for one of his children who I realised is studying there, which is fair enough.
The emotion passed but I learnt from it. I remembered anger is a natural emotion to be welcomed and it is a question of what you do with it. I cannot change the fact I came across on LinkedIn a person who is a not so nice person, and more so when they dress themselves up as being a) nice, b) God’s gift to digital advertising.
All I can do is keep my side of the street clean. He has to live with himself and his “dirty hands”.
Please note that I have not provided hypertext links to external content to encourage people to have a good root around as to what’s on the Web.
People, Places, Things
In the life I have had with a career in advertising I have come across people who have “worked me over”, “taken advantage”, and less politely “screwed me over”. (One of which I just refered to having seen a post on LinkedIn.)
It was and is the nature of working in the advertising, marketing, and media trades.
It is the nature of working in senior leadership roles.
It is the nature of an exponential career rise, as was the case for me.
And it’s not just people who go drive you insane, hurt you, stitch you up, lie and the rest. Places and things can also bring out strong emotions in you; maybe a place you worked at, or something like a project for example you were involved in, or an event and happening that still stings.
Advice on the Past, the Future, the Present. (People, Places, Things.)
People, places, and things can drive you nuts if you let them. And what can often be forgotten is where they sit contextually in time, be it past, present, future. And this is important for the generation of emotions, of how we react, our very mental wellbeing.
The first thing you must always do is look only to yourself and what you are thinking, feeling, and therefore behaving. You only have control over yourself.
In having control over yourself you focus on your side of the street. Using whatever method of goal (dreaming) and plan setting to achieve what you want out of life.
Perform a SWOT analysis and also look at how you function (point 7.) With SWOT you want to get an idea of who you are, where you’ve been, and where you are currently going.
Also look at the Johari Window.
There are four core or recognised self evaluation maintenance models, for example Gibbs or Tesser. Best bet if you want to evaluate yourself is to read up on them.
Bring all you observations as to self together in one consummate reading. This way you’ll have a feel for where you sit as a person.
How you function or act must also be examined as well. This was touched on at point 3. A good way to look at how you function is to read from Stephen Covey and learn about his Quadrants of Time Management. Are you in Quadrant 2 and being effective with your time? The point simplistically is to ask, “am I working smart?”, “am I working effectively?”
You NOW HAVE a full evaluation of who you are and how you act. This is your side of the street that you can work on.
Back now to people, places, and things. Through working on self you are able to indirectly control how external people, places, and things (events included) affect you. You can never control them directly and this is a bridge of understanding and awareness you have to cross, and yet so few of us do, and waste time focusing on other people and things as we try to control them. Imagine yourself as the theatre director putting on the show; do you actually control all, or merely exist within the show guiding where necessary? Do you really control your actors for example? Really and truly? Well the answer is no.
Yon only really control your fate via control of your own mindset and action; and from the past work you have put into self.
The plain old fact of life is you cannot control other things including people, but you can influence via self-management. And this is a crucial learning that I only recently accepted and implemented. I wish I’d done this sooner. But high achievers and driven people achieve up to a point through control, but the truly successful ones are those actually let go of trying to control and work on self - it is counter intuitive.
And that my friends is the trick. And with it comes serenity because one is not burdened down by other people, places, and things. You only have to focus on number one. This does not mean you travel through life in isolation. You have to interact. But paradoxically you gain more control by letting go of concerns, whether past, present, or yet to come (maybe.)
With this learning I was able to leave a certain person to his own fate and not worry about his popping up at Lancaster University. I am able to know who I am, am comfortable and happy with myself, and make amends where necessary. I have achieved in my own way. I wonder if he is really happy at all what he has done in his life. But that is not my worry any longer.
Don’t waste your time on other people, places, and things.
“It is not that we have a short time to live, but that we waste a lot of it. Life is long enough, and a sufficiently generous amount has been given to us for the highest achievements if it were all well invested. But when it is wasted in heedless luxury and spent on no good activity, we are forced at last by death’s final constraint to realize that it has passed away before we knew it was passing. So it is: we are not given a short life but we make it short, and we are not ill-supplied but wasteful of it… Life is long if you know how to use it.”
Seneca in his letter to Paulinus.
Sunday morning after Storm Darragh passed through.
Recruiters. Head Hunters, Search and Selection - Glasow
A case of the Emperor’s New Clothes; all talk and no action.
It always amuses me how the blurb people write on their websites bears no correlation to how they actually provide a service, or lack of it; and I am talking about some recruiters I contacted in the Glasgow area on moving up to Tobermory, Isle of Mull.
So I thought I’d name them, and here’s why.
I relocated seven weeks ago to Tobermory, Isle of Mull to be with my wife Claire. I had options open to me, as follows.
Resume found us my own business. Which can be worked remotely.
Get a part time job local to where I now live, and have some time off.
Look for a new job in advertising which is my background.
So, with my working in executive search and selection, I thought I would identify and contact recruiters who I could work with when looking for a semi-local role in advertising, with Glasgow being the major city closest to me.
Now, I was not expecting a miracle due to a) my location, or b) the state of the market.
But I was shocked at a complete lack of contact or even acknowledgement after contacted the following companies with a nicely put together e-mail.
How an earth can these recruitment, head hunting, search and selection biased Glasgow orientated companies front their websites when their candidate comms’ were non-existent? It baffles me.
I appreciate people are busy, but there is no excuse for a no-show, and such piss poor comms’ pales when compared against those who did get in touch to have a chat with me as to market and roles, and be very honest; which is all I was after.
So, here is the list of recruitment companies who did not bother getting back to me.
You are welcome to try them, and if so good luck, but I won’t be bothering again, instead using my own Scottish network which has gone back years. I am not surprised recruiters, as I learnt on entering the field as part of my business, have such a terrible reputation for treating people as non-existent or a meal ticket.
https://totalrecruitmentgroup.com - Total Recruitment Group
https://www.stafffinders.co.uk - Staffinders
https://www.edenscott.com - Eden Scott
https://www.michaelpage.co.uk - Michael Page (not a surprise really.)
https://www.denholmassociates.com - DenholmAssociates
https://www.gilchrist-recruitment.com - Gilchrist Recruitment
I did try, as a test, one London based search and selection specialist. Not a dicky bird was heard from them. Nice website, shame about the service….
https://redgravesearch.com - Redgrave
Come on guys and girls, use the phone. You give us all a bad name.
Conclusion
It is clearly a case of the Emperor’s New Clothes with the above mentioned companies. All show and not substance.
My advice folks with companies of this kind is to just do it yourself and not waste time on them. If you are looking to talk to a search and selection biased entity then you will be of a certain experience and calibre; therefore more than capable.
Me?
Decide to do some part time work, some of which is to give back to society in a couple of care roles.
Oban - the closest major town on the mainland where I spend a lot of time.
International executive search and selection for advertising, marketing, media from Tobermory, Oban, and the Isle of Mull.
Peter Cobley (that’s myself) really should shout more about his international executive search and selection within advertising, marketing, and media. I’m now based in Tobermory, Isle of Mull, also work from Oban, and other parts of Argyll and Bute - with regular travel.
Why shout about executive search?
Because I’ve worked in senior roles including board level, within start ups and fast growing businesses, PLCs, and where there may be a technology/IP element.
Some of these businesses were built to be sold, or to simply increase revenue and size. All of which have been successful.
So I understand senior roles in a leadership team in a growth company or more mature business.
I understand what it is to be a senior person, your thoughts, wants and needs, and of where you might be in your personal life - it’s not about the role, it is about the person and there can be mentoring as part of the journey of career and personal change.
I know how to work with each of our businesses whether small or large. I understand a business and the people that make each one tick, working closely with people to understand values, running, products and services, commercial and people needs.
Who, how, where
The candidates we deal with come from all backgrounds and walks of life.
The businesses range from client, media owner, and advertising agency. Some are technology led.
We use experience and knowledge.
We use software and methodologies to aid our executive search and selection.
We are able to report on progress to client and candidate with real time statistics. All is transparent to those involved
We recruit internationally and have placed C-Suite, senior leadership candidates, in the UK and as far afield as Shanghai in China.
We have worked with some of the smallest, up and coming advertising agencies across to the biggest names including Dentsu, Interpublic, and Omincom Media Group.
The same applies for media owners such as Channel 4 or Global Media.
And the. there is the client of which there has been a multitude across numerous sectors.
Some of the companies have been technology led; small growing companies in the digital transformation field, across to behemoths like Microsoft.
If curious please do contact us, and you are also welcome to speak to our clients. Just ask Peter Cobley!
found us consulting
Consulting for found us is to simply meet with people and a business (client) and find out what they need and help them get it, or advise not to not get it, or look at things another way - the point is we listen or observe what is “bugging” a client, and resolutely solve it with solutions attached to action plans, firmly using a KISS principle, melded with experience, knowledge, hard work, and most of all HONESTY.
A red morning sunrise in Tobermory
Partners
No one person or business is an island, and we believe in the partners we use when providing consulting services.
We leverage a group of partners who are leaders in their respective fields, with experience ranging from mergers and acquisitions, building teams, strategy, business plans, or sales and marketing plans.
And all of this delivered from Tobermory, Isle of Mull, Oban; whilst we operate across the UK and internationally.
What have you consulted on?
One example is providing the marketing plan for a leading digital advertising agency.
Another, providing commercial expertise for a up coming search agency, helping it grow and also acquire staff.
Across to helping drive a pitch toward successful conclusion for a blue chip pharmaceutical account.
Or training a number of brand managers for a international blue chip company on digital marketing.
found us marketing
From small acorns come oak trees… marketing leads to growth. (The Glass House, Isle of Mull)
We have written marketing plans solo, or with marketing experts who we partner with; such people being marketing directors or fractional marketing directors by trade. As such we can deliver precise, easy to implement marketing plans backed by sound research data, strategy, fuelled by knowledge and experience.
We welcome clients to come and talk to us about their needs, or what they think are their needs. We can then work together to construct a viable marketing plan that considers all platforms and channels.
One of our projects that is worthy of mention involved a fact find with a leading digital agency to discuss and discover what services were on offer, how these could be refined and then marketed to a defined audience; our having established the target audience. A marketing plan was then constructed for the senior leadership team, and commercial director, with a turnaround time of one month from meetings to delivery.
Feel free to contact found us in Tobermory (and Oban) and we will be happy to chat. Bear in mind that we work UK wide and internationally where necessary.
found us, and programmatic advertising
Programmatic, display, programmatic, display… these words are all about advertising, and how much it costs to reach a thousand people (CPT) and what those people then do, who then react to this type of advertising. It is a wide ocean of Programmatic out there presently.
The view from Oban Jetty toward the island of Kerrara and the Sound of Mull
We at found us were brought up with display as sold on a CPT/CPM* model back in the olden days, when only a 468 x 60 pixel banner was available, and this would have been around 1998. We followed and learnt as the industry developed with new delivery and tracking technology, not to mention formats.
Where we are now sees the “black box” of technology allow for very specific media buys based upon observed and declared user data. We dispel the confusion, jargon, and smoke and mirrors that sadly pervades this area.
For our clients we can utilise the Programmatic medium (channel) as low cost entry to consumers or trade with stunning results to boot, and all backed up by tracking, whilst also integrated into other online or offline channels.
Don’t hesitate to contact us in Tobermory, Isle of Mull, or Oban, to find out more of how we can help you to use Programmatic successfully for branding or direct response purposes.
*Cost per thousand/Cost per Mille