When it comes to learning about paid ads using Google, it makes sense to listen to the man who spent 94 million dollars on it – Rick Steele! Our interview with him pretty much amounts to a course in digital marketing that somebody could charge for and today we recap its most valuable gems. The biggest takeaways are three key concepts that need to be understood to get digital marketing right: intent-based searches, retargeting, and optimizing your website using heat mapping. Rory prophesizes that these strategies will be as important to brand builders as they are to product vendors very shortly – indeed they're already being used – so tune in and get in on the gold rush before its too late!