Once you have your website published, a product or service to sell and you’re open for business then the thing you will become obsessed with is “Traffic”. The problem is, there are so many ways to attract potential customers to your site that it becomes incredibly overwhelming.
There’s social media, webinars, launches, podcast hosting or guesting, joint ventures, live video, door knocking, youtube etc. Then there’s paid advertising and that opens a whole new can of worms, when the choices include Google ads, Facebook ads, Youtube, Linked In, plus a gazillion of other paid platforms specific to individual industries.
It is tempting to think you need to use all of these (don’t do it if you want to stay sane).
If you’re wise and know you’re best to focus on mastering just a few platforms, then you need to know which platform is best for YOUR business specifically, and which ones you are best to ignore.
To answer the question, I’ve brought in expert Ilana Wechsler to simplify the decision for you.
She guides us through a beautifully clear and simply process to decide if you should use Facebook or Google ads for your type of business. Or if you need to be using a combination…or not at all!
If you’ve ever felt you are wasting your money on ads, or have been too scared to start running Google or Facebook ads because you’re worried you will lose a lot of money, then today’s episode is for you.
In this episode we discuss:
- The gap in the market Ilana saw that motivated her to reduce her Paid Traffic Agency and open Learn Traffic
- Why most business owners spend money on the WRONG platform for paid advertising – for their specific business
- The big picture, who should use Google and who should use Facebook to advertise
- The clever (and cheaper) way to combine Google and Facebook ads that very few people do
- How to select your audience to see your ads and mistakes most people make
- What types of ads work NOW and what NOT to promote ( because it doesn’t work)
- Ilana’s recommended strategy for 2 very different businesses:
1.) A health professional with a busy local clinic and now has an online course to promote worldwide
2.) A coach who specialises in helping women over 50 create a vibrant life.
- The importance of your website and funnel in determining your best strategy for paid traffic.
- What you need to do THIS week, even if you don’t intend to run paid ads in the near future.
Ilana has also provided free training for you to get started using Facebook and Google Ads, in her simplified structure plus videos to show you how to add both Google and Facebook pixel codes to your own website THIS WEEK. Links are below.
Plus a special podcast bonus for you today. A bonus flow chart cheat sheet to download “Decision Guide: When To Use Google or Facebook Ads In Your Type Of Business”.
CONNECT WITH ILANA
You can check out the brilliant free training Ilana has created to get started using Facebook and Google ads strategically in your business.
You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.
Ilana Wechsler is the founder and director of Green Arrow Digital.
She is a former Data Analyst, turned PPC expert.
She has worked at many of the global financial institutions but switched careers many years ago when she finally gave
in to her passion for PPC, IT and entrepreneurship.
She is truly passionate about working closely with her clients and helping them achieve their business goals by helping them grow their businesses online.
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Read The Transcript Here
Janet Beckers: Hello and welcome everybody. Janet Beckers here and I am here with the gorgeous Ilana Wechsler. Hi Ilana.
Ilana Wechsler: Hi Janet. Thanks so much for having me today.
Janet Beckers: Now I’ve invited Ilana along because I mean we’ve, we’ve known each other for quite a few years now, but it’s always been, we’ll see each other at events is the main way we’ve really got to know each other. So it might be like a little reunion, you know, once or twice a year. And then, you know, you know, we don’t have this, you know, we’re not seeing each other so much in between, but a lot of times it’s Ilana’s the one that’s up there on the stage sharing her expertise and that expertise is on around traffic. Like that thing that we’re all, you know, just, it’s, it’s the holy grail, you know, once you have everything set up on line, your obsession becomes traffic. Like, how do I do Facebook ads, Google ads, how do I get people to find me? And the thing that I’ve always noticed about you, Ilana is every time that I have seen you teach where you’ve been, the person who’s been invited along, you’re not always telling exactly the same thing, you’re really up to date on what is working now, but really importantly simplify things so much. So that’s everybody. That’s why I have invited Ilana along because not only does she keep up to date, she knows this stuff, but she just makes it simple. Which I just absolutely adore. So, I’m really excited now that I finally get to introduce Ilana two years. Get ready to take notes, okay? So Ilana, we should, we should mention why you will very likely be looking at out of the window a few times for people who are watching the video. I just noticed you did a quick flick out the window then. So just let people know why you may be flicking your head out to look out the window every few minutes through this video.
Ilana Wechsler: Well, the truth is is that my kids hounded me and hounded me to get a dog. And so I have a brand new puppy and it’s quiet and I don’t trust quiet. I don’t know where this puppy is and what mischief she’s getting up to, but she also can’t be left alone. So, that’s why I may appear a little bit distracted, but don’t worry. I’m a mom. I’m used to multitasking and, she’s probably getting up to no good somewhere, but we’ll see what, what the damage is after we stop recording this.
Janet Beckers: Yeah, that’s funny. And you know what, that is one of the things that we were talking about, just briefly before we got on is, you know what the thing is, we both run our businesses from our homes. My kids were a lot older now, but I’ve been exactly where you are now, like with young kids and also with the new puppy. But you know what, that’s, I think that’s the law. There’s those, those pros and cons as the reality of you work from home, it gives you that flexibility to have a puppy.
Ilana Wechsler: That’s right.
Janet Beckers: But it’s also the reality that, you know, if we, if you pull your blind behind, you know, from behind you, you know, your, your backdrop, people will see, oh there’s definitely a puppy.
Ilana Wechsler: There are puppy pads everywhere, bows and blankets covering a brand new lounge, which was really clever of me in a brand new lounge. Yeah. Before getting a puppy.
Janet Beckers: Yeah, of course. Yeah. Good planning. And you know, and I’ve quite often on an interview I’ll be, have to say, just hang on a tick and I’ll have to open the door to let my dog in or out cause it’s with friends. So yeah, it’s some, if it’s not dogs, it’s, it’s kids. So it’s just really nice to be real. So you can see not only is Ilana a true expert at what she does, she gets results for clients, but she’s also a human that she’s got a little dog that she is going to keep looking at that window’s so let’s look at what we’re going to be covering today because you’ve got a bit of a different take when it comes to things like Facebook ads, Google ads. Any of that sort of traffic. So let’s first of all have a look at who would you say you help and how you do it. Cause I want people to see why you actually know what you’re doing and then we’re going to have a look at what’s your approach. Because I know that we’re going to be approaching this differently then most times when people think we’re going to talk about things like Facebook ads. So first of all, who do you help? Like what do you do?
Ilana Wechsler: Okay, so for the last seven years, actually I have run a digital agency specializing in only paid traffic, Google ads, Facebook ads, etc. Right? So I was very much in the trenches. I did it actually just purely because I love, I fell in love with traffic and I just thought to hell with everything else. I don’t want to do SEO, I don’t want to do web design, I don’t want to be a full service agency. I just want to do traffic because I don’t know, I just kind of became fascinated and a bit obsessed about it. So I thought that’s what I’m going to do. And I’ve done it for the last seven years and I’ve learned a lot. I’ve done so many different industries, I’ve done so many different products and services and funnels. I’ve kind of seen trends of what works and what really doesn’t work, etc. Yeah.
And now more and more, I’ve kind of moved away from the agency model and gone into teaching people how to do it because it’s not rocket science. And what I found is in my agency is that a lot of people, we just did a couple of handful of things, you know, like then they almost like didn’t need an agency. Right. You know, and it was like kind of like buying a Ferrari to go down and buy the milk from the corner store or they only really needed a bike, you know, for example, like a dentist, right. You don’t really need an agency to do that. So, they just needed a handful of campaigns knowing what works and then that’s all they really needed to know. So I now really just do that, teach you people. They kind of have access to me, with the strategy and I kind of sit them on their path and then I teach them how to do exactly that throughout teach traffic.com which is kind of the new home for me.
Janet Beckers: Yeah. And I love that you’ve had that approach of, you know what, sometimes if you know someone, sometimes with an agency, people will, you know, try to overcomplicate things because that makes you dependent on the agency. Or because I just get excited with making it complicated. Right. I just love your idea of, you know what, I think I can kind of do myself out of the agency job because let’s just be honest with what people really do need. So I think that says a lot about you that it’s, that you’re actually going, well, this is actually better for the client. And obviously something that you enjoy doing as well.
Ilana Wechsler: My puppy is telling me she wants to come up. Sorry. You lucky to say yes. Okay. If you’re watching this on audio, you’ve got to come over to the video or she is so gorgeous. Yeah, no, it’s so totally right. I’ve probably completely cannibalize my agency as a result, but that’s fine. And I guess that’s what I found is that like I like to deal with happy people, you know, and you know, I’ve done a lot of people into this huge agency fees and committing them to, it’s a lot of money for lots of businesses. And then reality is that like, it’s just a handful of things that most people need to do. Like sure. There are some clients that, you know what, I’ve got still got one client who we spend about a hundred grand a month on it. They paid an agency 100% you know, but for many local businesses they didn’t. They really don’t.
Janet Beckers: Yeah. Yeah. That’s brilliant. I love that. So people can go over to teachtraffic.com and you can find a lot of there and get some more info. So now let’s have a look at this unique way that we’re going to have a look at understanding about using paid advertising and how to use, how to get traffic. But we’re going to start more from a holistic point of view. What do you mean by that? So people can understand.
Ilana Wechsler: Yeah, so I’m a bit of a visual person and I kind of feel like to understand of what if I’m a business owner, I’ve got to think of what’s the roadmap here. Like where do I want to be? If I could wave my magic wand in about three months time – end point and then I can kind of go right, what are the steps that I’m going to get there. You know, businesses, that’s different things you know for. So the first question, I always kind of ask people is depending on what kind of business they’re in like is, is your business something that people are searching for, you know, like is this a known thing where people are actively going to Google and searching for your product or service? Are you an ecommerce, we are selling something that people are searching for or are you like a chiropractor or interested people are searching for that.
And often the starting point for those kinds of businesses is a Google search, you know? So yeah, your end goal is to grow your practice. The first question you ask is, is this something that, as I said, people are searching for, that’s often the best place to start for people because it’s putting like sliding your business card under the nose of someone literally at the instant that they’ve searched for it. It’s an amazing opportunity, you know?
Janet Beckers: Right. And so if we’ve got somebody tell me if I’m doing this in the right order, would we talk is where we talk now about you know how they would get the Google search or we would be saying that till the two we’ve gone through them.
Ilana Wechsler: Well, it’s more like breaking down the strategy so you know, so is this something that people, then we’re going to do that and we kind of, we can talk a little bit about Google search a bit later.
Yeah, sure. If it’s not something that people are searching for, for example, might be a life coach or something that’s typically not really something you’d Google search, I need a life coach, you know? Yeah. Then it becomes how can I put my work out? Who is my target customer and how can I start getting myself in front of that person? You know, kind of cuts starts with like, yeah, who is my target customer and where are they hanging out online? And then how can I get in front of those people? And that’s usually social media. So that’s like the big picture of like what platform am I going to play in a little bit.
Janet Beckers: Yeah, that’s a great distinction because a lot of times people will get really bogged down SEO. I’ve got to do search engine optimization. I’ve got to appear in the search engine. They’ll be focusing on that, but then they’re a life coach and so it gets really, really difficult.
Ilana Wechsler: Yeah that’s right. So what’s the point in the ranking? That’s brilliant. so at any point though, whatever platform you are playing in, you have to be sending them to your own asset that you own and control, which is your website, right? So whatever, if they’ll just Google and Facebook and Instagram and Pinterest and Linkedin, they’re all just traffic sources, sending people to your home, right? On your home is where you have the ability to control your messaging to people. But it also has the ability where you can continue the conversation with people either by getting them to subscribe to your database or we get a little bit technical, we can retarget them, which is showing ads to people once they’ve come to your website. Right. So all roads lead to your home is what I kind of like to think about it.
Janet Beckers: That’s brilliant. So, I can already, I’m kind of visual person as well, so I’m already thinking in terms of a flow chart. Okay. Did people such people not say yes, depending on either of those ones, where are you going to send them? They’ve got to come back to your website.
Ilana Wechsler: I guess I just want to touch on one more thing with that. And I feel that so many people get overwhelmed with all the things they can do, they can do social media and Instagram and Google and youtube and absolutely. And it’s, and fair enough, there’s a lot of noise in the market. Okay. That’s why I think it’s important about starting with the big picture is like who is my target customer? Who am I serving and where are they hanging out online? And maybe you only spend 80% of your time on that platform. Yeah, that’s still main source. I mean, I’d probably would like to diversify a little bit, but as long as you’re sending those people to your home, that opens up the door of possibilities to other platforms. So we’ve had lots of clients in the past, let’s say a life coach, right?
Where that’s where those people kind of hang out online. And we might spend 80% of the budget doing Facebook ads as our form of getting traffic to our home. But once they come to our home, they sign up to the database. We’ve tagged them on with some, with this tracking code and then we can follow them on Google. And that’s all we do on Google. So it’s like you’ve got, you don’t have to have two legs in equal camp. You can have, you know, half your body in one traffic source and a toe in the other. I’m going to have divided evenly, which is, I find the misconception that people have because it sounds really exciting to do all this stuff, but it comes down to who is your audience and where are they [inaudible]
Janet Beckers: That’s excellent. So you’ve mentioned a few different things there. You’ve talked about retargeting, you’ve talked about Google as Facebook ads and you’ve also talked about Google search. So there’s four sort of I guess, implementation strategies that you’ve mentioned there. Okay. I was just saying you’ve gone Ooh, Yup.
Ilana Wechsler: There’s a Google site is part of Google ads.
Janet Beckers: Right. Okay. See, there you go. See, I’m not using Google ads yet. Used to in years ago. But then it stopped being profitable for me, so I stopped. But this is where I really loved it. When I loved your strategies of this 80% of your budgets in your, at your attention going on one platform, but you’re still using something like Google ads, as a way to follow up so that you can kind of stalk the people who even..
Ilana Wechsler: I like to say continue the conversation, continue the conversation.Yeah.
Janet Beckers: Hey, you know what I call stalker. You can always have a conversation. So can we now have a look at a few of those different ways? You’ve, maybe if I give you a couple of scenarios of typical people who I know that are listening that will be with me today. Yeah. And if we, if I throw you a couple of scenarios and go, all right, what would be the best way to be able to use your budget usual time for those scenarios. So okay, if I think of one client that I’ve got at the moment, she has a local business as a service provider, as in health, occupational therapists working with women who’ve had breast cancer. Hi Kate. Now, has a local business and bringing in local people. But we’ve got the business for her now, growing so big that now it’s going to go online. So we’ve also got a program we’ve created online, which is sort of like a once off thing to start with. So if you’ve got somebody like that that’s got an offline business that they’re still wanting to build clients to, but now they’re also starting to develop online programs and that can go into national [Inaudible]. What would be, you know, if you’re thinking about the big picture here, the different ways to make them, keeping it simple, but the best way for that work, what would be your advice?
Ilana Wechsler: Okay, well I’ve got lots of things running through my head, so be it the OT type work for a specific condition. Yeah. Question in my head is like, if I put myself into that person’s shoes, if I’m recovering from breast cancer, and I’ve got some health related issues as a result of the treatment, which is what I believe it is, is the, is it something that, is there a certain condition that I have? Yeah. Yeah. So that I would be seeking help about it. So, for example, I don’t, I don’t know what would it be.
Janet Beckers: That would be lymphedema and swelling in the limbs.
Ilana Wechsler: Right. Okay. So I might write an article on my website talking about using some helpful information about that and then I might go to Google and say, hey Google, whenever somebody types in swelling, leg swelling treatment, perhaps, I might want to show my ad as to come up as content for that person.
So very, very specific, search queries. You’re not trying to sell to these people just yet. You’re just trying to send them to your helpful article on your website. And at the end of that article you might say, Hey, do you want to get in touch? And whatever. The idea behind that is just to pull out from the weeds, like putting the magnet in the iron filings. You’re exactly your target customer based on what they’re searching for that you can then have the ability to follow up with them after. Now because she’s in health space, Google are pretty strict about the retargeting ads and there are restrictions for certain industries. So she cannot do Google retargeting in that area as a privacy. So what we don’t want is, let’s say I’m searching for some fill out on my on my computer and then somebody else comes on my computer and they suddenly seeing ads for leg swelling as a result. You know, that kind of stuff that google don’t like that.
However you can do it on Facebook, right? So that’s why you want to send them to your home where you can on your home or your website. You can have that Facebook code that go, Hey, somebody’s come here, read this article. What’s the next step for them? Maybe they want to download a pdf, an ebook or something that you can, you can show them on Facebook, but you found them because of what they typed into Google.
Janet Beckers: I love it. So if we go back to what you said at the beginning, and you know what I, there’s a lot of people who will be listening to this that are in some kind of health field. And I know that that’s often a frustration that they have is there’s all these restrictions around what I can do. I love, you know, you just knew it. So from what you were saying at the beginning is you’d be doing the Google ads, Google search if they’re typing in something really, really specific.
Ilana Wechsler: So let me give you an example of how is it pretty much exactly like, but another example of how that worked. Well, so I had a client come to me that had a membership website for a specific subject of teacher. So they weren’t all teachers. Yeah. Teachers of a certain subject in America. Right? Right. So, when you target on Google, you can target by, I mean on Facebook by job title, but that was it. So we could target teachers, but we wanted a specific subject of teacher. So it was a very, so what we thought, well hang on a minute. What we can do is we know what these teachers do of this subject, right? We know the curriculum, right? And weeks one and two, they are teaching something in the curriculum. So they are going to Google and typing in insert topic, one of the curriculum quizzes, tutorials, printables, all that kind of stuff, right? No one is bidding on that. Like literally we paid like 5 cents a click. I’m not joking and pull them out from the weeds and then we read and that’s how we found them. We just, and we gave them the information that they wanted, we gave them a free worksheet, right? Tagged them obviously with the tracking codes and then followed up on Facebook to say, Hey, we’ve got all this stuff available in the membership, blah blah blah, blah blah, and, and made sales that way.
Janet Beckers: That’s fantastic. So I think an important thing for people to understand here is you’ve talked about tracking code. So just know, don’t get bogged down with any of the techie stuff that when you do Facebook ads and when you do Google ads, you get a little bit of code that you put on your website and that allows you to be able to find those people. I like how you said here. So when we talked about like your, you know, you’ve got most of you in one camp and then your foot in the other in this case, because they’ve got very specific things you’ve searched on. You’ve got your body over in the, in the Google camp, but you’ve got your foot following them up in the Facebook camp. Correct. So if I can give you another example of a really typical person who I work with, and so I’ll think of, you know, just, some that I’ve got here at the moment that people who I’m working with.
Janet Beckers: And that could be somebody where it’s unlikely that people will search the specific thing. And a typical one are women who are over 50 who have kids that have left home. They’re now thinking, you know what? I want a better life than this. I want some choices. I want to find myself. I want to know what my goals are. I just want to, it’s, I’m all about me now rather than everybody else. And these are people who really help people to specialize in finding out what that passion is and helping them to get there. So that’s kind of, you know, as life coaching, it’s goals coaching, in some cases it can be start up business coaching. So then not necessarily the sort of things, you know, most people are going to type in, you know, how to be happy after 50, no, whatever. So in that case, what would you recommend for them in that hole? You know, how to make the most of the, you know the different camps that you can be using.
Ilana Wechsler: Yeah. So it comes back to that first question of who is my target audience and where are they hanging out online. Right? So you said, who’s my target audience? A women who’s over 50. That’s easy. Where are they hanging out? I don’t know. I reckon Facebook and Instagram personally. Yeah. So, then it’s like, well, what, who are, who are they more as a person? Like who, who interests them, who do they listen to? Who Inspires them? Brene Brown would be a probably a classic example. Excellent. Yeah. So all those kinds of, if you’re trying to build the Customer Avatar, the big picture of the person, what books do they read? What authors do they like, who are their thought leaders? And then obviously you can find them on social media through Facebook’s pretty superior targeting. Then the question is, well, what are you going to show these people?
You know, like you can find them. Finding them is actually the easy part. The hard part is what do you say to these people and what are you going to show them? You know, and I find these days it’s all about building a relationship with people. OK. Through, I think through content I’m in. Podcasting is an amazing mediums are, the idea is that you find them on social media, you pull them out from the weeds, like the I’m filing thing concept, but you might show them some content of a podcast episode that you’ve done it and you can turn it into a video. You might want want to give away some kind of content to these people. I find on social media it’s very, you’ve got to build a relationship with people. The biggest mistake that people make is that they just go straight for that sale with paypal, Book a Free Strategy Session, a.k.a Code for a sales call.
You know, like they just go straight for the sale. But you just can’t do that on social these days. You’ve got to build a relationship, you’ve got to give before you can ask for the take. And if you build that relationship through education and content and that kind of stuff, the take will come later, you know? So it’s just, yeah.
Janet Beckers: And so with that, just building on that, you know, giving what’s your take on how, how soon in that process should the giving be come to my website, I’ve got a Freebie. So should it be, should a lot of your stuff to start with building up that be things that are actually on Facebook itself, like videos and posts or is it okay for you to be able to go, here’s a Freebie, come over here.
Ilana Wechsler: Look, I think, yeah you’re still giving, you know, like there’s nothing wrong with here, come over here and grab your Freebie. You know, and I do this all the time. I all, one thing you might do is you go, I’m running a free Webinar. We’re going to cover the 10 things. Here’s the first one for free. Like I think these days, I don’t know, maybe I might, people might disagree with me. I think people value their time more than their money these days. Time. Yeah. So valuable and you’ve got to earn my time. If, if, if I’m going to sit on an hour long Webinar with you, I’ve got to know that I’m going to get some results, but I don’t want to listen to 30 minutes of fluff. Like I literally don’t have the time. And I think people are the same. Like there’s messages that are constantly coming at us all the time and people are very, very precious as they should be with their time. So you’ve got to earn that time. You got to earn that trust with people. So often I like to give away something in the ad itself or in the content itself that they don’t have to give me their name and email address for to earn that trust and go, Hey, do you want the rest?
Janet Beckers: Excellent. That is such a great distinction and it makes it easy for people because that’s a question I get a lot. And I guess a lot of times the answer is all of the above. You know, where should I, should I be doing a video with seeing the posts? Should I be just sending it to my website for content? Should I be getting them onto the Freebie? But I love what you said there, that even if you’re getting people over to a Webinar or for a Freebie is give content actually in the post, in the video, in the ad. That’s right. A lovely way of combining the whole lot. And just also on that one there, cause we’re talking about, you know, your body in one care your toes in the other. Yep. So if you’ve got somebody there that’s in the example we’ve talked about a life coach who is helping women who are over 50. So if we’ve, we’re doing those ones, they get them using the iron filings through using Facebook ads to be using Google ads there as well with them at any case at any time.
Ilana Wechsler: Yeah, it would be a function of what you’re going to show them next, you know, so say I am a woman, or a lady over 50 and I’ve gone to that life coaches website, what’s the next step for me to take? You know, like it depends on what that process is that I think personally, I don’t know if I’d be following them up on Google unless it’s something that’s pretty irresistible, right? I mean, unless it, or you may be, I want to promote the next piece of content or something, but it’s the kind of thing I guess. Yeah, it’s a tough one. You’d probably have to, I’d probably have to see th kind of what that funnel is for people. Like, I wouldn’t want to buy the Google ads. Hey, just jump on a call. That kind of feels a little bit too forceful. Yeah. the answer is it depends. All right. Yeah.
Janet Beckers: And I love that. I mean, that’s really honest to because a lot of times people are looking for the black and white answer. It’s not black or white and it’s never black and white. So, and that also then, this is a really nice wrap up that one of the first things that you mentioned is everything that you’re doing here has to come back to what you’ve got on your website and on your website. That’s where it becomes important about your messaging, what it is that you’re going to be doing to get them onto your list. What are you going to be following them up with next? And so what you’ve got in that funnel, what you’ve got as your steps is really going to dictate if it’s going to make sense to do a follow up using this or not.
Ilana Wechsler: What I will say on that though is kind of like what I do right? Where people come to my website and it might not be ready to learn, you know, they’re not ready to take the step and go, yeah, I’ve actually got the time in a couple of months, I’m going to have time and I’m going to sit down and actually learn this stuff. And I’m not quite ready yet, you know, so I don’t run my retargeting ads all the time. Actually. I have my pixels on my website that are gathering people and when I am launching something or when I’m running something, I might turn on my Google ads to access those past visitors and like turn them on for a week and then I’ll turn them off. It doesn’t have to be something that I’m continually running. I mean, you can, you know, but, so for that kind of business, they might find if they’ve got some kind of launch coming up, they’ve got that invisible email list, which is what your retargeting list is ready and prime to go through when they’ve just been sending content to people. Like, you know, promoting contents, show that to people for a limited time. And then they turn it off.
Janet Beckers: I love it. That is brilliant. So we might actually wrap it up there because I think what you’ve just given here is this beautiful simple structure. And the next thing is, so if I just do just a little bit of a wrap up for people who’ve been listening are aware that there are going to be some people here who understand about paid advertising, the whole idea of retargeting and pixels and other people that will go, whaaat? So if you’re in the whaaat sort of section, don’t worry. Just know that when you do dive in and decided to do any kind of advertising that’s Kinda like, you know, one-on-one you know that you’ll have a piece of code that you put on your site and it, and it allows you to continue the conversation or thought people are though when they’re searching on Google or on Facebook. So if we come back to people who are listening now, I want to give you some action steps. So if we think about just the overall structure of people searching specifically for things, or how’d they searching. So then you’ve got that extra challenge. So if they’re searching, start off on Google. If they’re not, we’re going to start over on Facebook. And then whether or not you’re following them up, the retargeting conversationally, stalking them, you know, is going to be really depending on what’s happening with your funnel, what the next steps are. They’re really lovely decision points for you to be able to make. And so if we’ve got people here now who are listening and going, right, what am I going to do? So for people to take an action step this week, what would be the main thing that you would recommend them to do this week? So that they have got the right strategy that’s gonna work for them.
Ilana Wechsler: Okay. I would really recommend, and you’re probably not gonna like this answer, Janet. I’m sorry. But I would, I would, I really recommend people, even if you’re not going to do ads for six months, like you’re not at that point, I really always urge people to install these pixel codes on your website. Now it’s, I’m going to show my age here, but uh, so you won’t mind where I kind use the analogy of the old school type recorders. When you press record, right it, that’s kind of the same thing where in putting the pixel codes on your website now, even if you’re not showing any ads, it’s pressing record on your people coming to your website. So that when and/if you are ready to start running as you’ve got that beautiful list of your past website visitors. So Facebook will remember, it’s pretty crazy. People who’ve come to your website in the last 180 days. Excellent. Google Pixel remembers people for 540 days. Whoa.
Janet Beckers: They go. So even if you don’t even get around to it for every year, you’ve got your pixel. And so, and if people are thinking, well, how do I do that? There’s this fantastic tool called Google. Just Google. How do I get my Google Pixel and my Facebook Pixel on website? I’ve got training on that. We can put a link in the show notes if you want. I’ll show you how to get it, put it on your website and then you can just sit and forget. It’s done when and if you’re ready, you’ve got that beautiful imaginary email list ready to go.
That is perfect. Well we will do that. We will that would be brilliant. If you have the links to that, we’ll put that there on the webpage. If you are here on, if you’re listening to us on iTunes, come over to the podcast page because you’ll see the links to be able to get that training. You’ll also see the show notes that we’ve got from today and you will also see I’ll put together a quick cheat sheet for you that just summarizes that overall picture for you. So you can have like a decision matrix, a really simple one for you to be able to download and use now. And then if people go over to teachtraffic.com, is that a great place for them to get more training from you as well? That is the best place to go. Yes. Yeah. Brilliant.
And so everybody please, you know, if you’ve taken action on today, you know, let us know because that’s one of the greatest rewards that we can have. So go over to, teachtraffic and, and, and let a lot of know what action you’ve taken. Oh, look, it’s so rewarding for us. So please give us that feedback. If you’re on iTunes, I’d really appreciate if you would leave an honest review and that could include what action that you’ve taken or your biggest takeaway that would be done. That’s a gift back to us. I would really, really appreciate that. So, thank you so much for your time today, Ilana, and thank you everybody that is taking action. They did go get them.
Ilana Wechsler: Alright. Thank you so much for having me down and had a blast.
Janet Beckers: Okay. Bye, bye.