James: James Schramko here from jamesschramko.com with Ilana Wechsler from teachtraffic.com. Hey, Ilana!
Ilana: Hey, James. How are you going?
James: Good. Thanks. We’ve been talking about paid traffic, recently, about Google ads. And in the last training that we did, we were talking about search which is where you’re bidding for words that people are typing in to Google. But there is also the display network that probably doesn’t get as much attention as it should deserve. I’m going to ask you today, if you could share a display ad tip.
Ilana: Absolutely. I am a big fan of the Google Display Network. And I kind of feel like I’m a lone voice out there in the market being a fan of the display network. But it’s so incredibly powerful.
So a tip I have for you if you’re running a display campaign, and I should say that a display campaign might be a remarketing or retargeting campaign because that is banners on other people’s websites. So this tip applies to a remarketing campaign as well as a cold traffic one. And that is to use what’s called responsive display ad.
So much like we talked about in a different episode, James, the responsive search ads where Google will mix and match the headlines and descriptions, it’s the same concept with the display ad, only it will incorporate images as well. So you upload up to 15 different images to Google, as well as five different headlines and five different descriptions. And you can imagine all the variations and combinations with all those variables, which is a lot. We’re not going to go into a math lesson.
And yeah, Google will mix and match. And they will find which is the best performing one and obviously show that variation more often than the lower performing ones. So we’ve actually rolled this out in our agency. And a lot of our students as well are experimenting heavily with this with really good results. It works really well.
James: You know, I remember about, well, gosh, 10 and a half years ago, maybe 11 years ago now, I went to bed one night. I had my campaigns running as a super affiliate, and I was direct linking. I was linking the ads through to the end product. And I switched on the content network, went to bed, woke up the next morning, I’d sold $7,800 worth of product overnight when I turned that one button on. So I’m a huge fan of the display network, as well, if you get your stuff working well.
The remarketing makes so much sense. That’s essentially reaching out to people who are known to you. They might have visited your website, for example, with a message that’s really relevant to them. It’s generally not going to cost you as much as trying to find cold traffic, right?
Ilana: Hundred percent. And I guess, you know, at the end of the day, people come to your website, and they don’t contact you or they don’t buy, it doesn’t necessarily mean that they’re not interested. It means that life kind of got in the way at some point. I know, I’ve got young children and now a puppy that’s sitting on my lap.
James: Yeah, maybe the dog is doing something that needs some attention instantly and you leave that browser. Or, you know, like you said, life goes on. And we all seem to be pretty busy these days. And it could take a few, like, multiple touch points, even multiple modality.
I remember when I went to visit Google’s head office, they were talking about the fact that people move from device — their desktop, tablet, iPhone. In a single day, they’re across all these things, you know, that’s why it’s good to have your message out there in different formats.
So display network is the tip and using that AI power to your advantage. Excellent.
Ilana: It’s extremely, extremely powerful, highly recommend it.
James: I love what you’re doing, Ilana. If you want to find out how to get some help with this, if you need help setting up your campaigns, Ilana will actually train you how to do it from teachtraffic.com.
Ilana: Awesome. Thanks so much for having me, James.
James: See ya.