James: James Schramko here from jamesschramko.com chatting with Ilana Wechsler from teachtraffic.com. Hey, Ilana.
Ilana: Hey James, how’s it going?
James: Good. We’ve been making little videos about traffic, especially Google ads. And I wanted to ask you about the display network. You’ve mentioned to me a few times that this is one of your best-kept secrets. Not everyone is into the power of it. But I was sort of thinking about this, who should be running display ad campaigns? And what kind of business would be good for a display ad campaign? Like, is it everyone or someone? What would be the criteria or filters that we would use to decide if it’s a good idea or not?
Ilana: Yes, so it’s an interesting question. I personally am a big believer. If you can, I would at the very least run a retargeting campaign for your business.
James: What do you mean “if you can”?
Ilana: So what I mean is, if you’re allowed to. There are certain industries in which you are not allowed to do any remarketing or retargeting. For example, believe it or not, dentistry.
James: So, hang on. So you can run a search ad but not a display ad?
Ilana: That’s right. Yeah. So someone’s typing into Google, you know, dentist Manly, for example.
Ilana: That’s fine. And you can bid on whatever kind of dental keyword that you want. There’s intent there but you’re not allowed to do retargeting.
James: What do you think the reason for that would be?
Ilana: It’s classified under their “health” kind of constraints where a lot of health professionals can’t do retargeting, because I guess it’s due to privacy, you know? Imagine you’re googling something that’s quite a personal medical condition and then suddenly, banners for that kind of show up. Google don’t want their users to have that experience. And their laws are quite tight.
James: I suppose if someone’s shoulder surfing you at the airport, could be a bit weird if you’re looking up a less publicly acknowledgeable health condition. I guess that makes sense.
Ilana: And unfortunately, dental does fall under that banner by Google. And it’s pretty much black and white. You did use to be able to, actually.
James: It makes sense to have a reminder like six months or whatever, for a check up. I think my dentist tries to go for every six months. It’s very ambitious but yeah, that’s news is really interesting.
Ilana: Yeah. And there’s a lot of kind of industries that fall under that so that’s why I say if you can.
Ilana: So if you can, I am personally a big believer in, at the very least doing that. I would say to you, if you have a business by which Facebook ads is working for your business, and maybe it’s the primary source of your leads, then chances are you could get the Google Display Network to work because it’s the same kind of marketing, it’s interruption marketing.
James: Gotcha. Now, that’s really good. So a lot of the campaigns that might be working in other interruption marketing platforms probably translate across is what you’re saying.
Ilana: Yeah, as a sweeping generalization.
James: Just a bigger footprint with a message that’s already converting.
Ilana: That’s right. And, you know, Google boasts that they have access to over 90% of US internet users, which is pretty crazy. So a lot of people say, you know, I’m in B2B, I can’t really see it working. Well, chances are you will be able to access your target customer. The question is what you’re putting in front of them.
James: Right. And I think we should probably answer that in another training. I’ll tell you what, there’s a very high chance I’ll be asking you after we switch off the cameras, how I set up my content campaign. I’ll be going over to TeachTraffic.com and asking for your help. Thank you so much, Ilana.
Ilana: Thanks so much, James. Bye!