130. Ilana Weschler on Google Ads and Holistic Pay Per Click (PPC) Advertising – Part 2

130. Ilana Weschler on Google Ads and Holistic Pay Per Click (PPC) Advertising – Part 2

June 10th, 2017 By: Ash

Ilana Weschler on Google Ads and Holistic of Pay Per Click (PPC) Advertising – Part 2


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Key Points and Insights

  • 00:35 – Intro
  • 3:13 – The importance of meeting your buyer while THEY are on THEIR journey
  • 4:24 – Google Ads allows its users to tag people based on their search activity
  • 4:50 – Google Ads can track the audience behavior
  • 5:12 – Keywords: Phrase, Exact, Broad
  • 6:09 – Are there businesses where PPC advertising is not suitable?
  • 8:50 – Facebook live and what it can do for you
  • 9:35 – Remarketing pixels
  • 11:30 – Key challenges around PPC advertising?
  • 14:38 – Content marketing and where it fits into advertising
  • 15:52 – Ad Management Service Fees
  • 17: 05 – Sales funnels
  • 19:56 – Action steps that you can take right now
  • 22:45 – Change is the only constant in the marketing industry

Action Steps

  • Consider the lag and the fulfillment of the product/service
  • Be aware of cash flow and how lag impacts your cash flow over a typical transaction
  • Become aware of how banner blindness and ad fatigue can impact your advertising and plan accordingly
  • Adopt a holistic approach to Google Ads and Facebook Ads (muti-channel approach)
  • Install a facebook and google remarketing pixel on your website TODAY
  • Build custom audiences and experiment with them on faceboook
  • If you have the budget, hire a professional ad manager – go to GreenArrowDigital.com



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