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What the episode covered
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007 - The 3Ws of Paid Advertising - with Ilana Wechsler
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007 - The 3Ws of Paid Advertising - with Ilana Wechsler
Advertising has evolved over the years with the onset of social media, entrepreneurs have used social media advertising extensively because people are on the internet most of the time. In this episode Gert is going to talk about the 3Ws Who, What and Where of paid advertising with Ilana Wechsler, a Pay Per Click Marketing Professional and founder of https://teachtraffic.com/https://teachtraffic.com/.
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06:26 - What is traffic puzzle all about and how is it applicable for business
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10:37 - The four quadrants of a retargeting campaign
13:42 - Some common mistakes business owners do with their marketing campaigns
20:17 - How to approach promoting content on social and why copy on social is very important?
29:50 - What is the warning percentage of a Click Through Rate and other Key Performance Indicators to watch out for?
What I would emphasize today
Search has moved beyond one channel. Google still matters, but your buyers also use AI answers, YouTube, Reddit, reviews, communities, and comparison content before they decide.
That means the practical question is not just “does this rank?” The better question is: does this help the right buyer find enough proof to trust us?
How to apply this now
- Diagnose the actual visibility gap.
- Check whether the buyer researches this topic on Google, AI tools, YouTube, Reddit, or another platform.
- Create the asset that answers the question clearly.
- Add proof, examples, and structure so both humans and AI systems can understand it.
- Measure whether the work leads to better qualified demand, not just more traffic.
My current take
The topic still matters, but the playbook has changed. SEO is no longer only about ranking a page. It is about being present with the right answer, on the right platform, at the moment the buyer is forming trust.
If you want to know where your visibility gaps are now, start with a diagnostic call or the AI Readiness Check.