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T&C Meetup #7: How To Spend Money On Traffic

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Learn how to plan, budget, and execute a paid traffic campaign throughout your entire funnel, using every medium.

Most business owners either don’t invest in paid traffic. Because when they try it, they fail. Usually, this is because they send paid traffic straight to an offer page without going through the funnel psychology mapping formula.

Published in: Marketing
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T&C Meetup #7: How To Spend Money On Traffic

  1. 1. How to spend money on paid traffic (and make more back!) by Ewa Wysocka & Samuel P.N. Cook
  2. 2. 1. STRATEGY fundamentals 2. FUNNEL psychology and mapping 3. EXECUTION process 4. Defining your NUMBERS (KPI’s) 5. CONTENT integration 6. PAID TRAFFIC integration 7. OPTIMISATION 8. CUSTOMER SERVICE process set up Our 8-Step Digital Marketing Formula
  3. 3. Online FUNNEL = CONTENT + PAID TRAFFIC
  4. 4. 7 Rules of Paid Traffic 1. Start with a Funnel. 2. Find a Cold Traffic Source. 3. Remarketing Roadmap. 4. Writing your ads. 5. Setting Your Budget. 6. Optimize your campaign. 7. Scale your Campaign.
  5. 5. Rule #1: Build your funnel 1. Ideal Customer Persona 2. Funnel Map (Customer Journey). 3. Content Strategy
  6. 6. Rule #2: Pick Your Cold Traffic Source 1. Facebook vs. Google 2. Market Awareness Level 3. Market Sophistication Level 4. www.IsFbForMe.com 5. www.IsAwForMe.com
  7. 7. Facebook Targeting (Warm Traffic) 1. Customers 2. Email List 3. Facebook Fans 4. Website Visitors 5. Video Viewers
  8. 8. Facebook Targeting (Cold Traffic) 1. Lookalike Audience (Past Buyers) + Interests. 2. Lookalike Audience (Funnel Steps) + Interests. 3. Partner Based Targeting. 4. Interest based targeting.
  9. 9. Rule #3: Create Your Remarketing Roadmap Landing Page When to start When to stopNaming Convention
  10. 10. Rule #4: Ad Copy Matters (A LOT) 1. Image Copy - Build Curiosity for your persona. 2. Post Copy - Sell the click ● Short Copy (Short Q&A) ● Medium Copy (See More) ● Long Copy (Email length) ● Long-Ass Copy (Blog Size)
  11. 11. Rule #5: Planning Your Budget 1. Spend over 50% on Free Content 2. Persona + Action = Gold Mine for Remarketing 3. Do Remarketing on Every Platform you can. RyanKrance Perpetual Traffic
  12. 12. Rule #6: Optimize Your Campaign 1. CTR (Does it matter?) 2. Measure your KPIs (CPL, CAC) 3. Test Copy & Creatives 4. Test Everything else 5. www.Adespresso.com
  13. 13. Which Variation will Win?
  14. 14. Rule #7: Scale Your Campaign 1. Increase Slowly (FB) a. Add Page Post Ads b. Increase Budget c. Add Instagram 2. Google Banner Ads 3. YouTube Video Ads 4. Perpetual Traffic
  15. 15. Paid Traffic in Action (2 Case Studies)
  16. 16. Go for: LTV > 3 x CAC LTV - Customer Lifetime Value CAC - Customer Acquisition Cost
  17. 17. Case #1 ● B2C ● LTV ~ 110 PLN (video courses) ● CAC should be max 36 PLN
  18. 18. Webinar Campaign FB video ads FB retargeting to video watchers ONLY FB retargeting to Webinar Signups ONLY
  19. 19. Ad budget distribution 20% 20% 60% (!)
  20. 20. Conversion results 2896 (40%) 966 (30 %) 145 units (15%) 7240
  21. 21. Price per events 1,7 PLN 5,1 PLN 34 PLN 0,68 PLN 0,05 PLN
  22. 22. Case #2 ● B2B Business Training ● LTV = $10 903 (a line of Business Coaching Products: main product, upsells and downsells) ● CAC should be max $3 654
  23. 23. Application Calls Campaign FB video ads with CTA Offer Optin in Ad
  24. 24. Ad budget distribution 5,3% 0,27% 93,7%(!) 0,23% 0,067%
  25. 25. 44 (67 %) Conversion results 44 (67 %) 65 (7,5 %) 35 (79%) 17 (49%) 864 (14%) 6 043 (10%)
  26. 26. Price per events $ 7,94 $ 105,52 $ 155,88 $ 412,33 ($3 712) $ 0,88 $ 0,09 $42,50 $60,73 $141,70
  27. 27. 10th - 11th June, Warsaw
  28. 28. 1. Your Ideal Customer PERSONA Document. 2. The UNIQUE SELLING PROPOSITION for your persona. 3. Your FUNNEL MAP in Lucidchart software: ● Including: web page map, email campaign map, video campaign map, cold traffic ad map, remarketing ad What you will leave “Funnel Masters” with:
  29. 29. 1. You need an actual business case (product!) to work on. 2. You need to be ready to implement it. 3. Workshop is limited to 15 people ONLY (last 4 seats!) 4. Price is 3 999 PLN. 5. You must apply and pass an interview with us to attend. Rules of “Funnel Masters”:
  30. 30. To get one of final 4 seats fill in the form: tcmeetup.com
  31. 31. tcmeetup.com Apply before 26th of May:
  32. 32. How to Optimize Your Funnel June 2nd, 7pm, Google Campus Warsaw
  33. 33. Video production & Photography by projecton
  34. 34. tcmeetup.com Apply before 26th of May:

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