Paid Traffic for Lean Startups

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A talk I gave at 500Startups about scaling up paid traffic sources.

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  • Paid Traffic for Lean Startups

    1. 1. HOW TO FAIL AT ADVERTISINGPAID TRAFFIC FOR LEAN STARTUPS Ilya Lichtenstein 500 Startups November 16, 2011
    2. 2. ABOUT ILYA• Buying traffic for over 5 years• Grew my internet marketing business from $300 to six figure profits in a year• Founder of MixRank.com (Y Combinator, 500Startups)
    3. 3. YOU NEED TO LEARN TO FAIL 80% OF CAMPAIGNS FAIL
    4. 4. YOU NEED TO FAIL TO SCALE• Fast• Cheap• Controlled
    5. 5. STEP 0: TRACK EVERYTHING• Keyword• Ad• Landing Page• Date and Time• CLV
    6. 6. START WITH A SERIES OF ASSUMPTIONS. THEY’RE WRONG. (BUT THAT’S OK)
    7. 7. RUN EXPERIMENTS.YOU’RE PAYING FOR DATA, NOT TRAFFIC.
    8. 8. TRAFFIC SOURCES• SEM is <10% of paid traffic.• Google AdWords is the hardest and most competitive.• Advertising is fragmented - use that to your advantage.
    9. 9. FAILING FAST ON ADWORDS (SEARCH)• Build everything in Excel and AdWords Editor• The myth of the long tail• Aggressive bidding for top position• Invest in content- quality score
    10. 10. FAILING FAST ON ADWORDS (CONTENT)• Separate campaign from search• Many small, tightly focused ad groups• Switch to placement targeting ASAP
    11. 11. FAILING FAST ON ADCENTER• Less traffic, but less competition• Focus on head terms• Use it as a very forgiving playground
    12. 12. FAILING FAST ON FACEBOOK• First, optimize for conversions• Then iterate on creatives• History is very important
    13. 13. FAILING FAST ON MEDIA BUYS• No/low minimum spend• Diverse traffic sources• Use own adserver• Mixergy Course: Buying Ads
    14. 14. HOW TO SCALE FAST1.Test many diverse audiences and traffic sources quickly2.Focus on the ones that show promise3.Track everything and never stop optimizing
    15. 15. NOW, GO FORTH AND FAIL HTTP://MIXRANK.COM BLOG.MIXRANK.COMILYA@MIXRANK.COM

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