t&c meetup #7: how to spend money on traffic

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

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  • How to spend money on paid traffic (and make

    more back!)

    by Ewa Wysocka & Samuel P.N. Cook

  • 1. STRATEGY fundamentals

    2. FUNNEL psychology and mapping

    3. EXECUTION process

    4. Defining your NUMBERS (KPIs)

    5. CONTENT integration

    6. PAID TRAFFIC integration

    7. OPTIMISATION

    8. CUSTOMER SERVICE process set up

    Our 8-Step Digital Marketing Formula

  • Online FUNNEL = CONTENT + PAID TRAFFIC

  • 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.

  • Rule #1: Build your funnel

    1. Ideal Customer Persona2. Funnel Map (Customer

    Journey).3. Content Strategy

  • Rule #2: Pick Your Cold Traffic Source

    1. Facebook vs. Google2. Market Awareness Level 3. Market Sophistication

    Level4. www.IsFbForMe.com5. www.IsAwForMe.com

    http://www.isfbforme.comhttp://www.isfbforme.comhttp://www.isawforme.comhttp://www.isawforme.com

  • Facebook Targeting (Warm Traffic)

    1. Customers2. Email List3. Facebook Fans4. Website Visitors5. Video Viewers

  • Facebook Targeting (Cold Traffic)

    1. Lookalike Audience (Past Buyers) + Interests.

    2. Lookalike Audience (Funnel Steps) + Interests.

    3. Partner Based Targeting.4. Interest based targeting.

  • Rule #3: Create Your Remarketing Roadmap

    Landing Page When to start When to stopNaming Convention

  • 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)

  • 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.

    Ryan KrancePerpetual Traffic

  • Rule #6: Optimize Your Campaign

    1. CTR (Does it matter?)2. Measure your KPIs

    (CPL, CAC)3. Test Copy & Creatives4. Test Everything else5. www.Adespresso.com

    http://www.adespresso.comhttp://www.adespresso.com

  • Which Variation will Win?

  • Rule #7: Scale Your Campaign

    1. Increase Slowly (FB)a. Add Page Post Adsb. Increase Budgetc. Add Instagram

    2. Google Banner Ads3. YouTube Video Ads4. Perpetual Traffic

  • Paid Traffic in Action (2 Case Studies)

  • Go for: LTV > 3 x CAC

    LTV - Customer Lifetime Value

    CAC - Customer Acquisition Cost

  • Case #1

    B2C

    LTV ~ 110 PLN

    (video courses)

    CAC should be max

    36 PLN

  • Webinar Campaign

    FB video adsFB retargeting to video watchers

    ONLY FB retargeting to Webinar

    Signups ONLY

  • Ad budget distribution

    20%

    20%

    60% (!)

  • Conversion results

    2896(40%) 966

    (30 %) 145 units(15%)

    7240

  • Price per events

    1,7 PLN5,1 PLN

    34 PLN

    0,68 PLN

    0,05 PLN

  • 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

  • Application Calls Campaign

    FB video ads with

    CTAOffer

    Optin in Ad

  • Ad budget distribution

    5,3% 0,27%93,7%(!)

    0,23%0,067%

  • 44(67 %)

    Conversion results

    44(67 %)

    65(7,5 %)

    35(79%) 17

    (49%)

    864(14%)

    6 043(10%)

  • Price per events

    $ 7,94

    $ 105,52$ 155,88

    $ 412,33($3 712)

    $ 0,88$ 0,09

    $42,50$60,73

    $141,70

  • 10th - 11th June, Warsaw

  • 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

    map

    4. Your KPIs (cost per clicks, leads, sales).

    5. FEEDBACK from Ewa or Sam.

    What you will leave Funnel Masters with:

  • 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:

  • To get one of final 4 seats fill in the form:

    tcmeetup.com

  • tcmeetup.com

    Apply before 26th of May:

  • How to Optimize Your Funnel

    June 2nd, 7pm, Google Campus Warsaw

  • Video production & Photography by projecton

  • tcmeetup.com

    Apply before 26th of May: