the psychology of money gettin traffic
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The Psychology of Money Gettin TrafficTRANSCRIPT
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The Psychology of Money Gettin’ Traffic
Part 1 of 4 Part Traffic Getting Series from Your Homies!
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About Us • Raymond Fong • Immigrated from Taiwan • Education
– Harvey-Mudd College – USC Grad School
• Favorite Drink: “Four Hoursemen!”
• www.RaymondFong.net
• Ferny Ceballos • Born in East L.A. • Education
– MIT – USC Grad School
• Favorite Drink: “Double Patron on the Rocks”
• www.FernyCeballos.com
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Creators of: TM
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Tonight’s Agenda • The Traffic Problem • Marketing and Psychology • Mindset of Target Audience • 1st Traffic Method: Pay-per-View Ads (PPV)
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The Traffic Problem • Two Words: Google Slap
• Google AdWords Banned Home Biz Ads
• People Lost Businesses Overnight
• Mistake: Dependency on Only 1 Traffic Source
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Why Psychology? Internet Marketing is the Application of Sales
Psychology to Promote Products Online
Important: Understanding Psychology Helps You Produce Predictable Results in Your Business and Sales
Fact: People Who Fail to Understand the Basic Psychology of Sales Will Fail
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Books on Sales Psychology • Influence
by Robert Cialdini
• The Ultimate Sales Machine by Chet Holmes
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...For Today, Here are the Basics of Psychology of Money Getting’
Traffic, To Get You Started
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MINDSET OF A TARGET AUDIENCE Getting Inside their Heads
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Hundreds of Traffic Opportunities…
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Define Your Audience • What are they doing when they see your ad?
• Why are they there?
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Define Their Mindset 1. Are they searching for a info/solution? 2. Are you pulling them away from something? 3. Are you interrupting them?
Actively Searching Visitors are Higher Quality
Visitors Who Were Interrupted are Lower Quality
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Targeting • What do you know about your audience? • Why are they there? • What are their interests?
Targeted Ads Improves Quality of Traffic
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Quality Traffic • The answers will determine the quality of the
traffic you get & your conversion rate
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Mobile (Score: 1) • No Attention Span Lowest Quality
• Mobile Users Aren’t Looking to
“Browse” (They are “On the Go”)
• Really No Clicks… 16
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Pop Up Ads (Score: 1) • Interruption Lower Quality
• Lower Conversions Cheaper
• Higher Volumes of Views/Clicks Needed
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Facebook PPC (Score: 3.5)
• Pulls Away (Lowers Quality) – Similar to Banner Advertising – People on Facebook to Socialize or Procrastinate – Not Looking to Buy Anything
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Facebook PPC (Score: 3.5)
• Targeted Based on Interests (Raises Quality) – Find Your Target Audience – Marketers & Networkers Passionate & Struggling – Always Interested in Help Growing Business
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Search Engines (Score: 4 – 5) • Prospects Searching Higher Quality Traffic
• That’s Why Google AdWords was So Powerful!
• That’s Why We Like SEO (Search + Trust)
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Search Engines (Score: 4 – 5) • Higher Conversions (Many Buyers)
• More Expensive (Not Always)
• Lower Volume, Produces More
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Not 1-Dimensional • Banner Ads – Pulls Away, But Targeted Based
on Interest
• Alternative Search Engines – Prospects Searching, But Not Mainstream
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You Get the Idea… • There are Trade-Offs with Every Source
• Understanding Mindset of Audience Essential
for Effective Ad Copy…
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PAY PER VIEW First Up…
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Big Sexy!
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What Is It? • Pop-Ups! (But Legal & Proper Ones)
– Think: AdWare
• Folks Love Free Stuff… • PPV Networks Bribe Them With Free Stuff
– Screen Saver, Ringtones, Games, Toolbars, etc.
• In Exchange… Permission to Market to Them 26
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What Happens 1. You Bid on Keyword(s) and/or URL 2. Users Who Opted into Network Visit that URL
– Or Searches for Those Keywords on Search Engines
3. Your Pop-Up Shows Up & Does Its Thing 4. You Pay Per Impression (Time Your Ad Shows)
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Why Use It? • Underused in Our Industry
– Low Competition
• Decent Cost Per Lead – ~$2 a Lead With Phone Numbers
• Easy to Get Started (No Google Slap/Ban! )
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URL Bid On
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Getting Started • Choose Network(s) • Come Up With Pop-Up(s) • Keyword/URL Research • Bid on Keywords/URLs • Track Conversions • Repeat
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CHOOSE YOUR NETWORK(S) Getting Started
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Quite a Few Networks • Traffic Vance • Lead Impact • AdOn Network • Media Traffic
• Linksador • Direct CPV • Adoori
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Our Favorites • LeadImpact.com
– No Minimum to Start, Good Choice to Start – Sucky Interface
• TrafficVance.com – Decent Traffic, Excellent Interface – $1,000 Deposit to Start Though
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www.leadimpact.com
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Start a “Campaign”
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YOUR CREATIVE Get Your Pop-Ups Noticed
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Your “Ad” on PPV • Pops-Up a Webpage in a Separate Window
– Just Like If You Were to Open a New Window/Tab on Your Browser…
– And Navigated to a URL • Two Options:
1. Standard Banner Pop-Up 2. Make Your Capture Page as the Pop-Up
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Option 1
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http://www.seonetworker.com/landingpages/homebusiness/
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Option 2
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http://www.seonetworker.com/makemoney/
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Choose • Option 1 Appropriate for Affiliate Offers
– Think of It as a Banner Ad – Click on Ad to Take Them to a Website
• Option 2 is For Building Your Own List – More Ideal – Better Conversion (Acquire as a Lead)
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Size Specs • Pay Attention to Window Size • Each Network Has Its Own Specs • Stay in Limit to Avoid Scroll Bars • Check With Network for Specs
– We Use 750 x 400 pixels for LI & TV
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Within Limit
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NOT Within Limit
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Setup Your Landing Page
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KEYWORD RESEARCH What to Bid On
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Two Options • Bid on Keywords
– Pop-Ups When These Terms Get Queried on Search Engines
• Bid on URLs – Pop-Ups When User Goes to Specified Webpage
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Start With URLs. More Targeted, Better Conversion, Cheaper Leads…
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Market • Think What Your Ideal Market is Looking for… • And What Websites They Go to Find It • Related Websites • Turn the Corner…
– Instead of Opting in Here, View Here!
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Where to Start • Search Engines – Finding Top Websites
– Organic – AdWords
• Don’t Forget Bing!
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Tips • What Websites are Getting Lots of Traffic? • More Traffic a Targeted Website Gets, More
Viewership of Your Ad… • More Targeted = Less Competition = Cheaper
– http://management.fortune.cnn.com/2011/09/08/u-s-unemployment-the-facts-wed-rather-not-face/
– Much Cheaper Than http://www.cnn.com • Shoot for 100 URLs to Start
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Add “Keywords”
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Keywords Added
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Keywords • Actual Keyword Phrases • Triggers When Folks Type Into Search Engines • Broader Market… a Bit Harder on Conversion • Use to Expand on Your Keyword List
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BID ON KEYWORDS $$$
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Bidding Properly • Ranking: Think of It as a Queue…
– #1 Rank’s Ad Gets Priority & So On – Will Pass on That Person’s Rank If
• Frequency Cap Reached • Budget Met
– Want #1 Position for Maximum Traffic
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Options
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Tips • Play With Rank to Find What’s Profitable • Be Wary of “Bidding War”
– Use “Make My Bid the Highest” Carefully… – That Option Sometimes Bids Higher Than You Need to
• Know Your Metrics – Cost Per Lead – Value Per Lead, etc.
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TRACKING What’s Converting?
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Most Offer Tracking • Installing Simple Script on Your Webpage
– (The Page People Go to AFTER They Opt-In) • Not 100% Reliable But Descent Tracking • Determine Cost Per Lead • Trim the Fat
– 100 Impressions & ZERO Lead? – Cost too Much?
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Pros/Cons • Cheap • Easy to Get Started • GAZILLION Options
• Interruption Marketing • Lower Quality • Quality Score: 2
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Next Video: Moving Up the Scale
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