Before we get into a few more concrete examples, here is some more general knowledge for you.
When you first start buying traffic, keep the following broad assumptions in mind, using an example of purchasing, say, 10,000 clicks from an ad network. I’m basically reminding you of and slightly re-phrasing the example I gave you in the previous section:
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- Purchase: 10,000 visits
- Initial conversion: 1% of people who click through to your landing page will take further action, so, for example, 100 signups if your landing page was a squeeze page. So you now have 100 “roughly prequalified” people on your list.
- Now, assume that your squeeze page and freebie will convert 10% to sales, i.e. 10 people.
- So, whatever you paid for those 10,000 visits resulted in 10 sales. If your traffic cost was, say, $200 and your per-sale profit is, say, $10, then 10 sales would mean you made $100, i.e. a $100 loss. If your per-unit profit is, say, $40, then you will have made a 100% profit.
- That’s how you set up your calculations and during the testing process you fine-tune your variables BEFORE you even begin thinking about scaling up.
If a given traffic network sends you visits for, say, $1 per click (AdWords may easily fall into that category), then your tests need to reveal whether it’s worth paying them that dollar as opposed to buy from, say, Clicksor, for $0.10 per click.
It COULD happen that your $100 spent on AdWords will result in 10% conversions out of 100 visits (10 conversions), whereas your 1000 Clicksor visits for $35 might convert at 0.5% giving you only 5 conversions. It’s easy to calculate which one’s better.
THIS is why when you first start using ad networks, you need to TEST using only very small amounts (the lowest they allow, which can be as little as $10 per day or a minimum campaign budget of, say, $50 or $100) in order to discover how well their traffic converts for you.
But there is more to this than that. You also want to run at least A FEW tests on each network, using DIFFERENT ads. Perhaps this AdWords ad only converted at 10% because “this†ad just wasn’t right?
With that in mind, your paid traffic campaign needs to consist not only of different traffic sources (ad networks), but also of different ads and different landing pages.
If you’re promoting your latest MP3 album download for $5.99, each sale must not cost you more than that. So, if you pay $200 for a traffic bulk which results in on average $0.10 per lead, and 10% of your leads convert to sales, then each sale costs you $1. If you’re selling for $5.99, then your profit is $4.99. And that’s a great model, but the only question is how far can you scale that. This is something you can establish through careful tests.
So, in order not to get overwhelmed with it all, spend the extra time BEFORE you act. Develop perhaps two or three different landing pages, each REALLY good and each with specific differences you can monitor. For example, landing page 1 has video, some brief music samples and you talking to your fans; Â landing page 2 has a short video with one song, and only some written text; landing page 3 has only text and maybe a few song samples.
And similarly, your ad 1 might use a “hyped-up†slogan, your ad 2 uses a “mystery†slogan, and your ad 3 uses a “no nonsense†line. And so on.
And then, before you actually test them: have a GOOD LOOK at your ads and landing pages. Are you SURE they’re GREAT? Show them to your team and friends. What do THEY think?
See, this is where a professional copywriter could be a really good idea! Still, if you’re doing it on your own, take EXTRA TIME to evaluate your ads most critically.
Only once you have your BEST two or three alternatives should you approach your different traffic sources (ad networks). If you prepare yourself WELL, you will be pleasantly surprised at just how effective and profitable paid traffic can be!
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| Book 3 – Chapter 27Paid Traffic |
Course Overview | Book 3 – Chapter 29Choosing Networks |
Book 3: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, , 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, Overview
Bonuses: templ, lib, tips, kwds, models Link Res: aff, class, cpa, cpv, cpc, write, mob, outs, rss, soc, traff, var, exch, srcs, vid Sub-courses: sens adw, aff, ar, bkm, cpy, cp, fb, fun, goo, lst, loc, mem, opt paid, ppal, sbox, prod, seo, opt, socn, vidm, host, wp, lnch
