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

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 (KPI’s)

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

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

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 KPI’s (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: