CONTENT + PAID TRAFFIC = $$$
by Ewa Wysocka & Samuel P.N. Cook
Who are we?
● Good Tribe Consulting (Ewa)
● James Cook Media (Sam)
● Traffic & Conversion Meetup
(Seminars, Workshops and
Masterminds)
● Strategy & Psychology of
Online Sales First! (Tools
and Technology Second)
Build a FUNNEL => blend CONTENT & PAID TRAFFIC
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
$ 3 712
$ 0,88$ 0,09
3 Strategies You Can Implement Right Now
1. Master the flow & psychology of your Online Funnel
2. Use Facebook video campaign to warm
up cold traffic before you ask for anything
(even an optin).
3. Spend over 50% of your budget on your front end content.
Over 50% of budget!
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