Date post: | 17-Jan-2017 |
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WITH
The fast & furious guide to profitable Paid Traffic
I ’d like to begin with a story…
There once was a website with very big dreams
Wanted conversions bursting at the seams
They started adwords, facebook, and seo
But they found their conversion rate to be low
So they went to DSL Kona to find ways to boost sales
And found help with Michael’s paid traffic tales
Thank you
So…
Why I am here today?
In this presentation…
Combine two of my loves
The First Love
An incredible plan to help you build a big, profitable PPC ecosystem for your business
My second love
2 unpopular opinions
Opinion: “A view or judgment formed about something, not necessarily based on fact or
knowledge.”
My first unpopular opinion
Fast & Furious is one of the best movie franchises…
....in history
FF7 Grossed more than the top 2 Harry potter Movies
00.20.40.60.81
1.21.41.6
Fast&Furious7 HarryPo6erDeathlyHollows
ToyStory3 HarryPo6erPhilosopher's
Stone
Gross(b)
Gross(b)
Will surpass star wars with ff8
0
1
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Fast&FuriousFranchise(Current)
StarWarsFranchise
Frast&FuriousFranchise(With
FF8)
Gross(b)
Gross(b)
Score of 79% Rotten Tomatoes
Jedi, sorry, I am.
My 2n d unpopular opinion is…
“The more blog posts you read looking for Jps & tricks, without a strong founda/on,
the worse you are at paid traffic.”
Said another way
Without a strong foundaJon…
...nothing you can do will help you succeed.
Think about it…
...a doctor can tell you what the top 5 healthiest
vegetables are....
...but that doesn’t mean you’ll end up healthy in 6
months.
Kale.
Similar to…
…gePng the top 5 PPC Jps....
...won’t necessarily mean you’ll be profitable in 6
months...
How most people learn paid traffic… “I heard Facebook Ads are hot right now, let
me drop everything and learn FB Ads”
2 weeks later
“Wow, have you heard about Pinterest Ads? You GOTTA do them
Facebook Ads is DEAD”
Pinterest is over…time for influencer marketing
There is a hidden subtext with every blog post
“only follow this post if…”
Two (or more?) very different channels at once?
Think of the rabbits
My first lesson
Is that it’s very hard to build a strong foundaJon of online markeJng skills.
Can’t even agree on anything
Confucius or taylor swift?
Just give up
What you’ll walk away with
A 6-Month Game-plan to help you scale your PPC
Spend to 30k/mo in revenue
(we’re going to be pracJcal, not sensaJonal)
Kanye Approves.
Why Paid Traffic?
Why listen to me? I founded a company that manages
+1/mo on PPC
0
200000
400000
600000
800000
1000000
1200000
2013 2014 2015 2016
ManagedMonthlySpend
ManagedMonthlySpend
Recognition
AVERAGEGOOGLEPARTNER
SEARCHSCIENTISTS
MINIMUM
• AccountAcVvity• BestPracVces
An 11 person distributed team
searchscientists.com/kona
Slide Deck
6 month game plan
The exact steps I use
#1 how to master economics like fast & furious
Fast & furious is extremely disciplined with budgets and Revenue
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600
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1000
1200
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1600
FF1 FF2 FF5 FF7
Gross(m)
Budget(m)
Fast & furious knows their numbers
Do you?
Every client we get
This is our first exercise before we launch any campaign.
answer the question
What is my minimum ROAS (return on ad spend) for me to make profit?
Three pieces
$
Costs
ROASProfit
1. ROAS
Return on Ad Spend
THE MULTIPLIER
Revenue / Ad Spend
AdSpend Revenue ROAS
100 1000 10x
250 1000 4x
500 1000 2x
1500 1000 0.6x
2. Total Costs
(COGS + Ad Spend)
3. Profit
Revenue - Costs
Putting it all together
SpentonPPC Revenue ROAS COGS
TotalCosts
(COGS+PPC)
Profit(Revenue–Costs)
1000
Putting it all together
SpentonPPC Revenue ROAS COGS
TotalCosts
(COGS+PPC)
Profit(Revenue–Costs)
1,000 10,000 10x
Putting it all together
SpentonPPC Revenue ROAS COGS
TotalCosts
(COGS+PPC)
Profit(Revenue–Costs)
1,000 10,000 10x 5,000
Putting it all together
SpentonPPC Revenue ROAS COGS
TotalCosts
(COGS+PPC)
Profit(Revenue–Costs)
1000 10,000 10x 5000 6000 4000
Anything over 2x is Profitable in this example
SpentonPPC Revenue ROAS COGS
TotalCosts
(COGS+PPC)
Profit(Revenue–Costs)
1000 10000 10x 5000 6000 4000
2500 10000 4x 5000 7500 2500
5000 10000 2x 5000 10000 0
15000 10000 0.6x 5000 20000 -10000
Goal should be to maximize profit
“Unlimited budget pending posiJve return”
Not:
“I would love to find a way to cut my ad spend”
Big Takeaway: Build your Chart: What’s your minimum ROAS?
SpentonPPC Revenue ROAS COGS
TotalCosts
(COGS+PPC)
Profit(Revenue–Costs)
1000 10000 10x ? ? ?
2500 10000 4x ? ? ?
5000 10000 2x ? ? ?
15000 10000 0.6x ? ? ?
Game plan
October: Find your minimum ROAS.
section 2: Cast your first 3 star campaigns
3 core campaigns
On AdWords & BingAds
I expect to get to 20-30k/mo in revenue for every client just with these campaigns.
25k/moin
revenue
Cast your vin diesel
Not George clooney
Not the best actor in the world
Can’t hear you, vin
You know what? He does his job of acJon hero very well.
Just like…
There are campaign types that work very
well for ecommerce.
Won’t be the hofest trend, because predictable and reliable is boring to people
looking for “one simple trick”
Core-3CampaignTypes
PLA’sonAdWords&BingAds
Reliable Ecommerce campaign #1: PLA’s on google & bingads
Very Commercial Ad
1. USERS MAKE DECISIONS BEFORE THEY COST YOU ANYTHING
2. IT’S AN EXTREMELY “BUY” AD.
3. PREVENTS NON-BUYERS FROM COSTING YOU MONEY
Use the alpha/beta structure I spoke about this at DSL Krabi (watch the video)
10 second version
ALPHA CAMPAIGN
Send high converJng terms
Use negaJves to block weaker terms
BETA CAMPAIGN
Send weaker terms
Use negaJves to block stronger terms
Up next: michelle rodriguez
ACTION STAR
She knows what it takes to create a great character
Core-3CampaignTypes
PLA’sonAdWords&BingAds
SearchTextAds:ProfitTerms
Not Just any Keywords
Profit keywords
Go to your PLA Search Terms
Get your Top Performing Keywords
Create Search Text Ads based on those terms
This will increase your traffic and sales
Paul walker
This next one is huge
I audit a lot of campaigns
And a lot of people leave $$ on the table.
My bet: Less than 10% of you run this campaign type
Core-3CampaignTypes
PLA’sonAdWords&BingAds
ColdTrafficProfitTerms
SearchAudienceCampaigns
Clearing something up
Facebook IS NOT the only network with great demographic informaJon.
Google Knows all
Navigate to: google.com/ads/preferences
Age & Gender
Google knows all
Audiences on the search network?
2 main types of audience campaigns on Search
1. RetargeJng
2. Demographic Based
Let’s talk retargeting on search
(It’s really high converJng)
Cool site
Even a successful site
Every website has bounces. . .even successful ones
1 time visit
Returning
vs.
There is a lot of value in getting people back
So what’s the best place to
retarget?
Display? Pinterest? AdRoll?
How about google.com?
Break this down
Visits your site
Goes back to Google
Search again
Serve a special ad JUST for
them
Capture attention when it matters most – comparison
shopping
ROAS of search retargeting: 9 .4x vs 3.5x for Pla’s
Install your adwords retargeting code on all pages
How fast is it to set up?
HERE IS A 19 SECOND GIF
Tips for search retargeting
• Expand your keywords (go broader)
• Special ad copy (returning visitors get 10% off)
(You can also retarget PLA’s)
Want to take search text ads up even more?
You can modify bids on device, or state, or
Jme of day….
...but want to know a REALLY great one...
Demographics (gender / age)
Financial Targeting
What can you do with this?
Increase bids on people more likely to convert
Questions to consider?
Are men more likely to buy from me or
women? Does it mafer?
What age range?
Financial stats: do the bofom 50% of household income buy my items?
Core-3CampaignTypes
PLA’sonAdWords&BingAds
ColdTrafficProfitTerms
SearchAudiences
Import it to bing (takes 5 minutes – do it this weekend)
Just those core 3…..
…Should get you to 20-30k/mo in revenue.
Step 3: dynamic retargeting on Facebook
Adding this campaign type will..
….Be a turbo boost
Skyline gtr
This next move
Facebook Dynamic Product Ads
Copy & paste
Drop it in – as easy as copy/Paste
Upload your feed to facebook business center
Dynamic Product Ads
Help you get comfortable on FB Ads, for the next advanced tacJc.
4. Building your race track (build your pre-sales
engagement)
1s t movie: only LA
By the 7t h, they were everywhere
Want to know what the most successful e-commerce stores do?
Find profit with colder-audiences
In order to do that, we need a sales funnel
Sales funnel?
What’s a sales funnel?
Start Basic, get more Advanced later
Pre-SalesEngagement
BuyingStage
Buying stage Searching
Add in retargeting
But…what if you sell body trackers (for runners)
In market, not searching
Cold traffic,
Not yet searching
But they’re in the target market
One of the best sources of traffic
Facebook Lookalike Audiences
6th type of Campaign to Run
What’s a lookalike audience?
Afributes Name: Vin
Likes: Car Racing, Neolix, and
Weight Liping
Lives in: LA
Male Age 30
On your retargeJng list
Lookalike
Afributes Name: Paul
Likes: Car Racing, Running, LA
Raiders
Lives in LA
Age 35 Male
Hasn’t visited your site
A match is made!
Lookalikes are a great source of cold traffic
Bringing in people who are in-market, but
not acJvely searching
Need a different strategy
Every audience has either searched or already visited our site.
This is a completely different beast
You need PSE
“Pre-Sales-Engagement”
Example
Example
Views pre-sales engagement
Taken to homepage or category page
So what happens after they click that pre-sale engagement?
3 opJons
Option 1: purchase right away
Option 2: they view a product
Option 3: They don’t view products
Let’s say the leave aper homepage
Should you serve retargeJng product ads? You can…but it’s usually not effecJve as..
Another pre-sales engagement
More pre-sales engagement
Ideas & Examples
Comparison chart Buyers Guide
User’s success story
Another example
Another
Another
The Customer Journey
TopFunnel
• Pre-salesEngagement
ViewedProduct
• DynamicProductAds
Bo6omof
Funnel
• PLA’s• SearchText• SearchAudiences
Putting it all together
Month 1
Perfect your numbers, set yourself up for success.
What’s your minimum ROAS?
Month 2-3
Dominate AdWords/BingAds Search
Core-3CampaignTypes
PLA’sonAdWords&BingAds
ColdTrafficProfitTerms
SearchAudiences
Month 4
Launch DPA’s on FB
Month 5
Cold Traffic Lookalikes on FB Ads to Pre-Sales Engagement
Within 6 months
Spending 6k/mo on PPC
At a 5-10x ROAS, that’s
30-60k/mo in Revenue
I challenge you – create a thread “My PPC Journey to
6k/mo @ 7x ROAS”
You can do that.
Listen.
PPC. I know it’s not sexy. I know it’s tough. I know it’s technical.
Be consistent. This is the plan we use to
manage over 1,000,000/mo in PPC spend.
That’s my love of paid traffic
My last F&F analogy
Because there is one way PPC is VERY different from F&F
That reason is…
The races in F&F Only last 2 minutes
But PPC is a race you run
For years.
It’s a long way.
Stay the course. Focus.
Improve over Jme.
THANK YOU
searchscientists.com/kona
Q&A? Keep in touch