While managing traffic campaigns for clients, i’ve had to adapt some of my techniques over the years, as new technologies emerged and as the market matured.
Since we’ve been out of touch for a while, i’ve not had a chance keep you abreast of those changes.
So today, i thought you might be interested in following along with me, in a mini series of emails about what i’ve been up to, what’s changed, and some of the reasoning behind why i’m doing things this way now.
To start, let’s talk about LANDING PAGE strategies for promoting a product or range of products to cold traffic using Google Ads or Facebook or whatever your choice of traffic platform is. (My choice is still Google Ads)
In the past, the primary goal of my Google Ads was to generate (email) leads.
I then monetised the generated leads, by promoting and selling products, using email marketing and follow-up.
Hence, all ads directed to a landing page which asked visitors to subscribe to receive emails about some topic of interest to their query. Ultimately, the topic of emails would also relate to the primary product i’m selling.
I reasoned, previously, it was difficult to recoup your investment in ad spend by making the sale directly on contact…and that generating leads is a more forgiving approach. It quickly preserves your ad spend (by saving the lead) and gives you multiple “second chances” to make the sale.
This is particularly important if copywriting and sales presentations are not your area of strength (like me), and particularly if you don’t have a big budget to test different sales presentations until you find one that gives you a reasonable return on investment (like many of our students).
I still believe this to be true.
However, i’ve changed my tune somewhat to make “SALES ON CONTACT” the *PRIMARY* objective of all traffic generation.
Collecting leads has been downgraded to a secondary, backup, or even optional objective. On the front-end, collecting leads can help you fill in some revenue gaps.
The reason for the shift in priority?
Here are a couple:
Advertising costs have gone up as more businesses learned the value of paid online advertising.
I remember when i first started teaching traffic generation. Saying your product taught a “paid” traffic method was like a curse word. We named early programs PPC Domination and PPC Supremacy to be accurate but deliberately used the abbreviation “PPC” to avoid the stigma associated with spelling out “PAY per click”.
To the point when we wanted to sell PPC Supremacy, we ran a major prelaunch campaign to educate the market on the value of paid traffic.
We wrote a free report that described every popular “free traffic” method in such a way that it became more powerful with this “secret” thing called the “Google Switch” which amplified and multiplied the result…
And only at the end we revealed that the mysterious “Google Switch” was nothing more than building an email list with paid traffic and using email marketing to leverage that audience to boost free traffic techniques.
Without this prelaunch campaign, it would have been extremely difficult to convince the market of the value of training program on paid traffic. When in the first place they could not see the value of paying for traffic when there was an abundance of available “free traffic” methods.
Things have changed now.
Today, it is really taken for granted that if you’re serious about building a business online, you must have an advertising budget, and you are willing to spend money on promoting your product or service. Even outside our little industry of internet marketing, local businesses and other laymen see the value in paid Facebook or Google ads.
Because of this, competition on PPC platforms is at an all time high, and cost to acquire leads and customers has increased exponentially.
This trend is likely to continue. And thus it becomes more important than ever to get a fast return on investment and to identify customer leads early on.
Behavioural targeting has improved and we can now simulate the effect of “second chances” by showing different ads to visitors who already visited and performed some (non buying) action at our site. This is known as retargeting or remarketing.
Although using retargeting means you have to spend money on the second chances, typically you’re not reluctant to do so.
Retargeted visitors are more likely to complete a buying action, hence, you are prepared to up your bids to close the sale. Then you recoup the extra ad spend in post-checkout upsells and backend sales.
(For more on behavioural targeting, check out Manual EIGHT – Traffic – in our awesome Super Traffic Machine course)
So there’s really two approaches you might consider when starting a paid traffic campaign:
1. Pitch your product and make the sale your ONLY objective
2. Or, pitch your product AND your mailing list (two objectives)
There’s advantages and disadvantages to both approaches. In coming lessons, i talk about my experience with both and when you might prefer one method over the other.
But yeah, basically, the first one means you’re doing a “direct to the sales page” campaign and only collecting customer leads.
Contrary to popular belief, Google has no bias against “sales pages”–they’re a little tricky to make work–but one of my most lucrative campaigns uses this approach exclusively.
AND what’s more impressive is we’re making it work without using retargeting (it would have been awesome if we could have, but the product is considered a sensitive health issue and as such as not allowed to use any behavioural targeting).
I describe how to build such a page in the Super Traffic Machine’s Manual THREE (Offer).
The second strategy uses what i call a “Hybrid” Landing Page. It’s a page with two flows where the user is encouraged to make a choice between a “free” and “paid” flow.
I describe this in detail in the Super Traffic Machine’s manual FIVE (Landing Page). At the time of writing, we considered it an advanced topic so the specific steps and instructions are primarily in the appendix. We always tried to keep things simple by moving all things we considered “optional” into an appendix or a “resource book”.
But being in the appendix doesn’t mean there’s any shortage on details–in fact it is usually the opposite.
In the meantime, you can learn more about the comprehensive Super Traffic Machine series of manuals at the link below:
Tomorrow i’ll get into more detail on how to make “direct to the sales page” offers work on Google.