TheRealTruthAboutTraffic MattLloyd

2 MAIN TOPICS ILL BE
COVERING:
The REAL Truth About Traffic, And Why
Youre Not Getting As Much As Youd Like
(Plus How To Fix That)
Facebook PPC Training: Advice I Wish
Someone Had Told Me When I Got
Started
(c) 2011 Matt Lloyd,
www.MyOnlineBusinessEmpire.com
Samuel Langley
The US Congress offered Langley a grant of
$50,000.00 (over $1 million in todays
dollars) to build an airplane with a
controllable engine.
A lot of the money went into developing a
radial engine developing 52 horsepower
with a weight of 155 kilograms. Those
were rare performance for the era.
On October 7th 1903, the airplane was
ready for a test flight with a pilot.
The airplane was catapulted, but nosed dive
immediately into the river without harm to
pilot and machine.

Langley decided to try again, on

December 8th 1903. This time, the
airplane crashed into the river.
The structure had failed due to the

stress sustained on takeoff, and also
due to the powerful engine.
This time the airplane could not be
salvaged, and the funds had been
totally drained.
Sadly, this was the end to Langley's 16
years of aerial experiments. He died
in 1906 after a series of strokes, a
broken and disappointed man.

Nine days after Langley's spectacular

failure, a sturdy, well-designed craft,
costing about $1000, struggled into the
air in Kitty Hawk, becoming the first air
craft to fly with man at the controls
THE WRIGHT BROTHERS
What did they do differently?

The Wright Brothers focussed entirely on aircraft design- NOT the engine.
In 4 years, built 47 different prototypes, many of which would crash into pieces.

Once (and ONLY once) they had designed an aircraft that could glide,
they had the engine built.
Their powered aircraft flew for 12 seconds above the sand dunes of
Kitty Hawk, North Carolina, making them the first men to pilot a
heavier-than-air machine that took off on its own power, remained
under control, and sustained flight.

The Wright Brothers went on to have a lot of recognition and admiration

for their achievement.
No one has ever heard of Langley
Both lived in the same time period, and had the same technology
available to them. Langley had a lot more funding, and a much
larger team.
So why did the Wright Brothers succeed, while Langley did not?
One historian put it like this:
Langley had spent most of four years building an extraordinary
engine to lift their heavy flying machine. The Wrights had
spent most of four years building a flying machine so artfully
designed that it could be propelled into the air by a fairly
ordinary internal combustion engine.
The Wright brothers approach of making the plane fly before applying
high power was the superior one.
Whats This Got To Do With Your Online

Business?
EVERYTHING.
Facebook Pay Per Click is like an engine, and the traffic it can send you is like the power
of that engine and its a powerful engine.
You could 10,000 people in front of your website within the next 48 hours- if you were
willing to pay for it.
Your website is like the airplane structure. Depending on how well it's designed- it will
either fly well... Half fly, or crash and burn.
Will it fly? = Will it convert visitors into customers?
If you have a website that cannot 'fly' (doesnt convert well enough) - then it doesnt
matter if you have a V12 engine like Facebook powering it. It will still crash
eventually
And that's what most people in our industry do
The Biggest Mistake

Entrepreneurs Make In Markeitng
Their Business Online
Most people approach traffic like an opportunity
seeker
They have a poorly designed website (sales funnel), that
cannot convert visitors into customers very
efficiently- or not at all- and they chasing traffic with
the belief:
More Traffic = More Money
This is somewhat true .. but ONLY if your marketing

and sales mechanism can extract more value from that
traffic than it costs
Traffic + Conversions = Sales
By thinking that making money online is all about getting
more traffic, you make the same mistake Langley
made, by thinking flight would be achieved primarily
through having a powerful enough engine:

Most think like this.

Some people who've been doing this for years, and haven't yet got results, are failing for
this reason. They are focussing on the wrong thing... focussing on the engine partand not the structure.
They send traffic to a blog or site they put together, slap on a buy now button or a few
banner ads, and hope that someone buys.
What they fail to realise, is that even if they were to get 1,000 clicks to their website...
even if they were to get a ton of traffic to their site- it would not matter. That site
cannot fly.
Most of that traffic would not convert to sales...

And that's a problem- because all traffic has a cost.
Lets End The Myth Once And

For All
There is no such thing as FREE traffic.
All traffic has a cost: time or money.

So- if you are going to try to 'fly' doesn't it make sense to at least build the glider first, and
then to strap on the engine?
Doesnt it make sense to build an aircraft that can fly, before you add power?
Doesn't it make sense to design a website that can convert traffic into sales before you
even think about getting traffic?
Traffic + Conversions = Sales
Most (especially newbies) think it's: Traffic = Sales
2000: Pets.com went on a traffic rampage... they spent millions on superbowl ads... in less
than 1 year- were out of business.
Why? They were paying roughly $270 per customer to get traffic- but only monetising
that traffic to the tune of about $75.
Would more traffic have helped? Nope- not unless they were able to monetise it at $270 /
customer...
The question is NOT how do I get more traffic?
The question is How do I make more profitable sales?
So you start off building that structure that can fly, or that website that can convert visitors
into sales.
How do I know if my site can fly? How do I know how well it's converting?
And there is one number, that is more important than any other number in your business
it reveals a lot about how well your business has been designed, and how healthy it
is.
And I will also guarantee to you, that 97% of people in our industry don't have the
slightest clue what this number is in their business.
And that number is your average visitor value. Sometimes you'll hear it referred to as
'Earnings Per Click' but for now, we'll call if your average visitor value.
CALCULATING YOUR AVERAGE

VISITOR VALUE:
Your average visitor value = how much a click is worth to you. It's also the maximum you can pay for a visitor to
your site and still break even.
Unless you know these values, you cannot make informed traffic buying decisions. Any traffic you buy will be based on
'intuition' or 'hope.'
1
Number of Sales
10 units
Times the value of the transaction
$100.00
Total Revenue
$1,000.00
Divided by Unique Visitors
1,000
(divide)
Your Average Visitor Value
$1 / Visitor
(=)
Example:
(X)
That means that on average, every visitor you got that day was worth $1 to your business.
That number is more important to your business than any other it's more important than 'bounce rates' or 'average
time on site' or 'average page views' or 'opt-in rates' etc.
And yet most online business owners have no clue what it is!
Average visitor value tells you how efficient your website is at converting traffic into sales... it tells you how well your
aircraft can glide

Moment Of Truth
How many people in this room right now, can tell me,
with near 100% accuracy, what their current average
visitor value is in dollars?

You have to be able to take the traffic your

marketing machine pulls in and send it
through a sales process that makes it
more valueable to you than the value the
market placed on it. And if you don't have
that capability yet, then you need to make
some changes.
- Rich Schefren
FAULTY VENDING MACHINE:

Just to prove my point:
Imagine you find a vending machine.

You put in $2 but instead of getting a
Coke, you get change. But only $1.80
You repeat: and get $1.60
And then $1.55
You are losing 10% every time
How long could you stand there in front of that
vending machine, putting money into it?
Now- I want you to imagine another scenario.

Let's pretend you went to another vending machineand when you put in $2, this one gave you back
$2.20 in change.
Feeling happy about your good fortune- you might
put your $2.20 back in and this time, it gives you
another $2.40.
You do it again- this time, it's $2.65
It seems to be giving you 10% more than you put
in...every time. For every $1 you feed it, it gives you
back $1.10.
How long could you stand in front of that vending machine and
put money into it?
Your Website:
Or
The money you spend on getting traffic to your website, is like putting change into a
vending machine.
Eg. you put in $2, and that buys you 4 clicks.
The sales you make from that traffic (your average visitor value) is like the change then
vending machine gives you back.
Your most important role: turn your business into a vending machine that gives you
back more change than you put in
Maximise Average Visitor Value- And Never Stop Improving It.
The Holy Grail

Once you achieve this:
Average Visitor Value > Average Cost Per Click

you've reached The Holy Grail.
But what if Im new and dont yet have a marketing funnel?
In beginning- you are in a race to find or create an offer that allows you to buy traffic, and
extract more value out of it than what you paid, before you run out of money!
Google story: owing over $1,000.00
When starting out: Expect to put money into that vending machine and have it all
swallowed up- thats part of the process. But unless you're tracking, you won't know
this.
You'll be like the Wright brothers were... you'll build a lot of planes, that will crash into the ground and
burst into a ball of flames. But, you've got to keep trying.
Most people aren't willing to do that- they'll go and spend $200 on Facebook PPC ads, get no results,
and assume that it does not work.
HOW DO I IMPROVE MY
AVERAGE VISITOR VALUE?
Get better at extracting value from traffic (getting people to
buy more of your stuff)
First, and most importantly: Start Measuring.
So the first thing I want you to do, is I want you to copy
down this diagram use Google Docs or Excel.


Next- Plot Your Average Visitor Value In A

Graph And Update Daily

Increase Your Avg. Visitor Value By Over

60%, By Making Small Incremental
Improvements Of 10% In Each Stage Of
Your Sales Process...
1.) Leads: (prospects / potential customers)
X
2.) Conversion Rate (those who bought Vs. those who did not)
=
Customers
X
3.) Frequency Of Transactions (the avg. number of times each customer bought from
you each year)
X
4.) Average Transaction Size (the avg. number of times each customer bought from
you each year)
=
Total Revenue
X
5.) Margins (% of revenue you get to keep)
=
Profit.
But Im Just Not Good With

Numbers
If you're going to market online- you need to get comfortable around the
numbers knowing how to track numbers will not give you an
advantage. But NOT knowing how will put you at a distinct
disadvantage
Because if you don't- you're going to be competing against people like
me, who do know the numbers
And I'm going to be constantly finetuning my aircraft, and making it into
the most graceful and aero-dynamic glider you've ever seen, so that
whenever I send it some traffic, it flies...
Anyone whos ever made over a million dollars online knows their
numbers.
Generally speaking, the more money they make, the more
meticulous they are about their numbers
In Any Industry, The Business That Is Most

Efficient At Extracting Value From
Resources (Has The Highest Visitor Value)
Usually Wins
And the person with the highest average visitor value in our
market- or any market- will win the game.
The business that is able to extract the most value out of
its resources, wins.
Example:
Get Big Or Get Out

The Automotive Industry Too

Its the same with the automotive industry.
Since 1900 over 2000 automobile companys have been established... All but a few failed (less than
10 major ones left)
As on online entrepreneur- your main resource is traffic and converting traffic into paying
customers is what you are in the business of.
And the one number that will have a bigger impact on the future of your business, will be average
visitor value.
If you can grow your average visitor value higher than your competitors, you can look forward to a long
and prosperous future.
Why?
You can afford to spend more to get traffic outbid your competition, and reach out to traffic sources
they cant buy profitably.
Plus- if you can get a higher average visitor value than anyone in this market- you will never have to
worry about getting traffic again. You'll have more traffic than you can handle (affiliates will send
you traffic- eg. Magnetic Sponsoring)
But you'll never get to that stage, unless you can maximise your average visitor value- and the only
way you get to that, is to be constantly measuring and improving...
Buying Traffic: What Makes Some

Traffic More Valuable Than
Others?
2 Factors combine to determine the value of traffic:
Volume of traffic
Quality of traffic
Responsiveness: how often the target audience thinks about the particular topic
Past behaviour: buyer vs. non buyers
Eg. Groupon turned down 6.5 billion from Google. Not only do they get volume- but some of the
highest quality traffic possible- traffic that is looking to spend money!
Theres an inverse relationship between targeted
traffic, and quantity. Eg. Much smaller
group of super targeted traffic...then
general traffic, which may consist of a lot
more 'tyre kickers' etc.
Less targeted= greater quantity... but
less responsive. More work is required
to convert this traffic. Therefore not as valuable

Buying Traffic = Buying Clicks:

Not All Clicks Are Equal
Common mistake: Treating all clicks as if they were the
same
In some cases, $2 clicks can be worth more to your
business than 10 cent clicks- based on how they
convert.
Example: Selling to this room Vs. Selling to 150 people off
the street.
If I were to deliver the exact same sales video to both

groups- which traffic source do you think would convert
the best?
THE BUYING CYCLE:

This is what you call the buying cycle.
And here on the left- this is someone just starting to browse, who is
curious.
And on the right, is someone who is ready to buy, looking with a credit
card in hand.
Awareness, consideration, interest, preferences, purchase.

Example: Buying A Car

It's like when you decide to buy a car. Rarely do you wake up one morning, and say heyI think I'm going to go buy a new car today!
Usually- it's a process. You start to notice that your current car is getting old... the engine
doesn't sound too healthy... the paint is fading... you start to think how it would be
nice to get a new car.
The engine breaks down. You get it fixed, costs a lot. It then breaks down again.
You start to notice new cars being advertised... you start to pay attention to the prices
(Awareness)
You wander into a car yard out of curiosity... You start looking at different makes and
models (Consideration)
You find a make you are set on (Interest)
You choose the colour (Preference)
You buy (Purchase)

Fixed Cost Advertising Vs.

Performance Based Advertising:
Fixed cost is when you outlay an upfront amount for
your advertising, and that amount is fixed
Eg. Banner Ads, news paper ads, ezine solo ads
Your only goal with Fixed cost media, is to maximise response.
You want to get as many clicks as possible and you don't care where in the
buying stage they are at.

Performance Based Advertising:

This is where you pay every time someone takes
an action.
Eg. PPC, CPA, PPV
You pay based on response- theres no upfront investment.
Your Goal Is To Get The Most Targeted Response.
You want to be getting the people who are right at the end of the buying process- the most targeted
clicks your money can buy.

PPC ON THE SEARCH ENGINES

VS. PPC ON FACEBOOK.COM:
Advantage of PPC on the search engines- is that based on the keyword- you
can tell where they are up to in their thinking process- or you at least have
a very good idea.
Why is that important?
Always enter the conversation already taking place in the customers mind.
- Robert Collier
With Facebook:
Clicking on a 'Like' button gives us a clue for where these people could be
at... but, it's not very revealing at all.
So what it means is that the clicks you buy on Facebook, are never going to
be as responsive as the clicks you would buy on a search engine at this
stage.
If you gave me a choice between buying a click on Facebook, from someone who 'liked' a
fan page... and buying a space based on the keyword they typed in- I'd take the
keyword every time.
Unfortunately- Search engine PPC is now out of the question.
So, whats the big deal about Facebook PPC?
The two big advantages that Facebook has over all the other traffic sources, is number
one, volume.
They have something like 680 million users now- and many of them log on every single
day.
*** The second big opportunity- is that the traffic is still very cheap.
The clicks do not yet reflect the market value of what they are worth: but the window of
opportunity is closing fast.
We have a huge opportunity here- but a very small window.
Why?
What happens is, whenever there is a new media source, is that the first few years or so,
the company's selling that space, and the market in general, don't yet know the value
of that space.
And the only way they're going to find out the worth- is through supply and demand.
Example- Infomercials.
Back in the 80s the T.V. Networks did not know the value of their space from the hours of midnight to
early morning.
They thought no one was watching, so they were pretty much willing to give you those time slots for
pennies.
So there'd be marketers like John Carlton, and Gary Halbert, who'd go film an infomercial in the day,
put it up to run that night, and see if they made any money.
If not, they'd re-shoot it the next day...
It was so cheap, and the barriers to entry so
low, that virtually anyone could enter into that
industry.
Now, that's a multi-billion dollar industry- because
the networks soon realised that those time slots,
in the middle of the night, did in fact have buyersand they had value.
So now it's an industry made up of multi-billion dollar

company's, and you can't even get started unless
you have billions of dollars.
Google- early 2000's is very similar.


Now, Facebook right now have very low barriers to entry.

But, as more and more advertisers start using Facebook- the CPC's are only going to go in one
direction: up.
But- 10 or 20 years from now- we'll all be looking back on this point in time. And we'll either look back
with happiness... or look back with regret.
So right now- we have a flood of people starting to do Facebook PPC.

But- like all other new media sources- most will not be here in 10 years from now.
But some will. In this room, there will be several people who go on to make fortunes marketing on
Facebook.
And who will those people be??
They will be the ones who constantly work on maximising their average visitor value, through fine
tuning their sales process
Why?
Because, they can afford to pay the most for the clicks!!!
As prices go up, most will start losing money, and will soon quit.
Prices of clicks will rise to match the earnings that those clicks can produce.
And only those with an aircraft that can fly will win...

BASIC TERMS OF FACEBOOK

PPC:
New to PPC?
First, you've got CPC.

Bid
CTR
Impressions
CPM
Place Your First Ad In 3 Easy

Steps





WRITING ADS:
You have 4 levels at which to write your ads
Level 4:
Level 3:
Level 2:
Level 1:
Your main idea

Change up the order
Choosing different words
Punctuation / Grammar
Body copy- 135 characters.

120px by 80px take up all of that white space they give you
(www.PicResize.com)
Write out 30 ads. Choose your best 3
And for each of those ads, have 3 different images (found on Google images)
And we have 3 ads per campaign.
Level 4
Communicate the right message through your hook, your USP, your tone, your guarantee, your whole
approach
Start on this level first, and test to find the grand message that works. Test the smaller stuff later

Level 3
The Order of Words & Lines Can Reflect What Your Customer Believes to
be Most Important
Eg. Testing the order of the 2nd and 3rd lines benefits before feature.
People more likely to skip the last lines if the earlier ones dont interest
them
Level 2
Echo Your Customers Words Precisely In Your Text & Domain Name
Your choice of words can make a huge difference; one word literally doubles
CTR:

Level 1
Get Your Customers Attention With Punctuation, Capitalization & Spelling
Question Marks (only one per word), Exclamation Point, Dashes, Capitalizing Key Words

Getting Cheap Clicks By

Maximising CTR:
This is the part of the screen where people are looking:
CTR > 1% = Very Good
CTR > 0.5% = Acceptable
CTR < 0.1% = Not Good
Your Image:
Some experts say up to 40% of your CTR will be
determined by your image
Tips:
Use a bright red border around your image
Dont be boring- use images that create curiosity, and get
attention
Use images that are relevant to the fan page (eg. MLM logos)
Your Copy:
Make your ad specific- use the fan page name if you can
Customise each landing page your ad is sending them to
make it relevant to them
But remember: CPS is more important than CPC!!! (more on this soon)
KEEP YOUR ADS FRESH! (usually around a week) ((c) 2011 Matt Lloyd,
Split Testing Ads:

Using A Google Doc Spread

Sheet To Split Test Your Ads


ORGANISING CAMPAIGNS / AD
GROUPS
Campaigns = groups of related fan pages you are targeting with your ads...
So- if promoting 7 Figure Networker- one of my campaigns might be 'MLM Companys
Another campaign might be 'MLM Gurus

And we want to have someone submitting these ads, 3 weeks in advance.
Why? Because a lot of your ads are going to get disapproved- so, if you're trying to
calculate weekly sales, etc., you want your ads running for the entire week you
don't want to spend days waiting for them to get approved.
And you don't want to be submitting ads yourself- at first, you can.
But- this is something you want to outsource fairly quickly- because it's $2/ hour work.
Writing the ads, choosing the images, and choosing the target fan pages is what you
want to focus on- because that's a high leverage activity, and will have a high return
on investment.
But, manually submitting ads is a low leverage activity- once you train your virtual
assistant on how to do that, you can focus on the more important things.
You can have a part time virtual assistant, for $2/ hour, submitting ads for you for about 3
hours a day. That's a daily cost to you of $6 (guy again- first you must learn how, so
you can train them).
So learn how- then make some simple tutorials so they can see how it's done.
To find someone- I recommend Onlinejobs.ph
Tip: Use Google Doc spreadsheets when you are outsourcing this kind of work- have a
new doc for every product.
So, 'TheDoubleLead.com' has it's own Google Doc- and then we have it separated by
campaign- so we'll have MLM Companies, MLM Gurus, Motivational Speakers, etc.
Also- I've started using TheAdToolBox.com

MLM Companies

MLM Gurus

MLM Systems

TURN THE CORNER

MARKETING:
When marketing on Facebook, you're marketing must help create the need, by pointing out the problem and
agiitating (eg. consequences). There are no keyword clues here.
Problem > Agitate > Solution
You're going to have prospects, who don't even realise they have
the problem that your product can solve- so, before you make a
sale, you must first build the case that they have
a problem, and need to do something about it.
The ability to reach out to and convert those who are actually less
targeted. Why? Much more of them.
Involves making the prospect aware of a problem they're not already
aware of, and making that problem highly personal. Getting them to
realize it has a much bigger impact on their lives than they realize.

Think Of Your PPC Ads As

Employees
PPC Ads are like your own team of sales agents- who are paid on salary, not commission (not like
affiliates, who are paid only on commission).
If someone clicks on your ad, and that person does not buy, then you still have to pay that sales agent.
You fire your non-performers (stop the ads) and reward the performers (invest more money in them)
Starve the ponies, and feed the stallions
This is 80/20 at it's extreme...

Most dangerous fallacy in modern business, is the 50/50 fallacy...
believing outputs are an equal result of all the inputs
Eg. spend $500 on advertising...and assume all different ads
contributed equally.
Eg. MLM teams- 20 recruits, to find one real business builder... who produces more than the rest put
together.
JB: Over 10,000 affiliates promote Get Traffic 3.0... yet, over 75% of all sales come from less than 50
affiliates (0.5%)...
COST PER SALE & TRACKING

RIGHT DOWN TO AD:
Dont judge ads and traffic source only on CPC!
You need to be able to track from ad right through to when the sale is made.
Whats Important: Its not what you pay for your traffic (eg. Your CPC).
Its the average Cost Per Sale from that traffic source thats important.
On average, how much do you have to spend to acquire a customer from
that traffic source??
Most have no idea, and are only measuring on the surface

Beware Of Surface Level Split

Testing
Source
Cost
Leads
CPL
Affiliates
$8,676
3211
$2.70
Customer Referrals
$4,200
214
$19.63
Organic Search
$14,600
1588
$9.19
PPC
$43,000
1055
$40.76
Purchased Leads
$97,850
4220
$23.19


Testing
Source
Cost
Leads
CPL
Winner:
Affiliates
$8,676
3211
$2.70
Customer Referrals
$4,200
214
$19.63
Organic Search
$14,600
1588
$9.19
PPC
$43,000
1055
$40.76
Purchased Leads
$97,850
4220
$23.19


Testing
Source
Cost
Leads
CPL
Customers
Cost Per
Sale
Affiliates
$8,676
3211
$2.70
12
$723.00
Customer
Referrals
$4,200
214
$19.63
14
$300.00
Organic
Search
$14,600
1588
$9.19
109
$133.94
PPC
$43,000
1055
$40.76
31
$1387.10
Purchased
Leads
$97,850
4220
$23.19
22
$4447.73


Testing
Source
Cost
Leads
CPL
Customers
Cost Per
Sale
Winner:
Affiliates
$8,676
3211
$2.70
12
$723.00
Customer
Referrals
$4,200
214
$19.63
14
$300.00
Organic
Search
$14,600
1588
$9.19
109
$133.94
PPC
$43,000
1055
$40.76
31
$1387.10
Purchased
Leads
$97,850
4220
$23.19
22
$4447.73

The response to a single click, gives you

only a small part of the story
what people do on impulse, and what they
choose to do over a long period of time
are often very different.
-Perry Marshall
Using Google URL Builder



Looks like this:
http://www.mysite.com/?utm_source=facebook&utm_medium=ppc&utm_ter
m=mike_d&utm_content=ad1img3&utm_campaign=mlmgurus
Always add tracking codes to all your links.
Other Facebook ads, targeting same fan pages, with different ad versions:
http://www.mysite.com/?utm_source=facebook&utm_medium=ppc&utm_term=
mike_d&utm_content=ad3img1&utm_campaign=mlmgurus
A banner ad on BetterNetworker.com
http://www.mysite.com/?utm_source=better_networker&utm_medium=banner_
ads&utm_content=banner3&utm_campaign=mlmforums
An email to your list:
http://www.mysite.com/?utm_source=house_list&utm_medium=email&utm_con
tent=getting_started_online&utm_campaign=main_followup
On your blog:
http://www.mysite.com/?utm_source=blog&utm_medium=product_tab
TRACKING EACH AD:

These are the numbers I care about:
Daily EPCs (are we getting better or worse?)
Overall average cost per click is
Weekly Avg. EPCs
CPS (cost per sale from each ad)
Daily profit / loss
Can measure unique visitors by how many clicks you get.
Then I can work out total sales: how much money did we make, and what did we spend?
Example:

Promoting Someone Elses Site As

An Affiliate?
Use the tracking in the affiliate backoffice:


To Wrap Things Up
Stop chasing after traffic. Instead, start monitoring Average
Visitor Value, and focus most of your attention on
improving it the future of your business depends on it.
Track all of your traffic, right down to the ad. Find out which ads
are making you money, which are costing you money, and
adjust accordingly (if you dont know how to track, learn)
Approach Building Your Business Like The Wright Brothers
Approached Building A Plane. Dont Be Langley!

TheRealTruthAboutTraffic MattLloyd

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

TheRealTruthAboutTraffic MattLloyd

Uploaded by

Copyright:

Available Formats

2 MAIN TOPICS ILL BE

(c) 2011 Matt Lloyd,

Langley decided to try again, on

The structure had failed due to the

(c) 2011 Matt Lloyd,

Nine days after Langley's spectacular

THE WRIGHT BROTHERS

What did they do differently?

(c) 2011 Matt Lloyd,

(c) 2011 Matt Lloyd,

The Wright Brothers went on to have a lot of recognition and admiration

Whats This Got To Do With Your Online

The Biggest Mistake

This is somewhat true .. but ONLY if your marketing

(c) 2011 Matt Lloyd,

Most think like this.

Most of that traffic would not convert to sales...

Lets End The Myth Once And

All traffic has a cost: time or money.

CALCULATING YOUR AVERAGE

Times the value of the transaction

Divided by Unique Visitors

Your Average Visitor Value

(c) 2011 Matt Lloyd,

(c) 2011 Matt Lloyd,

You have to be able to take the traffic your

FAULTY VENDING MACHINE:

Imagine you find a vending machine.

Now- I want you to imagine another scenario.

The Holy Grail

Average Visitor Value > Average Cost Per Click

(c) 2011 Matt Lloyd,

(c) 2011 Matt Lloyd,

Next- Plot Your Average Visitor Value In A

(c) 2011 Matt Lloyd,

Increase Your Avg. Visitor Value By Over

But Im Just Not Good With

In Any Industry, The Business That Is Most

(c) 2011 Matt Lloyd,

The Automotive Industry Too

Buying Traffic: What Makes Some

(c) 2011 Matt Lloyd,

Buying Traffic = Buying Clicks:

If I were to deliver the exact same sales video to both

THE BUYING CYCLE:

Awareness, consideration, interest, preferences, purchase.

(c) 2011 Matt Lloyd,

Example: Buying A Car

You buy (Purchase)

Fixed Cost Advertising Vs.

(c) 2011 Matt Lloyd,

Performance Based Advertising:

(c) 2011 Matt Lloyd,

PPC ON THE SEARCH ENGINES

So now it's an industry made up of multi-billion dollar

(c) 2011 Matt Lloyd,

(c) 2011 Matt Lloyd,

Now, Facebook right now have very low barriers to entry.

So right now- we have a flood of people starting to do Facebook PPC.

(c) 2011 Matt Lloyd,

BASIC TERMS OF FACEBOOK

First, you've got CPC.

Place Your First Ad In 3 Easy