CHAPTER 13 Paid Traffic: The Shortcut to a Bigger Audience Flashcards
What is paid traffic?
The ability to advertise and send traffic to a business or product.
What was the primary method for driving traffic to websites in the mid-90s?
Word of mouth and getting listed on search engines.
What were the first attempts at online advertising?
Banner ads.
What is pay-per-click advertising?
A model where advertisers pay each time someone clicks on their ad.
What is the difference between ‘cold’ traffic and ‘warm’ traffic?
‘Cold’ traffic refers to people who don’t know you, while ‘warm’ traffic refers to those who are familiar with you.
What is the significance of micro-targeting in paid traffic?
It allows advertisers to target prospects based on their interests and actions.
What is the Holy Grail of cold traffic?
The potential to spend $1 on advertising and earn $2 in sales.
What does ROAS stand for?
Return on Ad Spend.
How does initial ad spend affect conversion rates?
Initial leads are typically the most responsive and have a higher conversion rate.
What happens to ad costs as you scale your traffic?
Ad costs generally increase and sales per visitor may drop.
What is the recommended approach for advertising cold traffic during a launch?
Start advertising a few days before the Prelaunch and continue through the launch.
What is a lead magnet?
Content offered to entice people to opt into your email list.
What is a common conversion rate pattern for different traffic types?
List traffic converts highest, followed by JV traffic, then cold traffic.
What was Anne LaFollette’s initial ad budget?
$5 per day.
How much did Anne LaFollette earn in her second year of business?
$400,000 in sales.
What was Michael Walker’s initial ad budget?
$3 per day.
What did Michael Walker teach in his coaching package?
How to grow an audience as a musician.
What is the importance of Prelaunch Content?
It serves as a lead magnet to grow your email list before a launch.
Fill in the blank: Paid traffic allows you to take your prospects on a defined and controlled _______.
journey.
True or False: The algorithms of major advertising platforms have become more complex over time.
False.
What is the primary risk associated with paid traffic?
Uncertainty about the conversion rates of leads.
What should you have before scaling your paid traffic?
Solid data on expected conversions.
What is the role of JV partnerships in paid traffic strategy?
They can enhance credibility and conversion rates for cold traffic.
What is a common strategy for beginners using paid traffic?
Start with a small budget to build their list before launching.
What is Prelaunch Content?
Prelaunch Content is the inducement to get people to opt in to your list, often delivered as a workshop, video series, mini-course, or training.
Prelaunch Content serves as a lead magnet during a product launch.
What strategy did Anne use when she didn’t have Prelaunch Content ready?
Anne created an opt-in page with a lead magnet, a simple PDF report, and ran ads to drive traffic to her page.
This is an example of basic list building.
When should cold traffic be sent into a launch?
Cold traffic should be sent approximately three or four days before the Prelaunch starts.
This timing helps ensure prospects remember you when the launch content is released.
What is the advanced strategy for cold traffic before a launch?
Run ads delivering pure content without a call to action to build awareness and an audience before the launch.
This strategy helps prepare an audience for the upcoming launch.
What is the purpose of using warm traffic in a launch?
Warm traffic is used to engage current leads and increase their conversions by reactivating the list and encouraging participation in the launch.
Warm traffic typically has a higher conversion rate than cold traffic.
Why should prospects opt in to a Launch List?
Opting in creates a more responsive list and indicates specific interest in the upcoming launch.
This process helps to segment the audience effectively.
What type of ads should be run during the Prelaunch phase?
Ads should encourage people on the Launch List to watch Prelaunch videos or broadcasts.
Engagement during this phase increases the likelihood of purchase.
What happens during the Open Cart phase of a launch?
Warm traffic is sent to the sales page, and ads may focus on additional content or reminders about the offer closing.
This phase is critical for converting leads into customers.
What should ads focus on during the last two days of a launch?
Ads should emphasize the scarcity of the offer and create urgency for warm traffic.
Cold traffic ads would not be effective at this stage due to lack of context.
How can you target people already on your list with ads?
By uploading your list to your advertising platform or using tracking pixels on your website.
This allows for targeted advertising to individuals who have previously engaged.
What is the purpose of using pixels in advertising?
Pixels track visitors to your pages and allow you to run ads specifically to those users.
It’s useful for remarketing strategies, such as Cart Abandon ads.
What is the main difference between cold traffic and warm traffic?
Cold traffic aims to generate new leads and awareness, while warm traffic focuses on engaging existing leads and moving them toward a sale.
Both strategies serve different roles in a successful launch.
What should warm traffic ads emphasize during the Prelaunch?
They should highlight the benefits of consuming the launch content.
The focus should be on how the content improves the prospects’ lives.
What is a common technique to engage warm traffic during a launch?
Running ads to encourage watching Prelaunch Content and visiting the sales page.
This strategy builds engagement and maximizes conversion potential.
What is the purpose of Cart Abandon ads?
To target users who have visited the sales or checkout pages but did not complete their purchase.
These ads can effectively recover potential lost sales.
Fill in the blank: Cold traffic is primarily focused on _______.
getting new people into your universe and creating awareness.
This is essential for building a subscriber list before a launch.
True or False: Warm traffic strategies are less effective than cold traffic strategies.
False.
Warm traffic generally leads to higher engagement and conversion rates.
What is the purpose of cold traffic in Open Cart?
Cold traffic is sent into PLC #1 to ensure new leads experience the full launch journey.
Cold traffic refers to new leads who are not yet familiar with the product or service being launched.
What warning is issued on Open Cart day 4?
24-hour scarcity warning.
Scarcity tactics are often used to create urgency among potential buyers.
What is typically not used during the last two days of an Open Cart launch?
Cold traffic.
The focus shifts to warm traffic to maximize conversions as the launch closes.
What is the main focus of Open Cart day 5?
Last-minute scarcity warning and cart abandons.
This day is crucial as it signifies the closing day of the launch.
How has the ability to run targeted traffic changed since the launch formula was first created?
It’s one of the biggest developments, allowing targeted cold traffic to drive leads.
This represents a shift from relying solely on organic traffic.
What does the ability to target ideal clients allow marketers to do?
It allows them to turn up the traffic flow when they want.
This gives marketers greater control over their lead generation efforts.
What is a key strategy for increasing conversions in launches?
Using paid advertising to engage warm leads.
Warm leads are those who have shown interest but have not yet converted.
True or False: The landscape of paid traffic and launches is static and unchanging.
False.
The landscape is constantly changing and complex, requiring ongoing adaptation.
What are the two types of traffic discussed in relation to launches?
- Cold traffic
- Warm traffic
Each type has its own role in the launch process.
What is the significance of using paid traffic in launches?
It is one of the most potent tools for driving leads and increasing conversions.
This highlights the effectiveness of integrating paid strategies with the launch formula.
Fill in the blank: The combination of paid traffic and the _______ is incredibly effective for launches.
Product Launch Formula.
This combination enhances the overall effectiveness of marketing efforts.
