the fast & furious guide to profitable paid traffic

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

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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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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