Traffic Generation Masterclass [Profit Focused]
in today's video, I'm going to utterly
convince you that everything you thought you knew about traffic
generation online is completely wrong. You believed many, many lies. And I'm going to give you a masterclass
right here on how to read and understand your numbers in your business to make sure
that you are the most profitable and successful you could possibly be
let's start at the top. You launch your business,
you've launched a course, you've
launched a website or a sales funnel. Now the next question is traffic. We need to find people on the Internet
somewhere somehow that would be interested
and what we've got and ultimately make a purchase
our default position seems to be to go out on the hunt for cheap traffic.
We don't want to overpay,
we don't want to spend too much. We get nervous about a high price
for paid advertising campaigns and things of that nature. so we go looking and searching
for the cheapest traffic possible. And marketers and gurus online
know this about you and us. So they capitalize on it. They create their own courses
in their own training programs, talking about this traffic loophole
that they found where you can get clicks for as cheap as a penny
or I found a secret traffic strategy where you can get
the cheapest traffic available online and we get sucked into it
because the message is really attractive.
However, that is the complete wrong way
to go about your traffic generation efforts. typically there are two things
running alongside each other and that is cost of traffic
and quality of traffic. The cheaper the traffic you acquire, most likely the lower quality
that traffic is. So the thing that we don't realize,
we get excited about cheap traffic, but then we wonder why that traffic
is not converting into leads, high quality appointments
perhaps on our calendar and ultimately turning
into customers and clients. But we still then persist to try to find more cheap traffic
because we think that's the answer. Not picking up on the clues
that that traffic is of low quality and that is why they're not buying
anything. however, if we go out there
with the intention of finding quality traffic irrespective of price,
we're going to find that the numbers work out better in the end
anyway. the first thing that we need to know. We're going after quality traffic,
not the cheapest traffic, but we're just scratching the surface. We're going to go down the rabbit hole
now because there's layers to this.
The pursuit of cheap traffic for your
business always ends at a dead end anyway, because firstly you'll find it
very, very hard to acquire any anyway. And I'm
going to explain why in just a second. And if you do somehow find a magic bullet
to get a quick bit of cheap traffic, chances are it's
not a lasting strategy. So next month you back to square one,
trying to find a strategy to use again. so. I've already told you why we probably don't want cheap traffic
because of the quality. But here's why. You'll probably have a hard time
finding cheap traffic anyway. Let's just look at paid ad platforms
as an example. YouTube, Facebook,
TikTok, LinkedIn, Google, you name it. If there's a platform where we can go
and pay for an ad to be displayed on the network in hopes
that we can generate some of that traffic, the way that is designed
is this design similar to an auction? There are lots of other businesses
just like yours.
Many of them are bigger businesses
than you. and every advertiser, you included
is competing to generate that traffic. Let's imagine there are ten advertisers
and there is only space on that particular platform with the targeting
that's been selected for eight people. So how is YouTube, for example,
going to determine which of the ten people that want to give them some money
to advertise to that audience? How do they select the eight
that a successful price who's willing to pay the most
for the traffic? So YouTube's going to look at the budget
of those ten advertisers, the amount that they're willing to spend, the cost
per click that they're willing to pay, and they're going to award the traffic to the eight people
that are willing to pay the most. And the two at the end
are not going to get any traffic. They're not going to get any impressions,
they're not going to get clicks and they're going to wonder why.
Then those bottom two advertisers
go and set up another ad campaign on another ad platform
to another audience. And they are back in the mix
with other people. And because they are hunting
for the cheapest traffic, they are going to lose again. and you can see how this makes sense
even in the real world. Imagine you go to an auction house
and you sit there in a crowd of 100 people and there's item after item after item
coming up, being presented from the front and everyone in the room
is bidding on that item. If you were the first one to bid
because you wanted to get some cheap items so you would put the first bid in
and someone else bids and somebody else bids and the cost gets a little bit higher
and you're not willing to bid again because you wanted the cheapest price
possible. Well, that item is going to sell
to someone other than you. Next item comes up. Same story. You put your first bid in of £1
and that particular item goes up and sells for £100. You lose again.
So as the day goes on
in that auction house, you keep putting up your little ticket
saying you want to bid, but you keep getting outbid
and someone else walks out with that particular item
you lost all day. it's the exact same thing
on these ad platforms. So what's the solution? We need to be willing to pay more
for traffic. We've got to detach ourselves
from this desire to get cheap traffic and instead we need to go
in the pursuit of quality traffic and we have to
just make sure that the numbers are working in our business
So how do we work this out? What number
do we decide to go with from the start? Well, the reality is
we need to drive a bit of traffic, perhaps even over paying in the beginning,
just so we can at least get some numbers through our sales funnel,
through our business, and we can reverse engineer on numbers
and work out now how much we are willing to pay for traffic
moving forward and remain profitable.
What I'm about to tell you right
now is so important. Listen carefully
and write this down in a notebook. I'm going to walk you through
some of the numbers that I experience in my company
so that you can learn from those numbers and it will give you a bit of a benchmark. in my business,
we run a lot of ads on YouTube. We point those ads to a webinar, funnel
those webinars, get us calls booked, and those calls obviously turn into conversations where someone may
or may not become a client. So let's look at some of the math. if we generate 1000 clicks
from an ad campaign into our webinar registration page,
we would expect a 25% option rate that would give us 250 leads
from a thousand clicks. Of those 250 leads, we would expect a 10% conversion rate to booking a call. So 250 leads becomes 25 calls. Some of those call bookings
are not going to be good quality. They're not going to be good
conversations. We'll probably have to cancel them. So 25 good calls
turns out to be about 15 good prospects.
Of those 15 calls
we would expect to close for clients. And let's just say for argument's sake, those four clients are worth $5,000
each as a client. So a thousand clicks
has turned into $20,000 in revenue. So what do we do with these numbers? How does that help us determine
how much we can afford to pay on traffic? Well, there's one
key metric that we are looking for, and that is value per click VPC. See, value per click. Now this right VPC, how do you book I forgot the acronym. If we can work out what a click is valued
at for our business, then we can pin that against the cost per click
that we're spending on an ad platform. And we just have to make sure that the value per click
is more than the cost per click. If that's the case,
the business is profitable. Assuming other hard costs in the business
don't, of course bring that down even further. let's just use the simple equation
for now. So $20,000 in revenue divided by 1000 clicks gives us a $20 value per click.
That means we can afford to pay up to $20 per click on average
and remain profitable. So that's the number
we're going to work with. So when we're out here trying
to find the cheapest traffic possible, I'm trying to find clicks for a penny
or $0.01 or $0.10 and we're not getting anywhere with it
anyway. What we can actually be doing is looking
at ad campaigns and traffic platforms where perhaps the cost
per click is $2, $3. We might go, Gosh, that's so expensive. I'm spending two or $3 for a click. No, I'm not going there.
That sounds too expensive. Why would we make a business decision? Why would we make a marketing decision on
I think that sounds too expensive. Why would we just not let the numbers
tell us what's good or what's bad? Because if we can spend $2 on a click, but the value per click is $20,
we are ten times our money. I would rather spend more on traffic
and have a business at ten bucks then always on the hunt for a cheap
traffic and never getting anywhere. I'm sure that you would agree. This also points us to the fact
that in this auction with other people we're competing against
in that list of ten advertisers, we not only want to be in the eight, we want to be in the number one,
two or three position. If we're a number one to a three
and an ad platform is favoring us, they're going to favor us because we're the ones at the very top
willing to pay the most. I can't remember who first said it,
but there's a famous quote he or she that is willing to pay the most
to acquire a customer wins.
And that person wins because we can eat up
all the traffic in that market. We can essentially buy our way
to the very top of the leaderboard. So let's say the average cost
per click is 2 to $3. Maybe we say, You know what, I'm happy
to spend five, six, $7 a click. No other advertiser is willing to pay
that at the moment. I'm going to pay it because I know I'm
still profitable on that. And in the long term, I'm going to win
and the company is going to grow. So what's the moral of the story here? Because there's three number one,
stop hunting for cheap traffic. Number two, focus on quality of traffic
over the price. And number three,
you must make sure that you understand the numbers in your business
and make sure that you are tightening every bolt in your sales funnel
and in your conversion process to make sure that you are as profitable
as you can be on your traffic efforts.
Because the more profitable you are,
the more revenue you're producing, the more that's going to allow
you spend more on traffic to beat your competition
and grow the business as a whole. So here's the next part of your training. If you need to learn
how to have a more profitable funnel so that you can afford
to spend more in traffic than is a video around it
or teach you about webinar funnels, they are so friggin powerful
and you should learn about them. And if you want to learn more
about the traffic side of things and getting high quality traffic
in another video on here about YouTube ads and they work insanely well,
so click on one of those videos.
I look forward to seeing you over there and I look forward to seeing you
in a future video as well..
