This is a direct excerpt from the Paid Traffic Mastery Certification course by Kasim Aslam.

It’s over … machine learning won. Marketers used to win by beating the machines, beating google, beating Facebook. As time wore on, they got too smart.

If you do not comply with machine learning, you will lose. It’s added in an entire layer of decision making that we don’t even see.

Patience is key when it comes to machine learning.

For the algorithm to optimize, it needs to gather as many data points as possible.With a broader targeting strategy machine learning will enable you to discover pockets of viable traffic that you didn’t know existed.

There are three primary temperatures of traffic. It’s important to think about each type as you build your digital marketing strategy. If you’ve heard Ryan Deiss talk about how dating and marketing are similar, you’ll get these right away. If not…keep reading! You’ll see how easy it is to turn cold leads into hot leads.

What Is Cold Traffic?

Someone who knows nothing about your product is a cold lead. Honestly, a cold lead might not even recognize they have a problem. If they are aware of a problem, they might not know a solution exists.

• Cold traffic isn’t ready to engage.
• Cold traffic isn’t ready to buy.
• Cold traffic might not even want to hear from you.

You might be thinking, “why waste my time and ad spend trying to win over someone who doesn’t even want to hear from me?” Because…they actually DO want to hear from you, they just don’t know it yet.

Marketing Is Relationship Building

I feel strongly that digital marketing is relationship building. Think about any new relationship. They all start out cold with what Ryan Deiss calls a glance. You see someone from across the room that looks interesting. They glance back. It’s just a moment.

What’s the next step? Go and introduce yourself. That’s what paid traffic does. It introduces your product to the prospect.

Know Your Target Audience

Before marketing to anyone, you should create a buyer persona. At Digital Marketer, we call it the Customer Avatar. Completing a Customer Avatar Canvas helps you know the prospect to a point where you know:

• What their goals are.
• What their pain points are.
• Their hobbies and interests.
• Where they hang out.
• Their dreams and plans.
• What keeps them up at night.

If your marketing speaks to those issues, you’ll start to turn that traffic into warm traffic.

What Is Warm Traffic?

At the warm traffic stage, prospects don’t need to know about you, your product, or your brand to be considered warm leads or warm traffic. They do, however, need to be aware that they have a problem.

Warm traffic is any potential customer who has identified an issue and they’re interested in having that issue addressed in some way.

Examples of warm traffic include:

• The minivan mom who realizes, “I need an oil change.”
• The newly wedded couple who decides, “We’re interested in buying a new house.”
• The overworked attorney who says, “I want to go to Tahiti.”

In other words, warm traffic is a potential customer who has identified a need.

What Is Hot Traffic?

Hot leads are the folks that are ready to go. You’ve “turned a glance into a stare,” as Ryan would say. You’ve introduced yourself and gotten the number. Now you’re ready for the first date!

• Hot traffic wants to engage.
• Hot traffic wants to subscribe.
• Hot traffic wants to convert.
• Hot traffic wants to buy!

As you might expect, this is the most valuable traffic. It’s also the most expensive.

How To Turn A Cold Lead Into A Hot Lead With Paid Traffic

Quality leads don’t flow into a business on accident. The lead generation strategy you put into place has to gradually warm them up. At the cold lead stage, your job as a marketer is to put the message in front of them. The Facebook ad, Google ads, or whatever, has to be something that’s attractive to them and captures their attention.

This all goes back to the Customer Avatar or buyer persona. You’ve got to know your target audience before you can craft a high-converting offer.

What Is A Sales Funnel?

The sales funnel is a concept that has been beaten to death. But it’s prerequisite to understand because it is a natural sequence. It is the way people think before they make a purchase.

You have to understand the sales funnel before you can get good at lead generation.

Why? For every single purchase you’ve ever made in your entire life, from buying a stick of gum to purchasing a house, you have unconsciously gone through this funnel.

Top Of The Sales Funnel: Awareness

At the very top of the sales funnel is awareness. Remember the cold lead who was blissfully unaware of the problem you provide a solution to? Well, they’ve just realized they have that problem. Now, the potential lead is aware and enters your sales funnel.

Example: “Ouch, my back hurts.”

Your solution might be spinal surgery, chiropractic care, or a pain relief cream. The warm lead now has a vague awareness of your participation in the solution.

Sometimes awareness starts inbound, like when your prospect goes to the search engines and asks a question.

In many cases, awareness can actually be catalyzed through outbound advertising. You could run Facebook ads that speak to back pain and ways to relieve it. (Due to Facebook compliance issues, be very careful what claims you make!)

You don’t have to wait around for people to become aware. You can create awareness with paid traffic. Once they are in the awareness stage, it’s your job to start driving them down to interest.

The Interest Stage

At the interest stage we use content videos, blogs, downloadable PDFs, etc. Whatever you think is going to engage your prospect and start getting the wheels turning.

• You want to establish authority
• You want to be the thought leader
• You want to be the trusted resource.

To do that, you should provide top quality content. Use the acronym “E-A-T” when you consider what kind of content to produce. EAT stands for Expertise, Authority, and Trust.

The content you create for your target audience will not only move them into the interest stage, but move them to the next level, which is consideration.

Warm Leads and Consideration

You’re one step closer to earning a qualified lead! At the consideration stage the warm lead is now willing to look at solutions. But that doesn’t mean they’re willing to look at your solution.

Consider all the options available. Referring back to our example, the potential customer has a whole spectrum of options. On one extreme is back surgery. On the other is a pain relief cream.

If you’re the authority and they trust you, they’ll trust you to begin prescribing what the solution could be. But please remember that prescription without diagnosis is malpractice.

What you should do in your funnels and with your content, is give people the opportunity to engage with your solution. Let them know that you understand what they’re going through. Let them know that you’ve overcome the issues they’re facing.

In other words, don’t put offers in front of them too soon.

Putting an offer at the consideration stage is too early. It’s like asking for marriage on the first date.

From the consideration stage, prospects move to intent.

The Intent Stage

This is the stage in the sales funnel when your potential lead decides to take action. As an example, someone knows they’re going to buy a car. At this stage, they need to figure out which car to buy.

The shift from intent to evaluation, the next stage in the sales funnel, is fairly fast. Why? I think people lack patience. We’re all used to immediate gratification. So moving people from intent to evaluation is generally easy.

From Evaluation to Purchase

Although the time between intent and evaluation is short, the shift requires tactical content. At this stage, your content marketing should be focused on creating content such as

• Features lists
• Pricing calculators
• Comparison charts
• How-to videos

The content you create should help the prospect make the most logical decision: to purchase your product.

Why Paid Advertising Trumps SEO

I hate to beat up on SEO. But the truth is with organic traffic, you’re at the mercy of the search engine. Who is searching for your product? What are they searching for? Where will the search engine place your product?

Another disadvantage of SEO is that it’s generally all top of the funnel.

The benefit of paid traffic is that you get to speak to people at every single stage of the funnel using paid ads. This isn’t true for other advertising mechanisms.

With paid traffic, you get to place your ads wherever you want.

Realize that the further down the funnel you go, the more expensive traffic becomes. That makes sense, right? At the bottom of the funnel people are ready to buy. In many cases, the hot lead has their wallet out, their credit card in hand, and they’re ready to click that “Buy Now” button.

“The Bottom Up Funnel”

My business partner, John Moran, coined the term “the bottom up funnel.” What we recommend is for marketers to start at the bottom of the funnel.

Think about all the steps in the funnel. It can be tedious to layout a content marketing strategy to meet all the needs of your potential customers. When you implement your marketing efforts at the top of the funnel, you spend a lot of time, effort, energy, and money to move cold leads down the sales funnel.

The push from awareness to interest to consideration can take months! From consideration to intent can take event longer. Think about buying a car. Once you decide which car you want to buy, you may have to research interest rates on loans, or you may want to save money for the down payment.

If you invest all your time and effort to drive people from the top of the funnel downward, they may get to the bottom of the funnel and you suddenly realize you marketed to the wrong buyer persona. They’re not the right fit! Or your price isn’t right. Or maybe the offer isn’t attractive enough.

Driving traffic to the top of the funnel first means you’re always learning the most important lesson last.

We want you to learn the most important lesson first.

It will be expensive. You’ll pay more in ad spend to learn that lesson. But when you learn the most important lesson first, you can slowly travel up the funnel. Once the sale has been made, you know what to say, what to charge, how to engage people and convert them into quality leads.

The best recommendation I can give you is to build your funnel from the bottom up. Start with the intent stage and work your way up. With all the benefits of paid traffic like speed, advanced analytics, laser-targeting, and optimization, your paid ad campaigns will be much more effective if you do.

Want to become a traffic master? Click here to find out how!

NOTE: This content came directly from DigitalMarketer’s Paid Traffic Mastery Certification.

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If you haven’t added paid traffic to your T-shaped marketer toolbelt, you’re missing out. Paid search marketing is a proven marketing strategy for getting instant results and dialing in the four Ps of marketing: product, price, place, and promotion.

Let’s talk about the benefits of paid traffic.

#1: Speed to Market

The first benefit of paid traffic is speed. To illustrate what I mean, let’s compare paid ads to search engine optimization. You may think this is an unfair comparison, but it illustrates my point perfectly.

Search engine optimization or SEO is the process by which you try to get your content to rank in the search engine results pages or SERPs. SEO strategy includes keyword research, meta data, backlinking, and all kinds of technical elements. Most people view organic traffic as any traffic you don’t have to pay to get in front of.

With organic marketing, it can take three months to get a piece of content to appear as a search result. In other words, to rank organically.

If you’re trying to optimize for a term that has any level of competition, it can be 3, 6, 9, 12+ MONTHS before you begin to see any traction.

With paid traffic, you can see traffic the next day.

Both paid traffic and organic search traffic are critical to business success. But paid traffic needs to come first. Why? Because it’s so freakin’ fast. In the realm of digital marketing, you need proof of concept before you can scale. Proof of concept is difficult to have without speed. 

Quickly & Easily Test Campaign Elements

Speed has another benefit. It gives you the opportunity to quickly test what’s working or not working with your ppc ad.

You get to test your ad copy, pricing, the call to action, landing pages, the ad creative, etc. And it can all be tested quickly.

Testing takes the uncertainty out of paid advertising. It doesn’t take a lot of time or money, because paid traffic is so fast.

#2: Analytics You Can Actually Track

Another of the benefits of paid traffic is the analytics that back it up.

With organic marketing, social media marketing, and especially email marketing, there are limited data points, and those data points are being taken away from us because of privacy first initiatives.

With paid traffic, the advertising networks – Google AdWords, Facebook, Bing ads, etc. – have to give you this information because you’re paying for the traffic.

The Conversion Path

A conversion path is the sequence of events a user goes through before they engage in a desired action. It’s important to track the conversion path and look for the common behaviors of your best customers.

It’s difficult to track the conversion path with free traffic.

For example, organic social traffic is very disparate in terms of the information that you’re given. Because of the iOS 15 update, we don’t see things like open or click through rates for email marketing.

But because the advertising networks like all that ad revenue, they allow paid advertising customers access to advanced and detailed analytics. When you track the conversion path, you start to see the story people need to be told before they’re willing to convert.

#3: Optimization of Every Element of the Campaign

Who is this paid ad reaching? Where is the conversion happening? What time is our social media ad performing best?

With paid advertising, you can optimize everything with minor tweaks. You can’t optimize or change these variables outside of a paid ecosystem.

Again (beating a dead horse), because you’re paying for that Facebook ad, Google ad, Bing ads, whatever, the network gives you opportunities to enhance your ad campaign.

When you pay attention to the data, you see exactly where the disconnect is. Then you can make minor tweaks to improve the performance of your paid search ad long term.

The changes don’t have to be major. Everybody’s heard the analogy about the plane that’s off course by 1% that ends up in an entirely different country over time. Your campaigns will be the exact same way.

The ability to optimize your campaigns is one of the strongest benefits of paid traffic.

#4: Enhanced Customer Targeting

One of the major differences between free traffic and paid traffic is targeting. With paid traffic, you get to decide who you put your ads in front. This is an amazing benefit, especially given how much information these ad networks know about people.

Ad networks have 70 million demographic and psychographic profiling factors on every human on the planet.

Who is your target audience?

• Where do they live and work?
• What are their interests?
• Are they married?
• How much money do they make?
• What products do they buy online?

From a machine learning perspective, this data is important. Why? All the ad networks are reverse engineering intent. They want to understand why people do what they do. They want to know what makes people buy.

It’s a little scary, to be honest with you, because they’re getting good at it. But the better they get, the bigger your advantage.

You can take advantage of machine learning through targeting.

As you can see, the benefits of paid ads are immense. I’m not here to tell you that paid ads are the only thing you need to do. There are not the end-all-be-all. But paid advertising should be a cornerstone of your digital marketing foundation because of these benefits.

Want to become a traffic master? Click here to find out how!

NOTE: This content came directory from DigitalMarketer’s Paid Traffic Mastery Certification.

The post 4 Benefits of Paid Traffic You Can’t Afford To Ignore appeared first on DigitalMarketer.

You’ve probably heard the terms, inbound traffic and outbound traffic. This is an important concept to understand because it applies to everything you do with paid marketing. In our Paid Traffic Mastery course, we teach the core concepts you need to win with paid traffic. And understanding what inbound vs outbound traffic is, is a core concept of paid traffic marketing.

Inbound Traffic Is Traffic That Is Actively Seeking A Solution

Potential customers are considered inbound when they come to your website or the network you’re advertising on. In digital marketing, you can achieve this through great content marketing, search engine optimization, or paid advertising.

The best example of this is Google search. Let’s say somebody goes to Google and says, “I need a new garden hose.” If you sell garden hoses, that’s inbound traffic.

Outbound Traffic Is Traffic You Push Your Message In Front Of

Outbound traffic is interrupter marketing. Potential customers aren’t looking for you. They’re not looking for a solution.

The best example of this is social media ads, or more generally, paid traffic. These ads show up inside the newsfeed or inside the Google display network or wherever you’re advertising.

If you’ve done your research and completed a Customer Avatar Canvas, you know who you can successfully advertise to. You target these potential customers because you think they might be interested in your product. So you push your message in front of them.

Is Inbound Or Outbound Traffic Better?

I could spark a nerd war if I tried to tell you that inbound was better than outbound or vice versa. So, here’s the truth…you need both inbound marketing and outbound marketing. But each tool needs to be used when it’s applicable.

My dad says, “if you’re good with a hammer, you think everything’s a nail.” If you’re really good with inbound marketing, you’ll often find yourself trying to use inbound traffic when you might need to be using outbound traffic, and vice versa.

When To Use Outbound Traffic

Say you invented a new whiz bang gizmo that nobody’s ever heard about. There’s no inbound traffic for that, right? Nobody is searching for your product because it’s brand new. At this point, you don’t have a list, so email marketing won’t work. What can you do?

In this case, you have to use outbound traffic to raise awareness.

When To Use Inbound Traffic

Now flipping that coin, let’s say you solve a serious problem. Let’s say you’re an emergency plumber. The second my toilet is clogged, I’m going to be desperate to find you. Where do people go when they need something? They head to the search engines, of course. Remember, social media platforms act as search engines, too.

In this case, the incoming traffic from search is extremely valuable. This is the reason you should pay to put yourself and your business out there. As long as the ads can effectively be monetized, you should pay to play.

Deciding Between Inbound vs. Outbound Traffic

Think about where your business could benefit from inbound traffic. Then think about where it could benefit from outbound traffic.

The answer for many businesses is that you probably need a combination of both.

Search Ads Are The Ultimate Inbound Traffic

What’s cool about search ads is you show up above the fold. What does that mean? When you open a web page, the point where the content ends before you have to scroll to see more, is the fold.

Anything that isn’t visible until you scroll is considered “below the fold.” As a rule, “above the fold” content is the most valuable real estate to own.

The good news is, Google prioritizes ads above everything else.

Before the map listings, structured snippets, or organic rankings, are the search ads. Why does Google prioritize search ads? Because that’s their primary monetization opportunity.

You may hear people say, “well, I don’t click on ads.” The data says otherwise.

The truth is that 95% of all traffic does skip over the ads. They go directly to an organic search result. BUT…67% of high commercial intent searches result in a paid click. High commercial intent means that somebody is ready to buy and will happily click your ad.

What does it tell us if 95% of general searches skip the ads, but two thirds of commercial intent searches click it? It tells us that people use organic traffic to learn. But when they’re ready to buy, paid traffic is the most valuable traffic.

Having a hard time picking between inbound and outbound traffic? The Paid Traffic Mastery course will make you a master at both!

The post The Difference Between Inbound And Outbound Traffic appeared first on DigitalMarketer.

In our Paid Traffic Mastery course, we bring together four of the world’s top paid advertising leaders to share the foundational knowledge you need to know to win with paid traffic. One of the first lessons they share is common terms and acronyms every paid advertising professional should know.

These Are The Term To Know Before Running Paid Ads

Search Engine Marketing or SEM

Search engine marketing is a broad marketing strategy term that includes search engine optimization, content marketing, as well as paid ads. 

Social Media Marketing or SMM

Social media marketing is limited to social media channels and includes organic and paid traffic.

Conversion

A conversion is the desired action you want someone to take on your website or funnel. A conversion event typically includes a time or money commitment on behalf of the customer. 

Conversion Rate

This is the percentage of prospects landing on your page or taking you up on your offer.

Cost Per Click or CPC

Cost per click means that your ad campaign is billed each time someone clicks a button, link, or directly on your ad. 

Cost Per Thousand or CPM 

Cost per thousand is charged for every 1,000 impressions. An impression happens anytime someone lands on the page where your ad is placed. (Don’t ask us why it’s CPM…it’s just weird.) 

Click Through Rate or CTR

Click through rate is the percentage of potential customers who saw an ad and clicked on it. This metric is a good indicator of the quality of your ad copy and media. 

Cost Per Acquisition or CPA

Cost per acquisition is the expense incurred to acquire a new customer.  

Return On Ad Spend or ROAS

Return on ad spend is the amount of revenue earned per dollar of ad spend.

Return On Investment or ROI

Return on investment describes how much you get back after calculating the entire cost of the ad campaign. When calculating the ROI, costs can include agency fees, copywriting, graphic design, video production, call tracking, etc. 

Lifetime Value or LTV

Lifetime value is the long-term value of a customer. 

Urchin Tracking Module or UTM

The Google Analytics we know and love started out as Urchin Software Corporation. The term just stuck around after Google bought Urchin in 2005. The term Urchin tracking module (not universal tracking mechanism or Uncle Tom’s marmalade) is a piece of code that is tacked onto the end of the URL. The code is pushed to the search engine whenever someone clicks through the ad. 

Use this list of common terms to impress your friends at a dinner party, or to share with your paid advertising clients. It’ll get everyone on the same page and avoid confusion down the road.

NOTE: This content came directory from DigitalMarketer’s Paid Traffic Mastery Certification.

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Your ability to track conversions is one of the most important foundational pieces of knowledge you can have in the world of paid advertising. 

Biggest Mistake Marketers Make With Paid Ads

The number one mistake we see marketers make across all advertising networks is incomplete or non-existent conversion tracking. Google and Facebook are the closest things to artificial intelligence that humanity has publicly accessible to us. They are trillion dollar machine learning mechanisms. Believe it or not, they’re working towards trying to accomplish your goal!

We want to make sure you have the principles that help you contend with any ad network regardless of what new ad networks pop up or what changes are made.

If all we do is teach you how to push the buttons and build the specific conversion actions inside of a certain ad network…that’s going to be antiquated information the second we publish this video.

Key Terms For Running Paid Traffic

Every landing page on your site should have a specific goal. What do you want each page to accomplish? This is true even if you’re not running paid ads.

On most pages, you should have a primary call to action. The primary call to action is the thing you want your potential customers to do. It is your conversion action. So the primary call to action is the same as the conversion action.

From a content marketing perspective, the call to action is the thing you want your customers to do. From a paid traffic perspective, the conversion action is the way you track it. 

Example: 

Call to action: Sign up for a free action plan

Conversion action: Fill out the contact form

A transitional call to action requires a smaller commitment from your customer. If the primary call to action requires a lot of time or money from your customer, include a transitional call to action. I would add these to the more important pages in your sales funnel.

A lead magnet is a great way to capture the lead and makes a solid transitional call to action. 

With a primary call to action and a transitional call to action on the page, you have the opportunity to capture the most traffic. And identifying those conversion actions helps tell the search engines what kind of traffic you want.

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Examples Of Primary Conversion Actions

Different users engage in different ways. 

• Some people want to chat. 
• Some people want to call. 
• Some people want to fill out a form. 
• Some people love quizzes or surveys. 

Everyone will engage in different ways. It’s up to you to figure out what your target audience wants. It won’t always be just one thing, so offer a few different ways for people to take that next step.

Pro Tip

ALWAYS direct conversions to a custom thank you page. (More on that in just a moment…)

Form Submissions

If you don’t have forms on your site you should. These are one of my favorite ways to engage users because it allows you to capture the most information. But you have to be careful. Keep forms short in the beginning. Only ask for the absolute amount of information you need for them to convert.

• Name
• Email
• Phone

Asking for the phone number keeps lead quality high. If you only ask for only the email address, you might end up chasing phantom leads. 

According to HubSpot, every field you add to a contact form decreases the conversion rate by 11%. So start by running paid ads to a short form.

Also, avoid using captcha codes. They frustrate users. If you get lots of spam leads, add it. But wait until you have data to back up that decision.

If you’re using a CRM (Hint: you should be), use embedded CRM forms whenever possible. If you use integrations, they’re more likely to break.

Pro Tip

If you get an insane amount of leads that aren’t qualified, add form fields to the contact form to help qualify them.

Appointments

If your primary conversion action is a tour or demo, remember these three things:

1. Have consistent availability

2. Meet your customer where they are

3. Have a very clear offer

If you don’t have availability, don’t offer a tour or demo. You should have at least two slots available every day if this is going to be your primary conversion action. This makes it easier to meet the customer’s needs. 

Also, when it comes to having a tour or demo, the offer should be very clear. Will the tour be virtual or in person? Is there something the customer must do before they show up? How long will it take? Do they need to be in front of a computer?

For appointments, you need to collect the phone number so you can follow-up. You also need the email address so you can send the confirmation email for them to add the event to their calendar.

Phone Calls

When you use a phone number on your website, it needs to be visible. We like to put it in the header, in the top right. That’s where most people go for contact information. But don’t use a button or an image, use text. The click to call button works great on mobile, but not desktop. And when you use an image, you can’t use call-tracking software.

Why should you use call tracking software? When a call takes place, the software can tell you:

• Where the call came from
• Whether it was answered
• How long the call lasted

And, it can record the call. With all that information, you can weed out the poor quality leads and define what a high-quality lead looks like.

Pro Tip

Use call tracking software to track, record, and score your calls. 

If you’re in the Saas or eCom space, you may not want to take phone calls. I get it. Not every business does. But in many cases, this puts you at a disadvantage.

When in doubt, check your competitors. If they’re taking phone calls, you should too.

Then, make sure you answer the phone. We had a client who didn’t answer 30% of the calls we generated for them! They kept wanting more traffic, but their entire sales process was broken. They didn’t need more traffic, they needed to pick up the phone!

When it comes to tracking conversions, make sure you only track quality calls as leads. If you’re using Google’s threshold rule for call tracking, but it doesn’t match how you score a quality lead, Google will get a false positive and start sending you MORE poor quality leads.

Lead Magnets

Lead magnets are solid predictive indicators of intent. What is a lead magnet? A Lead Magnet is a nearly irresistible offer made in exchange for a customer’s email address and/or other valuable marketing information.

A lead magnet gives people who aren’t ready to convert an opportunity to engage with you. The point of the lead magnet is to build relationships and start conversations. So give massive value up front. Nothing is more frustrating than getting excited about a lead magnet, downloading it, and finding out that it sucks. 

Finally, make sure not to let the lead magnet outshine the core offer. I like to put them at the bottom of the page or have a pop-up.

How To Avoid Wasting Ad Money

The entire network of paid advertising platforms want you to win. How do you help them help you? How do you tell Google, Bing, Yahoo!, Facebook, etc. your goal?

Tell them what conversion event you want. If your strategy isn’t properly outlined or you’ve missed the technical implementation, then you’re sending these super smart, trillion dollar machines a false positive. What happens then? They fly off in the wrong direction with your ad money!

Your conversion strategy is critically important. The technical implementation of your conversion events is critically important.

Want to become a traffic master? Click here to find out how!

NOTE: This content came directory from DigitalMarketer’s Paid Traffic Mastery Certification.

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