CHAPTER 13 Paid Traffic: The Shortcut to a Bigger Audience

Question 1

What is paid traffic?

Answer 1

The ability to advertise and send traffic to a business or product.

Question 2

What was the primary method for driving traffic to websites in the mid-90s?

Answer 2

Word of mouth and getting listed on search engines.

Question 3

What were the first attempts at online advertising?

Answer 3

Banner ads.

Question 4

What is pay-per-click advertising?

Answer 4

A model where advertisers pay each time someone clicks on their ad.

Question 5

What is the difference between ‘cold’ traffic and ‘warm’ traffic?

Answer 5

‘Cold’ traffic refers to people who don’t know you, while ‘warm’ traffic refers to those who are familiar with you.

Question 6

What is the significance of micro-targeting in paid traffic?

Answer 6

It allows advertisers to target prospects based on their interests and actions.

Question 7

What is the Holy Grail of cold traffic?

Answer 7

The potential to spend $1 on advertising and earn $2 in sales.

Question 8

What does ROAS stand for?

Answer 8

Return on Ad Spend.

Question 9

How does initial ad spend affect conversion rates?

Answer 9

Initial leads are typically the most responsive and have a higher conversion rate.

Question 10

What happens to ad costs as you scale your traffic?

Answer 10

Ad costs generally increase and sales per visitor may drop.

Question 11

What is the recommended approach for advertising cold traffic during a launch?

Answer 11

Start advertising a few days before the Prelaunch and continue through the launch.

Question 12

What is a lead magnet?

Answer 12

Content offered to entice people to opt into your email list.

Question 13

What is a common conversion rate pattern for different traffic types?

Answer 13

List traffic converts highest, followed by JV traffic, then cold traffic.

Question 14

What was Anne LaFollette’s initial ad budget?

Answer 14

$5 per day.

Question 15

How much did Anne LaFollette earn in her second year of business?

Answer 15

$400,000 in sales.

Question 16

What was Michael Walker’s initial ad budget?

Answer 16

$3 per day.

Question 17

What did Michael Walker teach in his coaching package?

Answer 17

How to grow an audience as a musician.

Question 18

What is the importance of Prelaunch Content?

Answer 18

It serves as a lead magnet to grow your email list before a launch.

Question 19

Fill in the blank: Paid traffic allows you to take your prospects on a defined and controlled _______.

Answer 19

journey.

Question 20

True or False: The algorithms of major advertising platforms have become more complex over time.

Answer 20

False.

Question 21

What is the primary risk associated with paid traffic?

Answer 21

Uncertainty about the conversion rates of leads.

Question 22

What should you have before scaling your paid traffic?

Answer 22

Solid data on expected conversions.

Question 23

What is the role of JV partnerships in paid traffic strategy?

Answer 23

They can enhance credibility and conversion rates for cold traffic.

Question 24

What is a common strategy for beginners using paid traffic?

Answer 24

Start with a small budget to build their list before launching.

Question 25

What is Prelaunch Content?

Answer 25

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. ## Footnote Prelaunch Content serves as a lead magnet during a product launch.

Question 26

What strategy did Anne use when she didn't have Prelaunch Content ready?

Answer 26

Anne created an opt-in page with a lead magnet, a simple PDF report, and ran ads to drive traffic to her page. ## Footnote This is an example of basic list building.

Question 27

When should cold traffic be sent into a launch?

Answer 27

Cold traffic should be sent approximately three or four days before the Prelaunch starts. ## Footnote This timing helps ensure prospects remember you when the launch content is released.

Question 28

What is the advanced strategy for cold traffic before a launch?

Answer 28

Run ads delivering pure content without a call to action to build awareness and an audience before the launch. ## Footnote This strategy helps prepare an audience for the upcoming launch.

Question 29

What is the purpose of using warm traffic in a launch?

Answer 29

Warm traffic is used to engage current leads and increase their conversions by reactivating the list and encouraging participation in the launch. ## Footnote Warm traffic typically has a higher conversion rate than cold traffic.

Question 30

Why should prospects opt in to a Launch List?

Answer 30

Opting in creates a more responsive list and indicates specific interest in the upcoming launch. ## Footnote This process helps to segment the audience effectively.

Question 31

What type of ads should be run during the Prelaunch phase?

Answer 31

Ads should encourage people on the Launch List to watch Prelaunch videos or broadcasts. ## Footnote Engagement during this phase increases the likelihood of purchase.

Question 32

What happens during the Open Cart phase of a launch?

Answer 32

Warm traffic is sent to the sales page, and ads may focus on additional content or reminders about the offer closing. ## Footnote This phase is critical for converting leads into customers.

Question 33

What should ads focus on during the last two days of a launch?

Answer 33

Ads should emphasize the scarcity of the offer and create urgency for warm traffic. ## Footnote Cold traffic ads would not be effective at this stage due to lack of context.

Question 34

How can you target people already on your list with ads?

Answer 34

By uploading your list to your advertising platform or using tracking pixels on your website. ## Footnote This allows for targeted advertising to individuals who have previously engaged.

Question 35

What is the purpose of using pixels in advertising?

Answer 35

Pixels track visitors to your pages and allow you to run ads specifically to those users. ## Footnote It's useful for remarketing strategies, such as Cart Abandon ads.

Question 36

What is the main difference between cold traffic and warm traffic?

Answer 36

Cold traffic aims to generate new leads and awareness, while warm traffic focuses on engaging existing leads and moving them toward a sale. ## Footnote Both strategies serve different roles in a successful launch.

Question 37

What should warm traffic ads emphasize during the Prelaunch?

Answer 37

They should highlight the benefits of consuming the launch content. ## Footnote The focus should be on how the content improves the prospects' lives.

Question 38

What is a common technique to engage warm traffic during a launch?

Answer 38

Running ads to encourage watching Prelaunch Content and visiting the sales page. ## Footnote This strategy builds engagement and maximizes conversion potential.

Question 39

What is the purpose of Cart Abandon ads?

Answer 39

To target users who have visited the sales or checkout pages but did not complete their purchase. ## Footnote These ads can effectively recover potential lost sales.

Question 40

Fill in the blank: Cold traffic is primarily focused on _______.

Answer 40

getting new people into your universe and creating awareness. ## Footnote This is essential for building a subscriber list before a launch.

Question 41

True or False: Warm traffic strategies are less effective than cold traffic strategies.

Answer 41

False. ## Footnote Warm traffic generally leads to higher engagement and conversion rates.

Question 42

What is the purpose of cold traffic in Open Cart?

Answer 42

Cold traffic is sent into PLC #1 to ensure new leads experience the full launch journey. ## Footnote Cold traffic refers to new leads who are not yet familiar with the product or service being launched.

Question 43

What warning is issued on Open Cart day 4?

Answer 43

24-hour scarcity warning. ## Footnote Scarcity tactics are often used to create urgency among potential buyers.

Question 44

What is typically not used during the last two days of an Open Cart launch?

Answer 44

Cold traffic. ## Footnote The focus shifts to warm traffic to maximize conversions as the launch closes.

Question 45

What is the main focus of Open Cart day 5?

Answer 45

Last-minute scarcity warning and cart abandons. ## Footnote This day is crucial as it signifies the closing day of the launch.

Question 46

How has the ability to run targeted traffic changed since the launch formula was first created?

Answer 46

It's one of the biggest developments, allowing targeted cold traffic to drive leads. ## Footnote This represents a shift from relying solely on organic traffic.

Question 47

What does the ability to target ideal clients allow marketers to do?

Answer 47

It allows them to turn up the traffic flow when they want. ## Footnote This gives marketers greater control over their lead generation efforts.

Question 48

What is a key strategy for increasing conversions in launches?

Answer 48

Using paid advertising to engage warm leads. ## Footnote Warm leads are those who have shown interest but have not yet converted.

Question 49

True or False: The landscape of paid traffic and launches is static and unchanging.

Answer 49

False. ## Footnote The landscape is constantly changing and complex, requiring ongoing adaptation.

Question 50

What are the two types of traffic discussed in relation to launches?

Answer 50

* Cold traffic * Warm traffic ## Footnote Each type has its own role in the launch process.

Question 51

What is the significance of using paid traffic in launches?

Answer 51

It is one of the most potent tools for driving leads and increasing conversions. ## Footnote This highlights the effectiveness of integrating paid strategies with the launch formula.

Question 52

Fill in the blank: The combination of paid traffic and the _______ is incredibly effective for launches.

Answer 52

Product Launch Formula. ## Footnote This combination enhances the overall effectiveness of marketing efforts.