Today we will cover the final steps of the Traffic Dance: Evaluate & Optimize…
These are definitely two distinct steps of the Traffic Dance, but they do go hand-in-hand, so it’s important to think of them as a “couples” dance. When you evaluate your results, you want to immediately optimize your ads and traffic campaigns in order to improve future results.
What does all of this really mean? Well, let’s say you are running a Facebook PPC ad, and your CPC (Cost Per Click) is $1.15 to get someone to your blog post. If you spend $30.00 on an ad, you will get 26 visitors to that blog post where you can share content with your core audience. (Remember Step 1? Read it here.) Now, let’s say you use a few reports and tools, and get that CPC down to $0.50 per click – now your same $30.00 just sent 60 visitors to your blog post! Think about what that can do for your business over the course of a month or a year!
Now let’s walk through a couple of key factors to watch for in Evaluating your Traffic Dance and then Optimizing that process for more efficient results.
We will start with Evaluation of an Advertisement on PPC – we will use Facebook as an example, but the terms apply to Search PPC on Bing or Google as well as other traffic sources.
Traffic Dance: Key Factors to Evaluate on PPC Ads:
- Reach/Views: How many people saw the ad, whether or not they interacted with it
- CTR – Click Through Rate: Percentage of people who saw the ad & clicked on it (to get to your content or offer)
- CPC – Cost Per Click: What you paid for each click on the ad
- Relevancy (Facebook) – How relevant your ad is to the audience chosen. A number from 1 (bad) to 10 (awesome), based on positive & negative feedback and actual interaction with the ad.
The desired numbers can vary depending on the traffic source, so I will use Facebook PPC as a benchmark for now. When you get the previous steps of your Traffic Dance flowing properly, then these “metrics” will begin to fall into place. The reach is determined by your daily or lifetime budget, so that’s almost a fixed number. When you place an ad, you will see “potential audience size” and “daily reach” as a range – which is a relative percentage of the potential audience you have targeted. (See image on the right.) See the Case Study links below for more info on these metrics & how to improve them in your ads and traffic campaigns.
So, a bigger budget gets you more views, BUT if you are new to marketing online, you should TEST with smaller budgets to gather data, then SCALE your ads when you Evaluate & Optimize.
Traffic Dance: After Evaluation, the above metrics can be Improved in the following ways:
- Reach/Views – Scale after Evaluation and Optimization
- CTR – INCREASE your Click Through Rate by making your ad more relevant or attractive to your target audience, or refining target audience, or both.
- CPC – DECREASE your Cost Per Click to get more viewers or visitors for every dollar you spend on advertising.
- Relevancy – This is a key component – when your ads are relevant to your audience, the other metrics will organically improve.
[Case Study] In a recent post, my friend Matt Baran shared the Top Facebook Ads of 2015 for Elite Marketing Pro. This shares several key metrics and how they affected the results and profitability of the ads. It’s an excellent Case Study, and you can READ IT HERE.
[Case Study 2] I shared a personal Case Study of a Facebook ad for a Boosted Post. This post led to a blog post on my site. Boosted Posts Can Boost Your Sales [Case Study & Video] – Read It Here. In that Case Study, the post I boosted for the ad was specifically to help network marketers learn how the most successful people in many companies use the internet to build their network marketing businesses. You can read that post HERE.
Traffic Dance: Key Ways to Optimize Your Ads
- Image – Something that makes people want to click to learn more without being too hypey or salesy
- Headline – Catch someone’s attention – don’t push them away (Get Help With Headlines Here.)
- Copy – What you say above the image and below the headline. Tell a micro-story, or give a quick intro, but leave them hanging a bit, so they need to click to hear more…
- CTA (Call To Action) – Tell them what to do next – “Click Here to…,” etc.
This post is part of a series, click the links below to view the other posts in the Traffic Dance series:
- 5-Step Traffic Dance To Explode Your Business: Step 1 – Targeted Traffic
- 5-Step Traffic Dance To Explose Your Business: Step 2 – Sales Offer
- 5-Step Traffic Dance To Explode Your Business: Step 3: Exposure
Additionally, this series was inspired by a post by Andrew Draughon, which you can read HERE.
Ready to execute your own Traffic Dance to get more leads and sales in your business? Watch this video training to see how simple it can be.
