Learn how to plan, budget, and execute a paid traffic campaign throughout your entire funnel, using every medium. Most business owners either don’t invest in paid traffic. Because when they try it, they fail. Usually, this is because they send paid traffic straight to an offer page without going through the funnel psychology mapping formula.

1. How to spend money on
paid traffic (and make
more back!)
by Ewa Wysocka & Samuel P.N. Cook

2. 1. STRATEGY fundamentals
2. FUNNEL psychology and mapping
3. EXECUTION process
4. Defining your NUMBERS (KPI’s)
5. CONTENT integration
6. PAID TRAFFIC integration
7. OPTIMISATION
8. CUSTOMER SERVICE process set up
Our 8-Step Digital Marketing Formula

3. Online FUNNEL = CONTENT + PAID TRAFFIC

4. 7 Rules of Paid Traffic
1. Start with a Funnel.
2. Find a Cold Traffic
Source.
3. Remarketing
Roadmap.
4. Writing your ads.
5. Setting Your Budget.
6. Optimize your
campaign.
7. Scale your Campaign.

5. Rule #1: Build your
funnel
1. Ideal Customer Persona
2. Funnel Map (Customer
Journey).
3. Content Strategy

6. Rule #2: Pick Your Cold
Traffic Source
1. Facebook vs. Google
2. Market Awareness Level
3. Market Sophistication
Level
4. www.IsFbForMe.com
5. www.IsAwForMe.com

7. Facebook Targeting
(Warm Traffic)
1. Customers
2. Email List
3. Facebook Fans
4. Website Visitors
5. Video Viewers

8. Facebook Targeting
(Cold Traffic)
1. Lookalike Audience
(Past Buyers) +
Interests.
2. Lookalike Audience
(Funnel Steps) +
Interests.
3. Partner Based Targeting.
4. Interest based targeting.

9. Rule #3: Create Your Remarketing Roadmap
Landing Page When to start When to stopNaming Convention

10. Rule #4: Ad Copy Matters
(A LOT)
1. Image Copy - Build Curiosity
for your persona.
2. Post Copy - Sell the click
● Short Copy (Short Q&A)
● Medium Copy (See More)
● Long Copy (Email length)
● Long-Ass Copy (Blog Size)

11. Rule #5: Planning
Your Budget
1. Spend over 50% on
Free Content
2. Persona + Action =
Gold Mine for
Remarketing
3. Do Remarketing on
Every Platform you
can.
RyanKrance
Perpetual
Traffic

12. Rule #6: Optimize
Your Campaign
1. CTR (Does it matter?)
2. Measure your KPIs
(CPL, CAC)
3. Test Copy & Creatives
4. Test Everything else
5. www.Adespresso.com

13. Which Variation will Win?

14. Rule #7: Scale Your
Campaign
1. Increase Slowly (FB)
a. Add Page Post Ads
b. Increase Budget
c. Add Instagram
2. Google Banner Ads
3. YouTube Video Ads
4. Perpetual Traffic

15. Paid Traffic in Action
(2 Case Studies)

17. Go for:
LTV > 3 x CAC
LTV - Customer Lifetime Value
CAC - Customer Acquisition Cost

18. Case #1
● B2C
● LTV ~ 110 PLN
(video courses)
● CAC should be max
36 PLN

19. Webinar Campaign
FB video ads
FB retargeting to
video watchers
ONLY FB retargeting
to Webinar
Signups ONLY

20. Ad budget distribution
20%
20%
60% (!)

21. Conversion results
2896
(40%) 966
(30 %) 145 units
(15%)
7240

22. Price per events
1,7 PLN
5,1 PLN
34 PLN
0,68 PLN
0,05 PLN

23. Case #2
● B2B Business Training
● LTV = $10 903 (a line of
Business Coaching
Products: main product,
upsells and downsells)
● CAC should be max $3 654

24. Application Calls Campaign
FB video
ads with
CTA
Offer
Optin in
Ad

25. Ad budget distribution
5,3%
0,27%
93,7%(!)
0,23%
0,067%

26. 44
(67 %)
Conversion results
44
(67 %)
65
(7,5 %)
35
(79%) 17
(49%)
864
(14%)
6 043
(10%)

27. Price per events
$ 7,94
$ 105,52
$ 155,88
$ 412,33
($3 712)
$ 0,88
$ 0,09
$42,50
$60,73
$141,70

29. 10th - 11th June, Warsaw

30. 1. Your Ideal Customer PERSONA
Document.
2. The UNIQUE SELLING PROPOSITION for
your persona.
3. Your FUNNEL MAP in Lucidchart
software:
● Including: web page map, email
campaign map, video campaign map,
cold traffic ad map, remarketing ad
What you will leave
“Funnel Masters” with:

31. 1. You need an actual business case (product!) to work on.
2. You need to be ready to implement it.
3. Workshop is limited to 15 people ONLY (last 4 seats!)
4. Price is 3 999 PLN.
5. You must apply and pass an interview with us to attend.
Rules of “Funnel Masters”:

32. To get one of final 4 seats fill in
the form:
tcmeetup.com

33. tcmeetup.com
Apply before 26th of May:

34. How to Optimize Your Funnel
June 2nd, 7pm, Google Campus Warsaw

35. Video production & Photography by projecton

36. tcmeetup.com
Apply before 26th of May: