Hello everybody! It is Brian Devine here with Top Line and welcome back for your Top Line Live at Five. I’m excited to have you here today and we’re going to do a real quick one because I want to talk about something that I think the word is throwing around a lot and it’s traffic.
Now, as a practice owner, you probably think of traffic as something very different than what I think of when I think of traffic. So I want to make sure that when you hear traffic and you’re talking to an online marketer or a marketer of any type, really, that you’re kind of on the same page and thinking about the same thing. Because obviously, when you are a practice owner and you’re thinking traffic, you’re thinking people coming in the door. That is the ultimate traffic that you want and that is exactly what you should want, right?
Now, for us, for online marketers, traffic is about getting people eyeballs to a website or to an online place of any time so it might be your website, it might be your social media accounts, might be your videos, whatever it might be. We talked about getting traffic, getting people to view all of that content and traffic is the lifeblood of all online campaigns. So if we’ve got an amazing campaign and you haven’t trumped just an incredible offer and I think we have the other videos, I talked about the “HSO” or the “Holy Smokes Offer.” If no one sees your offer, it doesn’t matter. So that’s why traffic is so important and it’s absolutely vital to the success of any online campaign.
Now, when we talk about traffic, there are lots of different types of traffic. There is organic traffic and that means that people found you just sort of by luck or happenstance or they’re somehow connected to you in one way or another and they just found you. That’s obviously the best kind of traffic. It’s also the hardest to get and is also the smallest volume.
Now, the other kind of traffic is paid traffic and that means you can pay for it through Pay-Per-Click campaigns through YouTube ads, Facebook ads, Facebook video ads, real-time bidding display ads, you name it. So the first gets really big when you start talking about paid traffic and there are lots of different ways to get it. There’s also different levels of cost. If you look at Google and Pay-Per-Click, you are paying for every time someone clicks on your ad to see your offer and that can get very expensive if you don’t know what you’re doing and there are things like phrase match, broad match and exact match within your ad campaign that will change what it costs per click and how often your ad is shown on display.
It also changes based on what happens when people get to your landing page or your offer page. Let’s say you just run an AdWords campaign for Google and you send people directly to your homepage where there’s no connection between the offer you made on Google to where you just sent them. Well, you’re not going to get a lot of good activity. Many people are going to land on the page and leave. That’s called a bounce. When that happens, Google starts to raise the cost of those clicks and they start to lower the amount of time that your ad has even shown.
These are the types of things that you need to be aware of when we’re talking about traffic because not all traffic is created equal and no traffic is the same cost. We really want to make sure that you’ve got this down. One of the more exciting things that is happening right now is retargeting through display ads or real-time bidding. It used to cost ten thousand dollars just to get in the game and have enough ads that would be displayed then you’re going to be spending at least 1,500 to 2,000 a month to have those ads shown. We are no longer in that world. We can do it at a fraction of the cost. If this is something you’d like to learn more about, let me know.
Give me some comments and I’ll share more on the next video or in one of the upcoming videos and I’m more than happy to do it. But again, traffic is really important to the campaigns and understand the different types of traffic that are available and we’re always talking about eyeballs—eyeballs on offers. All right, that’s it for me. Thanks so much for your time. Let me know what questions you have and I look forward to the next Top Line Live at Five. Bye for now!