如何掌握和主宰 Traffic Sources (一)

6年前当我第一次看到有关网络营销的信息时, 我花了将近一年的时间才赚到第一笔利润. 其中一个最大的原因就是我的推广太分散了:  我会在Adwords上推出一个campaign, 在 Facebook上面推出另一个campaign,  以及会在我的所有的SEO网站上做推广. 我是在努力工作, 但是精力太分散了.

我没办法做到一个大幅度的提升直到我不得不强迫自己集中精力. 那时候我有$3, 000积蓄,我告诉自己我所有的存款都要用于 Facebook ads. 由于一些博客作者的案例研究, 我没有追逐那些热门的东西, 也没有切换我的着重点.

 

通过只着重研究Facebook, 每一天我都能学到新的东西:

1), 优化Bids的时候最好的方法.

2), 更容易获得ads批准的技巧以及最佳时区.

3), Facebook允许跑那些niches, 什么niches是可以盈利的.

4), 最有利可图的国家

在做了这个决定后3个月, 我从每天亏损上百美元转为每天盈利上千美元, 然后我就辞掉了我的工作. 如果我还是将精力投入到这么多的地方那么我是不可能做到这一步的.

 

掌握一个niche以及一个traffic source

我见到的一个常见的问题是着重于一个niche与着重于一个traffic source相比哪个好一些.其实对于这个问题并没有一个正确的答案, 因为无论哪一种方式都可以盈利. 就我个人而言,我倾向于着重于traffic sources. 因为很多知识对竞争者是不可见的. 人们可以很容易的盗取你的landing pages,offers以及creatives, 但是他们无法探知你的bidding策略, 优化过程, 你对交付bids的算法的理解以及你和广告商之间的人际关系.

但是多元化如何呢? 谨记你已经掌握了Airpush并不代表你会永远陷在那里. 在那里使用的东西可能同样也用于Leadbolt或是 Sendroid, 它们都是类似的东西. 你也可以最初在Airpush上面test offers, 然后扩展到其他的mobile traffic sources.

 

一旦你觉得你已经掌握了一个traffic source, 你就可以将你的20%的时间花费于尝试其他的traffic sources了.

选择一个traffic source

我需要申明一下, 这世上并没有所谓神奇的traffic source. 有上千个地方可以购买traffic, 而且在每一个地方都有人正在盈利. 如果你是新手, 那么我建议你选择那些其他人正在做广告的地方. 一旦你掌握了基础的知识, 并有了一个坚实的资金后盾, 你可以开始探索一些比较不起眼的地方.

 

想象一下, 如果现在是19世纪, 你因为淘金热来到了加利福利亚. 你并不知道应该从哪里开始挖, 如果是我的话我会在其他人正在挖的地方开始挖, 因为我知道那里一定会有金子. 尽管竞争激烈, 我着重于提升我的技能. 我还可以通过观察我的竞争对手来学到东西. 你也可以离开然后随机的在其它的地方开始挖, 但是那就只能考运气了. 有很多动力是基于稳定的,渐进式的改善.

 

在一个traffic source里面我喜欢的几方面.

1)Volume- 这是最重要的. 我不是真的希望掌握流量来源,如果潜在的花费上限是每天只有500美元的话. 我所学到的是有时候一个每天可赚$500的campaign和一个每天可赚$10, 000的campaign的工作量是相同的. 区别只在于可用的traffic的多少.

 

2)他们喜欢affiliate marketers- 这也可能是为什么多年来我没有和Adwords合作的原因. traffic的量确实多得惊人, 但是我可不想头痛于账号被禁这种事.

3)好的界面- 我可以批量上传ads吗? 界面清晰易于浏览吗?

 

4)Tracking tokens- 绝对有用, 如果他们提供动态的tokens以及转换像素来帮我优化的话.

 

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5)负责任的广告商- 他们了解平台吗? 可以帮到我吗?

6)付款方式- 不是一个真正的大忌, 但是越多选择越好. 我讨厌那些只接受paypal付款方式且让我承担那4%的手续费的地方.

7)The Moats- 新的竞争者进入将会遇到的障碍. 例如有些地方需要一个引荐或者是开始做广告的大笔存款.

 

8)精确的traffic- 这是说如果我想从加拿大购买traffic, 我想要这个traffic100%都是加拿大人.如果追踪显示15%的traffic是来自印度, 那就意味着我的ROI已经有了-15%的损失.

新手推荐

大约有1, 000多个traffic source可供选择. 我已经强调了这些, 因为这么多年来它们已经被证明是有利可图的, 而且很容易着手开始.

1) Social - PlentyofFish, Facebook

2) PPV - LeadImpact

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3) Mobile - Tapit!, Airpush, mMedia

4) 大人 - TrafficJunky, Exoclick

5) Media Buying - SiteScout

大部分人刚开始的时候不是通过 Facebook 就是 PlentyofFish. 可能是因为它们的优化过程比较容易理解: 你的主要精力会放在广告创意和人口统计上面. 像mobile这样的可能会比较难一点, 因为你需要增加其他的变量, 诸如运营商,操作系统, 手机以及需要顶级的追踪系统.

 

也许你已经注意到了, 我推荐的所有的地方都是自助服务的. (就是说你自己上传广告创意,自己做大部分的工作). 购买托管的(就是广告商处理所有的事情)会非常非常昂贵. 不过如果你已经开始了, 你应该拥有一个坚实的自助服务平台的基础. 它们会让你有一个很舒服的优化过程而不是依靠别人. 而且托管的购买往往需要大笔的存款.

 

但是... 竞争太激烈了.

只要是能赚钱的行业, 都不可避免会存在竞争. 人性使然, 习惯就好. 不要奢望一些不一样的东西, 尽力使其做到更好.

作为一个新手, 你如何和别人竞争呢? 你可以进攻一些别人不愿意进攻的地方. 如果每个人都在美国做推广. 那么你为什么不能在一个小一点的国家做呢? 在一个小国家每天盈利$200总好过于在一个大的国家亏钱(如果你预算比较低的话). 如果每个人都在往外扩展. 你可以拧紧你的统计人口, 使你的广告创意更有针对性.

让狮子和水牛打架去吧, 你可以选择被同一个地方狩猎的狮子践踏, 也可以去别的地方吃兔子.

 

努力向前

在今天快要结束的时候, 谨记每一个地方的基础总是一样的. 降低你的成本, 寻找最好的offers, 寻找最好的ads, 寻找最好的landing pages& 扩张. 我的观点是通过主要致力于一个traffic source, 你可以缩短学习周期以及开始摄取你的大部分竞争对手没有具备的知识.

原文来自于: How to Master & Dominate Traffic Sources Pt. 1

INTERNET MARKETING: HOW TO MASTER AND DOMINATE TRAFFIC SOURCES PT. 1

When I first read about internet marketing 6 years ago, it took me nearly a year before I saw my first profit. One of the biggest reasons was that I was kind of all over the place: I’d launch a campaign on Adwords, another one on Facebook, & then I’d work on my SEO sites. I was taking action, but it was spread out.

I wasn’t able to make a quantum leap until I forced myself to focus. By that point I had $3,000 in savings and told myself 100% of that money was going into Facebook ads. No chasing bright shiny objects, and no switching focus because of some blogger’s case study.

By focusing only on Facebook, I learned something new each day.

  • The best way to optimize bids at the time
  • The tricks and best time zones to get ads approved easier
  • Which niches Facebook allowed, and what made money
  • The most profitable countries

All the little “a-ha” moments started adding up. Within 3 months of this decision, I went from -$xxx days to +$xxxx days and was able to quit my job. I wouldn’t have been able to do this if I was fucking around on so many places.

Mastering a Niche vs a Traffic Source

A common question I see is if it’s better to focus on a niche or to focus on a traffic source. There’s no right answer because either way makes money. I’ve always preferred focusing on the traffic sources because a lot of the knowledge is invisible to competitors. People can easily take your landing pages, offers, & creatives. However, they can’t see your bidding strategies, optimization process, your understanding of the algorithm to deliver bids, & your relationships with the ad reps.

But what about diversifying? Keep in mind just because you’ve mastered Airpush doesn’t mean you’re stuck there forever. What works there probably works on Leadbolt or Sendroid, which are similar places. You can also test offers initially on Airpush, and then scale to other mobile traffic sources.

Once you felt you’ve “mastered” a traffic source, feel free to spend around 20% of your time trying out other places.

Picking a Traffic Source

I need to make something very clear: there’s no magic traffic source. There’s a thousand+ places to buy traffic from and people are making money on every single one of them. If you’re new, then I recommend sticking with the places that everyone else is advertising on. Once you get the basics down and start having a solid cashflow, you can start exploring the more obscure places.

Imagine it’s the 1800’s and you’ve arrived in California for the gold rush. You have no clue where to start digging. What I’d do is start digging where everyone else is because you know there’s gold there. Even though it’s competitive, I’m focused on improving my skills. I can also observe and learn from watching my competitors. You could go off and start digging randomly in other places, but that’s completely based on luck. A lot of motivation is due to making steady, incremental improvements. 

Some Things I Like in a Traffic Source:

  • Volume – The most important. I’m not really looking to master a traffic source if the potential spend limit’s only $500 a day. What I’ve learned it sometimes a $500/day campaign and a $10,000 could take the same amount of work, the difference is how much traffic’s available.
  • They like affiliate marketers – This is probably why I haven’t worked with Adwords in years. The amount of traffic is amazing, but I don’t want to deal with the headaches of getting my accounts banned.
  • Good interface – Can I bulk upload ads? Is the interface clean and easy to navigate around?
  • Tracking tokens – Definitely useful if they offer dynamic tokens and conversion pixels to help me optimize.
  • Responsive ad reps – Are they knowledgable about the platform and can help me?
  • Payment Options – Not really a deal breaker, but the more options the better. Also I hate places that only take Paypal and pass on that 4% fee to me.
  • The Moats – The barriers to entry for new competitors. An example is some places require a referral or a large $ deposit to start advertising.
  • Accurate Traffic – This means if I want to buy traffic from Canada, I want 100% of the traffic to be Canadian. If my tracker shows 15% of the traffic’s coming from India, that means I’m already at a -15% ROI loss.

Newbie Recommendations

There’s literally 1,000+ traffic sources to choose from. I’ve highlighted these because they’ve been proven to be profitable over the years and are easy to start.

A large majority of guys start out with either Facebook or PlentyofFish. It’s probably because the optimization process is easier to understand: you’re focused mainly on creatives and demographics. Something like mobile might be slightly harder because you add in extra variables such as carriers, operating system, handsets, & requires a top of the line tracking system.

Also if you noticed all the places I recommend are self-serve (which means you upload the creatives and pretty much do everything yourself). Managed buys (where the ad representative handles everything ) can be very, very profitable. If you’re starting out though, you should have a solid base with self-serve platforms. They get you comfortable with the optimization process instead of relying on someone else. Also managed buys tend to require a large deposit.

But….There’s Too Much Competition

If there’s money in something, there will be competition. It’s the nature of the beast, get use to it. Don’t wish things were different, work on becoming better.

How can you compete as a newbie? You can always attack where they aren’t. If everyone’s advertising in USA, why not advertise in a smaller country? $200 a day profit in a small country is better than losing money going after a bigger country (if you’re on a low budget). If everyone’s going broad, then tighten your demographic and make your creatives more targeted.

Let the lions fight over the the buffalos. You can either be trampled by the lions hunting in the same area, or be somewhere else eating rabbits.

Going Forward

At the end of the day, keep in mind the fundamentals are always going to be the same everywhere. Lower your costs, find the best offers, find the best ads, find the best landing pages, & scale. My point is by focusing on mainly one traffic source, you shorten the learning curve and start building knowledge most of your competitors won’t have.

Keep a lookout on the next article where I’ll talk about the bidding process, analyzing the competition, building relationships, and much more.

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