The other day my daughter came to me. And she said to me, Mommy, can we do a puzzle? I said, Sure. I love puzzles. Let’s do it. And she proceeds to hand me a bag of puzzle pieces, okay? So I get this bag, okay cool. I open the bag and there is only puzzle pieces in there. And I say, okay, where’s the picture of what this puzzle is going to look like? She said, I haven’t got it. Okay, how are we going to solve a puzzle without knowing what the finished product looks like?
It’s kind of like looking at a blank screen. I thought, okay, don’t panic. Let’s say I did have the picture. What’s the first way I start to solve a puzzle? Anyone, really? The edges, the corners, right? You start with the corners. The reason you start with the corners is because the corners help you reveal what the next pieces in the puzzle. And then that additional piece reveals what the next piece etc. And you can build out your puzzle purely by starting with the corners. And it was at that point that I realized that this is actually really similar to what I do when I either help people that Teach Traffic or help them in my agency, right? The first thing I do, regardless of what business they’re in, regardless of what industry they’re in, is we start with retargeting, right? Because that’s low-hanging fruit.
And in actual fact, your retargeting campaigns are your corners of what I’ve called the paid traffic puzzle. Retargeting on search, retargeting on Google Display, YouTube and social. Because at the end of the day, if you can’t actually get retargeting to work for your business, personally, I’m of the belief you don’t have a puzzle at this point. You’ve got to change your offer. The answer is not more traffic. The answer is changing your offer to get it to work for your business, and then you just need more traffic. So they’re your corners of the paid traffic puzzle.
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