James: James Schramko here. Welcome back to SuperFastBusiness. I’m here with Ilana Wechsler from TeachTraffic.com.
Ilana: Hi, James. How’re you going?
James: Fantastic! Now, Ilana, you’ve seen a lot of traffic campaigns, paid campaigns with Google Ads, with Facebook. But of course, a major part of a campaign is wherever you’re sending that traffic to. The industry name for the most often used destination is the landing page. But how do you know if the landing page is actually converting or not?
Ilana: That’s a really good question. Because I often say to people, you know, I can teach you how to send the best traffic in the world. But even if it is the best traffic in the world, if your landing page is not doing its job of converting these people into leads or customers, then no amount of good traffic is going to fix the problem.
So we need to test if it is, you know, converting well, if it’s set up and optimized in such a way that there are design elements in place that enable people to do what you want them to do.
So often, the best way to test if it’s going to work is to run Google search traffic. So someone going to google.com, and typing in your bullseye kind of search query, and we will bid on that particular keyword. And if we can’t convert that search traffic, then there’s a problem with the landing page, essentially.
So this gives you the ability to pull your ideal customer out from the weeds based on what they’ve just typed into Google. So we know that they’re interested in whatever it is we’re trying to sell. Theoretically, obviously, you’re not going to get 100% people convert, but we should get a good conversion rate of the landing page based on search traffic.
Does that make sense?
James: It does. What would you consider a good rate? What would you be looking for when you start this?
Ilana: So we probably want at least a 5% click-through rate from the ad. So that means somebody who sees your ad, at least 5% of the people to click on the ad. At a minimum, I think for search traffic, we can get anywhere up to 15 to 20%, if it’s a really well-written ad, and the ad is really relevant to what somebody typed in.
And of those five to 15% of people we’d want to probably see, I think, at least about, you know, 5% conversion rate on the landing page at a minimum.
James: Right. So, I imagine, when you first start doing this, there are two things that I’m thinking about might be a question. One is how do you know what your bullseye phrase is? And does this cost more than you could actually make depending on what you sell? Like, is this just a test thing to start with? Or is it a campaign that we might be able to sustain?
Ilana: So, the answer is it depends. It depends what it is you’re selling on the backend. But I often say to people, even if we lose money in this campaign, we run it for a really short amount of time just to get our landing page converting.
And once we get that converting, then we can turn the campaign off, and then we know it works. And all our traffic is going to this high converting landing page. So, we’re sort of buying this data temporarily.
James: It’s like when I help people with their information products, so I see if they could actually give it away to start with or charge just $10. Because if they can’t give it away, or even get $10 for this product, then there’s a good chance they’re not going to get $1,000 for it or $2,000. So, it’s definitely test mode with a short-term goal of validating that it actually works, right?
So, how do you know what your bullseye phrase is?
Ilana: That’s probably another video, James.
James: I’ll take you up on that. So thank you so much for sharing, Ilana. TeachTraffic.com, you’ve got a whole world of education on how you can learn more about this.
If you’re running campaigns, if you’re thinking about running campaigns, you definitely want to hook up with Ilana’s training. She’s the best in the industry on this.
Thanks so much for sharing.
Ilana: Thanks so much, James. It was great.