Article by: MaryEllen | Wednesday, February 27, 2019

By Matt Wolfe

Have you been struggling to drive highly qualified traffic to your website or offers?

Most people seem to be able to either drive a lot of traffic that doesn’t convert into sales very well or they haven’t managed to crack that nut on how to drive traffic in the first place.

In this deep-dive post, I’m going to walk you through how we drive traffic that’s reliable, consistent, and very qualified… Meaning that the traffic that we send actually buys stuff.

So let’s begin…

The Typical Way People Drive Traffic

Here’s how most people drive traffic with Facebook ads…

They create their offer page, they go to their Facebook ads dashboard, the find a bunch of targets that they think would be relevant and add them to an adset, and they point this traffic to their offer page. They hope that the combination of interest targets, ad images, ad copy, and landing page converts a small percentage of the people that see the page into sales.

The problem with this approach is that people don’t go on Facebook to buy things. People are on Facebook to see what their friends and family are up to and to see how many likes their most recent vacation photo got them. Your ad is interrupting that experience for them and you have no real idea if the interest targets you selected are actually people that would want what you’re offering. More than likely, they liked a page a couple of years ago, forgot they liked it, and now their seeing your ad which may or may not still be relevant to where they are in life right now.

Now, here’s how most people drive traffic with Google search ads…

They create their offer page, login to the Adwords dashboard, create search ads for people who search their product name or who search for a competing product’s name. They may sprinkle in some broad keywords as well that are relevant to what they’re selling and hope that it pans out for them.

The problem with this approach to Google ads is that you’re mostly targeting “solution aware” people. The people that are going to see your ad are people that are already aware that your product exists or, at the very least, a competitor’s product exists. This is great and you should definitely scoop up that traffic, however, you’re not really getting your offer in front of new eyeballs that may have no clue that you’re the answer to their problems.

If you’ve ever run Google ads before, you probably also know that going after broad keywords can be very expensive and often lead to a lot of clicks that really aren’t your ideal customer.

Yes, there are some people that get lucky and the above methods work just fine and get them of a nice ROI. However, we like a little more certainty than that. We like to know that only the most relevant people are seeing our ads… and seeing them often.

That’s why we pieced together our own little traffic strategy… A strategy that we call The Perpetual Audience Growth Formula. It’s a mashup of strategies from about ten other marketers that we pieced together to build the ultimate traffic tactic. It drives consistent results and is easily predictable.

Now, before I go any further… This strategy is NOT for everybody.

If you’re unwilling to spend money to grow your business, this will not be for you. It relies heavily on paid advertising and a few key premium tools. Anyone with an aversion to investing money to get their business going, look elsewhere.

If you have nothing to promote, this is not for you. This isn’t a simple “make money online” scheme. This is a way to drive qualified traffic to existing offers.

If you have a product that is crap, this isn’t for you. No amount of great marketing is going to help you sell a product that people just don’t want.

If you’re not running ads already, we’ll show you how to do it right, from the start… If you are running ads already, this will show you how to tie everything together between Google, Facebook, and any other ad platforms you want to play with.

The Traffic Strategy In A Nutshell

Step 1:

Start by trying to think of things that people would search who have the problem that your product solves. Think of long-tail keywords and not really broad keywords.

For example, if you’re a plumber, think of keywords people would search for where your services would help. “How to fix a leaky faucet” or “How to unclog a toilet when plunger isn’t working”. I’m not a plumber so I don’t have the best examples. However, the simplest way to do this is to go to Google and start typing in some keywords and seeing what Google autofills in.

Google’s suggestion will be a good start to find some of these keywords. As you dive deeper into the process, there are several other ways to find keywords to target.

However, this first step gives us ideas of things that people are searching for where your solution can shortcut the distance between their problem and their goal.

Step 2:

Once you have 5 or 6 long-tail keywords that you want to start with, create a piece of content for each of them. It can be a podcast episode, a written blog post, a video, or some combination. We personally often hire a writer from the Problogger Jobs board to write us a handful of articles around the keywords we give them. You can do whatever works best for you and your flow to get some content out.

Publish these articles to your blog (we like self-hosted WordPress blogs). We’ll be using these articles to initially drive traffic to.

Step 3:

In Google Adwords, create a campaign for each article and write ads promoting each blog post. We typically like to create one campaign for each country we’re targeting as well. That way, if it works well in one country, we can scale by duplicating the campaign in another country.

Step 4:

Create retargeting ads on Facebook and Google Display Network and point people to your offer.

We basically use Facebook ads and GDN solely for retargeting. Remember, I mentioned that if we use interest targeting on Facebook, we’re probably interrupting people with an ad that’s probably not super relevant. However, if we retarget people who viewed a piece of content that was related to their problem, we know that this offer is super relevant to them. We used the initial Google ad and blog post to get people to “raise their hands” and say, “I’ve got this problem that I need solved” and now, with retargeting, we’re putting the solution to their problem right in front of their face.

From a prospect from it looks kinda like this:

My faucet is leaking – I’m gonna Google it and see what my options are.
See an article – “5 reasons your faucet is leaking.”
Later that day, they’re on Facebook or some random blog and they see an ad: “The simple solution to leaky faucets – Get in touch with Bob the plumber.”
The prospect thinks in their mind “whoa – how did this random ad know I needed a plumber?”
Prospect revisits your site – This time to your offer page.
Prospect calls you because the ad they just saw was timed amazingly.

That flow works with pretty much any business… Just replace the blog article and ad content with what’s relevant to your business.

You get them to “raise their hand” and tell the ad networks they have a problem that needs solving through search ads and quality content. You follow the “hand raisers” around the internet with your offer to fix their problem.

Here’s a simplified version of this new advertising flow:

When done correctly, this honestly gets people thinking that you’re inside their head. Everything looks so well timed and your ads just seem like they’re popping up at the right place at the right time.

Why “The Perpetual Audience Growth Formula?”

I know the name is a bit of a mouthful. At Evergreen Profits, we simply call it a “P.A.G.” We find ourselves saying to each other, “let’s run a PAG to the offer and see how it performs.”

We call it that because, while you are driving a lot of traffic, you are, more importantly, building audiences that you can tap again and again in the future.

This strategy will grow your list. If you have opt-in forms on your blog, you’ll see your list skyrocket. These are people you can mail over and over again with new content and new offers.

This strategy builds out Facebook retargeting audiences with qualified prospects. You can run ads to this audience whenever you want.

This strategy builds out your Google remarketing audiences with qualified prospects that you can get in front of over and over again.

This strategy grows your Facebook fan page. As people see your ads on Facebook, more and more of them will like your page, giving you access to promote organic and paid content to them.

This strategy grows your brand and name recognition. It will appear to the people that enter your ad ecosystem that you have a massive ad budget. They’ll see you everywhere.

Want To Go Deeper Down The Rabbit Hole?

Are you interested in building a system that consistently finds you new, high-quality, leads?

Are you interested in build a traffic strategy that you can basically create once but pretty much always works with minimal maintenance?

Are you interested in REALLY uncovering what your prospects are searching for that leads to sales of your products?

We are hosting a webinar with MaryEllen to tell you more about this entire system. Get on the list now while seats are available here.

About the Author

Matt Wolfe is one-half of the dynamic duo behind Evergreen Profits. He and business partner, Joe Fier, teach business owners how to grow their businesses online.

Matt is the systems and tech optimization guy who is a fanatic about content repurposing strategies. He’s famous for SEO, data analysis, split-testing and conversion optimization.