Definitive Traffic Intensive by Perry Marshall

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Dear Marketing Professional:

I’m a huge fan of live seminars. The sizzling “brain energy” in the room…the unlimited networking opportunities…the behind the scenes, bottom of the swamp convos that happen at lunch or in the pub after the meeting…

There is no way to put a value on that kind of immersive experience. And I’ve hosted a bunch of ‘em.

But this time, we couldn’t do the live event. COVID smashed our plans into shards of broken glass.

So instead of just doing a Zoom version of the live event…which probably would have bored everyone to tears…we pivoted.

We completely re-organized the content, the delivery and the format. We worked intensively with our presenters to make it interactive.

Instead of three days of firehosing information, we stretched the information across seven weeks, in bite-sized morsels.

And that means that THIS time, the recording of the event is more than just a good…not great…substitute for the live event…it’s a VERY close approximation. You can quickly, easily, and at your leisure, execute the outstanding advice from some of the sharpest minds in 21st century PPC.

This is the most comprehensive A to Z treatment of digital advertising in internet history…

Each session places you in hyper-focused sessions with experts solving hard problems in real time, idea-sparking Q&A, group screen sharing and in-the-moment problem solving.

Instantly upgrade your mastery of…

Even if you outsource your traffic to an agency, you’ll be 1000% more equipped to ask questions and extract the most performance from your ad dollars.

You Get:

• 20+ cutting edge presentations from world-class traffic experts on Google, Facebook, YouTube plus a dozen smaller platforms

Get Definitive Traffic Intensive by Perry Marshall, Only Price $127

Here’s the list of the presentations you’ll receive:

• *3* Traffic BOMBSHELLS: In the Definitive Traffic Intensive keynote session, I’m dropping three bombshells. Bombshell #1: A Machete for slicing through the miasma of 20+ PPC platforms and 60+ targeting methods. By the end of the first hour of this session, you will have the means to isolate the very best choices FAST. For you – and for your clients. Bombshell #2: The New Future of Agencies. PPC management is a business that is about to change DRASTICALLY in the next five years. I’m going to show you the future – and how to dodge an armageddon that’s gonna catch a lot of unfortunate people by surprise. Bombshell #3: What the NEXT Pandemic is gonna be. (Hint: Has nothing to do with biology or medicine.) Imagine if you knew Coronavirus was coming in November… what would you have done? I’m informing you in advance what the next one will be and how to position yourself for it.
• MASSIVELY Scale Your Leads on GDN: The kickoff with Justin Brooke is an actual, factual case study on “How to generate 10,000 leads per day on Google Ads.” His “nuclear bomb” secret: How to “trick” Google into letting you pay per lead instead of per click. It actually unlocks a bidding method that isn’t in your current interface. If you want “best practices” advice about how to scale your leads fast, don’t miss this one.
• The Linchpin of YOUR Sales Funnel: Your opt-in offer is the most important element of your sales funnel. Why? Because if nobody opts in you don’t have a funnel. Period. Selecting, crafting, and positioning your opt in offer is $1,000….$10,000….perhaps even $100,000 per hour work. Don Crowther shows you how in this session.
• 15 mins to Lower CPC: How Load Time Chokes Your Traffic: Most advertisers know that website load time can have a dramatic effect on their ad cost and conversion rates. But they don’t know HOW MUCH it’s affecting them. And they don’t know where to start to find out. Dan Wilkinson will change all that for you in this module, so you can stop sacrificing big dollars to the Google and Facebook machines.
• A Direct Marketer’s Guide to LinkedIn: LinkedIn is the world’s largest virtual networking event…running 24/7. And LinkedIn activity is BOOMING, with traffic is up 44% since the shelter in place orders started in mid-March. If you do it right, it’s never been easier to get leads, customers, and clients from LinkedIn. And Ted Prodromou knows how to do it right. If you need clients, customers, or students fast…LinkedIn should be on your traffic “to do” list.
• Your Playbook for Bing Ad (and GOOGLE Ads!) Success: Microsoft has been working hard on their ad platform over the last year. They brought more traffic onto their network and enabled new targeting options and ad types. Yet most people can’t get Bing Ads to work. The reason? They just import their campaigns from Google Ads and let them run on the defaults. If they only took 10 minutes to follow a simple post-import checklist, it would make a huge difference to their results. Alex Makarski will give you the checklist and playbooks you need to make Bing Ads work for you. (BIG BONUS: Alex will show you how to use Microsoft Advertising data to improve your Google Ads campaigns.)
• Your Guide to Winning During the Crisis: Agility trumps survival. In the news, you hear about businesses closing and how many are hoping to merely survive. What you don’t hear about are businesses that are not only surviving; they are thriving via fast, smart moves. Learn from Rob Sieracki and Nick Morgan of Ox Optimal what it takes to win and win big during a pandemic. They’ve got dozens of cases, small to large, of companies that beat the pandemic. You’ll get: First-hand insights on moves that actually work; Tangible strategies to guide you through the pandemic; The data behind what’s working and what’s clearly not
• Profitable YouTube Ad Campaigns…from the Start: YouTube advertising has been around for quite a while now, but there are still online advertisers who wonder: How do I get started the right way on YouTube? That’s why I asked Tom Breeze to do a special “How to Go from 0 to 1 on YouTube” tutorial. Tom’s going to show you what you need to do to give yourself the BEST chance to be profitable from the start on YouTube. AND he’ll show you all the tools he uses day in, day out to create profitable “start-up” campaigns in his agency.
• The PERFECT Conversion Funnel: Funnel expert David Nadler shares his 5-step process to choose your next funnel with certainty. Too many business owners pick a funnel strategy based on what someone in a mastermind says “is working now”, what they saw another business owner (with a completely different product and market) succeed with or some other humblebrag they saw online. If you don’t have a good funnel in place–or better yet, a system to help you pick the right funnel every time–it doesn’t matter how good your traffic strategies are. Pay attention here, because David is the only DTI expert addressing what to do with the clicks once you get ’em.
• Podcasts That Make You Money: Few people know more about entrepreneurial podcasting success than Joe Fier and Matt Wolfe. Joe and Matt earn over 7 figures as affiliates from their podcast…they have an email list of over 100,000…they have appeared on over 200 other podcasts…and they are the go-to guys when it comes to monetizing podcasts. If you want to monetize your current podcast or develop a new one, you need what they present in this session.
• Three Pillars of Successful Facebook Advertising Campaigns: Facebook advertising success is about doing the RIGHT thing… The right content at the right time to the right audience. Bob Regnerus at Feedstories has perfected a method that does exactly that. It’s called Deep Funnel marketing and it makes your ads appear magically RIGHT when your prospect needs to see them. (Bob’s method works for any kind of products or service, but it’s ESSENTIAL if, like me, you sell high ticket items.) My business relies heavily on Facebook advertising and there’s nobody I trust more than Bob to run it.
• Amazon Profitability…Even if You Don’t Think You Can: Does navigating Amazon feel like hacking through the ACTUAL Amazon with a dull machete? Jaguars and anacondas ready to pounce, bleed, and squeeze you dry? It takes most advertisers YEARS to slice and slash their way to monetizing Amazon profitably. If you go the hard way…without a map…and a without a guide. But Nick Morgan of Ox Optimal can show you how to bulldoze your way to success faster…and start building and growing your Amazon business.
• Scaling & Putting It All Together: Mark Ingles is my “Mr. Fix It” when it comes to Google Advertising…and, frankly, most other stuff too. When it comes to analyzing a marketing funnel and figuring out what’s wrong…what you need to tweak, how you need to massage your offer, and what’s keeping you from SCALING…Mark’s the guy. Mark is going to show you: How to spy on your competitors and “steal” audiences based on their traffic; How to know when throwing more money at your advertising will NOT help you scale…and 2 levers to pull when the “money lever” snaps… And more!
• 6 New (Really!) Ways to Improve Your Google Ads: In this module, Google Ads master Mike Rhodes will show you: A new way of diagnosing your Google Ads account (something Mike’s NEVER shared before); How to wrangle an edge over the bots by synthesizing multiple data points (“Until now this has been hard if not impossible”); A tool that will help you apply these insights to your account immediately, in a matter of minutes…Mike will show you how.
• How to Battle the Bots and Win (PPC in the Automation Age): Frederick Vallaeys shows you how it’s possible to win at PPC in the age of Bot Supremacy. He dives into the current “State of the Union” of PPC automation, why “Humans + Computers” are better than computers alone…and why you should not cede control, how to wrest control back from the bots with automation layering and how to use Ads scripts to maintain control – Frederick will even show you some free ones you can just copy-and-paste to use in your accounts right away!

BOMBSHELL: THE Master Road Map for Paid Traffic

Is there a model that brings it all together? A road map for implementation that covers EVERYTHING, such that you can plug-and-play all the different traffic sources?

For the first time in the world, now there is. It’s never existed before now. It is now under development. It was my keynote on Day One of Definitive Traffic Interactive.

All these platforms interlock in an ingenious way – which means there is a unique 80/20 for YOUR business. Reddit may be THE most interesting topic from the entire Intensive… for six people out of the hundreds in the audience. It has a supplemental role to play for perhaps 30.

Chances are, you need to competently utilize four of these platforms and expertly use one of them. Specifically, you need to be razor sharp at (for instance) two of ten different audience targeting methods on Google Display Network.

Or perhaps you need a very specific combination of Google Search ads, Facebook and Instagram.

Or you may find that a very particular combination of YouTube pre-roll videos, combined with Pinterest placements and Amazon ads.

In 2019 Google DECIMATED alternative medicine, IRS negotiators and debt management firms.

(And before we go any further, don’t you dare think, “But that’s not my niche…”) Erased utterly from organic, gone from paid ads. Dissolved. Done. Scorched. Dead as tumbleweeds blowing through the Mojave. Most people were decimated. Top Planet Perry members (including a Roundtable member who performs tax negotiation) were unfazed. Why?

1 is the DEADLIEST of all Numbers

Cliché… yet it’s true. And 2 isn’t much better. Diversify your traffic sources… or else. If you’re dependent on one traffic source, one customer, one niche, one product, one employee, one keyword, one ad, one audience… it’s not a question of whether, but WHEN.

Jay Abraham preached Diving Board vs. Parthenon. Diving Board makes it easy to shoot up fast, but you always fall.  Parthenon’s many pillars have stood for millennia. You need a traffic Parthenon.

ANTIFRAGILE: If you’re over-dependent on one or two traffic channels, your business is waaaaay more fragile than you think. You must develop a meta-level mastery of traffic to build an anti-fragile business.

As soon as Google or Facebook or whoever starts killing off players in your niche, all your competitors lose their access to the market… and the buyers come to you (just through a different channel).

PREVAILING players ultimately benefit from the earthquakes, volcanoes and tsunamis of paid traffic. Every single time Google did a big Google slap, 1-2 months later my best students would confide in me: We’re getting more visitors for less money than we ever have before… and most of our competition has vanished!

Those who do not market online might say, “Then don’t use Google. Boycott them. Use somebody else. And organize a protest march. Surely some Social Justice Warriors will stand with you while you wave placards in Mountain View.”

Easier said than done, amigo.

“Keep your friends close and your enemies closer” – that’s how Bill Gates described his relationship with dudes like Steve Jobs. Competitor? Certainly. Doesn’t mean he didn’t create Microsoft Office for Mac anyway.

Right now, we have no choice but to do business with Google…and Facebook… and Amazon… and Apple… even if they are evil.

Consorting with tax gatherers and sinners as readily as priests and professors. Wise as serpents. Gentle as doves.

We must be shrewd, wise, cunning. And sleep with one eye open.

If the hackers don’t vacuum out your bank account, the robocalls from Facebook will…. all you have to do is answer your phone.

This is why I organized my first traffic event in nine years: Definitive Traffic Interactive. I know, that seems like a long hiatus from traffic for the guy Entrepreneur Magazine called “the #1 author and world’s most-quoted consultant on Google Advertising.”

And yes, I’ve sold 200,000 marketing books including Ultimate Guide to Google Ads (6th edition coming in late 2020), Ultimate Guide to Facebook Advertising (4th edition coming late this year), Ultimate Guide to Local Business Advertising. And 80/20 Sales & Marketing which authorities like Brian Kurtz, Rich Schefren, Jeff Walker and Richard Koch say is one of the greatest marketing books of all time.

I wrote the forwards for Ultimate Guide to Amazon Advertising by Timothy Seward… and Ted Prodomou wrote his Ultimate Guide to LinkedIn for Business because I told him to… then introduced him to the publisher.

My last major traffic event was Maui 2011 and it was already clear by then that, contrary to popular belief, traffic wasn’t the real issue. The real issues were in Conversion, Economics and 80/20. So I engaged in deep exploration of those strategies. That’s why I introduced 80/20 Sales & Marketing in 2013 and The Star Principle Seminar with Richard Koch in 2014.

Rosetta Stone of 2018 is already legendary for its unique treatment of Network Effect, the #1 moat around any business. I’ve now presented Rosetta Stone in Europe and Australia, enthusiastically received by international audiences.

I am far more interested in longevity and tenacity of businesses, than merely starting them. I’m extremely proud of the growing number of clients who have built and sold their companies for $10 million, $100 million and more. Ed Harycki sold Loan Builder to PayPal for a large sum of money. That is now a billion-plus dollar business that you see every time you log in.

FanDuel and InfusionSoft were in their proverbial diapers when I first met them; many other empires quietly chug along, earning their owners enviable livings and lifestyles without anyone having to sell to a 3rd party.

Also during the intervening years I founded the world’s largest prize for basic science research with judges from Harvard, Oxford and MIT. My Swiss Army Knife tool is derived from concepts in evolutionary biology; the 80/20 Curve was published in Harvard Business Review Italy and NASA’s Jet Propulsion Labs uses it as a productivity tool for their in-house staff training.

All during that time, we have continued to sell the world’s best books on Google and Facebook; my co-authors are among the most respected people in the traffic space; we’ve conducted smaller trainings and workshops and we’ve taught our students that traffic alone is NEVER sufficient to build a solid business.

Everybody in the traffic business takes my phone calls. I can bring together the smartest traffic guys in the world, all under one roof. I have assumed the role of the Elder Statesman and that is what I am doing in Definitive Traffic Intensive.

Since my Maui 2010 and 2011 events, traffic changed completely

In 2011, there was no complex, strategic choreography between 3-6 paid traffic platforms; it was just spray and pray. But as you move down this page, you’re about to make a major discovery. Because none of these platforms will perform at its best in isolation. In fact each has a specific, optimal relationship to all the others.

Indeed, “ONE” is the world’s most dangerous number and you must diversify. But the exciting part of diversification is that you can extend the reach, depth and conversion rate of your content strategy. While simultaneously making your business antifragile and self-healing.

Definition of Antifragile: Systems that become stronger after they are broken. Nassim Nicholas Taleb never says this in his book but all antifragile systems in existence are living things or their derivatives.

Your mission, should you choose to accept it is to make a supple, living traffic strategy instead of a dry, mechanistic, brittle 2015 traffic strategy. Organic. Not “free search engine rankings” organic, but organic the way that healthy soil thrives with fungi, algae, microbes, moisture, fauna, plant roots, organic matter, ants and earthworms.

Traffic Anti-Fragilistas in Planet Perry

Shanyn Stewart, an accountant and tax strategist, joined Roundtable at the beginning of 2018. One of her major objectives was to diversify her traffic. We went to work. As of late 2019 she had an admirable flow of leads from Google Ads.

Then the Google Guillotine dropped. IRS negotiators were banned from Google paid AND organic listings.

Even her attempts at YouTube were met with futility.

So yes… she was negatively affected.

But this development was FAR from disastrous. Why?

Because she still has Facebook, Direct Mail, industry referral sources, email lists, podcasts, speaking opportunities and billboards.

Bill McClure was banned from Google. Bill was violently Google slapped because they detected previous affiliate activity in his account. He was convicted of Treason by some nameless, faceless person at Google Headquarters. He owned coffee.org and his previously thriving business was deeply imperiled for a time.

But he flew into action and built out banner ads, online yellow pages listings, links from other sites, upsells, cross-sells, direct mail, referral incentive programs, loyalty programs and affiliate partners.


Two years later after Google suddenly switched his ads on again, he said, “Even now, Google is only 30% of our business. We’re not vulnerable like we were the first time. I will never allow that to happen again.”

I MYSELF was banned from Facebook for 12 months. Their ad review people took offense at my claim that you could 80/20 to make twice the money in half the time, so they booted me off. No recourse. Not only that, a few years ago I had a MAJOR setback on Google’s organic side. After one of their infamous updates, 90% of my organic search engine results for keywords related to Google advertising vanished. (The irony of these injuries is not lost on me. Who knows how many billions of dollars I have helped these companies make.)

Both of these injuries hurt – A LOT – but neither was catastrophic. I still had Google paid ads. I still had considerable traction on Amazon. I still had bookstores (even including airports) as well as referrals, affiliates and speaking opportunities. The immediate impact on my bottom line was only incidental.

Most online marketers get 70% of their leads from one traffic source and 85% of their traffic from two. Most web businesses are incredibly fragile and vulnerable to the slightest hiccup.

Are you?

Get Definitive Traffic Intensive by Perry Marshall, Only Price $127

The Master Traffic Source Roadmap

Below is one of the most strategically important graphics that you will ever see in this business. This is my “Maze 2.0 Media Map” and it is a breakdown of nearly every form of media in existence… from eBay to text messaging to newspapers and Wikipedia to Google Display Network.

This map 80/20’s the dizzying array of traffic sources – there are over 50 listed here – and helps you pinpoint the three to five appropriate sources that will attract and nurture the quality traffic you demand.

NO ONE CAN COMPETENTLY MANAGE 20 TRAFFIC SOURCES… MUCH LESS 50!

So I’ve broken the massive complex of traffic sources into four simple quadrants:

The upper half is live – like phone calls and instant messages. The lower half is recorded, like direct mail letters and YouTube videos.

The left side is text. The right side is audio-visual. The center is your customers ‘inner sanctum’ and the outer edge is the periphery of their awareness.

If you can touch your prospect once in each of these four quadrants – for example Google ads (recorded text), YouTube ads (recorded a/v) Facebook Instant Messenger (live text) and webinar (live a/v) you activate all the major selling modalities and you seem as though you are everywhere. Even though you are only working in 4-5 media – and you’re only “pretty good” at two of them.

Quality paid traffic in quantity is the best magic carpet ride ever. When it works, it is thrilling.

You say to yourself, “People are coming to my website and they’re looking at what we do and taking action. We’re dialing in our sales funnels and we’re testing completely different, fascinating psychologies and radical alternative offers. It’s getting better every day. The numbers keep rising higher.

I like logging into my shopping cart because every day the numbers are uplifting. (As opposed to when they’re going bad and you’re like, “I don’t even want to know. I don’t even know how to know how bad today was. Yesterday we only sold $900.“)

If you get caught between the wheels, life only gets worse. A long horrific fall to the bottom.

The Top 1% Advertisers are years ahead of everyone else and continue to prosper even as others languish. 95% of advertisers are too lazy to tune their campaigns for the highest possible performance.

If you’re one of the 95%… too bad for you.

Yes, there was a span of time in Google Ads where all you needed was a bigger, badder keyword list and a bunch of quotes and brackets and you could scoop up all kinds of traffic other people were missing.

Those days have evaporated like morning mist. But there’s a hidden advantage: Your competition is considerably more distracted right now. Planet Perry member Eric Lewis put it this way…

How Google Thins the Herd:

Google is calling your clients. They are calling your client’s boss. They are calling the CEO too. (Notice they’re not waiting for those guys to type their question into the search box… Google is picking up the phone and dialing.) More sophisticated reps dress their sales pitch as a special invite only “Acceleration Program” – and they make big growth promises.

Consultants who don’t stay ahead of this are making a HUGE mistake.

Personally, I don’t find Google ads terribly complex. The basics are more important than ever – mostly to sort out BS and hype from Google’s direct reps and agency partners.

HINT:

If you’re talking to Google or a PPC consultant and their shtick includes the following buzzwords:

  “Machine Learning”

“The algorithm”

“Invite Only”

or

“Alpha and Beta Tests”

One Year from Today, Your Traffic Strategy Could Look Like This:

This is the fabled “Tactical Triangle” invented by Jack Born. It contains everything that matters in marketing: Traffic, Conversion and Economics, with 80/20 in the center.

You get traffic, then you convert the traffic, then you collect money from the traffic, then you re-invest your profits back into traffic. Your mission, should you choose to accept it, is to create an unstoppable virtuous circle.

12 months from now, you’ll have not merely one traffic source of brand-new prospects… but three.

As you see here, you also a fourth major source of remarketing / retargeting traffic. It plays a major role in converting tire-kickers into customers – affordably and profitably.

You have small, low-budget, 5th and 6th platforms that work to enhance your customer conversion numbers with very low cost and low maintenance.

ONE of these traffic sources, you watch like a hawk. You constantly test and tweak, as all 21st century marketing professionals do.

The other sources run reliably with fairly little fuss.

And if one breaks – you’ve still got 2-3 viable choices, with spare tires in the trunk.

You will conclude Definitive Traffic Intensive with a blueprint for achieving all of this. Using ONLY the platforms – and parts of platforms – that are directly appropriate to YOU.

You may be the only person in the room who uses your particular, customized combination. You and you alone.

No Need To Do All At Once: You Get To Do It In Stages

You don’t have to do this all at once.

Phase 1: Toehold. You safely and economically test traffic sources, mostly using remarketing / retargeting and branded terms.

Phase 2: Foothold. Once you have established your baseline metrics and profitability with low-risk traffic, you venture out into the more treacherous and opportunity laden waters of cold traffic.

Phase 3: Expansion. The “expanding universe theory” I spoke of in my original Definitive Guide to Google AdWords in 2003 – except now it is across multiple scalable platforms and Paid Social Media.

Definitive Traffic Intensive is the grand synthesis of all the paid traffic sources above, and especially the glue that holds everything together – retargeting.

Google Search – Eric Weinstein Manages Peter Thiel’s Venture Capital group, is a podcaster and progenitor of the Intellectual Dark Web. Eric has a theory he calls DISC – Distributed Idea Suppression Complex. Weinstein proposes that universities, science publishing, “journalism” (if you can even use the word journalism with a straight face in 2020) exist not for the purpose of disseminating great ideas… but preventing them from reaching the mainstream.

Consider for example that cancer treatment has scarcely made a stitch of progress in 40 years despite 100 billion dollars of government funding… never mind the charitable donations and private sources of research money. But the people who gave that money and did the research had such righteous intentions…

None of these are conspiracies so much as they are bureaucratic systemic parasites that exist for the purpose of maintaining the status quo and reinforcing cherished assumptions.

Consider for example that alternative medicine, debt management firms and IRS negotiators were eradicated from Google search last year. Ask yourself why large institutional behemoths like Medline and WebMD are the only sites left when you search terms like “knee pain.” (Go ahead. Try and see for yourself.) Ask yourself why newspapers and “journalists” never seem to write stories about the security problems of IOS.

One could certainly make an argument that slaves powering 19th century galley ships made a substantial and valued contribution to the world economy in ways that still benefit us even today; and were simply necessary collateral damage which nonetheless produced a positive net economic result.

Similarly, if your advertising dollars are the resource that ultimately teaches Google’s AI robots smart bidding strategies, you can at least pat yourself on the back knowing that you made a net contribution to the world… even though you filed for Chapter 11 bankruptcy.

Maybe we could make “Entrepreneur’s Day” a national holiday in your remembrance. Sort of like “Veteran’s Day” for failed business owners.

Meanwhile when the music stops, we need to make sure you’ve got a chair to sit down in.

Google’s reps are incentivized by getting advertisers & agencies to lean into the AI & spend more money. Good for Google’s shareholders, possibly not so good for your profits. The AI is still a toddler, and toddlers require supervision.

The old understanding is not enough. Most people make technology their slave. In paid online advertising you must always be the master. Automation must be your servant. If you submit to it (like a dog rolling over and urinating on itself) Google owns your business even though you take all the risk.

Mike Rhodes, my Google Ads co-author will detail most surefire means of maximizing impression share, quality score, Retargeting Lists for Search Ads… the latest psychology of search. How to monitor Google’s AI to make sure it’s working for you not against you.

We’ll reveal multiple ways you can sleep with one eye open, yet keep two eyes firmly on how the AI is behaving & what it’s doing for you. Mike will also give away a script his team has created to do some of this automatically.

Get Definitive Traffic Intensive by Perry Marshall, Only Price $127

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