Learning Center

The 2015 Rollout Strategy

This strategy is not ideal for all businesses.

It is designed for aggressive direct response marketers who want to scale fast and large. By aggressive, I do not mean unethical or illegal either. I just mean companies with proven offers and the cajones to play big.

Overview:

There are new ways to squeeze out more ROI.

Our 2015 roll out strategy is designed to explode your monthly visitors and leverage new cutting edge digital advertising options for unheard of ROI. It starts with Google Display Network [GDN], AdBlade Yahoo Gemini [AB], and Taboola [TB]. These three networks are commonly used by top media buyers because they provide massive traffic at a great CPC with precise targeting options. We recommend using these 3 networks for bulk clicks to your landing page.

Next, is the hottest new trend in retargeting; Video retargeting. By using Google Remarketing lists and Facebook’s website custom audiences you can use Youtube ads and Facebook video ads to retarget your landing page visitors with short videos. We’re seeing double the conversion rates with video ads going to the same pages that other ads are driving traffic too. Use video retargeting as a way to recycle those bulk clicks into even more traffic.

Finally, just like you would use email follow up sequences to push people through your sales funnel, you can use Facebook website custom audiences, lookalike audiences, and Google remarketing lists to push your visitors through your sales funnel. Read on to learn how we use both of these to reduce shopping cart abandonment.

Proof:

For the last two years we’ve worked with over 25 of the top direct response marketing companies. We’ve consulted on split tests, media buys, ad networks, audiences, and we’ve seen the results of those tests. We also use competitive intelligence tools WhatRunsWhere, AdBeat, SEMrush, SimilarWeb (etc) to analyze trends of leading direct response companies and their competitors.

This gives us a lot of data and a lot of experience to draw from.

Based on all of our experience and the data that we saw last year, we believe this 2015 roll out strategy is the strongest digital advertising roll out strategy for aggressive direct response marketers. If you’ve ever thought to yourself “Man I just wish I knew what works,” then this blog post is going to be the best blog post you read all year.

To make sure you don’t think we’re just making this up, below we’ve included screenshots showing ad spend by network for a few of the worlds largest digital advertisers…

StansberryResearch.com Ad Spend by NetworkRollout Proof 2

Instaflex.com Ad Spend by NetworkRollout Proof 3

Did you notice that Google and AdBlade are the only two that all 3 companies had in common?

Listen, we’re not making this shit up. We have access to an overwhelming amount of data that shows this strategy is a collection of “cream of the crop” digital ad strategies. The best part is, it doesn’t matter if you’re a one man shop or you have a team of internal media buyers, anyone can drive millions of clicks profitably with this strategy (providing you have a decent sales funnel).

Obviously, some customization might be needed based on individual needs, but we felt this is a good template for companies to start with.

Detailed Breakdown: Bulk Traffic
Rollout Strategy High Volume

[GDN]: Google Display Network


With Google Display Network you can use aggressive style direct response banner ads while targeting your ideal audience. For example, if you’re selling muscle building supplements you can target pages by keyword (Benchpress, Deadlift, Powerlifting, etc) then also layer demographic data on top to ensure it’s highly targeted traffic. Your landing page will still have to be Google compliant, but they tend to be more lax on their display side than with their search ads.

Examples of Google compliant landing pages…

These were all running on Google at the time of writing this article. Things may change over time, the Internet is good at that. You should always read the Google advertising guidelines yourself and frequently as they do tend to change.

[AB]: AdBlade
 Yahoo Gemini

AdBlade Gemini is friendly to aggressive direct response marketers. All the top CPA offers are using AdBlade Gemini because their ad units look great and get high CTR’s. They used to be a 2nd tier ad network mostly used by rookie CPA marketers looking for cheap clicks, but recent changes in their ad unit design (NewsBullets) and inventory is quickly making them a 1st tier for those in the know. AdBlade Gemini is a high volume network with great targeting options including geographic, psychographic, and of course demographic.

EDIT: As of June 2015, I’ve swapped out AdBlade for Yahoo Gemini. The two are very similar, but Yahoo has much higher quality traffic. My clients are also seeing FAR more conversions with Yahoo Gemini, than they were with AdBlade.

[TB]: Taboola


Taboola is a native advertising network and is the new dog in an aggressive direct response marketers yard. They allow you to put teaser ads for your advertorial/editorial content on their vast publisher network of sites like Forbes, Time, TMZ, and many other 2nd tier media sites. The CTR’s these ad units get are much higher than the CTR’s of banners or text ads and CPC’s below $0.50. ShareThrough.com, a leading native advertising data source, says that native ads are showing an 18% lift in purchase intent. Also, very little compliance issues. You can read their guidelines here.

Detailed Breakdown: Video Retargeting

Rollout Strategy Video Ads

2012 – 2014 everyone was buzzing about retargeting. Which for the first time in history gave advertisers the ability to follow the eyeballs after they left the site (without needing to opt-in for anything). In 2015 the hot new twist on retargeting is video retargeting. Following those eyeballs into Facebook and Youtube with short teaser videos or testimonial videos for your products.

[YT]: Youtube Ads

By using Google’s remarketing lists feature you can target your Youtube ads to visitors who landed on your landing page from other means. This is POWERFUL!  

Visitors to your landing page will be shown a short video teasing the benefits of your product when they log onto Youtube. This re-engages them and we’ve seen conversions double after clicking to the page from video ads. Same compliance issues as Google Display, light, but strict. Not nearly as bad as Facebook.

Here’s how to set it up…

  1. Put Google Analytics code on all your pages.
  2. Link your Google Analytics account to Adwords.
  3. Create a Google remarketing list for all website visitors.
  4. Create a 30 – 90 second video. Make sure the first 5 seconds set the hook so they don’t click “skip ad.”
  5. Upload the video to your Youtube account.
  6. Link your Youtube account to Adwords.
  7. Now create a Youtube “instream ad” from your video and set the target to the Remarketing list you made.

While Facebook is not friendly to aggressive direct response marketing, they do have arguably the best traffic retargeting options with their custom and lookalike audiences. 

By using their website custom audience pixel you can create an audience from all your landing page visitors and then serve them short video ads later on while they are on Facebook. Use one of your Google compliant pages here, try not to attract too much attention to yourself, and you should be fine.

Imagine a visitor who was on the fence about your product all of a sudden seeing video testimonials, product demonstrations, or short teasers for days after they leave your site. Surely, you see how this is way more powerful than simple banner retargeting.

Detailed Breakdown: Curing Cart Abandonment

Rollout Strategy Retargeting

[FB]: Facebook Website Custom Audience

You may have noticed we didn’t include Facebook as a primary source of traffic. That’s because over the last year they have proven to be very unstable and unfriendly to direct response marketers. Almost anyone doing $1,000/day or more has had repeated trouble with ad account shut downs. However, I believe using them for smaller ultra targeted campaigns using their website custom audience and lookalike audience features is a sure bet. With website custom audiences you can create an audience of people who landed on your landing page AND also clicked through to your sales page.

These are highly qualified visitors that makes a lot of sense to retarget them with soon-to-expire discounts via FB newsfeed ads. For example, visitor clicks landing page, then clicks through for the product, for some reason doesn’t buy right away, but then see’s a 10% off (expires midnight) newsfeed ad for your product later that night on Facebook. BOOM! Conversion.

You can also create another website custom audience of people who land on your order page but don’t complete their order. These visitors were excited enough to click the order button, but just couldn’t pull the trigger yet. You’d be surprised how much this happens. There are horror stories all over the net of marketers discovering 50% – 80% of their order page traffic abandoning the cart before ordering. Now, you can bring those orders back using Facebook website custom audiences and newsfeed ads which are arguably the most effective ad unit in the world right now.

After you’ve built up a sizeable custom audience for each of these examples, now you can create a lookalike audience and expand your campaign to people that Facebook believes are similar to your visitors. Every Facebook advertiser I know has said that custom and lookalike audiences are the highest ROI campaigns they’ve ever run. With some reports as high as 900% ROI.

[RMG]: Google Remarketing Lists

Using the Google Analytics code that is likely already installed on all your pages you can create remarketing lists based on pages your visitors visit, just like with Facebook website custom audiences. So everything I just described above that you can do with Facebook you can also do with Google. Allowing you to follow your visitors all over the rest of the web instead of just inside Facebook. Plus, Google just released a competitor to lookalike audiences called “similar audiences.” This means you can also create campaigns targeting people who Google believes are similar to the visitors from your remarketing lists.

The trick with Google remarketing and Facebook website custom audiences is ONLY targeting highly qualified visitors. You do not want to just target any visitor, because a majority of web visitors are bounces that were never interested. However, someone who visited your landing page and your sales page is a qualified candidate. Same goes for someone who has visited your sales page and your order page. With Google remarketing lists you can ever create a list of visitors who were on your page for a specified amount of time. This is great if you have a VSL and want to remarket to people who watched more than half of your VSL, but not all the people who left in the first minute.