The Art of Online Business

[Formerly The Art of Paid Traffic] Are you an online expert working toward the 6 or 7-figure mark in your business? Welcome to your one-stop-shop for practical tips, mindsets, actionable strategies, detailed case studies and everything else you need to build an online business and a life that lights you up. Whether you’re ready to increase your profit through Facebook and Instagram ads or you’re looking to find and focus on the CEO activities that’ll make the most meaningful difference in your business — you’re in the right place. Host Rick Mulready is an online business coach, ads expert and lifestyle entrepreneur sharing his path to building a million dollar business as an online expert and course creator. His specialty? Breaking complex overwhelm-inducing ideas and strategies into bite sized easy to understand pieces. His not-so-secret superpower? Teaching simplified Facebook and Instagram ad strategies you can use to create a foundation for more freedom, leads, and sales in your business. Ready for more income AND impact? Discover why The Art of Online Business has over 4.5 million downloads from ambitious online experts committed to creating profitable and purposeful businesses!
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Now displaying: 2016
Dec 28, 2016

We’ve all heard “the money is in the list”, right?

Well I made a BIG mistake with my email list recently.

You see, I removed almost half of the people from it a couple weeks ago.

Yep, you read that right -- I cut almost HALF.

That wasn’t my mistake, though.  

Removing people from my email list was completely intentional.  I wanted to get people off there who weren’t engaged in my emails.

We identified those on my list who hadn’t engaged in any of my emails (opened/clicked) in the last 90 days.

And this is where I made the big mistake and where I want to make sure you don’t make the same mistake I did…

On Today’s Show You’ll Learn:

  • How we ran this group through a re-engagement email sequence -- 4 emails over 2 weeks -- offering them free content to see if they would again engage with my emails.  Within these emails we were looking to segment people into one of three groups.
  • When I added up the non-engagers + opt-outs + hard-bounces, it was a lot of people.
  • Starting a new year is the perfect time to clean your list -- especially if you’re making the same mistake I did by not having done it in a long time.
  • And a lot more…


Dec 21, 2016

I know it tends to be a lot of fun to focus on the strategies and results in online marketing…

You know...

The 6-figure funnel strategies…

Using paid traffic for 7-figure launches…

The “click-worthy” stuff, if you will.

But deep down, I know (and I hope you know!) none of that stuff matters unless you’re able to communicate your value in a way the connects with your target audience.

It’s all about having spot-on messaging throughout your sales funnels.

That’s why I was excited to interview this week’s guest on The Art of Paid Traffic, Liston Witherill.

Liston is a copywriting and conversion expert. He’s also the founder and Chief of Strategy + Data at Good Funnel -- a company that specializes in helping businesses boost traffic and automate sales using data-driven funnels.

Here on Episode #116, Liston and I talk all about about how to solve some of your biggest marketing problems, simply by asking your audience the right questions and then allowing their answers to drive the messaging in your business.

On Today’s Show You’ll Learn:

  • Liston’s advice on how to prioritize the messaging you use in your your sales funnels
  • Why your messaging is key when it comes to standing out among your competitors and staying fresh in your audience’s memory
  • How to ask questions that prompt valuable answers, so that your target customers practically write sales funnel copy for you
  • Simple strategies for collecting and using customer insights
  • A ton of quick wins you can apply to tweak, test and optimize messaging within your sales funnel
  • And a lot more…
Dec 14, 2016

It’s no secret that things on Facebook are constantly changing.

Recently they made a ton of updates, changes and enhancements that have a big impact on the overall advertiser experience

That’s why this week, I’ve got a solo episode for you over on The Art of Paid Traffic. This show will save you a ton of time and confusion, because I’m covering the ins and outs of nine, super important Facebook Ads updates you need to know.

On the podcast, I talk about everything from policy updates to changes in the ad setup process, and a lot more.

Just so you know though, it’s common for Facebook to test new features and functions by rolling them out little by little, to different people in different parts of the world. So, some of the updates I cover on the show might not be available to you yet.

As a matter of fact, I don’t even have all the updates I’m going to be talking about! Still, I dive into Facebook’s ad policies on a routine basis (I recommend you make a habit of doing this too!) and I try to stay informed about any updates and changes.

Because I know this stuff can have a big impact on the success of my ad campaigns.

If you’re still missing some of the updates you hear about on the show, just know that it’s only a matter of time before Facebook rolls these new features out to everyone. Listen to this week’s episode to make sure that you’re  prepared, informed and up to date.

On Today’s Show You’ll Learn:

  • The #1 update you need to make ASAP (if you haven’t already)
  • What to do if/when your Ad is disapproved
  • How key changes to the Ad setup process could impact the success of your campaigns
  • Exciting new retargeting options, plus if/when/how to start testing them as part of your own paid traffic strategy
  • Why Facebook is retroactively disapproving some Ads that are currently running
  • A few awesome enhancements like revamped reporting and a Creative Hub where you can mock-up Ads
  • And a lot more…
Nov 30, 2016

Let’s face it, it’s human nature to procrastinate.

This is almost always true when whatever we’re procrastinating has some risk attached to it.

One of the biggest, ongoing challenges for online marketers and entrepreneurs is figuring out how to deal with the fact that people often wait until the very last second to make decisions and take action.

In working to overcome this challenge as business owner, myself, I learned about some of the psychology behind why people procrastinate. When I finally understood that, I could leverage those principles of human psychology in my promotions to increase sales -- without being sleazy.

On Episode #113 of The Art of Paid Traffic, I’m talking with my friend Jack Born all about using urgency and scarcity in an authentic way to sell more products and services in your business.

Jack is the founder of Deadline Funnel, a software company that allows online marketers and entrepreneurs guessed it, add urgency and scarcity to their promotions in an authentic way.

And while he’s mastered the art of getting people to take action and buy NOW, the real reason I invited Jack on the show is because I’m a big fan of his whole approach to this sort of stuff.

Of course, we talk about a ton of things you can do to increase sales with limited promotions. What I think you’ll appreciate most, though, is that our conversation keeps coming back to the theme of marketing and selling with authenticity and integrity.

On Today’s Show You’ll Learn:

  • Why people procrastinate and what this means for business owners who need people to take action now
  • What makes opportunities and offers seem more valuable to your audience
  • Why Robert Cialdini’s book, Influence: The Science and Practice of Persuasion is must read for anyone who has something to sell.
  • Examples of companies using urgency and scarcity in recent campaigns
  • How to use flash sales, plus a specific example from my own business
  • Strategies for adding an element of scarcity to your offers
  • How to incorporate authenticity in every element of your marketing automation
  • How to help your audience overcome procrastination so more people buy during launches
  • And a lot more…
Nov 23, 2016

Have you decided on which new marketing strategies you want to test out in 2017?

As you probably know, I’m always saying you should figure out what’s working in your business and then do more of that...

But another essential part of that is occasionally testing some new strategies and ideas, so that you continue to successfully market your business in the ever-changing online world.

The big problem that even the smartest marketers run into when it’s time to try something new with their online marketing, is a classic case of overwhelm. They have a hard time deciding which platform, strategy or tactic to actually test when there are endless possibilities.

That’s why today we’re digging into a topic we haven't touched in quite a while on the podcast: advertising on Pinterest, and how to know if it’s right for your business.

On this episode of The Art of Paid Traffic, I’m talking with content and social media marketing strategist, Alisa Meredith, all about advertising on Pinterest.

Alisa has helped a ton of her clients think differently about Pinterest as a platform so they can understand if their business can be marketed successfully on the site.

Not to mention, she’s literally written the book on how to use promoted Pins effectively for your business.
Although I haven’t used Pinterest to promote my own business yet, this conversation with Alisa definitely opened my eyes to possibilities I’d like to explore as I put together my game plan for 2017.

So, even if you’ve never considered using Pinterest for business purposes, today’s episode has a ton of great info about what’s working right now on the platform.

And since my goal is to help you narrow down the best strategies to test for growing & automating your business, I’m pumped for you to hear Alisa’s expert opinion about whether or not your business should be advertising on Pinterest and if so, how to get the most out of it.

On Today’s Episode, You’ll Learn:

  • 3 tests to tell you if your business should be on Pinterest
  • How to track conversions with Pinterest ads
  • 3 types of ad campaigns to run on Pinterest
  • The campaign type Alisa says you should try for your business
  • How to bid on Pinterest ads to minimize your costs
  • The difference between keyword targeting & interest-based targeting on Pinterest
  • Different types of pins you can select for ads, including new options that are coming
  • The characteristics of a high-converting promoted pin
  • What can cause Pinterest to reject your ads
  • And a lot more…
Nov 16, 2016

“The riches are in the niches...”

If you’ve been in the online marketing or entrepreneurship space for any length of time, then you’re probably pretty familiar with this phrase. Or at least some variation of it.

By now most of us have heard industry leaders suggest that “niching down” (or focusing on solving a specific problem for a super specific target market) is the key to success.

I feel like this idea comes up as a key piece of advice both to brand new entrepreneurs who are just starting out, and to more experienced business owners who are looking to take things to the next level.

And that’s one of the reasons I know this week’s podcast episode has the potential to be a real game-changer for people.

On Episode #111 of The Art of Paid Traffic, I talk with my friend and former student, Robb Bailey.

Robb’s been in the online marketing world for over a decade and he spent nine of those years running, what he calls, a “jack-of-all-trades” marketing agency.

He and his team offered everything from SEO to blog writing to marketing automation -- you name it.

But as you’ll hear Robb explain on the show, offering tons of services to tons of clients in tons of industries can lead to, well….a ton of stress.

This year, he finally decided to niche down and focus on solving a specific problem for businesses in a specific industry. Now, he runs a successful Facebook Ads agency that serves businesses in the health and fitness industries.

Whether you manage Facebook ads for clients or not, you’ve got to hear the smart strategies Robb used to optimize the profitability of his ads management business while prioritizing top-notch results for his clients.

It’s some seriously good stuff.

Still, the biggest reason I can’t wait for you to listen to this episode is because Robb talks a lot about how niching down in business has allowed him to level up his happiness in life.

It’s a show with the kind of value that, frankly, speaks for itself.

I hope you’ll agree.

On Today’s Show You’ll Learn:

  • Robb’s initial client acquisition strategy when he started his Facebook ads agency
  • How Robb charged new clients for his Facebook Ads services
  • Why niching down is a game-changer for business owners today
  • What’s allowed Robb to actually interview potential clients and pick and choose who he wants to work with
  • How Robb is able to offer a money-back guarantee on his services
  • The value you can gain by looking at offers from similar businesses as you’re setting up Facebook ad campaigns
  • Why video can be the difference between a home run Facebook ads campaign and a complete strikeout
  • The importance of a follow up sales sequence and how to set one up so it works with your Facebook ads strategy
  • And a lot more…
Nov 9, 2016

When you want to create a successful Facebook ads campaign, what do you do?

Well, hopefully you map your game plan and identify your exact target before doing anything… (we covered this in episode 109)

Once you finish the prep work, you open up Power Editor or Ads Manager to start creating your campaign…

It’s at this point you’re faced with your first (critical) decision of actually getting your ad up and running.

...selecting your “Campaign Objective”.

With the Objective, you’re essentially letting Facebook know what kind of results you’re looking to achieve with your Ad campaign. You’re selecting an objective that aligns with your goals.

But with all the options Facebook makes available, not to mention the optimization settings, it’s not surprising that a ton of people tend to get tripped up by this step.

And, I gotta say, getting this step “right” is vital to the success of your Facebook Ads. Because in most cases, the options you choose for the objective and optimization have massive impact on your campaign’s overall results.

This week’s episode of The Art of Paid Traffic is dedicated to helping clear up any confusion you might have around choosing the best objective for your Facebook ads campaign.

On Today’s Show You’ll Learn:

  • The ins and outs of each campaign objective Facebook currently allows you to select when you’re setting up your Ads
  • How to select an objective that fits your overall goal for the campaign
  • Which category of objectives you should focus on when you go to setup a new campaign in Ads Manager or Power Editor
  • Where your budget is being spent when your Ad is up and running
  • How to optimize your ads so that Facebook’s algorithm works for you
  • The objective and optimization settings I suggest for most people’s businesses and marketing goals
  • And a lot more…
Nov 2, 2016

Hard work is, well, just that -- hard work.

It's stuff we don't always like doing yet the reward on the other side is often the greatest. 

We all wish we had a magic button we could push, or a pill we could pop, to miraculously start seeing results from our efforts.

I get it, I'm like that too sometimes.

It's a mindset I often see when I work with students who want to use Facebook ads for their business.

They dive right into Ads Manager and Power Editor. They take time to understand the technical side of setting up their Facebook Ads. But when their ads start running, they expect to see dollar signs flying right out of the gates.

Yes, the power of Facebook Ads does make it possible to see pretty fast results. But first, it requires some critical “pre-work”.

This is the stuff that needs to happen before you even begin setting up your ad campaign.

On this episode of The Art of Paid Traffic, I cover all aspects of that “pre-work” and explain the three critical elements of a successful Facebook Ads campaign.

I break down the details of exactly what you need to spend time on if you want your Facebook Ads to be successful.

You'll learn the ins and outs of the “hard work” most people miss, or simply don’t want to do, before they start running their Ads.  The hard work that will drive a successful campaign.

The good news is that a big part of what makes this work seem daunting for people, is just the fact that it’s brand new and feels unfamiliar.

So, what do you say we fix that today?

Let’s get into it so you can get using Facebook Ads the right way... see real results that grow your business each and every day.

On Today’s Show You’ll Learn:

  • The step-by-step system to quickly grow your business with Facebook ads
  • Why most people think Facebook Ads will make money magically start flowing into their bank accounts...and why (unfortunately) they’re wrong
  • Which types of offers work best as part of a Facebook Ads strategy
  • What you need to do to convert your Facebook audience into high-quality leads
  • How the 3 critical elements can help you convert leads into a long term customers
  • A game plan you can leverage to see almost immediate results with your Facebook Ads
  • And a lot more…
Oct 26, 2016

We all have that one thing, one skill or ability, that we’d really love to learn or improve so we can be more efficient marketers and business owners.

For some people it’s systems…

For others it’s strategy…

For me, it’s copywriting.

If you’ve been a long-time listener to The Art of Paid Traffic, then you probably know I’m always looking to get a little better at copywriting.

In fact, earlier this year, and back when I first started the podcast, I interviewed quite a few copywriters on the show.

Because whether it’s ad copy, sales page copy, or emails -- I know writing tends to be one of the  biggest sources of frustration for me in my business, and also for many of my students.

That’s why I invited my friend and awesome copywriter Hattie Brazeley to join me on today’s episode of the podcast.

Hattie and I have been working together in my business for a little while now.

I decided to start working with her when I really wanted to take my ad, sales page and email copy to next level. And as we’ve been working together, I’ve been impressed with how she’s able to dive into the mind of my ideal customer and write copy that speaks specifically to that person.

Since starting her business in 2014, Hattie’s worked with some pretty big hitters in the online business world -- Kimra Luna, Carrie Green, and Sue Zimmerman, to name a few.

She’s also trained more than 1,000 students through her online program, Galvanize, and mentored many others through her highly-reviewed sales page mentorship program.

I took a ton of notes during my chat with Hattie, so I can’t wait to share our value-packed conversation with you.

On Today’s Episode You’ll Learn:

  • Best practices for writing ad copy, sales copy, emails and more
  • Hattie’s 5-step process for hacking your ideal customer’s mindset to write better copy
  • The questions to ask if yourself to understand what your ideal customer is thinking
  • What you should do if you don’t know the answers to those questions
  • 7 words that make Hattie cringe when she’s reading other people’s copy
  • Where you can find entire communities full of your ideal customers
  • How those communities can help you write copy that attracts the exact people you want to work with
  • And a lot more…
Oct 19, 2016

A couple weeks ago I hosted a live online training all about using Facebook Ads for local businesses.

I hold these types of trainings from time to time, some of them for local businesses and some for online businesses, since things are always changing on Facebook.

Heck...the whole world of online marketing, in general, is constantly shifting.

Because of that, it’s always a ton of fun when I get to jump on these trainings and teach specific strategies to help you simplify things and see big results from your online marketing efforts.

One of my favorite parts of every training I do is the Q&A.  I love seeing the types of questions people ask.

And during that last training, I was so impressed with both the quality and the amount of questions that were asked during the Q&A that I decided to share a bunch of those questions (and answers) on the podcast today.

(I also decided to do a LIVE ENCORE online training since so many of you asked for it -- How to Grow Your Local Business With Facebook Ads This Holiday Season (While Cutting Your Marketing Budget) -- on Wednesday, October 26th at 9am PST.  Click here for the agenda and to reserve your free spot.)

It’s been awhile since I’ve done a Q&A episode here on The Art of Paid Traffic, so I’m pumped to cover a range of Facebook Ad-related topics with you this week.

Real quickly though, I mentioned that these questions were asked on a live training I did on Facebook Ads for local businesses. But if you’re an online business owner, there’s still a ton of value for you on today’s show. So, you definitely don’t want to miss this one!

We’ve got a lot of great stuff to cover, so let’s get into it...

On Today’s Episode You’ll Learn:

  • How to allocate your total marketing budget
  • Tracking the ROI of your Facebook Ads
  • Creating the perfect offer for your target audience
  • Strategies for targeting Ads when your business appeals to a broad audience
  • Best practices for Facebook Ads retargeting
  • How to interpret your metrics and use them to make decisions about optimizing your Ads
  • And a lot more…
Oct 12, 2016

#106: How to Strategically Attract Your Ideal Facebook Ads Audience with Jasmine Star

Alright AOPT listeners, I’ve got a question for you:

When you’re scrolling on Facebook, what is it about an ad that makes you stop scrolling?

Do the the colors catch your attention?

Or maybe it’s the image?

Are you someone who mostly looks at videos?

The point is, we all know that the visual aspect of a Facebook Ad is important -- because it’s how the Ad actually grabs our attention in the first place.

Still, when it comes to setting up our own Facebook Ads, I know a lot of people spend a ton of time focused on planning, budgeting and targeting their Ads. And the content of the Ad is sort of an afterthought.

That’s why I invited my friend Jasmine Star to join me on Episode #106 of The Art of Paid Traffic...

Jasmine is a marketing strategist, a branding expert and she’s also been voted one of the top 10 wedding photographers in the world.

Today, she’s joining me on the podcast to share how her creative approach to Facebook Ads helped her attract, qualify and convert crazy-high numbers during her very first online course launch.

Jasmine and I talk about why she’s super strategic about the visual content she uses in her Facebook Ads. Plus, we dive into the specifics of how she creates image and video Ads that capture her ideal audience’s attention (the key word being IDEAL).

If you’re someone who has room to improve when it comes to the visual content you use for your Facebook Ads (I’m raising my hand here!), this episode is going to give you exact strategies to make improvements right away.

And even if you’re someone who has truly mastered the art of Facebook Ads, we jump into Jasmine’s campaign metrics as well -- so don’t miss this one

On Today’s Episode You’ll Learn:

  • Jasmine’s strategy for figuring out the style and type of visuals in her Facebook Ads
  • Why creating high-performing Ads starts with understanding the needs and frustrations of your ideal audience
  • 8 steps to get awesome Ad images when working with a photographer
  • The number of images Jasmine split-tested during her launch campaign
  • Her VERY smart retargeting strategy + Ad types she ran
  • How her impressive cost and earnings per lead is inspiring her to test the limits during her second launch
  • The overall results of Jasmine’s Facebook Ad campaign
  • And a lot more…
Oct 5, 2016

On the podcast, we talk a whole lot about sales funnels.

How to set them up…

How to use them to automate leads & sales…

How to track and optimize them…

But if you’ve been selling a product or service online for any length of time, then you know a lot needs to happen between when someone enters your sales funnel and the point when they become a customer.

Things like delivering the lead magnet, nurturing leads, segmentation and more…

If you’re looking to truly automate your sales process so that leads are turning into sales on auto-pilot, then you have to pay attention to all of these things.

On today’s episode of The Art of Paid Traffic, I’m talking with Greg Hickman, founder of a company called

Greg and his team work with online businesses to strategically systematize and automate their funnels from start to finish -- so that no lead gets left behind.

Greg has experience working with all kinds of clients in a range of niches and industries. So no matter what sort of offer you’re selling online, you’ll definitely find value in the systems and strategies he shares.

If you’re just starting out, you may only have a few of Greg’s “must-have” systems in place.  And that’s totally ok!  The stuff we cover in today’s episode is going to give you something to work toward.

Or maybe you’ve been in business for a while and you do have all of the systems we discuss today in place. Our conversation will help you to understand how you can optimize you systems so that they all work well together.

Regardless of how long you’ve been in business or how many systems you’ve already got set up, I can’t wait for you to hear today’s episode with Greg. It’s going to provide you some fresh insight on how you can improve your sales funnels for even better results.

Also, quick heads up: this is a MEATY episode. I recommend listening to it more than once as I think you’ll take away a heck of alot more if you process the information a couple times.

On Today’s Show You’ll Learn

  • Greg’s 7 systems that every online business should have (or be working toward) set up
  • Why successful sales funnels fuel the customer life cycle journey
  • Where each of Greg’s systems fits into your own online sales funnels
  • How some tools and software work “synergistically” with one another and why this has an impact on your funnel results
  • What you can do to build relationships with leads who don’t buy right away
  • How long a successful email follow up sequence should be
  • The number of emails and specific times you should send them if you’re looking to optimize your follow-up sequence
  • And a lot more…
Sep 28, 2016

We all want to create and run killer Facebook Ads.

But if you’re using Facebook Ads as part of a marketing funnel to drive measurable leads and sales for your business (which I hope you are!),  there can be quite a few elements to strategize and optimize.

For your Ad to perform successfully, you should be strategic and intentional about the image or video, the ad copy, your target audience and a lot more…

And once your Ad is up and running, you’ll want to keep an eye on it and make improvements as needed to maximize your success.  

Still, it can be tough to know where to start when it comes to improving your Facebook Ads. That’s one of the biggest questions we get in The FB ADvantage Facebook group -- people asking for help in critiquing their Ads.

Heck, we can all benefit from having another set of eyes on our work from time-to-time.

So, today on The Art of Paid Traffic, I’m going to walk you through my assessment of a Facebook Ad created by FB ADvantage student, Alex Afterman.

Alex was kind enough to share things like his ad copy, image, targeting specifics and a url to his landing page.

Now, I can give the full breakdown of improvements I’d make since I have the complete picture of his Ad setup.

And share with YOU, a critique of what I like and areas and suggestions for improvement.

I cover a ton of actionable tips today that you can apply to your own ads.

Make sure to reference everything that we discuss during the episode below as I’ve laid everything out for you.

On Today’s Show You’ll Learn:

  • Funnel strategies Alex is considering for his client, a local wine business that sells direct to consumer, and wholesale in several states
  • How to think differently, and see more success, when you’re targeting cold audiences using Facebook Ads
  • Why the value-first approach only works when you have a clearly defined target audience
  • A few ways you can tweak your ad copy to be more conversational
  • What Alex did right when he picked the image to use with his Ad
  • Some bonus ideas I have about alternative images, plus a video Ad that Alex could test
  • The ins and outs of creating multiple Ad sets for maximum trackability
  • And a lot more…

***Are You a Local Business? Join Me For a Free Live Online Training!

If you’re looking to:

  • Get better at targeting your exact local customers
  • Learn smarter ways to reach your local audience
  • Get “noticed” on Facebook so you can get traffic to your local brick and mortar location
  • Create effective ads to drive traffic because you haven’t been able get people to click on the ads you’ve been running
  • Learn how to tweak your current ads to get better results (been boosting those posts with little to no results?)
  • Better understand the stats/metrics in Facebook so you can have a clear understanding of your ROI…

This live online workshop is for you!

Grab your free spot here -->

Sep 21, 2016

As entrepreneurs and online marketers, taking risks is simply the nature of the beast when you want to be successful.

Sometimes you have to shake things up a bit, see what works...and then keep doing more of what works.

Today on The Art of Paid Traffic, I talk with one of my students who is testing what I’d say is an unconventional strategy, marketing a high-ticket live event offer to cold traffic, directly off of a webinar.

Her name is Heather Hubbard of and she’s a lawyer turned lifestyle entrepreneur.  She coaches female lawyers to find work-life balance without sacrificing their professional careers.

Last year she hosted her first ever live retreat weekend, exclusively for female law firm partners.

This year Heather is gearing up for her second annual retreat to be held at the luxury Miraval Resort in Tucson, Arizona. And tickets to her event are $3,500.

I wanted to have Heather on the show because, like I said, she sort of ignored the “conventional approach” when she decided to sell her high-ticket offer to cold traffic using only Facebook Ads and webinars.

And so far, she’s seen great success. Plus, she saved herself a ton of time and stress in the process.

The stuff Heather and I cover will give you a unique perspective on how you can take calculated risks and avoid costly mistakes with your own sales funnel strategies.

On Today’s Episode, You’ll Learn:

  • Heather’s step-by-step strategy for shortcutting the process most people use to market a high-ticket offer to cold traffic
  • The targeting tactics Heather used to reach a specific, sub-niche audience with her Facebook Ads
  • Why changing your Ads once they’re already running is not recommended, plus the impact it has on Ad performance
  • How Heather avoided making one of the biggest mistakes people make when they’re first starting out with Facebook Ads
  • Heather’s recipe for achieving fantastic funnel metrics
  • What Heather did to protect her profits and minimize the risks associated with high-ticket refunds
  • And a lot more…

Sep 13, 2016

We’re switching things up on The Art of Paid Traffic this week!

On today’s show, you’re going to hear an episode I recorded a little over a month ago with my good friend Amy Porterfield on her podcast, Online Market Marketing Made Easy.

As soon as you get into it, you’ll understand why I just had to share it with you here on AOPT.

During the show, Amy and I cover one of THE most common questions we both get (sometimes multiple times a day) by our students and podcast listeners...

How much should I spend on Facebook Ads if I want to have a successful webinar?

In the past, Amy and I have both always answered this question on a case-by-case basis.

Because the truth is, there’s a lot you have to factor in when you’re calculating an ad spend that will allow you to hit your specific revenue goals.

While we still don’t have one “right” answer to this question, Amy and I were able to put our heads together and come up with a formula that makes it a whole lot easier to determine a ballpark budget for your Facebook ads.

If you’re using webinars in your business,my hope is that you’ll find game-changing clarity in the content we cover today. This stuff is seriously actionable and I’m super pumped to share it with you.

On Today’s Episode, You’ll Learn:

  • The specific formula you can use to determine an ideal budget for promoting your webinar with Facebook Ads
  • A step-by-step process for predicting webinar revenue
  • The funnel metrics you need to consider when determining what you should spend on Facebook Ads
  • How to map out a gameplan strategy that minimizes your Cost Per Lead (CPL)
  • The benchmark numbers Amy and I recommend shooting for when it comes to your CPL, webinar show-up rates and other must-know funnel metrics ...
  • Ninja retargeting strategies to help you optimize your webinar registration rates
  • Bonus tips on where and how you can promote your webinar to more people, without increasing your FB Advertising budget
  • And a lot more...

And the awesomeness doesn’t stop there...

Amy and I put together a really cool bonus for today’s episode -- a Facebook ads calculator to help you determine your exact Facebook ads budget for your next webinar.

Click the image below to get access to the Webinar Facebook ads calculator

Sep 7, 2016

On this episode of The Art of Paid Traffic, we dive into measuring the effectiveness of your sales funnels.

Specifically, I walk you through how to make sense of all the stats and metrics as you take someone from being a stranger to your business all the way through to becoming a paying customer.

If you’ve been listening to the podcast for a while, then you’ve heard me talk about how important is to “know your numbers” so you can:

  1. Measure the success of your sales funnels
  2. Make data-based decisions on where improvements need to be made
  3. Do more of what’s working and…
  4. Drive leads and sales automatically every single day

But recently I realized that a ton of people get stuck in step one because they don’t know the specific measurements to shoot for, in terms of what’s considered “successful”.

So if you’ve yet to experience the fun of optimizing and automating your funnels (#2 - #4 above), the content of today’s episode is going to help you get to the good stuff.

Just as a heads up, the stuff I cover on this show is a follow up on “the easiest and fastest way to create a high-converting sales funnel”, which we covered last week during episode 100.

If you missed it, no worries -- you’ll still get a ton of value out of today’s show. But if you get the chance, I’d encourage you to check out our 100th episode (especially because I walk you through one of my favorite sales funnel building exercises that I typically only share when I speak at live trainings).

In this episode you’ll discover benchmarks for your funnel stats and simple strategies to help you set goals and determine your success as you work to improve your funnels.

Get ready to gain clarity and confidence around knowing your numbers and figuring out what’s working… to track, improve, optimize and automate your high-converting funnel.

On today’s show you’ll learn:

  • How tracking the right funnel metrics will help you to know exactly how much you should be investing in your Facebook Ads
  • The numbers you should focus on once your sales funnel is up and running
  • The specific metrics you need to be tracking in each step of your funnel, so that you can measure success and quickly identify areas for improvement
  • Cost Per Lead, Customer Value and other most-know metrics for measuring the ROI of your FB Ads
  • Key benchmarks that will tell you when your funnel is on track for success
  • Simple strategies for improving each step of your sales funnel
  • And a whole lot more…

Enrollment for The FB ADvantage Is Re-Opening!

I’m getting ready to re-open the doors to my flagship Facebook ads program, The FB ADvantage: Leads & Sales on Autopilot.

I’ve made some changes to the program so it’s a bit different than what it’s been in the past.

The FB ADvantage is now tailored for online businesses so if you have an online business you’re looking to grow and automate, The FB ADvantage is for you!

To celebrate the reopening of The FB ADvantage, I’m going to be doing a series of live online training workshops where I’ll be teaching…

How to Create An Automated Facebook Ads System that Gets Leads & Sales Everyday

There will be 3 live times over September 14th and 15th and to register for a day and time that works best for you, click the link below:

How to Create An Automated System that Gets Leads & Sales Every Day with Facebook Ads

Facebook Metrics You Want to Be Looking At…

Look at the results that are most relevant to your Objective. Check lifetime, weekly and daily stats (depending on how long your ad campaign has been running).

For example, if your objective is:

  • “Website conversions” — look at your cost per conversion first.  Then how many conversions you’ve had and then the amount of money you’ve spent.
  • “Clicks to website” — look at your cost per click first.  Then click-through-rate and then how many clicks to your landing page.

Every niche is different so results will vary GREATLY.  Here are some general guidelines:

  • CPL = < $8
    • If you know roughly what your CPL should be, and the results you’re getting are at least 3x your expectations, pause your ad and test something new.
  • CPC = < $1
  • CTR = 1%+
  • Landing Page Conversion Rate =  > 20%
  • Sales Page Conversion Rate = ~2% average

       **If you are a B2B company, your CPL is likely going to be much higher.

  • Facebook ads Reach:  Reach is simply the number of people that your ad has been shown to. (I like to have a reach of at least 1,000 before optimizing)
  • Frequency: The average number of times a person has seen your ad.  If Frequency goes 4+, it’s time to refresh your ad.
  • Relevancy Score: A rating of 1-10 based on how your targeted audience is responding to your ad. The higher the score the lower cost you’ll pay and the more people will see your ad.
    • 1-3 — your ad isn’t resonating with your audience, change up your ad
    • 4-6 — not bad but keep an eye on the performance of your ad.
    • 7-10 — nice work, keep it up!

Webinar Stats (Benchmark Rough Guidelines):

Show Up Rate: Average is ~20-30%. Shoot for 30% +

Conversion Rate (% of people buying on webinar): Average is ~2-6%

**40-60% of your total sales during a launch where you’re using webinars will likely come post-webinar!

Aug 31, 2016

Today we’re celebrating a huge milestone on The Art of Paid Traffic…

Our 100th episode!

I’m super pumped about this and I want to start by thanking you for listening.

Regardless of whether you’ve been a loyal listener since Episode #1, or if you started tuning in recently, we wouldn’t be recording Episode #100 without your support. So, thank you!

When I was trying to decide exactly how to take things up a notch in celebration of Episode #100, I kept coming back to a topic I’ve been speaking a lot about recently at live events and with my students…

What’s the easiest (& fastest) way to create a high-converting sales funnel?

This is one of my favorite topics -- I love talking about it because I get to share a really cool exercise that when people do it the light bulb totally goes off and I hear -- “ohhh, that was so easy!”

And I’m going to walk you through this same exercise here in episode 100.

You’ll discover, step-by-step, everything that goes into building a high-converting funnel that will generate leads and sales for your business every single day.

I can’t wait to share this with you, so let’s dive into our 100th episode.

On today’s show you’ll learn:

  • Why starting with a game plan is essential for tracking the success of your funnel
  • How to identify every step of your high-converting sales funnel by working backwards from your goal
  • Which parts of your funnel might be optional, depending on the type of traffic you’re targeting
  • The exact numbers you should be tracking within each step of your sales funnel
  • Which metrics to focus on so you can maximize your ROI on FB Ads
  • A checklist of tools, assets and details you need to fully finish your high-converting funnel
  • My favorite quick tips to help you work through the most common roadblocks people experience when optimizing their funnels
  • And a whole lot more…

How to Enter The 100th Episode Contest:

For your chance to win a free,100-minute strategy call with me, make a short video (3 minutes or less) telling me…

  • What you do (what’s your niche and business?)
  • Why you’re a good fit for this coaching/strategy session with me
  • What you hope to get out of the session

Once your video is finished, be sure to complete these two steps:

  1. Post the video on YouTube with a description that includes: The Art of Paid Traffic Podcast Contest
  2. Post the link to your video in the comments below, here on this page,

Those are the ground rules…  

Here are a few hints to help you make your entry exceptionally compelling:

  • In your video, I want you to do more than just tell me about yourself. Really show me what you’re about. Get as creative and expressive as you feel comfortable.
  • This isn’t a “technology” contest, though – I’m not going to pick somebody just because they used a lot of fancy video effects.  But if video production is your jam, then go for it! Do whatever helps you express yourself the most.
  • My team and I will select one winner based on your initiative, your willingness to put yourself out there, your enthusiasm, and your ability to communicate clearly what you do and what you want to get out of this time together.

Enrollment for The FB ADvantage Is Re-Opening!

I’m getting ready to re-open the doors to my flagship Facebook ads program, The FB ADvantage: Leads & Sales on Autopilot.  

I’ve made some changes to the program so it’s a bit different than what it’s been in the past.  

The FB ADvantage is now tailored for online businesses so if you have an online business you’re looking to grow and automate, The FB ADvantage is for you!

To celebrate the reopening of The FB ADvantage, I’m going to be doing a series of live online training workshops where I’ll be teaching...

How to Create An Automated Facebook Ads System that Gets Leads & Sales Everyday

There will be 3 live times over September 14th and 15th and to register for a day and time that works best for you, click the link below:

How to Create An Automated System that Gets Leads & Sales Every Day with Facebook Ads

Aug 24, 2016

On today’s episode of The Art of Paid Traffic, we dive into the secret to TRULY understanding your customers, and how it’s the foundation of all your marketing efforts.

After all, how can you serve people if you don’t fully understand them?  Their needs?  Their challenges?

Whether you think you already understand your ideal customer or could use some help digging in, this episode is going to be a great resource for you.

My guest today is Jason Friedman, founder and CEO of CXFormula, a company that helps entrepreneurial businesses stand out from their competition and increase sales through what he likes to call the art and science of designing a “customer experience journey”.

Jason’s got an interesting background that includes being a roadie for bands like Rush and Fleetwood Mac and later working with everyone from solo entrepreneurs to major brands like Foot Locker, Adidas, Nike, Disney and more.

Most entrepreneurs and online marketers understand their target customer’s age range, gender, geographic location, etc...

But if you really want to drive sales and create raving fans for life, you’ve got to dive a whole lot deeper than that.

In this episode, Jason shares specific steps you can take today to gain a crystal clear understanding of your customers.

You’ll Also Learn:

  • How to simply and clearly understand the exact needs, wants and frustrations of your customers
  • One magic question that will reveal the heart of your customer’s challenges
  • What the “customer experience journey” is and how it impacts your profitability
  • A simple way to get your customers thinking you’re speaking “directly to them”
  • A strategy for customizing and improving the experience your business offers
  • Why role playing can help you understand, and better serve, your customer’s needs
  • How to create a customer survey that actually gives you actionable responses
  • How making your customer the “hero” will help you make more sales
  • And a lot more…
Aug 17, 2016

I’m back this week with a jam-packed Q&A episode all about marketing strategy, Facebook ads, sales funnels, optimizing for conversions, targeting and more.

It’s been quite a while since I’ve done a Q&A on the podcast, and I’m pumped to dive into another one this week.

I get a TON of questions every week so big thanks to those of you who have been sending them in.

If you’d like to ask a question and be featured on an upcoming episode, simply email your question to  There’s going to be a lot more Q&A episodes coming your way.

The questions I cover on today’s episode speak to a range of Facebook Ads funnel-related topics -- everything from targeting strategies to optimizing funnels for conversions, and beyond.

If you’re running Facebook Ads or if you’re thinking about running them, this show will definitely give you a nugget or two that you can apply to optimize your online marketing efforts and do more of what works.

Let’s get into it...

On Today’s Episode, You’ll Also Learn:

  • How to bypass the “panic button” that many online marketers are quick to press whenever Facebook updates its algorithm
  • The only type of content you should worry about posting to your Facebook Page
  • What options you have when it comes to customizing direct-response reporting
  • How much you should charge for Facebook Ads management when you first decide to include that service offering
  • What to do when you want to shift or add an optimization event mid-campaign
  • A simple strategy for improving your sales funnel (hint: it’s all about working backwards)
  • One way that local businesses can successfully target an international audience, plus a use case example for this strategy
  • And a lot more...

Are you finding value in The Art of Paid Traffic podcast? We’d love a review!

Just head over to iTunes, search for “The Art of Paid Traffic”, select the show and then tap “Ratings & Reviews” to give a rating and enter your feedback.

We appreciate it!

Also, make sure we’re connected on my Facebook page as I’m starting to do weekly value-packed Facebook Live videos about all things sales funnels, automation, Facebook ads and more.

Aug 10, 2016

If you run a lot of paid traffic, you know that managing all the tags, pixels, tracking and analytics can be overwhelming.

It’s a lot to keep track of especially when you’re using multiple platforms and making changes to your campaigns on a regular basis.

Well, Google Tag Manager (GTM) may be just the solution you’re looking for.

In episode 97 here on The Art of Paid Traffic, we geek out on Google Tag Manager and how it can help simplify the way you manage your paid ads.

And joining me on the show to share his expertise with GTM and how he uses it in his business is Deacon Bradley from

Deacon specializes in helping entrepreneurs create systems in their business that bring in leads and sales.  He’s also a super smart guy with Facebook ads and is one of the very few who I’m willing to refer people to for Facebook ads.

My goal for this episode is to help you decide if GTM is right for you and your business.  

Even if you’re not at a point where you need a solution like this, it’s worth a listen just to have a tool like GTM in your back pocket as you’re building and scaling your sales funnels. 

The reason I asked him to come on the show and talk about GTM was because of the simple fact that he had to master it out of necessity -- with the volume of paid ads he was running for clients, it became harder and harder to do things like:

  • Remember to change a standard event code if a client updated or tested something as simple as a Thank You page
  • Add Google Analytics code + FB Pixel + additional “tags” or “pixels” to track and target multiple audiences across multiple platforms
  • Seamlessly continue accurately tracking everything when a client created new offerings or changed anything in their funnel

Now, Deacon relies on GTM to keep everything running smoothly.

During our conversation you’ll hear how Deacon helped me understand who, specifically, should consider using GTM, and how the tool helps marketers save time.

On today’s show you’ll learn:

  • The basics of what GTM is and how it actually works
  • Who should consider using GTM in their business
  • How GTM can save you a bunch of time
  • How Deacon saves a ton of time by setting up “triggers” in GTM
  • The most useful Facebook Advertising workarounds Deacon has found since starting to use GTM
  • Specific “pain points” that GTM solves for Deacon and for other marketers whose time and attention is stretched thin
  • Why the future of online marketing is headed in a direction that will probably require us all to implement “tag management” systems
  • And a whole lot more...
Aug 3, 2016

If you’ve been working with Facebook Ads for a while, chances are you’ve tested out at least a few different Ad types.


And, if you’re like me, you found an Ad type or two that rocked your world and produced massive results, therefore becoming the go-to Ad types you continue to use again and again.


(For the record, I’d fall into the “hard-core fan of video ads” category.)


And then there are the Ad types that haven't exactly produced killer results.


One type that I, personally, haven’t loved is Facebook Lead Ads.


Lead Ads have been out for a while now, but they were super clunky in the beginning -- mostly because 3rd party apps and software were slow to integrate. It made the process of actually following up with your leads, a pretty big headache.


But I’d been hearing about Facebook’s improvements to Lead Ads, plus 3rd party tools have been rolling out integrations to make things a whole lot easier on advertisers.


So, I wanted to get the inside scoop on what’s working and what’s not working with Lead Ads from someone who’s seen A LOT of money spent on them.


Enter today’s guests on The Art of Paid Traffic: Massimo Chieruzzi.


Massimo is the founder & CEO of AdEspresso, a Facebook Ads management tool that simplifies the process of setting up and managing Facebook Ads.


When I heard that AdEspresso users were spending more than $2 million on Lead Ads, alone, I knew Massimo was the right guy to have on the podcast for a discussion all about how to successfully use Lead Ads.


The topics Massimo and I cover on this show will give you a pretty comprehensive picture of how people are using Facebook Lead Ads.


My goal is for you to walk away from this episode knowing whether or not Lead Ads are right for you and your business.


Let’s dive in...


On Today’s Episode, You’ll Also Learn:

  • Why AdEspresso users have spent more than $2 million on FB Lead Ads
  • Lead Ads versus website conversion campaigns -- which is more effective?
  • The most important elements of a FB Lead Ad
  • Why Massimo believes it’s best to target warm leads with FB Lead Ads
  • What placement works best with FB Lead Ads -- Mobile or Desktop?
  • The “sweet spot” number of questions to ask in your Lead Ad that will help you lower your cost per lead
  • Which types of businesses are seeing the best results from FB Lead Ads
  • How to fit Lead Ads into your current sales funnel
  • What Massimo is most excited about when it comes to Facebook Ads
  • And a lot more...


And, we’ve put together an awesome Facebook Lead Ads Checklist for you to accompany today’s episode.


This free checklist walks you through all the essential things you need to know in order to create effective Lead ads.

Grab your free FB Lead Ads Checklist by clicking the image below:

Jul 26, 2016

Have you ever thought about the type of information your potential customers might need before they:

  1. Decide to start shopping for what it is you offer;
  2. Decide they’re ready to buy what you offer;
  3. And/or actually decide to buy from you?


Adam Sand, co-owner of a roofing company in Edmonton, Alberta, Canada and my guest today on The Art of Paid Traffic, has seen massive growth in his business recently. 

Growth that really started when he started using Facebook ads with a value-first marketing approach. Meaning, he leads with (free) valuable and helpful information for potential customers.

Think about it…

Roofing is a several thousand dollar expense.  If you own a roofing company, or sell any high-ticket product or service, you’re not going to sell directly from your ads

You have to build trust and be seen as an authority first before people will want to work with you.

Using this education-based marketing approach with Facebook ads, Adam has grown his business by 40% in three months.  40% in three months selling several thousand dollar roofs!  

And, he’s attracting more business now than he can handle. Not a bad problem to have, if you ask me 

This is why I wanted to have him on the podcast -- to learn more about Adam’s super smart approach to using Facebook Ads to grow his business.

I have no doubt that this episode will inspire both local and online business-owners to consider this smart approach to using Facebook Ads to skyrocket your sales through value first.

On today’s episode you’ll learn:

  • How to establish yourself or your company as an authority using a strategic combination of education-based content and paid traffic
  • Why Adam, after several years of running Google AdWords, is now moving his full online marketing budget over to Facebook ads
  • How a value-based approach can sell for you without even selling
  • The step-by-step sales funnel strategy Adam uses to target his company’s ideal local customer
  • Adam’s secret to seamlessly overcoming customer objections
  • What you can do to optimize the success of your Facebook Ads campaigns by driving traffic to incredibly valuable, free content
  • Which campaign strategies work best for local businesses that sell high-ticket items
  • And a whole lot more…

This is the final show in our 3-part mini-series on Facebook Ads for local businesses.

If you’d like additional training, be sure and sign up for one of my free live online trainings THIS WEEK...

Live Online Training Week Of July 25th

Sign up for a day/time that works best for you here: How to Grow A Local Business (every week) with Facebook Ads

Jul 20, 2016

Today’s episode of The Art of Paid Traffic is part 2 in our mini-series on how local businesses can use Facebook ads to grow their business.


Even if you’re not a local business owner, I know you’ll take away some awesome insights from today’s episode with local business owner (and FB ADvantage student) David Brandt.


David and his wife own Sips n Splatters Art Parties. They have multiple brick-and-mortar locations in Southern Illinois where people can come to enjoy wine and painting with family and friends. They also recently expanded their business model to include franchise opportunities and online courses.


During the episode, David walks us through the evolution of his business as it relates to advertising on Facebook. It was super interesting to hear his story!


We talk all about the exact steps he took to shift his marketing strategy when, a few summers ago, Facebook made a huge change to its algorithm which meant only 2-4% of your Facebook fans saw your posts.


Get ready to hear some great insights, tips and strategies as we cover all the details of basically every marketing move he made from the very beginning in his business, to get him where he is today.


In this episode you’ll learn:

  • How David spent just $5/day on Facebook Ads to significantly boost sales when people stopped walking through his door
  • The strategy David used to make over $4,000 in revenue while spending only $300 on Facebook ads.
  • Why some businesses struggle to track ROI with Facebook Ads, plus how David “hacked the system” to start accurately tracking his own ROI
  • Why you should target your competitors’ fans
  • The solution Facebook offers to help you quickly produce video ads and get more clicks on your videos
  • The specific types of Facebook Ads and paid traffic strategies David has used to see massive results (HINT: he’s crushing it with video!)
  • How specific ad types and paid traffic strategies have impacted David’s profits
  • Specific steps to film great/simple videos for your ads using your smartphone
  • And a lot more…
Jul 13, 2016

Today’s episode of The Art of Paid Traffic is a solo episode where I take you through the exact strategies I would use to grow a local fly fishing guide business with Facebook ads.

You see, I recently went fly fishing in Montana with a guide from Swallowtail Fly Fishing in Bozeman.

As we drove out to the river on the first morning, Ty, my guide, asked what I do for a living.

And, as often happens when I tell people I’m a Facebook ads guy, he naturally asked me how I would recommend he use Facebook ads to grow his guide business.

For the next 20 minutes I shared the exact strategies that I would use to grow his business.  I love breaking people’s business down like this.

It was so fun, that I decided to share these strategies with you here on the podcast.

This episode is the start of a mini-series on AOPT focusing on how local brick & mortar businesses can use Facebook ads to grow their business.

Even if you’re not a local business owner -- maybe you have an online business -- don’t skip these next few episodes because everything we’re talking about is still super relevant to online businesses.

On today’s episode, I share the exact 4-step strategy I would use to grow Swallowtail Fly Fishing with Facebook ads: 

  • the Game Plan
  • Targeting
  • the Launch
  • Follow-Up

I also discuss what you MUST have in place before you even consider starting a campaign like this.

This episode is a step-by-step walkthrough of what’s working right now to grow your business with Facebook ads -- whether you’re a local business or not.

The FB ADvantage LOCAL Course! 

Super excited to announce that my Facebook ads course for local brick & mortar businesses is launching very shortly!

If you’d like to get on the early interest list for The FB ADvantage Local, simply click here:

Jul 6, 2016

I met Owen Video at Social Media Day San Diego last week.


He walked up to me and told me he attended my Facebook video ads presentation at Social Media Marketing World a few months ago and he said, “man, I gotta be honest with you…


...during that presentation, when you told us to just use our smartphone to record videos for our Facebook ads, I thought you were crazy.


I’m a video marketing consultant and I’m ALL about using a high quality camera and equipment to create great videos.”


He went on to say, “BUT, I decided to give you the benefit of the doubt and try what you suggested -- I ditched the fancy camera and used my iPhone to record some Facebook video ads.


And you know what?  The results were amazing!”


He told me his click-through-rate on his videos went from 3% to over 10%.


Ha!  I love it…


He also shared that his results weren’t JUST due to his using his iPhone to shoot the videos.


And for me, this is where it’s gets really interesting...


He also got really strategic in split testing a variety of thumbnail images for the videos.


Yep, thumbnails -- something I don’t normally put a lot of stock into when running Facebook video ads.


But after hearing about Owen’s results, I may change my tune.


He tested 7 different images and found one thumbnail that was a clear winner that drove big time results.


After hearing all this, I told Owen I had to have him on the podcast this week to explain everything he did to get such great results with his Facebook video ad campaign.


In the episode, you’ll also learn:


  • Owen shares how he increased the results of a Facebook video ads campaign from 3% CTR to over 10% by changing a couple of simple things — how the video was shot and the thumbnail image.


  • Owen shares his thought process behind split-testing the specific thumbnails he did.


  • The content of the Facebook video ad and the goal behind it.


  • We break down the sales funnel of the campaign and the strategy behind it


  • What Owen is doing now to increase the conversion rate on the landing page


  • And a whole lot more...
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