Today’s episode is a strategy session with one of my students, Alan Beckley. Alan is an entrepreneur whose mission is helping inventors and entrepreneurs to achieve their dreams more quickly. Alan has been running video ads and testing short versus longer copy, but he’s now wondering how he can see better results from his Facebook marketing as it’s not working quite as well as he would like it to. He’s also hosted multiple webinars for How to License Your Invention for Royalties, and is looking for ways to reach his ideal audience of inventors (and people who want to become one), and have more registrations and attendees. In this episode we break down his current ad campaign and webinar funnel, analyzing the numbers while I look for a “red flag”, or reason for why he’s not seeing the results he’s after. I don’t feel that Alan needs a large budget for running ads, but he does need more traffic. As you’ll hear, his clickthrough and conversion rates are pretty strong, so I share my recommendations for how he can get more traffic into his funnel to drive sales of his products. There are also things that he can do in terms of testing at the front end of his funnel, in order to hopefully lower that cost per lead while raising the relevance score of his ads. Before we start the show, I’ve got something to ask. How do you listen to this podcast? Is it in the iTunes app, Stitcher, Spotify or maybe iHeart Radio? Do you listen to it at regular speed, or maybe like me you listen to your podcasts at 1.5X speed? I want to know! Take a screenshot of you tuning in to The Art of Paid Traffic, and include it on your Instagram Story, while tagging me, @RickMulready! Want to win a 30-minute strategy session with me? I’ll be drawing one winner at random each month, and all you have to do is give me your feedback on this podcast over at http://rickmulready.com/messenger, telling me what you’d like to hear more of - including topics you’d like to see covered, guests, style and frequency of the show! On the Show Today You’ll Learn: • Some mistakes that have been made in Alan’s early ad campaigns, including not increasing his ad spend gradually • How he can change the copy and messaging in his ads to better target the different audiences that could benefit from what he sells • What he can do for market research that will ultimately help with his messaging and ad copy • Changes he can make to the videos he uses for his ads and where he should start with testing • What’s next for Alan and why I think that starting a podcast would be the perfect platform for what he has to offer