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John Crestani has been recognized by Forbes, Business Insider, Entepreneur.com, and dozens of other publications for his success online. More importantly, he’s helped thousands of everyday people from around the world create success for themselves as well.
What are John Crestani’s views on paid advertising?
John Crestani is a strong proponent of paid advertising as a key strategy in affiliate marketing. His views on paid ads are centered around the idea that paid traffic, when done right, can provide a scalable and predictable source of revenue. Here are some of the key principles and strategies John Crestani emphasizes when it comes to paid advertising:
1. Paid Ads as the Most Scalable Traffic Source:
- Scalability: John believes that paid traffic is one of the most effective ways to scale an affiliate marketing business. Unlike organic traffic, which can take time to build, paid ads allow marketers to generate traffic quickly and scale campaigns rapidly. As long as the campaigns are profitable, marketers can continue increasing their ad spend to generate more sales.
- Predictable Results: Paid advertising allows for a data-driven approach to marketing, where performance can be tracked, tested, and optimized. This makes it easier to predict the outcome of campaigns and adjust strategies to maximize returns.
2. Focus on ROI (Return on Investment):
- Profitability Over Traffic Volume: While many marketers focus on getting as much traffic as possible, John Crestani emphasizes the importance of focusing on return on investment (ROI) rather than just raw traffic. A successful paid advertising campaign should not just drive traffic but also result in higher sales than the amount spent on ads.
- Optimizing for Profit: John advises affiliate marketers to optimize campaigns to ensure that the cost of acquiring a customer (via paid ads) is lower than the revenue generated from the sale. Once a campaign is profitable, it can be scaled by increasing the ad spend, ensuring the business grows without sacrificing profitability.
3. Targeted Advertising:
- Audience Segmentation: John emphasizes the importance of targeting the right audience. Paid advertising platforms, like Facebook, Google, and YouTube, offer advanced targeting options that allow marketers to show their ads to people who are most likely to be interested in their offers.
- Laser-Focused Ads: John teaches his students to craft highly targeted ads that speak directly to the needs and desires of a specific audience. By narrowing down the target audience, marketers can increase the likelihood of conversions and reduce wasted ad spend.
4. Testing and Optimization:
- A/B Testing: John Crestani is a strong believer in split testing (A/B testing) when it comes to paid ads. He advises marketers to test multiple ad variations to see which performs best. This includes testing different headlines, images, calls to action, and landing pages.
- Continuous Optimization: According to John, once an ad campaign is live, it’s important to monitor performance and make adjustments. This could mean tweaking the copy, changing the image, adjusting targeting, or increasing the budget for the best-performing ads. Optimization is an ongoing process, and testing is key to improving results over time.
5. Using Multiple Paid Traffic Sources:
- Diversifying Traffic: John suggests not relying on just one platform for paid ads. By using multiple traffic sources (such as Facebook Ads, Google Ads, YouTube Ads, Solo Ads, and others), affiliate marketers can reduce risk and ensure a steady stream of traffic. Different platforms attract different types of audiences, and diversifying helps mitigate the risk of changing algorithms or shifts in platform dynamics.
- Cross-Platform Strategies: While John recommends starting with one platform to get comfortable, he also encourages his students to expand to other paid traffic sources once they’ve mastered one. This allows them to scale and test different types of ads to see what performs best on each platform.
6. Retargeting and Remarketing:
- Re-engaging Prospects: John is a big advocate for using retargeting ads. If someone visits a landing page or clicks on an ad but doesn’t make a purchase, retargeting ads are used to bring them back. This type of advertising helps increase the likelihood of conversions, as prospects are already familiar with the product or offer.
- Dynamic Retargeting: Retargeting can be made more effective by showing dynamic ads, which are personalized based on the user’s previous actions. For example, if someone viewed a product but didn’t buy, dynamic retargeting can show that specific product again or offer related products.
7. High-Converting Landing Pages:
- Optimized Landing Pages: John emphasizes the importance of high-converting landing pages that match the messaging of the ads. If someone clicks on an ad, they should be taken to a landing page that is consistent with what they saw in the ad and provides a clear call to action. He teaches his students how to create landing pages that are designed to convert visitors into leads or customers.
- Effective Call to Action: The landing page should also have a strong call to action (CTA), guiding visitors on the next steps they should take. Whether it’s to sign up for a webinar, enter an email, or make a purchase, the CTA should be clear, persuasive, and easy to follow.
8. Budgeting and Scaling Ads:
- Starting Small and Scaling: John advises marketers to start with a small budget and gradually scale up as the ads become profitable. By testing with a lower budget, you can see if your campaigns are working without risking too much money. Once you find a profitable campaign, you can start scaling by increasing the budget.
- Scaling Profitably: It’s important not to just spend more money but to scale in a way that maintains or improves ROI. John advises marketers to keep an eye on the cost per lead (CPL) and the cost per acquisition (CPA) to ensure the campaigns are still generating profits as the budget increases.
9. The Importance of Tracking and Analytics:
- Data-Driven Decisions: John emphasizes the role of analytics in paid advertising. He believes that affiliate marketers should use tools like Google Analytics, Facebook Ads Manager, and YouTube Analytics to track the performance of their ads. By understanding key metrics like click-through rate (CTR), conversion rate, and customer lifetime value (CLV), marketers can make informed decisions about their ad campaigns.
- Optimizing Based on Metrics: John teaches his students how to use these analytics to continually improve their campaigns, including adjusting bids, refining targeting, and experimenting with creatives.
10. Ad Creatives and Messaging:
- Compelling Ad Creatives: John stresses the importance of using engaging visuals and compelling copy in ads. The ad’s message must be clear, concise, and relevant to the target audience. It should address a specific pain point or desire of the audience and offer a solution.
- Video Ads: He particularly recommends using video ads, as they tend to have higher engagement rates and can help build a connection with the audience. Video allows for a more detailed explanation of an offer and can highlight the benefits of the product more effectively than static images.
11. Avoiding Common Mistakes in Paid Ads:
- Wasting Budget on Untargeted Ads: John highlights one of the biggest mistakes new marketers make with paid ads—spending money on untargeted or poorly optimized ads. He encourages advertisers to ensure that their ads are reaching the right audience and that the creatives resonate with that audience.
- Not Tracking Performance: Another mistake is not tracking the performance of the ads properly. Without data, it’s impossible to know what’s working and what’s not, which can lead to wasted ad spend.
- Ignoring Optimization: Many marketers fail to continuously optimize their ads, letting campaigns run without adjustments. John stresses that optimization is key to long-term success in paid advertising.
Summary of John Crestani’s Views on Paid Advertising:
- Paid ads are the most scalable and predictable way to drive traffic and grow an affiliate marketing business.
- Focus on ROI, not just traffic volume, and optimize campaigns for profitability.
- Target the right audience with precision using ad platform targeting options.
- Use A/B testing and continuous optimization to refine campaigns and improve performance.
- Diversify traffic sources by using multiple ad platforms (Facebook, Google, YouTube) to reduce risk.
- Implement retargeting ads to re-engage visitors who didn’t convert initially.
- Create high-converting landing pages that match the ad messaging and include a clear CTA.
- Start with a small budget and scale campaigns gradually while maintaining profitability.
- Track performance with analytics tools to make data-driven decisions.
- Use compelling ad creatives and video ads to engage the audience.
In summary, John Crestani believes that paid advertising is an essential tool in affiliate marketing, providing a scalable way to generate consistent leads and sales. However, he also emphasizes the importance of smart targeting, optimization, and ongoing analysis to ensure that ad campaigns are both effective and profitable.
