If you don’t want to read it, you can watch this video.

Let’s talk about paid traffic. What is paid traffic? It is whenever you buy influence through traffic on Google, Facebook, Instagram, and a few other sources. We’re going to talk about Google and Facebook, because those are the big boys.

I want you to understand something. The way that it is going, in the next three to five years, regardless of how good your blog is or your YouTube channel is, you’re going to have to pay to get noticed.

I’ll tell you my story. I was rolling on YouTube in 2009 through 2012. In 2013, I kind of hit a roadblock. First there was a bug that interrupted my channel for three months and I did not get any subscribers. Then I wasn’t getting any traction.

In 2010, I had roughly 27K subscribers and I’d put out a video and get 200 or 300 views, which did not make any sense based on my past results. Before 2010, I’d get maybe 1000 views off of a small subscriber base of 127 to 300 subscribers.

That’s when YouTube started monkeying around with the algorithm. They started to do things a little differently. I had to make a decision, because I used to be that dude who said I’d never pay for traffic. After a few months of not getting any views, I decided that I needed to pay for some traffic. When I did, it worked like gangbusters for a few months.

The internet is constantly changing. That’s something I have become comfortable with. In the beginning it was rough. I would use one strategy for a few months and then it would stop working.

For a lot of people, their cell phone is the only internet device they have. They might have a tablet. More than likely 72% of YouTube traffic is going to be mobile. If you’re not designing your videos for mobile and deploying your traffic strategy for mobile, you are not going to win.

For those of you with no experience with blogs or Instagram or YouTube, what you need to do is direct response for six months to a year. Direct Response is when you put out an offer and they say yes or no. You have to put out enough offers until enough people say yes to establish some cash flow.

Direct response is cold calling. Direct response is all up in the DMs. Direct Response is on Facebook. Direct Response is on LinkedIn. Essentially, you put out an offer and see if they go for it. If they don’t go for it, you figure out why they don’t go for it. Then you put out another offer using the prior feedback. This is brutal, but you’ve got to do it so you can figure out what a good offer is.

Paid traffic does not work without a good offer. When I’m running traffic on my YouTube channel, if the video I use has a 35% watch through rate, I kill it. I get rid of it. That rate might work for someone else, with the various forms of paid traffic. But for what I am doing, it doesn’t work. I aim for 70% to 77% watch through rate. That’s what I do when I run my campaigns.

This ties back to making a good video. I don’t care how much money you have. I don’t care what kind of strategy you have. If your video and your content is not good, this is what Google and Facebook are going to do to you. They’re going to take your money, but they’re going to cut your effectiveness into thirds.

So, let’s say you spend $100 for 1000 impressions. If you’re offer is really bad, and your video and content is really bad, they’re going to take your $100 and only give you 300 impressions. Just from a cost benefit standpoint, you need to make really good content.

Google looks at your content in terms of the user experience. If a video is getting a 70% to 80% watch through rate, that video is popping. What Google is going to do is reduce your cost and expand your reach because this is something people have said they like. Since it makes Google look good, they are going to cut you a break and give you more.

Now. Let’s say you make a trashy ad and it doesn’t really convert that well. Let’s say it has a 25% watch through rate. Instead of getting 1000 impressions, Google and Facebook may crank you down to 200 impressions. So, you are literally paying five times as much as someone who is putting out a good offer and a good ad.

This is why you should do Direct Response so you can learn how to create a good offer. You need to learn how to do that. That is “hands down” the first thing you need to do. If you don’t, you’re going to spend a lot of money and you’re not going to get results. Facebook, Google and Bing will take your money, and they are just going to give you less.

Going back to the internet and how these things work. Let’s say there are 100 spots for this particular niche and 90 people are paying for positioning in that niche, right. That leaves 10 organic spots open. Do you know how hard it is going to be to get into those 10 organic spots? It’s going to be incredibly hard.

I think everyone has the potential to make six figures online right now and in the next five years. But if you don’t pick something and dedicate yourself to it for six months to three years and you just keep jumping around, you’re going to be eaten alive in this new internet environment.

Okay, let’s go over what you need to do if you have no online experience. The first thing you need to do is find some kind of sales job and learn the art of crafting an offer. Crafting an offer is so important. You’ve got to do it.

If you’re offer is not good, I don’t care how much money you throw at it, it is not going anywhere. In three to five years, paid traffic will not be what it is today. This is why you have to get in now.

Let’s say, you get you a sales job or an affiliate offer or something like that. Get yourself a blog and figure out how to get traffic to this blog. This is the stuff you do for $5 to $10 a day. You do a blog. You do a YouTube channel and you spend a little money. You concurrently learn how to craft an offer.

If you’re having a hard time deciding what to sell, do this exercise. Take out as sheet of paper and write down all the things that interest you. Then rank them. You don’t want to get into a business that does not interest you. This exercise will help you narrow down some ideas about what you can do.

You don’t have to worry about the monetization immediately. You need to be thinking what can I do for six, seven, or eight years? Everybody can do something they don’t like for a couple of years, but at some point, it’s going to grind on you.

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