Page 23 - Book Funnels & Amazon Ads

AD & FUNNEL PROFITABILITY
If you’re showing up in a place where the traffic will be warmer, your conversion will be higher, and your cost-per-lead can be higher because you’ll need less leads for a sale.
If you’re showing up in a place where the traffic will be colder, your conversion will be lower, and your cost-per-lead must be lower because you’ll need more leads for a sale.
Although Google may be a source of warmer leads, LinkedIn has a higher cost-per-click because according to Business Insider, the largest spenders are Citigroup, Cathay Pacific, Philips, Microsoft, Prudential, Chevron, HP, and Volkswagen. These are all multinational corporations with deep pockets. The user base on LinkedIn is more professional and consists of people with more purchasing power on behalf of their com- panies so an ad could lead to a multi-year six-figure business contract as opposed to a $300 self-help course.
Likelihood that a viewer is seeking to make a purchase
This doesn’t mean Facebook is a bad place to advertise. For some, it’s going to be better than LinkedIn or Google because of your targeted audi- ence and the makeup of the users of that platform. It does mean, however, that you may have to spend more money on warming up that traffic, beyond just getting their initial attention.
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