步骤一
Please spend the vast majority of your active advertising budget on customer acquisition. This is for acquiring new customers by promoting product and funnels that are already selling well.
二八法则：
Which 20 percent of your converting products drive 80 percent of sales? Thos are the products you should drive even more traffic to. 研究最好卖的20%，然后把这些东西的转化率提高。
步骤二：
给一些email的人，一些free deal。这应该占用 10%-20% 的active advertising budget
Front end Advertising budget 分成三份。
10% Front-end budget 给未来的潜在用户
80-90%给现有的用户，customer acquisition
20% front end budget goes to retargeting
然后是back-end
Traffic is still king of the game, but there’s a new queen in town: content.
No network rejects a nice blog article, native ad, or viral content place.
Don’t create 20 different content pieces that go on 20 different networks; create one amazing piece of content to leverage across multiple networks. P257
Retargeting accounts for over 40% of his niche.
If you’re selling a silicone cupcake mold, for example, you shouldn’t make your content piece about that product. Instead, create an article that people who bui silicone cupcake molds would like, such as how to make devil’s food cupcakes.
切记要做的三种promotion
- Cart Abandonment Promotion 当别人放入购物车，没有下单。
- Specific Product promotion,
- Listing building promotion
Email 7-14 days long at the longest, 30 day sequence.
Creating the Content, you should outsource the job of writing these emails. P 266
capripopcorn.com 