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The Traffic Engine - Andre Chaperon & Shawn Twing

The Traffic Engine

Paid Traffic Manifesto
Email Archive
Questions & Answers
Course Outline & Schedule
219 comments
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Shawn and I have been discussing the idea of this course since October 2018. “You create the course,” I said, “and I’ll publish it under our TLB-brand.”

This was initially over email. Shawn’s response was almost immediate — an enthusiastic, “yes!”

But months went by without any real progress. When I finally checked in for a status report, Shawn explained his resistance:

“You’ve set the bar impossibly high with SOI & ARM,” he said, “ARM redefined email marketing — it’s the gold standard. SOI did the same — how the hell am I supposed to live up to that?!”

[Several months later.]

Shawn emails me:

“I shared some of my ideas about paid traffic with Todd Brown’s Top One mastermind…”

The bugger likes to open loop me. So I replied, “…and?”

“I won the Million Dollar Power Hour for best marketing idea. I’m starting to feel pretty good about this.”

Shawn Twing at Top One (March 2019)
March 2019: Shawn Twing at Top One (middle) / Damian Lanfranchi (left), Todd Brown (right)

[Several months later.]

Shawn: “I presented those ideas to John Carlton’s Platinum Mastermind Group…”

(The open looping game never gets old with Shawn.)

Me: “…and?”

Shawn: “… incredible response … I got [unnamed enormous direct response company] as a client … lots of great feedback … I’m feeling really good about this.”

[Several months later.]

Shawn: “Remember that guy I told you about who heard my presentation and implemented the ideas? He pulled me aside last week and told me he doubled his cost per acquisition…”

Me: “Ouch! …”

Shawn: “Right. But that wasn’t the punchline. He increased his average order value by 8x!“

On and on it went, month after month, example after example. And now, here we are — both of us 100% “all in” — or, in Derek Sivers’ terminology, we can finally say “HELL YEAH!”

Below is Shawn’s Traffic Manifesto.

(I’ll append more content and info to this page over the next week.)

Course Outline & Schedule
The Traffic Engine core training is an eight-week, ten-module* course that teaches the fundamentals of successful paid traffic campaigns on Google Ads and Facebook, including prospecting and retargeting.

The emphasis of the course is learning effective, high-leverage strategies first (weeks one and two), and then implementing those strategies to create awareness, test offers, and gain customers with Google Ads search (weeks three and four), and Facebook (weeks five and six).

Week-seven will focus on maximizing revenue from existing traffic with Google Display Network and Facebook retargeting.

(To ensure that everyone is on the same page we are going to start with prospecting first, then add retargeting, which is different from the advice I gave on the 10-day free traffic training which I want to acknowledge.)

Week-eight will discuss optimization and scale.

The goal for the course is for participants to have at least one Google search prospecting campaign, one Facebook prospecting campaign, and GDN and Facebook retargeting campaigns created and driving traffic.

Other, related goals include:

The most important mistakes to avoid on each platform.
The critical factors that drive performance on each platform.
The few metrics that matter and how to calculate those metrics using free tools (e.g., Google Analytics, Google Sheets).
Strategies for service offers, ecommerce, digital offers, lead generation, and co-created offers.
Strategies specific to Sphere of Influence and Autoresponder Madness.
Testing strategies to inform offer messaging.
Frameworks and tools I use for idea generation and capture, content creation, reporting, and more.
(And a lot more I’m sure I’m forgetting…)
This first live cohort will include four Q&A / hot-seat calls with me. Exact dates have not yet been determined. However, I’ve included the weeks when each call will appear in the outline below.

(Q&A / hot-seat calls will be recorded and made available in the learning area.)

Content will remain accessible past week eight, and participants will have access to all future course updates as those are made available.

Each module will have comments to ask questions which I’ll answer regularly throughout the first eight weeks, then less frequently (but consistently) after that.

Course content will be a mix of written modules, screencasts, possibly video, and links to third-party resources I believe are valuable.

There’s also an upgrade version specifically for freelancers, agencies, and creative professionals who want to use The Traffic Engine for client work.

(The upgraded content appears below the core course schedule.)

[*I may decide to add additional content. If that were to happen, I’ll make sure that content is created within the eight-week timeframe.]

Bonus: Module 0 — The 30,000′ View of The Traffic Engine (Tuesday, April 7).
Core Module 1: Friday, Understanding Current Reality (April 10).
Core Module 2: Friday, Paid Traffic Principles (April 17).
Q&A Call #1
Bonus Module: Audience and Offer Masterclass
Core Module 3: Getting Started with Google Ads (Search) — Creating a Campaign (Friday, April 24).
Core Module 4: Google Ads (Search) — Metrics and Performance (Friday, May 1).
Q&A Call #2
Core Module 5: Getting Started With Facebook (Prospecting) — Creating a Campaign (Friday, May 8).
Core Module 6: Facebook — Metrics and Performance (Friday, May 15).
Bonus: Module 6.5 — Facebook Offer and Messaging Testing Framework (Friday, May 15).
Q&A Call #3
Core Module 7: Retargeting — Google Display Network + Facebook (Friday, May 22).
Core Module 8: Ongoing Optimization and Scale (Friday, May 29).
Q&A Call #4
Client-Services Upgrade (Add-On)
The following content is specific to the needs of freelancers, agencies, and creative professionals who will use The Traffic Engine on behalf of clients. This is in addition to the core training above.

Client-Services Module 1: Strategies for Finding and Working with Paid Traffic Clients (Google Ads and Facebook) — April 17.
Client-Services Module 2: Common Problems and Solutions (Including Pricing, Reporting, Managing Client Expectations and Communications) — May 1.
Client-Services Q&A / Hot-seat Call #1.
Client-Services Module 3: Getting Results for Clients Using The Traffic Engine (Prospecting and Retargeting) — May 15.
Client-Services Module 4: Growing Your Business and Your Clients’ Businesses (How to Think About Scale) — May 29.
Client-Services Q&A / Hot-seat Call #2.