What Is “Paid Traffic Mastery”?
This course focuses on one thing, and one thing only: PPC Ads (pay per click). Taught by Molly Pittman, this course goes in depth about the many different advertising platforms such as Google Adwords, Youtube, and Facebook. Additionally, the course delves into multiple strategies for your advertising campaign such as optimization, scaling, and analyzing your ads.
This course doesn’t make any promise of guaranteed income like most do. Rather, paid traffic mastery promises to give you the knowledge required in order to generate more leads or increase your sales.
Who Is Molly Pittman?
The course is taught by Molly Pittman, a Digital Marketer’s VP and traffic manager. She’s spent over $2 million dollars in advertisements alone, totaling to thousands of leads. It’s clear Pittman has the experience necessary to teach paid traffic mastery.
Recently, Pittman has branched out from Digital Marketers to start her own digital marketing courses. She’s the cofounder of TrainMyTrafficPerson and TeamTraffic. She’s scheduled to speak alongside Erza Firestone and John Grimshaw for a marketing conference.
Paid Traffic Mastery’s Pricing
The course costs $495. It’s a one-time paid in full amount, with no payment options. Additionally, it comes with a 30 day money back guarantee. However, Pittman makes no sight of this in her sales page, and the refund information can only be found in the terms of service. All in all, it comes with:
- 7 core modules
- 7 quizzes
- 9 handouts
- Badge to display on your website
The course is split into 7 different modules, each covering its own topic. Each module is around long, and comes with
Module 1- Getting Started
This module is a general overview of the course, introduced by Pittman. She introduces the various modules, the guest instructors of certain videos, and what you can expect. It’s a pretty standard introduction module, talking about what paid traffic is and how it can affect you.
Pittman also starts the course by teaching the buyer’s journey, or the overall buying process a consumer goes through. This understanding can help marketers understand where in the buying journey to improve or focus their efforts on when scaling their traffic. Pittman explains that the buyer journey consists of eight steps:
Pittman goes on to say that you need to create a marketing campaign for each step of the buyer’s journey for a successful traffic system.
Module 2- Core Concepts
For this module, Pittman goes over the core concept of organizing your traffic based on their interest level. Pittman splits her traffic into three groups:
- Cold traffic- New people who haven’t heard of your business.
- People who are responding a PPC ad.
- The bulk of traffic for new businesses.
- Warm traffic- People who are familiar and interested in your business.
- The people who have opted into your email list.
- People who are interested but not necessarily buyers yet.
- Hot traffic- People who are buyers.
- These people have bought and expressed an interest in your business.
- Your core audience
Pittman goes into depth about the different type of audiences and how each affects your traffic. The key note that Pittman makes is that each type of traffic requires different needs. For example, if you have a problem with your hot traffic, you have to focus more on exclusive offers and re-engagement. On the other hand, if you have a problem converting cold traffic to warm traffic, you have to focus on pixelling or narrowing your market segment to a more focused group.
Module 3- Crafting Your Campaign Assets
This module goes back into the “buyer persona”. In this module, Pittman explains the importance of developing your ideal customer, and creating an extensive list of who they are and what they do. By doing this, you can use this to target your advertisements to a highly specific group, giving you a higher conversion rate and a lower CPC (cost per click).
In order to develop your ideal customer, Pittman tasks students with filling out the “Customer Avatar Worksheet”. This worksheet develops your customer’s personality as a way for you to understand the ways that you could overcome their objections or target their interests more efficiently.
Module 4- Facebook Deep Dive
Facebook is one of the most vital platforms for paid traffic. Pittman goes over the structure of a Facebook campaign and the best way to create yours. She goes over the goals of your campaign (app installs, traffic, reach, etc.), and how you can optimize your advertisement to be the most effective and cheap way.
This isn’t done automatically. It takes multiple ads for you to determine the best way to reach your audience. Understanding this, Pittman shows you how retarget your ads to tweak them to a more efficient rate. Additionally, Pittman goes on to show you how to utilize pixel in order to maintain re-engagement levels.
Module 5- Troubleshooting, Optimizing
As stated before, your first ad campaign is not going to go perfectly. You may accidentally create a CPC of $6 per click. All of this is normal, but what defines good digital marketers is their ability to adapt. In this module, Pittman explains how to troubleshoot and optimize your campaign in greater detail than the previous module.
Pittman goes over certain statistics that you need to know, such as cost per click, cost per view, return on investment, and conversion rate. By understanding these terms, you’ll be able to analyze the data statistics better, and you’ll pick up on marketing jargon. From there, Pittman goes over some strategies that you can do in order to troubleshoot your campaign. Of them, she focuses on two core strategies:
- Horizontal scaling- Increasing your audience size
- Vertical scaling- Increasing the ad budget
Pittman shows you how you can use both strategies to gain valuable insights about your campaign and audience.
Module 6- Google Ads
This module is taught by Mike Rhodes, author of “The Ultimate Guide to Adwords” and a seasoned “wily verteran” of adwords. Rhodes goes over some basic material, teaching you how to set up your first campaign and the basic terminology associated with SEO performance. He then guides you through creating your first campaign. Rhodes explains a couple of fundamental strategies, like:
- Automated vs. manual bidding
- Ad extensions
This section is very well made, and gives users of all experience levels something that they can use. It explains the complex topics in a simple way and gives a very thorough understanding.
Module 7- Youtube Ads
This module is taught by Tom Breeze, the CEO of Viewability, a video advertising agency. Breeze breaks down the Youtube “buyer’s journey” into 4 elements:
- Your customers moment
- The perfect video ad
- Reaching your customers in the moment
Breeze goes on to explain how to develop these elements to determine if you should use schema violation, aducation, or CTA ads based on your target audience. This part is crucial because the fundamental structure of your ad needs to be created around your ideal customer.
Finally, Breeze walks you through creating your first ad, setting the bid limits, etc. He makes point to distinct discovery ads and in-stream video ads. Overall, the course is quite simple and to the point, teaching you how to create your ad around your audience to maximize conversions.
Paid Traffic Mastery’s Quality
The course quality is very well done. Most of it are screen recordings of the tutorials with a few infographics to explain concepts. The audio quality is fairly high quality, and the information they teach is up to date. During the introduction, viewers are met with a face-to-face introduction with Pittman herself, and the video quality is on the lower side. That being said, the course creators definitely show that they put effort into this course. Even the lesson summaries are very well designed, giving you a good overview of each module. The course itself has a very professional feel, from the landing page that sells you the course to the videos themselves.
Does Pittman’s Course Deliver?
Yes, by definition, the course definitely delivers. It’s sole purpose is to teach you paid traffic, and it does so. It covers many different platforms, but focuses on the most important ones (Google & Facebook). While a majority of the course is going to be technical tutorials, it does contain advanced strategies such as utilizing pixel in Facebook ads or going over buyer’s persona for Youtube ads.
The course never promises any amount of income, rather, the course promises to give you the tools and understanding necessary to increase your ad’s performance. It teaches you many fundamental strategies that are vital to achieving this optimization, fulfilling the course’s promise.
Who Is Paid Traffic Mastery Best For?
Pittman’s course is best for anyone starting out with paid traffic. It’s many beginner tutorials can only really be followed by new users. While many who already have paid traffic campaigns can create a new, better one, those who are new will get more value out of this course than those with experience.
However, experienced paid traffic marketers can still find something valuable in this course. It teaches many complex strategies in a graspable way, providing a more organized understanding.
Is It Worth The Money?
This one’s for you to decide… The course presents itself as exactly what it is: a guide to digital marketing. If you have a successful business presently and are looking to expand your marketing, this course can be a very valuable guide towards your transition. However, if you are expecting guaranteed sales or niche-specific strategies, then this course isn’t for you. It’s not a course that teaches you how to find a niche or build a business from the ground up. It’s mainly worth the money if digital marketing can benefit your business as it stands.
In terms of teaching digital marketing Pittman and her team does a great job. It teaches the fundamentals of digital marketing as well as some advanced strategies as well. The skills she teaches are universally applicable to all niches, making it a quite valuable. For the price it charges, Paid Profit Mastery is a good course to teach the basics, although those hoping for more in-depth and niche-specific strategies may find it a bit lackluster.
Paid Traffic Mastery Alternatives
Digital marketing is a very vast topic, and as such, there are many alternative courses to Paid Traffic Mastery. Here are a few:
- Digital Marketing Course (Simplilearn)– This course is an upgraded version of Paid Traffic Mastery. If you want a similar course to Pittman’s but includes more, this is it. Simplilearn produces a very thorough course, and charges roughly the same amount ($497). However, unlike Pittman’s course, this one comes with modules on SEO, email marketing, mobile marketing, twitter, and overall strategy. I recommend to view this course if you are considering buying Paid Traffic Mastery.
- Ultimate Google Adwords Course (Udemy)– If you are buying this course solely for the Google ads module, consider this course instead. Coming in at a fraction of the price, this course provides you with in-depth knowledge focusing exclusively on Google adwords. It comes with 25 hours of videos, making it a highly specialized course for Google PPC ads.
- LinkedIn Learning– If you are looking for a plethora of knowledge, consider a linkedin learning membership. It’s a hub of online courses you can take for a monthly subscription of $29.98. You can knock out a good majority of the main courses within a month. Additionally, it comes with a variety of topics, like SEO, online marketing, content marketing, email marketing, and much more.
Our Final Verdict
Overall, Pittman’s course does a good job explaining digital marketing. For anyone starting off, this course is a very through basis to build up your digital advertising literacy. It does a great job explaining the basics of paid traffic. If this course came out a decade ago, it would be a solid 10/10. However, it doesn’t cover enough branches of digital marketing for it to justify its pricing. With the current state of digital marketing, there are too many free/cheap resources to justify $500 for a course on just paid traffic. With an abundance of alternatives, the course fails to meet a proper valuation for the amount charged.
- Clear tutorials
- Good production quality
- Very thorough explanations
- Charges too much money
- Doesn’t cover any other topics