How to Get Traffic Through
Paid Advertising
PPC
stands for Pay Per Click and refers to the use of ad networks such as Facebook
Ads or AdWords in order to promote your website or product. Basically with any
of these services you agree to pay a set amount for each time someone clicks on
your advert and this way you can avoid spending money on a campaign that
is
unsuccessful. Still though you need to think about how you are going to convert
the
traffic you gain into profit and you need to think about how you can get the
right people to click on the adverts. There are
number of tricks to making a successful and most importantly a profitable
PPC campaign, so here we will look at what those are.
The Goal of PPC Marketing
This
is really the most important thing to bear in mind; that a PPC campaign that
gets the most clicks is not necessarily the most successful one, as that means
that you're actually spending the most money. You only want people to click on
your adverts if they're likely to earn you money once they come to your site –
if they're likely to be returning visitors for instance who will click on your
ads, or if they are likely to buy the products that you are selling. One of the
best ways to make use of your PPC campaign is to link straight to a landing
page where you are selling a product. Then if you can get the product to sell
for say $30 a throw, then you can afford to pay $1 per click as long as you
sell to at least 1/3rd of your visitors (this is called a conversion rate).
This way you are still making a profit. PPC ads are shown based on a split-second
bidding system. That means that the more you opt to pay per “per click” (you
get to set this amount), the more your ad will be shown in the relevant spots.
By increasing the conversion rate on your website and by
improving
the ads, you can spend more money and get your ad seen by more people – scaling
up your profits. In order to work with this then you need to focus much more on
the CTR (Click Through Rate) on your page and the quality of the
traffic
that the PPC ad is bringing you. If you are tricking people into clicking your
advert and they are then only spending a minute on your page, then actually you're
just wasting your money. Likewise, if your page isn't doing a good enough job of
convincing people to buy, then again you are actually throwing money away.
Advertisement Designing
As such you should be aiming to create an
advert that will attract the attention you want it to from the right people,
and only if they
are
likely to make a purchase. In other words, then you can consider including the
price in your advert, the reason being that this will then allow you to drive
away
people
who aren't willing to spend that kind of money - which is just fine because you
don't want to pay for them to come to your site. What is important still though
is that your advert catches the eye so that the people you want to see it do,
and the important thing to bear in mind for this is that your advert MUST look
professional
if
you hope to make sales. Be professional, be honest and be upfront and then as
long as you focus on the CTR of your landing page you can very reliably
generate money this way.
Targeting audience
Whether
you choose to use Facebook Ads or Google AdWords,
one
of the most important considerations for an effective campaign is targeting. In
other words, are your emails reaching the right people – the people who are
likely to buy from you. Again, this increases the conversion, meaning that you
can spend
more
money, meaning that you increase your profits. AdWords shows adverts on
Google’s search engines and is based on what people search for. You will pick
the search terms you want to target, and when someone looks for that phrase,
your
ad
will appear at the top as a “sponsored result.” Facebook Ads show ads on a users ’ Facebook home feed based on their interests, demographics, and more. You
can this way choose to show your fitness book only to people who have listed
“working out” as an interest (but who might
also have listed their weight as being a little on the heavier side!). Which
option is better for you? That depends on the nature of
your
monetization (which we’ll talk more about in a moment).
Keep in mind though, that while Facebook lets you target an audience based on a greater amount of information, Google lets you target people based on their intent. In other words, if
someone searches for “buy fitness ebook,” then that tells you that they are actually looking to buy an ebook. Thus they might be easier to convert.
If you are trying to make your money from ads though (and again, we’ll discuss this option shortly), you might not be able to funnel as much money into your business plan.
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