I am sure you have heard the phrase ‘you get what you pay for’ with web traffic it is no different! If you decide to use paid methods then you get quality targeted traffic in return.
So where do you start when you are ready to market your website with paid traffic? Well unlike traditional print ads and direct marketing, advertising on the Internet is a whole different ball game. Before you do anything else, you need to know just what types of promotions are available out there.
I am sure you have heard about Pay Per Click or (PPC) before, but if you have not, I can tell you it is probably the greatest way to get good value for money.
The Importance of Keywords
PPC can be a bit of a gamble unless the visitors are part of what is called ‘targeted traffic’ this basically means people who are interested in your type of product. One way of helping you to determine what type of targeted traffic to direct to your site is by carefully choosing the most effective keywords.
Keywords or keyword phrases are a very important part of directing people to your site. Whenever someone is looking for something online, they do a ‘search’ on one of the major search engines, like Google, to find what they’re looking for, if you use keywords that are too general, you will get a lot of visitors, but they will not be targeted to what you are offering and they will just eat into your advertising budget. The key here is to find specific keywords or keyword phrases that will bring you the ‘right’ kind of visitors which are the potential customers you need to succeed!
As I explained earlier in the article marketing section, the new breed of keywords (Long Tail and LSI) will help you specifically target your visitors and minimise your costs.
Other keyword tools which will give you better long tail keywords are SEOBook keyword tools and also WordTracker Keywords.
Make sure that you implement all your chosen keywords into the content of your web page (there are more details on this in the SEO section) as this will use your Pay Per Click advertising to help move your site up the search engine rankings with all of those targeted visitors you’ve paid for. This is yet another reason why it’s so important to do your keyword ‘homework’ before you commit to any particular advertising strategy. Finding the right keywords will help to catapult your web site to the forefront of the search engines as well as earn you more money from targeted visitors and also save you money on your advertising.
Target your Adverts
Besides keywords, another way to target your traffic is through your actual advert text. If you are using (and paying for) Pay Per Click advertising then you want to make every click count. Incorporating free downloads and links to other free information and resources is great for giving away to your paying customers, however, when you use Pay Per Click, you pay for all the visitors to your site, even those who stop by and download your free stuff without making a purchase. If you mention the price of your product or service in your ad content, it usually helps to discourage many of those non-productive browsers from taking advantage of you (and your wallet!).
One of the best advantages in using Pay Per Click advertising to send you the targeted traffic you need is that, for the most part, once you’ve initially taken the time to set up the qualifying parameters, it’s pretty much ‘set it and forget it’ or on ‘autopilot’. Of course, you will want to periodically monitor the click-through rate vs. the conversion rate (how many sales you get in relation to clicks made) to see if you still need to ‘tweak’ anything, especially in the beginning stages of advertising your business.
Your traffic now has that much needed boost and you have spare time to look into additional promotional resources for your business.
Pay Per Click, or any single form of advertising, should never be relied upon as your long term solution to establishing your business online. You know the old expression ‘Don’t put all your eggs into one basket’ these are words of wisdom to follow in life and in advertising!
Although I may be a bit cautious here, do not be afraid to use Pay Per Click as your initial promotional strategy, there is always a time and a place for everything, and Pay Per Click is an awesome, very effective, short term traffic generating tool to use to get your web site seen. Ultimately, you will need to rely on search engine optimisation (there are more details on this in the SEO section) as a more long-term advertising solution.
Here is a guideline to avoid the mistakes most newbie marketers always seem to make when using Pay Per Click:
Do Your Homework: Research what would be the best target market for you to attract to your web site. Get to ‘know’ your potential customers and what they might additionally want from your business.
Find the Right Keyword: Make sure you spend time choosing the correct keywords and keyword phrases, use the tools I have provided links to so you can get the best possible keywords to help your ads, here are links to the tools again – Wordtracker, and SEOBook Keyword Tools, if you want to delve into this further then I suggest you get expert advice like Keyword Elite.
Create Your Advert: Once you’ve selected your optimum keywords, it’s now time for you to start creating your own advert, use your keywords to help you structure your ad content, but always strive to keep your advert as clear and concise as possible. Even with targeted traffic, keep in mind that most visitors want to see what you’ve got as quickly as possible, so you want to get your message immediately across.
Keep to Your Budget: Instead of just throwing all of your advertising cash into one marketing campaign, decide just how much you are willing to expend on each promotional strategy and stick to it. Pay Per Click costs can creep up on you if you don’t set a limit and keep to your budget.
Think about Location: If your product or service is useful to only certain geographic areas, you will need to also take this into consideration. You wouldn’t want to promote something like beach holidays in Iceland or snow-boarding in the Sahara desert.
Monitor Your Results: You do need to monitor and track your results for all of your advertising campaigns at least at the start. This will enable you to see which of your keywords are most effective, you will also be able to ensure not being billed for any visitor clicks you did not actually receive.
Which PPC Program Do You Use?
There are quite a few Pay Per Click programs out there to choose from, but to be honest there are only a few that give you excellent results, the three main Pay Per Click programs are Google AdWords, Yahoo Search Marketing and Microsoft Search Advertising.
I would stick with one of those if you want serious traffic, however, Facebook PPC is fast becoming really popular due to the popularity of Facebook and another great one is Bidvertiser. There are many others if you have the time and money to invest, like 7 Search, Kontera, and SiteScout to name but a few.