I believe that you have spent a great deal of effort to set up an attractive website and keep it working flawlessly. But, as you already know, the website itself cannot attract as many visitors as you need to keep your business results positive. This is where paid web traffic comes into play. The only question is – how to choose the right paid traffic source that fits your business needs best?
The process of selecting a paid traffic source starts with some research and proper preparation for the traffic that is yet to come. Good advertising is all about combining the perfect message with the perfect audience to reap the most of what it has to offer. If you manage to make this perfect combination, you will help your ideal prospects move forward with your products or services.
How to prepare for paid traffic?
The good news about paid traffic is that you don’t have to spend hundreds of dollars to promote your business online. All you need is a good game plan to get the greatest ROI of the budget available for online promotion.
Start crafting your game plan by getting to know your market. Try to gain a deeper understanding of your ideal prospects. What is their age range, income, gender, and marital status? How do they spend their free time? Do they have hobbies? What type of books, online articles, and TV shows do they like?
You need to get all this information, so that you can identify with the market and your target audience. This way, you will be able to create personalized messages and connect with your prospects on a deeper level. And that’s when you can sell your offerings.
The next step of creating your game plan for paid traffic is determining where you can find your prospects online. Do your research and collect detailed information about all your target groups. Find out where you can meet your customers online based on their gender, interests, browsing habits, and education. You can do this by evaluating your current customer base and website visitors.
As soon as you have a clear picture about your market, make your action plan with a strategy that will help you connect with your prospects. Nowadays, it’s not enough to just have an advertisement online. You need to make an effort to create an ad that will match the needs of your prospects. This means giving some thought about the headlines, copies and images included in your paid traffic ads.
How to choose the right paid traffic source?
Well, you will get some pointers on where to find your audience online while doing your research. But today, people are actively present on various online platforms, so you will probably end up with multiple answers. Moreover, you may want to experiment and try to reach a new market segment.
The best way to determine the right paid traffic source for your business is learning about the various options out there. This way, you can mix and match different sources and drive as much traffic as you can with the budget you have. Essentially, you need to keep an eye on 2 groups of paid traffic sources – search engines and social media.
Google and Bing are the biggest paid web traffic sources due to people’s habit to search for everything they need through these two search engines. The paid traffic solutions leverage information about the keywords that people use when looking for products and services online.
As soon as someone types in one of the selected keywords, your ad will appear in a prominent position in the search results. By displaying your ad to those who are already looking for your product, these search engine paid traffic sources help you grow your business quickly.
You can sign up for Google AdWords for free and pay only when someone clicks your ad. It gives you the option to choose the budget you are most comfortable to start with, and change it later, according to your needs. You can easily measure the effectiveness of your ad in generating web traffic and try using new keywords.
With Bing Ads, you have the options for local and mobile advertising, and device targeting. It offers simple and efficient advertising, with an option to import Google AdWords campaigns. You can use web analytics to evaluate and optimize your paid traffic campaign. You also have control over your budget with bid modifiers.
Today, the biggest social media platforms offer very effective solutions for targeted advertising. Since millions of people use these platforms daily, each of them gives you the opportunity to reach a great deal of your prospects.
In order to use Facebook ads, you’ll need to create a page for your business. Based on people’s likes, Facebook targets your audience and optimizes your web traffic. You can also target people based on their age, gender, and occupation, as well as do geographic, contextual, and behavioral targeting.
Twitter offers targeting your audience by linking your business to a particular keyword, people’s interests, or followers. You have the option to choose if you want to promote your business Twitter Account, Tweets, or trends. You can set a budget for a maximum bid and only pay for engagement, similarly to the way search engines work. Twitter also lets you measure the effectiveness of your ad and retarget with special offers and promotions.
LinkedIn is a great option for business to business advertising. You can choose to promote your business through sponsor updates, InMail, and display and text ads. Your ads can be targeted by job title, job function, gender, age, location, skills, industry, and company size. LinkedIn has a social organic side of posting inside groups and daily posts. It also has a great PPC (pay per click) ad platform.
Due to its video content, YouTube attracts a huge number of visitors every single day. You can use it to post videos with CTAs for people to visit your website, or simply place banner ads on relevant videos. YouTube offers the option to choose the categories that best fit your business and promote it in those video categories.
Stumble Upon is a unique platform that drives your audience directly to your landing page. It does not require any clicking on ads or links. Based on the interests that can be associated with your products or services, your site will be presented to the appropriate prospects.