One way to increase traffic to your site is to pay for it. This doesn’t mean paying directly for leads that may or may not be qualified. It means paying for advertising that will result in qualified leads. This can be banner ads, press releases/featured articles, Pay Per Click and others. It is important to test each of these methods and more before investing large amounts of money in advertising to ensure you don’t waste your money
Everyone would love to get to get tonnes of traffic without paying for it, and a mistake that many people make is trying too hard to achieve this. It’s important to realise that paying for customers is not a bad thing. If you can work out the value of your customers this will be infinitely more valuable to you than spending all your time trying to get customers for free
If you pay $500 for an advert, and you get 5 paying customers as a result, that means you’ve effectively paid $100 for each customer. Sound like a lot? It isn’t. If those customers buy 1 beat each, at $20, that has already brought their cost to you down to $80. Now, if they come back and spend another $20, the cost is now at $60
Now combine this with your relationship building
Imagine those 5 customers become loyal, and buy 15 beats from you at $20. That means they’ve given you $300, and you’ve only paid $100 for each of those customers. So they’ve given you 3x what you paid to obtain them (assuming I can still do maths…)
So, to reiterate – spending money to get customers is a good thing, and something you should all be doing, (money permitting, of course). Just make sure you’re tracking your sales and advertising methods to ensure the results justify the spend
Pay Per Click
Pay Per Click (PPC) is a common type of paid advertising as, if done properly it can be very good value for money. As the name suggests, you only pay for each click of your ad. You see these ads every day when you use a search engine or go on Facebook.
It’s important that you do your research before bidding on keywords. This will ensure you’re not wasting your money, as you may end up spending your money on wasted clicks
For example, you may want to pay for the term “buy beats”. However, this is a very generic term. You could end up paying for someone to click on your ad who’s looking for Trap beats, but you sell Hip Hop & R&B beats. (See Negative Keywords below to see how to avoid this). So it’s important to be specific and make sure your ad will only be clicked on by people looking to buy your beats
You should also find out who your competition is with these ads. You may not feel like you’re competing with retailers selling headphones, but as soon as you bid on “beats” they become your competition. You can also use tools like www.spyfu.com to see what keywords are working for your competitors and which ones to avoid. This can be very useful if you’re just starting out with PPC
As with every aspect of marketing, you should be a/b testing with your ads. If you’ve been running a campaign for some time you can use your results to find out which ads are worth carrying on with and which ones should be stopped. You can compare the impressions, clickthrough rate (CTR), conversions, cost/conversion, etc. to find out which ads perform well and which ones don’t
If you’re new to PPC then the only way find out what’s best for you is to get some ads out there and prepare to see some not perform. But don’t shy away from this, this is what you want. Create a some ads, run a couple simultaneously then use the results to perfect your ads by changing certain elements. It’s important you only change one element at a time, otherwise you won’t know which change has had an effect on your results.
So you could run two very similar ads but perhaps try slightly different wording and see which performs best. But son’t stop there. If one ad out-performs the other, drop the worst performer and test the better ad against a 3rd type of wording, and so on. Then test things like bold text, capital letters, etc. until you get the perfect ad which you will feel happy spending your money on
Negative Keywords, Short vs. Long Tail, Broad vs. Exact Match
Negative Keywords are a way of getting rid of useless traffic – people not looking for what you’re offering. Using the example above, if you’re selling Hip Hop & R&B beats, some of the negative keywords would simply be other genres. So if anyone searches for “Club beats”, “Trap instrumentals”, etc. your ad will not come up, and you will not pay out unnecessarily. This will also keep your bounce rate down remember?
If you have a Google Adwords account, the Keyword Planner Tool is a great way to find out what your negative keywords should be
From the image above you can see what a search for ‘Hip Hop beats for sale’ looks like in the keyword planner. You can see that one of the results is ‘free beats’. If you’re not offering free beats you can add ‘free’ as a negative keyword. With this you’ll avoid the 14,800 monthly searches that would be costing you if they clicked your ad. And this is a tiny section of some 800 results for that search term, so there’s a lot of negative keywords to be added!
Long tail vs. short tail is the difference between searching for “Where can i find hip hop beats for sale” (long tail) and “buy beats” (short tail). This is a way to further get rid of useless traffic and make sure you’re only paying for traffic that can profit you. It’s also a good way to get some extra sales that may have otherwise been missed. For more on keywords, see my last post
Broad match vs. exact match is similar to long tail vs. short tail in the way that it will filter results. With broad match, your ad may show if a search term contains your keyword terms in any order and possibly along with other terms. Your ad can also show for close variations of your keywords
Under exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search
There are positives and negatives to both of these. With broad match you might pick up some sales from searches that would have been filtered out using exact match. However, your ad will also be showing to people who are not looking for what you’re offering. This will harm your CTR, your ad position, bounce rate, etc.
And as you guessed, exact match is the opposite. You’re more likely to get high quality leads, as the people clicking your ads will be looking for exactly what you’re offering. However, you’ll miss out on many potential sales from people using different search terms, but looking for what you have to offer
I won’t spend too long on banner ads as, well, they’re not the wisest of investments you can make. Here’s why:
I could go on but i think you get the picture…
But if banner ads are your thing then at least do it properly. Research recent trends and designs (this can be done on Pinterest with a simple “banner ad” search) and make sure your designs look current
The only point in a banner ad is to attract clicks, so make sure it looks good, has an obvious call to action and will stand out on the page. It is worth making your banner in different colours so that you can choose one based on the colour of the page so it stands out
A Quick word On Targeting
Targeting may seem like a waste of time, considering you can sell to people all over the world. However, if done properly, it can help increase your Ad Rank. Your Ad Rank determines where your ad shows on the page, if at all. It’s calculated using your bid amount, Quality Score (expected click-through rate, ad relevance and landing page experience), and the expected impact of extensions and other ad formats (Source: Google Support)
So, by targeting your ads to areas where you get the highest CTR/qualified leads/website visits/etc. You’re ensuring that your ad will perform well, therefore increasing it’s Ad Rank, meaning it will continue to perform well, meaning it’s Ad Rank will continue to rise, meaning your Ad will continue to perf…
As usual I can’t fit in everything in that I would like to. But have a look here for a full list of various types of advertising and examples of what they look like
Thanks for reading, see you next week!
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