If you’ve delved into content marketing in hopes to boost sales, you may be looking to further your investment with a paid traffic campaign. The added cost of a paid traffic campaign increases the necessity of running an informed campaign. So, before you plunge head first into your paid traffic set up, make sure you read these ten tips.
1. Start With A Budget
It’s easy to pour money into paid traffic. If you don’t set a budget from the get go, you may find yourself dug into a debt hole. Spending a few dollars here and there quickly adds up. Especially when you don’t have a set dollar amount to put towards your campaign. Before you get started, make sure you have a set number. Not only will this help make sure you don’t over spend, it will also make your plan creation significantly easier.
2. Have Short and Long Term Goals
Just like SEO and content marketing, paid traffic takes time to build up and utilize. Because of this, it’s important to set short and long-term goals. Your short-term goals should be on a monthly regimen. Look at traffic, shares, and sales developed from your campaign. The long-term goal will be easier to set as the campaign goes on and you have more research to make an informed goal. As you update your goals, make sure your whole marketing team is up to date.
3. Understand Display Ads
Display and Banner Ads are very common sources of paid traffic. They run at the tops and sides of different sites. Display ads make it easy to get across your company’s branding and it gives you a larger space to make an impact with the user. This is beneficial, especially for a relatively unknown company. But there are also risks.
When a user is browsing another site, they aren’t necessarily searching for a new company. You have the difficult job of making a significant impact with the user. Your display has to be attention grabbing to the point that the user clicks and wants to learn more. That’s what makes paid per click campaigns helpful for display ads. This way, you aren’t wasting money for a display that doesn’t return any new customers.
4. And Text Ads
These are the most common types of paid traffic. You pay different search engines to show your page at the top of certain keyword searches. Text ads are usually less expensive than display ads since you aren’t guaranteed to be shown to every customer. Text ads have the added benefit of users actively searching for information. When a user goes to a search engine, they are looking for a solution and eager to click on what the search engine returns to them. Great places to start your paid traffic text ads are with Bing, Yahoo, Google Adwords, Yahoo, LinkedIn and Facebook.
5. Don’t Go for “Head” Keywords
When you start to do keyword research, you’ll see a slew of high-ranking high search volume keywords. Your first instinct might be to latch on to these since you know people search for them. The issue with these high-volume keywords is that they are incredibly difficult to rank for, and will end up costing you more money with potentially less return. Instead consider lower volume search terms that your users would be interested in. These “long tail keywords” usually have a lower volume of searches, but are easier to rank for and a better investment over all.
6. Track Your Progress
As you start to implement your paid traffic campaign, you need to closely watch your progress. Luckily, there are plenty of tools out there to help you track this. One of the best tools is Google Analytics. Google analytics helps you track the success of each campaign. You can set up a url for each campaign and see which campaign is getting the most traction. You can also use tools like Kissmetrics to track which clicks lead to actual sales. Armed with these tools, we can move into the next tip.
7. Frequently Check Stats and Update Campaigns
Knowledge is power, and in marketing it’s your best asset. Just as with any campaign, you should closely track the success of your paid traffic campaigns. Now “closely track” does not mean you check your stats every day. That kind of behavior can’t show you trends and could lead to rash decision making. Instead, check your stats monthly. See what words are working and which ones aren’t, which landing pages are receiving the highest sales and which ones are falling flat. Then, adapt your campaigns accordingly. Doing this every month keeps your content fresh, your campaigns active and your success ever-rising.
8. Dip Your Toe Before You Dive
With your paid traffic budget in hand, you head to start your campaigns. But before you go spending the whole of the budget on your first round of ads, consider breaking it up into smaller tester sections. By separating your funds between multiple texts and displays, you can run A/B tests. Then, once you go back and see how each text or display performs, you can spend more money on the next ad run having a better idea of what works and what doesn’t.
9. Set Up Landing Pages
For each paid traffic campaign, set up a unique landing page. This benefits you in a few ways. Not only does it make tracking success significantly easier, it also makes the ad to page process more cohesive for the user. When they click on your ad, they’re automatically referred to a page meant specifically for that ad. This way they know they’re at the right place, and the buying experience is seamless, encouraging the user to spend and stick around a little longer.
10. Utilize Call to Actions
Once your user shows up on your landing page, they need to know what to do. This is where a call to action comes in handy. Make sure your call to action is the first thing the user is drawn to on the page. The button should be bright and attention grabbing and the text should be clear and concise. Make sure you’re telling the user what they should be doing. “Enter Your Email” or “Start Shopping the New Collection”. Regardless the goal of your CTA, there should be no question of what the user’s next move should be.