The top question to asked to an internet marketer is probably: So, how do you drive traffic to your site? How are you getting eyeballs to your site?
A friendly reminder… Before learning how to get eyeballs to your site, always have a good converting offer waiting for your visitors- the “Hell Yes!” offer. Read about the “Hell Yes!” offer, here.
After you have created a good “Hell Yes!” offer, here are a few ways for you to get eyeballs to your site-
Getting Eyeballs (Paid Traffic Review)
Paid and Free
Eyeballs can be drawn to your site in 2 main ways – Paid and Free.
Paid traffic refers to traffic that you have to pay money to get.
Free traffic refers to traffic that come from organic sources, such as content marketing.
It doesn’t cost money to buy.
This post talks about Paid Traffic (Part 1), Free Traffic will be covered in Part 2.
Here are 4 ways to get paid traffic (that I personally like and use):
1) Google Adwords
No surprises here. Google Adwords is one of the most versatile paid traffic sources around- it targets the word or phrase that Google’s visitors search online and shows them the relevant ads. Targeting your prospects who already are interested in looking for a solution is one of the easiest way to capture and convert that traffic.
For example, if your client does a simple search of the term “fresh coffee near orchard road” – your ad would pop up. They look like this.
Adwords is best used to capture traffic that already want to buy- these eyeballs are referred as the “bottom of the funnel”. These prospects are often easier to convert as they have already signaled their intention to search for a solution.
Unfortunately, this portion of the funnel is often the narrowest.
The key to the difference between a 6,7 or 8 figure income online is how effective you are in attracting visitors at the top of the funnel (What is also referred to as “cold” leads) and nurture these cold leads to reach the bottom of the funnel. This requires you to have a deep understanding of the phases of a funnel and to communicate to the leads in a different tone and selling environment as the dive deeper into the funnel (Post for another time).
The effectiveness of Google Adwords
There has been debate over whether Google Adwords continues to be a good form of paid advertising- in the early days of the internet, Google Adwords might have been much more powerful than today, but now, due to Banner Blindness, most visitors would ignore the ads and this reduces the effectiveness of the ads.
Here’s a heat-map study from the Nielson Norman Group showing just how much people ignore display advertising. Look at the Green boxes (ads) versus the Red areas where eyeballs are actually focused on(content).
That said, using retargeting pixels, is a great way to advertise to people who have already visited your website. Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away, by dropping a cookie onto their browser and showing them your ad again and again.
What I would do
As with all other forms of traffic sources – test, test, test. I would probably run some ads on Google and other search engines such as Yahoo, Bing etc (Which are usually cheaper as well), to test the effectiveness of the traffic sources- I would pay attention to use retargeting pixels to maximize my sales conversions!
A bonus word about Banners
Since there is a phenomenon as Banner Blindness, the best way for the banner ad to work is to remove all traces of it being a banner. We call this technique the “unbanner banner”- or Native Advertising.
2) Native Advertising
Native advertising refers to placing ads to fit seamlessly on the webpage, making the ad unobtrusive and often, helpful or entertaining. Native ads mimics the design and functionality of the website the ad is placed on and includes in-feed ads, content recommendation widgets, search and promoted listings and custom ad units.
By removing obvious banner elements such as a flashing red offer and the clearly cut-out banner boxes, native advertising is a response to banner blindness.
Example of what I wouldn’t click on:
Examples of this includes Sponsored Posts on Facebook and Sponsored Tweets.
Did you know… that 73% Of Online Publishers Offer Native Advertising?
I believe the future of native advertising is bright, as long as marketers and publishers keep the content transparent and of high-quality. As with forms of traditional marketing though, I do believe over time, readers will learn to tune out to native ads the same way they do to irrelevant banner ads, if the content is overly self-promotional.
In my humble opinion, keeping content genuinely useful and trying to speak in an editorial style is perhaps the best way to keep these ads effective.
The flow now is to go with ads that don’t attempt to stop reads dead in their tracks and feed them an irrelevant offer, but to seamlessly enhance the user experience on the site.
3) Facebook Ads
I love using Facebook Ads because of how TARGETED it can be. Facebook has worked extremely well for many offers as once you can clearly identify your target audience, you can put the offer right in front of their eyeballs. You can choose the type of people you want to reach (interests, gender, age, occupation etc) and also target audiences similar to your existing customer base.
Here are what sponsored Facebook ads look like (I’m sure you’ve seen them!):
- Automotive (DLX Auto Powered by Polk)
- Charitable Donations
- Digital Activities
- Mobile Device User
- Purchase Behavior
- Residential Profiles
Understanding your customer’s behaviors – you even get to filter based on their PURCHASING behaviors- allows you to use the right words in your offer and speak directly to them- a tool so incredibly powerful.
The Power Editor looks ugly, but taking the time to learn how to operate it will serve you well!
After all, isn’t the sale made by truly understanding what your customers want, crafting a “Hell Yes” offer that meets their wants and putting it in front of their eyes? A very good understanding of your customers is key.
A note on Facebook Advertising:
1) Do A/B testing, using AdEspresso – to optimize your Facebook ads easily.
2) Note that it is a continually evolving platform – staying abreast of the functionalities is important for effective advertising on this platform.
Facebook has recently changed the way it charges for ads on its platform, now charging for clicks to website not likes, shares and comments.
This is wonderful as it is much more closely aligned with how advertisers are bidding so they can better optimize their campaigns against their stated goals.
I am also expecting it to filter away many fake bots on the site who just “like” my posts but do not convert into sales.
Definition from Alvin, from marketingwithalvin.com:
Solo Ads is a form of paid advertising that allows you to target email lists of warm leads, specifically at people who are interested in your niche.
It is one of the most effective form of paid advertising, as the traffic you drive to your landing page is likely to be interested in consuming information or products from you.
You basically pay someone who has a targeted list of email subscribers in your niche to send out email broadcasts to them.
The vendor would then send the agreed no. of unique clicks to your landing/sales page through your links placed in the email.
Although the concept of solo ads is more popular in the ‘Make Money Online (MMO)’ niche, this form of advertising has been prevalent since the inception of the ability to collect email leads.
Instead of building your list from scratch, you would capture WARM traffic from a vendor and show them your offer and get them to opt-in to your list by providing their e-mail addresses. This is one of the quickest way to build your list.
How to buy solo-ads?
1) Warrior Forum
Many solo-ads sellers are on this forum.
2) Facebook groups
Search ____(your niche) solo ads.
3) Do an organic search of your niche on Google and contact vendor directly
Not every solo-ad seller would advertise his/her services. One way to rely on this concept is to do an organic search on Google, typing your niche into the search bar and contacting, via email, the owner of the website and ask them to do an e-mail blast for you to their list (or customer base), for a fee.
Guide to buying solo-ads:
1) Always do your research before buying clicks from vendors.
Read their reviews, their percentage of Tier 1 traffic (ie: traffic from English-speaking countries like The United States, Canada, Great Britain, Australia and New Zealand- usually, the higher the percentage, the better.), their duration for full delivery of all clicks, their responsiveness, whether sales have been made from their traffic source, % of extra clicks they deliver.
You can read reviews in many Facebook Solo Ads Testimonials group.
2) Always Track
Use your own tracker to make sure that the number of clicks delivered are as per purchased, I use clickmagick. It has many other functionalities such as link-cloaking and rotators, which advanced users can check out.
Clickmagick also allows you to see what are the percentages of Tier 1, 2 or 3 traffic. If your traffic was not up to quality or there are less clicks delivered than you ordered, a simple screenshot will act as evidence you need for a resend from your vendors.
3) Always test traffic.
One newbie mistake is to read tons of good review of a vendor and go for the 1000 clicks immediately. I always test traffic first, buying just 50 or 100 clicks and testing if the deliverability is good, no matter how enticing the higher volume offer may look.
4) Always negotiate.
Build a relationship with your solo-ad vendor and always ask them if they could do a better rate than published- no harm asking and its great to get a lower cost click.
5) E-mail Swipes
I usually ask my vendors to write my e-mail swipes for me. I find that they communicate best to their own list- and know what their list respond to. Some people prefer to write the swipes on their own (to include their own copywriting), but I usually leave it to my vendor.
These are my top 4 favorite Paid Traffic sources. In the next post, I will share my favorite Free traffic sources.
What are your favorite Paid Traffic Sources?
Write to me and let me know!