Why Paying For Traffic Is A Smart Move
While there are hundred's, and maybe thousands of success stories we hear about businesses hitting it big on the internet, unfortunately, these are far outweighed by those that don't.
Hundreds and hundreds of internet businesses are started every day, however very few survive. According to WebFX “studies have shown that 90% of online businesses fail within the first four months of operation”.
Despite all the hype you see, the fact remains it is not as easy as many would have you believe!
Right Time! Right Place! Right Product! Could this be luck? Possibly but highly unlikely. There are no push-button systems that will make you an internet millionaire overnight. Often called entrepreneurs, it should be understood, they bear most of the risks as well as enjoying the rewards.
It takes perseverance, commitment and focus and an unshakeable belief that you will succeed. Then you need to learn all the other stuff.
The DNA of An Internet Business
Customers are the lifeblood of any business. Most, though not all internet business, don't have a physical presence. Even an online company that sells physical products, via drop shipping, for example, still may not have a shop front for customers.
For an internet business, our customers need to be driven to our offers, ads, squeeze and landing pages. They need to navigate to us, so we need to employ all our skills to “drive” them in the direction we want them to go.
In the online world, “traffic” is not one of the things you need; it is “THE THING” you need. Just as with the real world, no customers, no sales, no profit. The start-up cost for an online business is minimal, which is why many people are attracted to this business model.
What many fail to understand is the principles you need to master are not minimal. It is pretty safe to say that most business practices apply just as much to an online business as one off-line.
Just as not every person, the enters a shop, a shopper buys something and becomes a customer. Not every person who visits your website or offer will take you up and become a customer. What we can work out over time is for every 100 people we bring to our website or an online offer, a certain percentage will buy.
In business, there are only two basic ways to make more money:
Firstly get more customers, or
Secondly, sell the customers you do have something of a higher value.
We see that the higher percentage of people will not buy anything on their first visit, or in fact, may never return. Therefore we need a constant supply of new people “traffic” to present our offers to in order have a percentage convert to a customer.
No traffic or not enough traffic will result in inferior conversion rates, and you will not make any money. Use lower-priced items first to engage your customers, then up-sell by presenting higher ticket items.
This method raises the value each customer has to you, returning more on your advertising investment. Effective up-selling reduces the number of customers required to earn the same revenue.
Just as the retailer who has a physical store, you now have your website full of products or offers. How are you going to attract enough traffic to make a profit? Well just like the retailer we have similar options, both paid and free.
Let's leave our retailer with his marketing budget for radio, TV, newspaper, direct mail and letter drops. We do not forget today he can also avail himself of the same free options we can use in our online business.
Most of the success stories we see around us from both the off-line and online world come from paying for traffic, or advertising. Understand that they also make excellent use of all the free methods available to you and me.
Don't worry if you have no budget at all for any form of paid advertising, even though some may be quite affordable to start with and scale up if successful. There are are several options without paying for traffic, that will generate some traction and momentum.
Here is a list of 9 ways that can get you advertising for free:-
- Organic search engine results (Google, Bing, Yahoo).
- Social Media (Facebook, Twitter, Instagram, Pinterest
- Classified websites.
- Write a blog.
- Article posting.
- Forum posting.
- Blog Comments.
- Guest Blogging
These may not generate the same high volume in the short term as those methods that are paying for traffic. Longer-term I believe you will have a better, more sustainable business if you have developed a couple of these methods fully.
The secret here is perseverance; pick a method you think will be suitable for your needs and work at every day without fail. Do not try for 3 or 4 days, a week, then give up and try something else. Master the one method you choose.
Search Engine Traffic
One of the absolute best tools you need to master if you are running an online business is Google. Everything you need to know is on Google somewhere. Of course, the trick is having the time and skills to drill down to what you need to know and discard the junk.
Since they are free for people to use, and with millions of searches conducted daily on the search engines, being able to rank on the first page for your particular search term is a highly sought after position, and can be extremely difficult to achieve.
Do not forget that Google is also a multi-billion dollar business, and some companies pay to have their results in front of you, even though their page may not rank that well if the playing fields were level.
Optimizing your sites for search engines, is a reasonably low-cost exercise, though most people would not have the technical knowledge or ability to compete with some of the major players.
Using some advertising can go a long way to improving your results.
Depending entirely on search engine results can also prove dangerous as we have seen with various updates to search engine algorithms that could penalize you or potentially wipe out your traffic, as has happened in the past.
When you are buying advertisements, it is paying for traffic. Done correctly, not only should you be driving traffic, it should be “targeted traffic” to your website, sales page or opt-in form.
Your conversions will tell the story. When you pay for your traffic, guarantees you of consistent targeted traffic flow to your site, sales page or offer. Monitoring your conversion results will allow you to optimize the ads and landing pages.
Scale-up those campaigns with the best conversion rates and scale back those that are not performing as well until they can either be optimized or dropped.
Always keep in mind that yes, having your page optimized for SEO absolutely cannot be overlooked; however, organic results from search engines can take a lot of time and effort before bearing results.
Paying For Traffic
Paid advertisements include advertising schemes by Google, Yahoo, Facebook, Instagram, Pinterest and Twitter, as well as traditional Solo Ads. Some people also refer to Solo Ads as “email buys.”
The most common method of advertising is called pay per click (PPC). You pay for the number of hits to a link from your ad. Other methods of charging for your ad determined by the number of times, it is presented for viewing, cost per impression.
Using the right power words in your ads, when paying for traffic, helps sell the sizzle, not the steak as they say. For paid campaigns, I would advise that you are spending more time on the copy and detail of landing and squeeze pages, not just keywords.
Solo Ads (email buys), are usually charged per click, however here we are using a provider who has a mailing list, and they send our offer or ad to the list via email, and this is where the copy is more important than keywords.
A search of Google will reveal a plethora of fantastic tools you can use for keyword research, but here are three of my favourites to get you going.
- Google Keyword Planner – Hey, its from Google so it's the place to start.
- Keywords Everywhere – I like this because it's a free easy to use extension for either Chrome or Firefox.
- Answer The Public – Ok, this site has one of the quirkiest home pages you have ever seen, and using the site does take a little practice.
Nowadays, there is intense competition for the most searched or common keywords and has driven costs higher and higher for the average internet marketer. It is crucial to do your research, narrow down the niche you are targeting and look at “long-tail-keywords“.
These are longer phrases which people may use to give more specific information or detail about their search. It is highly advisable to have researched all possible long-tail keywords before committing to an advertising campaign.
Learning how to build custom and “look-a-like: audiences via Facebook targetting and re-targeting can result in highly effective, cost-efficient advertising if done correctly. Include Facebook advertising in your research.
Be advised that Facebook has stringent terms and policies or guidelines, which it will apply when it suits them. Be extremely cautious when using Facebook advertising as your sole means of traffic generation.
I would always recommend having a minimum of two ongoing traffic sources.
When paying for traffic, like all businesses, it is vital that you look at your “Return on Investment” (ROI), or in our case your cost per conversion or lead, or other action you are expecting as a result of your advertising.
Done correctly, you will see a massive boost in your sales or conversion figures and also be able to see what each cost you.
Knowing what these costs are, knowing what demographics to target, which ads work better than others and where the traffic came from are just some of the other benefits you will gain from paying for traffic.
Paying for targeted traffic doesn't have to be a mystery any more. I have found that buying small parcels of Solo Ads beneficial by enabling me to test, the effectiveness of my squeeze pages and then optimizing them and retesting.
The other significant benefit from running paid campaigns, is you are guaranteed the clicks for which you have paid. Being cold traffic, that doesn't know like or trust you yet, will lower conversions. Paid traffic may not be for everyone, but I would certainly recommend considering the option.
There are numerous providers of solo ads, and you need to do your due diligence before handing over the money. As there are Facebook groups dedicated to Solo Ads, this would where I suggest starting and listen to the feedback on the various providers.
My preferred suppliers of solo ads when paying for traffic are either “Traffic For Me“ or “Udimi“. Both suppliers are easy to use and provide quality traffic. If you are new to Solo Ads, they have a vast range of tutorial videos which helps to explain how everything works.
In order to help put it all together, please read my free report “Exposing The Myth” – A Beginners Guide To Making Money Online.
Please let me know of your experiences paying for traffic or organic traffic generation methods. If you have other sources of traffic generation, please share them with us here.
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