Paid advertising is a great way to guide more traffic to your site and increase business, but it can become expensive quickly if you aren’t careful. How do you make sure you are getting the most out of your paid ads?
This article summarises the material in https://blog.kissmetrics.com/paid-internet-advertising/ written by Garrett Moon who is a founder at Todaymade a web development and content marketing company, and the makers of CoSchedule an editorial calendar for WordPress that makes content marketing and social media easy..
Five Things You Must Do Before Jumping Into Paid Internet Advertising.
# /1 Understand How Long Tail Keywords Work.
Paid advertising is a great way to guide more traffic to your site and increase business, but it can become expensive quickly.
It tends to push people toward very broad “head” keywords that are far more expensive and much less effective.
You will need to be on the lookout for “long tail keywords.” These make up the majority of search-driven traffic.
# /2 Know the Territory.
You should understand some of the major types of paid advertising.
Display Ads or Banner Ads –
These ads can be effective, but they tend to target customers who are not actively looking for something new.
Text ads are the type you usually see on the primary Google search page.
Here are a few of the places you should try listing your ads, though there certainly are many others:
Google AdWords. – Google AdWords are an obvious choice for many businesses. They offer display and text ads in association with highly targeted keywords. Bing or Yahoo. – Bing and Yahoo both offer alternative ad platforms that work similarly to Google’s. They combine display and text ads with targeted search terms.
Facebook or LinkedIn. – These ads combine text and display elements and are targeted based on user preferences, demographics, and location.
StumbleUpon. – The social network StumbleUpon offers a unique paid advertising option that is very inexpensive and guarantees a “click-through” of some kind. This is worth looking into, but it is important to track your actual conversions, which is the primary weakness with this model.
BuySellAds or Direct Buy. – BuySellAds.com is a great place to go to find additional display ad opportunities. These usually allow you to “rent” space on a site or a blog for a fixed cost.
In the beginning, it is important to try several of these options and use hard data to make final decisions about where you want to put your money.
# /3 Have Your Tracking Ready.
If you aren’t able to see how each of your ads is performing, then you shouldn’t be buying paid advertising at all.
Google Analytics is an absolute must when it comes to online ad buying. This analytics package is free and easy to install.
GA will allow you to create a customized URL for each ad that will help you see overall performance for all of your advertising.
KISSmetrics is another important tool for online tracking because it allows you to create a funnel report for your ads. Not only will you be able to see the amount of traffic that you received from the ad, but you also will be able to see how many of the clicks converted into a genuine lead, a purchase, or even a long-term subscriber.
# /4 Create a Landing Page.
It is important to send incoming visitors to a unique page (called a landing page) on your website, rather than your homepage. This may seem counter-intuitive, but there are three very good reasons for using this strategy:
*Landing pages allow you to customize your message for incoming visitors. This means that you can continue the message that you started with your ads, which creates a cohesive experience.
*These custom landing pages allow you to push visitors toward specific actions, such as downloading a free ebook. (Displaying traditional navigation may distract your visitors.)
*Landing pages make tracking your visits very easy. This is especially important.
When you combine this strategy with easy funnel-tracking tools like KISSmetrics, you quickly can gain a lot of information about how to reach and sell to your new visitors.
* It is important to remember to block your custom landing pages from search engines. This can be done with a simple edit to your “robots.txt” file.
Create a Call to Action – Once you have a visitor on your landing page, how do you convert them into a lead or a customer? Every page you send them to should have a clear call to action
Use A/B Testing – You may have launched your page, but you aren’t done yet. Small tweaks and adjustments can make a huge difference in your overall conversion rate.
# /5 Review Results Regularly.
It is best to wait so that your analytics have time to accumulate accurate trends and information. Then determine a set time period for reviewing your statistics and making changes.
Also, you might consider setting up spreadsheets to track your statistics. It’s easier to pick up on trends and understand what you’re seeing when you dig into your analytics to pull out the numbers for your spreadsheet.
# /6 Set a Budget and Plan for the Long Haul.
This is something that you will do for a while. Don’t expect to be finished in a week or two. You need to give it time and finesse your plan to get the best results.
Online advertising isn’t a quick-fix solution, but rather one requiring patience and observation.
About the Author: Garrett Moon is a founder at Todaymade a web development and content marketing company, and the makers of CoSchedule an editorial calendar for WordPress that makes content marketing and social media easy..
Leave a Comment
You must be logged in to post a comment.