Steps to Attracting Paid Traffic That Converts

Driving traffic to a website is a real challenge: SEO and content marketing rarely generate results overnight, whilst social media marketing can be pegged back by constant algorithmic changes. This can lead some marketers to prioritize paid web traffic (PPC) if they are launching campaigns and seeking quick results.

What is Paid Search Traffic and How Does it Work?

Paid web traffic consists of visitors who land on your website after clicking on an advert. It can come from a variety of sources:

  • Display ads: Banners, texts, images, etc. placed on third-party websites;
  • Paid search: Ads that search engines like Google and Bing will show on their results pages (SERPs);
  • Social media ads: Ads served to users on social media platforms like Facebook, Instagram, LinkedIn, etc;
  • Sponsored content: Advertisers’ content that publishers are paid to distribute; and
  • Native ads: Ads that appear on a platform in a similar fashion to its existing media.

According to The State of PPC in 2019-2020 by Hanapin Marketing, 74% of marketers consider paid traffic generation to be a huge driver for their business. We need to recognize the key differences between paid and organic traffic from search engines to understand why that might be:

Where your content appears How you can get more visits How long the results take Price
Organic traffic You can occupy different positions on SERPs depending on how relevant your content is considered to be by the search engine, but some of the ads on the first page will always be higher By optimizing for search engines in a way that outperforms your competitors It is different for everyone, but strategies can take months or years to have a significant impact You don’t have to pay to appear in organic SERPs, but you do have to pay to create and optimize content, and invest in building links to increase your domain’s authority
Paid traffic At the top and the bottom of search results pages By managing bidding options, targeting options, and tweaking ad copy to outperform your competitors You can start getting visits and conversions on the day that you launch your ads, if properly optimized You pay based on the chosen model, e.g. cost-per-click (CPC)

It’s tempting to think that a switch to PPC will help you get more visits, especially when you can essentially buy them, but basic traffic is not what you need. Paid traffic needs to generate leads and transactions.

This is known as ‘relevant’ or ‘converting’ traffic, which means that the visitors you attract should be more likely to make a purchase. To get such visitors from your paid traffic sources, wherever they are placed, you can follow a 6-step system that covers each stage of the customer journey, from clicking on an ad to becoming a paying customer.

As part of a longer-term strategy further down the line, you’ll be able to leverage other digital marketing tactics to encourage these customers to stay with you.

How to Get Converting Paid Traffic to Your Website in 6 Steps

Step 1: Create a Smart Paid Traffic Roadmap

People who say that PPC doesn’t work might have tried to run their ad campaigns without planning them first. To avoid common pitfalls like little or no impressions, huge overspend, and low click-through rate (CTR), you should start by creating a detailed roadmap based on reasonable KPIs, thorough audience research, a clear marketing message, and a list of eligible channels to disseminate it.

Step 2: Plan Your Budget Wisely

One of the biggest mistakes in launching a PPC campaign is failing to conduct proper research in preparation.

Depending on the industry, the CPC can vary significantly. For example, in electronics, a click can cost an average of just $0.74, which is almost nothing compared to the insurance industry, where the average price is $14.50.

Another problem is that failing to do your calculations – i.e. working out not only how much money you are going to spend, but what you are going to spend it on, and what you want in return – can result in an increased ad spend that only brings a few low-quality leads to your site.

Here are 3 main questions to answer to help you properly plan your budget:

Which keywords are you going to target? Depending on your goal (brand awareness or conversions), keywords may vary greatly in terms of price and competition. Start with the Keyword Magic Tool, which offers plenty of data about keywords and their potential, to find your targets.

Which locations will you cover? CPC can change significantly between states and regions. Start by checking your industry using the CPC Map, and see which locations might be the best fits for your advertising, as well as which you need to exclude to make savings in your budget.

What is your main KPI? Keywords that create brand awareness don’t necessarily drive conversions, as your audience is far less likely to be ready to buy. They are more curious than anything, so set only one KPI for each campaign.

Step 3: Create Winning Ad Copy

Have you ever felt like you have been misled about a product or a piece of content after clicking on an ad? Your audience won’t forgive you if you do this to them. Make a fair promise and deliver on it, and you’ll be more likely to encourage the actions you want.

Any compelling ad copy is made up of a targeted headline and a triggering description. The first tells your prospects what is in it for them, and the second explains how they can get it there and then.

Let’s look at the ads displayed for a ‘sell posters online’ query:

Step 4: Launch an Effective Landing Page

Now, imagine yourself clicking on your ad. Is your landing page worth exploring? Does it deliver on the promise you made?

Take a look at Fovitec’s landing page. It is supposed to be selling photography lighting kits, but it looks more like a warning sign, or an eviction notice:

Step 5: Utilize All the Platforms

According to this Smart Insights study, Google controls 67.78% of the search engine market, which makes Google Ads highly competitive. This means that the CPC there can be so high that your return on investment (ROI) will be minimized. Besides that, Google is probably not the only place your target audience visits. For example, the professional-focused platform LinkedIn might be one of the best places for business-related ads if you are a B2B company.

Reaching out to people across all the platforms they use, not just Google and Facebook, is a great way to make the most of your ads by placing them in front of potential customers more frequently (within reason).

When it comes to brand safety and technical issues, utilizing several platforms also reduces your risk because you will still be visible on others even if one fails or goes down.

Step 6: Introduce Automation

By this point, you might be wondering exactly how much money you need to budget to keep getting results, or which channels will be the most effective in your long-term paid strategy. What will the optimum bid become for each channel? What should you do if you have never created ads before? What if you followed all the steps and still don’t have any leads or conversions? Answering these questions requires a lot of research, or, alternatively, a bit of AI help.

PPC automation technology uses AI and machine learning to boost your paid traffic wherever possible, from selecting the channels to reporting on results. However, some tools only automate bids, whilst others only optimize ads, and you’ll need at least one more to match your ads to likely prospects.

It is possible to fully automate the traffic acquisition and lead generation processes, though, by way of Traffic Jet. This tool creates, manages, and optimizes paid campaigns across various platforms based on your goals, budget, targeting, and competitor analysis.

It’s important to note that Traffic Jet can’t do your strategic planning and landing page creation for you; it’s designed to be employed as part of your own comprehensive plan according to the steps outlined above, so you can continue to optimize performance with the help of insights from AI.

Here’s how Traffic Jet can help you:

Budgeting

There is a simple PPC calculator that analyzes your objective, area of interest, average CPC in your industry, and KPI, and estimates the ad spend in one click.

 

Select your marketing objective

Category

Doctors

Choose the CPC appropriate to your industry (USD)

3.50

0.540.00
Choose the desired monthly number of visits to your website

300

10010,000
The cost of your campaign (USD)

1,050

 

Ad Copy

Traffic Jet can build your ads based on your ad copy and the

Steps to Attracting Paid Traffic That Converts

4 thoughts on “Steps to Attracting Paid Traffic That Converts

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