For aspiring managers and media buyers, spending money on paid traffic is probably the best choice they can make in the search for targeted traffic. The best because it puts control directly in their hands, without relying on organic traffic that can take months to finally pay off. However, simply paying for traffic doesn’t necessarily mean it will automatically yield results. The cold truth of traffic-for-hire is that there is no single traffic source that is a sure-fire winner. The one-size-fits-all approach is not valid in this case as some people will see success with one source while others won’t. Each traffic source has a specific audience that is engaged in different ways.
So, you turn to different types of paid traffic to see results. It’s the right move but only if you can manage it. The main issue here is how to keep your budget intact while scaling your efforts into successful operations. It ain’t easy but with a bit of help, it won’t be hard either. As usual, we’re here to provide that help and unlock the secret behind effective scaling. Ready, set, go.
Know Your Traffic Source and Its Audience
Before you even start thinking about buying traffic, your first order of business is your audience. In a way, you need to understand them as good as they understand themselves, as much as you possibly can. It’s a uniform rule that relates to paid traffic, only there are subtle differences you need to take into account. Think of it as a friendly game of tennis - you know your opponent’s strengths and weaknesses so you’ll definitely want to lay off the forehand side and keep the rallies long. Or something like that.
A not-so-quite friendly tennis game
Take Facebook, for instance. The world’s largest social network is a bona fide powerhouse of a traffic source, with over billion active daily users. To put that into perspective, every seventh person on the entire globe we call Earth checks its Newsfeed on a daily basis. Talk about potential, right? Yet, the social network is not ideal in every way, mainly because of its nature. You see, Facebook is a great way to expand your reach but at the same time, it’s not a place where people are actively searching for things themselves (you want a different type of traffic we’ll get to in a minute). And mind you, this is in spite of all the great options Facebook offers for targeting and remarketing. They are there mostly for the social, relaxing experience, and bombarding them with ads only disrupts that experience. Hence, you run the risk of ad saturation, which is not what scaling is about.
Effective scaling means continually bringing people to your ad and giving them exactly what they are looking for. As every traffic source behaves differently, a different strategy is needed for each one to reflect its purpose in order for it to work.
Be More Specific with Your Targeting
There are tons of things you can do here. Experiment with long-tail keywords for one simple reason: they offer a more refined result. These are specific terms that cater to a specific part of your audience. Now comes the question: why would you want to invest your efforts in long-tail keywords? Consider this: who is more likely to convert - a person who searched for a laptop or a person who searched for a 17.6” Alienware gaming laptop? People who use more descriptive (long-tail search) phrases are usually more likely to convert than those who keep it basic and short. Yes, you’ll have fewer impressions because you are targeting a smaller pool of your audience but in return, you’ll experience more conversions and a better CTR, as well as lower CPC.
The effectiveness of long-tail keywords
Keywords are not the only way to hyper-specify your visitors. Depending on the range of targeting options available to you, move beyond demographics and geo-targeting and target things like behavior, interests, job types and so on. It’s also important to know which programmatic advertising mistakes to avoid in order to make the most of it.
Test Different Ad Formats
As much as it’s important to expand your current traffic sources, it’s equally important to realize your work is not done by simply buying traffic from an ad network. Focusing on what works isn’t going to make you a national scale champion. No sir/mam. Basically, it’s simple math. If you have decent levels of traffic coming from one source, why not try to add to it with different ad formats? There are several different types, such as pop ads (pop-ups and pop-unders, tab-ups and tab-unders), which are great for either broad or narrow targeting, text and image display banners, contextual text ads within search engines, and many more. Even different sizes and positions can do the trick.
One final piece of advice: don’t rush it. In order to get consistent results from paid traffic, it is vital to scale slowly. This is a process that requires a fair amount of testing and patience, and you always need to be willing to make certain changes in your approach if the situation requires it. For those who haven’t quite yet figured scaling out, it can seem like a monster of a task. It’s easy to see why it looks like that, but it really isn’t all that hard.
Some find success with certain traffic sources while others struggle. It’s the cold, hard truth of traffic buying business. The best paid traffic for you and your business depends on your audience, niche, and many other factors. You’ll just have to try a few ones until you settle down on the one that fully covers your needs. It’s important to remember that scaling isn’t generating ad after ad in order to amass all the traffic, it’s about improving your existing effort in order to grow. This is an ongoing process of trial and error. Implement the steps and advice offered in this post and you’ll definitely cut down on the error part, all the while getting a better understanding of what works