[Series] The Black and White Guide To Lead Generation Using Paid Traffic
Paid advertising can be a quick win for businesses to drive traffic to their website and generate leads from.
However, it can also be very costly if not setup or optimized correctly.
Never fear, though, I am here as always to guide you through the process.
Whether you are already running paid ad campaigns now or are planning to, it is important to make sure you are getting a good return from your ad spend.
I was actually speaking to an old friend of mine the other week who said he had started his own ad campaign for his secured loans business and asked if I could cast my eyes over it.
When I did, I was slightly surprised to see that the leads he was generating weren’t relevant.
His target audience is homeowners. However, the majority of leads coming through were from non-homeowners.
The issue was his keywords were too broad, and the ad text didn’t state this major factor among other things.
To stop you avoiding mistakes like this, I have put together a guide on how to generate quality leads using paid traffic.
What Is Paid Traffic
Image Source: Digital Marketer
In short, paid traffic is any traffic coming into your website that you have paid for.
This paid traffic can come from one or all of the following:
- Paid Search Advertising – The most popular paid search advertising tool is Google AdWords. You bid on your chosen keywords such as “secured loans” and pay Google every time a user clicks on your ad after seeing it displayed after searching for “secured loans”.
- Paid Social Advertising – Recent algorithm changes have made it hard for businesses to reach out to their fans and followers organically and to result in more companies turning to paid social campaigns. You can use keywords to target users as well target by demographics, interests and behaviours.
- Ad Space On Websites – There are tools out there such as Outbrain and Taboola that will allow you to place advertisements on other websites such as the big dogs like CNN. You can also do this with the Google Display Network however it is not as easy to determine exactly what websites your ads will appear on.
Who Are You Reaching Out To
To create ads that will generate quality leads, you are going to need to know exactly who it is you are reaching out to so you can tailor your targeting and ads to reduce wasted clicks that are wasted money.
For example, my friend who created the secured loans campaigns wasted quite a bit of money on clicks and leads that were of no use to him because he didn’t tailor his targeting and ads to suit his target audience of homeowners.
Before implementing a paid traffic campaign, make sure to create a customer avatar that will tell you everything from gender, age group, job title, income bracket, home status, pain points, goals and more.
You can read more on how to create a customer avatar on our Your Sales Funnel Will Fail If You Don’t Do This blog.
Once you have all this gathered information, you will easily be able to set targeting and create ads to attract the right customers.
Create Your Landing Page
Now that you know what paid traffic is and who it is you are going to show your ads to, it’s time to get to work on the landing page that is going to turn those clicks into leads.
Create a landing page for each service or product you are selling so that you can tailor your ads and targeting to suit each.
For example, you may be selling secured loans as well as unsecured loans.
These are two different products that have two different audiences, and so I wouldn’t send all traffic to one landing page with both products.
I would create two landing pages for each product so I can send the most relevant traffic to each.
Every landing page should have some of the following (not necessarily all):
- A compelling and converting headline
- A short description to explain what your product or service is
- Bullet points to highlight key features and unique selling points
- Lead capture form so users can submit the contact information
- Call-to-action (CTA) that directs users to the action you want them to take
- An image or video of your product or service
- Positive signals such as testimonials, reviews, case studies and awards
Paid Traffic Sources
Now that you have your landing page created, it’s time to decide where you want to place your ads.
I mentioned earlier that there are different types of paid traffic ads that are paid search advertising, paid social advertising and ad space on websites, and now I am going to go through the different sources that fall under those three types.
Each of these paid traffic sources will give great exposure for your brand as well generate the traffic and leads you are looking for but only if you target your ads to your buying personas.
Image Source: Visual.ly
First on the list is Twitter, which falls under the paid social advertising type.
Targeting is key for your Twitter ads to perform at their best and get you a return.
You can first set location and language options and then choose keywords, handles and interests that your research shows what your target audience is talking about and their behaviours.
Keywords are great for if there is a buzz around a topic that is relevant to your products or services, however, targeting handles I can find can be much more useful in reaching your target audience.
You may want to target popular hashtags that are relevant or target those that mention @username such as a competitor.
Image Source: Jeff Bullas
Visual is everything when it comes to Facebook ads to make sure to spend the time creating an image or video that is 100% relevant to your product or service, has a person in it who is friendly and smiling (but please not a stock image), and is bold enough to stop users from scrolling past it.
As well as the image or video, it is important also to optimize your headline so you clearly state what your product or service is and how it can help users.
This is where you are buying persona research will come in handy as you will know exactly what pain points and goals to target with your headline.
Another paid social advertising source is LinkedIn, which is a great source for B2B marketers to advertise.
You can use LinkedIn to target people by job titles, industry, company they work for, a field of study and more.
There is an option for audience expansion that will show your ads to similar people however I would uncheck this to keep your ads targeted.
Include an image that will attract the eye and stop users from scrolling down their timeline and also add a converting headline that will reach out to their pain point and offer a solution in a few simple words.
Image Source: WordStream
Google AdWords is a paid search advertising platform and is a great way of generating quality leads as people are already searching for your product or service whereas with paid social search or native ads you are outreaching.
As well as using a keyword to target your target audience, you can also use remarketing to display ads to those who had visited your website before but didn’t convert into a lead for whatever reason.
Image Source: Outbrain
A great tool to use for native ads is Outbrain, which will let you place ads on websites such as CNN and ESPN. Rather than placing sales ads, however, it is a tool used for advertising valuable content, such as a gated downloadable eBook, which is shown to users based on their behaviours.
For example, if I were to read an article on how to save money and then go to the CNN website to learn how to consolidate debt, I may see an ad for an article that is about how to get out of debt by saving money.
For best results, don’t include your brand name in the image or headline as this can reduce CTR, use a baiting question to encourage users to click to find out the answer, and don’t get pushy by using words like “now” or “must”.
Conversion Rate Optimization
Now that you have placed your paid traffic ads, the road doesn’t end.
You now need to closely monitor results, split test different variations to discover which variation leads to higher conversion rates and implement those changes.
You can literally split test everything including:
- Targeting options such as age groups, locations, interests, keywords and more.
- Ad headlines, descriptions and call-to-actions
- Ad Images and Videos
- Landing page images and videos
- Landing page call-to-actions
- Landing page headlines and text
If you don’t continue to split test and optimize, you will never see improvements in conversion rates.
It’s one of the most important tasks to do when running paid traffic.
In It For The Long-Haul
While paid traffic advertising can be a quick win, it is also something you should be in for the long-haul too.
Are you running any paid traffic campaigns?
Let us know your experiences, successes and challenges by leaving your comments below and we’ll give you some pointers to help optimize your campaigns.