Paid traffic is sending visitors to your website using search engine marketing. You may know if as PPC (pay per click) or CPM (pay per thousand impressions, the “M” in CPM represents the Roman numeral for 1,000). Google AdWords and Facebook are two of the most popular platforms used to generate paid traffic to websites, but there are also many other paid traffic sources.
Goals of Paid Traffic
The goal of paid traffic is to acquire customers at break-even or better. Why cap it off at break-even? Digital Shift is focused on helping businesses make money, and that means that revenue and costs are important. The acquired customer needs to make your business money. Otherwise, your business will dry up.
When it comes to paid search, the company that is willing to spend the most money to acquire a customer will usually win. Targeting customers can be expensive if you are trying to reach everyone and you can run out of your budget quickly if you fail to plan. For these reasons, it is important to define the audience and target your audience through your marketing funnel.
Paid traffic is usually used as a system with multiple campaigns to generate leads for your business. Your campaigns can work together to achieve different goals.
- Make sure you have goals for your campaigns.
- Don’t look at paid traffic as platform specific
- Always know what stage of the relationship you are at.
- The goal is to prove that you know what you are talking about before you ask visitors to buy.
- Explain: Who’s this brand, what do they have to sell?
Paid Traffic Pro Tips:
- Traffic is used to build relationships, so we need to understand and define our ideal customer
- Understanding your customer’s pain points and challenges is critical
- Objections to the sale are important