The two main catagories of traffic are, free and paid.
We want to give you a traffic primer, or traffic 101 on paid traffic so that you will know what different networks are and what they can do for you before you make any decisions on ordering and paying to order them…
CPA – Cost Per Action
You pay people that drive customers to you that take a desired action.
The standard model here is a purchase where you pay through an affiliate program for customers that people send you.
Don’t limit this method to affiliate programs, there are many other applications.
You can pay people to send you visitors that sign up for your newsletter or fills out a form. Depending on the market, standard payouts can be as high as $150.
To use CPA, your offer has to convert well or you can lose a ton of money.
CPM – Cost Per Thousand (Impressions)
This is where you pay for banner or text ad placement and no matter how many clicks you get, you pay for how many times your ad is shown.
The key with this kind of advertising is to set it up where those that view your ad or image are given a reason to click on it. Whether you offer something for free or put a decent enough sales message to entice a viewer to take the action you want them to take, you have to put in the effort to get them to do what you want. Animated banners do best to attract clicks.
The key is to have the page they land on converting well.
CPC – Cost Per Click
This is the standard method of advertising through Google, Yahoo, or MSN. You pay them when one of their visitors clicks on an ad you have placed with them.
Pay Per Click Advertising (PPC)
The concept of pay per click advertising is simple. You bid on the keywords you want to rank for and you automatically appear in a location based on the amount of the other bids for the same keyword (the highest bid gets the first spot). It’s an easy and automatic way of generating traffic to your website instantly. The key to doing this properly is to do very detailed keyword research. You can find tons of methods of doing this, including through the pay per click search engines you choose.
Paying for traffic has one major benefit over free traffic: Control.
You control how much you spend.
You control where your ads are shown.
You control who sees them.
This level of control allows you to set a budget and create systems that drive in leads and sales. Your “paid traffic” goal is to transform $1.00 into $2.00 and if you can achieve it, you have to use as much paid traffic as you can.
The key to doing this right is to test using the tiniest budget you can.
Each system has different minimums, but most of the social ad platform allow daily budgets as low as $5.
A key understanding of your audience is incredibly important here, so keep your audience worksheets close when picking an audience or interest.
Your ad should speak to the situation that your perfect prospect is in right at the moment they see your ad.
Here are the steps you should take to test a paid traffic platform:
Select a specific audience.
Select an attention grabbing image
Create an ad that speaks to your perfect prospect’s situation
Set a low budget for testing purposes.
Get your ad approved.
Track data from running your ad.
If it’s working (At least 2X ROI) raise your budget.
If it’s not working edit either #1, #2, OR #3
Continue with steps 4 – 8.
Some platforms will do some minor optimization for you. Facebook will select the best performing ad variation out of 6 different ones. Check out each individual ad type for platforms and strategies specific to each of them.