You must not have heard this, but optimizing your website is secondary. The first step is knowing how to get traffic to your site!
One of the major challenges faced by small businesses is to drive traffic to their website. SEO and digital marketing strategies don’t generate results overnight. Therefore, most of the business owners end up prioritizing paid web traffic (PPC) seeking quick results.
For business owners, the most important thing is to get more customers, what comes after the customers is more visitors to their websites. There are many ways to increase your website traffic, and paid web traffic is one of them. It is a powerful marketing tool that drives leads to your site. But, the question is how to convert this traffic on your website into customers?
The article aims to elaborate on how paid website traffic works and how you can gain maximum out of the strategy for your business.
Let’s get started!
What is Paid Website Search Traffic – How it Works?
Paid web traffic includes visitors that land on your page after clicking on an ad on another platform like Facebook. The following are some of the most used paid traffic sources:
Display Ads: Ads on the side of third-party websites, including images, banners, text, etc.
Paid Search: Ads shown on search engine result pages (SERPs) like Google AdWords and Bing Ads.
Social Media Ads: Ads that users see on social media platforms like Facebook, Instagram, Twitter, and ads before a YouTube video.
Native Ads/ Recommended content: Ads that appear on platforms with similar media content.
Sponsored content: A type of content marketing like an article on a website that publishers are paid to distribute.
Influencer Marketing: A type of marketing where social media influencers promote your product or brand to their followers.
Depending upon your goals, you can pay per click (PPC), pay per action (PPA), pay per view (PPV), or pay a flat rate for an ad. For example, you can pay for displaying your advertisement for a certain amount of time, or you can purchase a certain number of posts from social media influencers.
There are a lot of options when it comes to paid web traffic. The ultimate best option to grow your business is a mix of organic and paid traffic. According to the Annual Marketing Report 2019-2020, 74% of the business owners consider paid traffic generation to be a huge driver for their company sales.
It might be tempting to switch to PPC to increase traffic. But, keep in mind that only getting basic traffic is not what your websites need to grow. Paid traffic needs to be optimized to convert visitors into buyers. For this, you must consult with an SEO company to generate leads.
Top 5 expert-recommended Ways to Convert More of Your Paid Traffic to Your Website
To optimize your paid web traffic, here are the top 5 ways to convert those website visitors into customers that are more likely to make a purchase.
1. Create a Paid Traffic Roadmap
The first and the most crucial step is to create a traffic roadmap in the beginning stages to make sure your paid traffic strategy is a success. People who say that paid traffic doesn’t work run their advertisement campaigns without planning.
To avoid low click-through-rates (CTR), overspending, and no change in conversion rates, start by designing a detailed roadmap. It should be based on a clear marketing message, target audience, audience research, and your KPIs. To analyze your audience data, make sure to hire an SEO expert to make sure you don’t end up targeting the wrong audience, and wasting resources.
When building the roadmap, ask yourself these questions:
What are your main KPIs?
Which geographical location do you want to cover?
Which keywords do you want to target?
2. An Enticing Ad Content
Most of us don’t like Ads because, at times, it feels like you have been misled about a product (as explained by the content) after clicking on the ad. And people don’t forget this! So how to avoid disappointing your potential customer? Simply, by creating ads that attract people. To encourage action, make a fair promise, and deliver.
A good, compelling ad consists of a targeted headline that explains the offer and a fantastic description that explains how to get there to avail it. The following are some steps to help you create an ad that attracts targeted traffic:
Keep your targeted audience in mind and think about what they need and provide them with a solution to their problems/ needs.
Learn from your competitors and see what their ad strategy looks like. See how they are targeting the audience and try to outperform them.
Generate a lot of good quality content for A/B testing so you can develop an understanding of your user’s preference and what attracts them the most.
3. Effective Landing Page
After creating compelling ads, the next thing that needs your focus is your landing page. Imagine, you have successfully compelled a user into clicking on your ad, but is your website landing page delivering on the promise you made?
Don’t waste precious CTR’s, and check your landing page metrics to see if your viewers like your website or not. Some of the most popular landing page metrics to analyze are bounce rates, heat maps, scroll maps, form abandonment rates, abandoned carts, time on page, etc.
When it comes to designing effective landing pages, focus on relevance, action, and attractiveness. Here are a few tips:
Use good keywords related to your searches in your titles.
Make sure content on your landing page is easy to understand and to-the-point. Don’t clutter the page with too many deals.
Use high fresh quality visuals, images, and even videos relevant to your brand.
Use CTA smartly and give your viewers a choice instead of commanding them. For example, instead of using “Buy Now,” use “Purchase,” or “Discover More.”
4. Utilizing Multiple Platforms
Google is the largest search engine in the world, controlling more than 60% of the market. This makes Google Ads highly competitive, which means high Cost Per Click (CPC) and lower ROI. Remember, your target audience is not only Google and Facebook. For example, Instagram is the best platform to attract the attention of the younger generation, or LinkedIn might be the best platform for B2B companies to target audiences.
To make the most of your ads and paid traffic, reach out to people by using multiple social media platforms. Placing ads on various platforms also reduces the risk of visibility in case there is a technical issue on one platform. More than half of the world’s population is using social media, so use this opportunity to get organic traffic to your website and increasing ROI.
5. PPC Automation
There are a lot of aspects that need to be analyzed when it comes to a successful paid web traffic strategy. Which channels are most effective? How many ads should you display per month? What if there is no change in conversion? And there are a lot of variables that need your attention, but you don’t have to do all this yourself.
PCC automation technology makes use of AI to increase your paid traffic as much as possible. SEO specialists spend a lot of time on keyword research and generating compelling as a copy to improve quality score. With a PCC automation software, you will have:
Lower CPC (cost per click)
·Increase CTR (click-through rates)
Improve Quality Score.
By automating your traffic and lead generation process, you can optimize and manage paid ad campaigns across multiple platforms based on your budget and goals. With these tools, you can get web traffic that converts in a few clicks. So, consult with our experts regarding automation, so you can spend your energy on more important tasks like business growth and operations.
Building a Web Traffic Strategy That Converts!
A smart paid traffic strategy can be fantastic for your website if you want to reach out to potential customers. Website traffic is more than just increasing the number of visits to your site. It is hard to get high traffic to your online platforms, and getting organic traffic is even harder. So, if you are struggling, don’t worry as you are not alone.
High conversion rates require a strong SEO strategy that helps you attract not only website traffic but also analyze the type of traffic that comes in. Don’t merely jump to optimizing your websites for conversion. Take small steps and consult with our experienced SEO company in Dubai to optimize your site for organic traffic. This way, you can have enough traffic and leads for which to optimize your website.
By following the above-mentioned strategies, you will stand a better chance at converting paid traffic into customers and increasing overall sales. Remember: it takes time to generate leads, so be constant!