8 suggestions for who is starting now.
One of the biggest doubts when you start selling online , whether as a Producer or Affiliate, is about how to buy web traffic and whether this option is really advantageous for the business.
Like almost everything on the Internet, buying web traffic has its positive and negative aspects.One of the advantages is that you can measure the return on investment (ROI) of the shares and there is also the possibility that you do A / B tests on your ads.
One of the disadvantages is that, if you do not have knowledge, you can have a high cost and little return.
What do we call buying web traffic?
The first step to buy web traffic with mastery is to understand the basic concept behind this term.
Buying web traffic is nothing more or nothing less than the set of strategies in which it is necessary to invest money to attract people to your offer.
Your goal may vary, either:
- Only make the disclosure of your brand
- Create a list of leads
- Direct people to the sales page of a product through the disclosure of your link.
These strategies are very important to provide predictability to sales and can be used for launches or for perpetual products .
For this reason, I will give you some suggestions so that you can buy web traffic, having more confidence and security in your actions. We start?
How to buy web traffic?
1. Understand your buyer person
Understanding the buyer person of your product or the product from which you have become an Affiliate is the first step.
This suggestion may seem a bit silly, but it is the basis of all the guidance to buy web traffic and it is a stage that few people actually do.
It is the person who will give you insights about the interest in a product, about the purchase intention of people, how they behave and in what channels they are present.
This information is extremely important to answer some important questions, such as:
- What is the pain / desire point of my person?
- What offer will originate value?
- Which ad platform can I choose?
- What is the best speech for each ad?
2. Define your offer
Now that you know your buyer well, your offer should be well aligned with one of your pains or desires to make it enter your Web page, register in your list, or buy a product.
In the case that you want to create a list of leads, you should think about which content formats your person is used to consume, and define your format.
These formats vary from ebooks to webinars, remembering that the content must always resolve the pain / desire point that you want to attack.
In the event that you want to buy web traffic for more advanced stages of the funnel, you can create an ad that will lead the person directly to the sales page, through your hotlink, to make the purchase.
An example of copy that can direct a person who wants to lose weight directly to the sales page of a product to lose weight would be:
Discover now this method that is causing people to lose up to 4 kg in a month!
It is an offer that would be aligned with the pain of the person and that would take it directly to the page with more information about the product.
3. Determine the correct channels to buy web trafficChoosing the most suitable channels for your person will help you not to waste.
Imagine that you decide to buy web traffic through Instagram and that your buyer does not use that channel. You would be losing money, right?
That is why it is very important that you know your buyer person and that you buy web traffic in the network where she is.
Then I tell you which are the most used channels for you to familiarize yourself with them.
Google Ads
Google Ads is a platform that allows you to create campaigns to display them in the search network, which are the ads shown when we search for a term in Google, and in the display network, which are Web pages associated with Google that make available spaces for advertisers .
For search network campaigns , ads will be created based on the keywords you select and the places you define.
To define the best words, which are high volume and low competition, you can use Google KeywordTool .
The ads shown there are exclusively in text format.
When it comes to display network campaigns, reactive ads can be created that adapt to the size of the user's screen, with images and text.
In case the campaign is created only for display network, it will be segmented through the interests of the public, place and demographic data.
It is also possible to create campaigns that mix ads in the search and display networks, which can be segmented by both interest and keywords.
You also have another possibility: create videos and develop campaigns on YouTube, which can be very interesting depending on your type of audience.
Facebook AdsFacebook Ads allows you to create ads containing images, videos, text and that will be shown to the public in accordance with the interests and demographic data that you define.
Normally, the advertisement is composed of a text, which accompanies the image or video of the advertisement, with the Headline, which is a small title, the description of the offer and a button with a Call to Action for the impacted person to put on. in action.
Native AdsNative Ads are those ads that appear mixed to the content of a Web page and that do not harm the user's experience.
In this type of advertisement, the copy should be short and direct, awakening the curiosity of the user, since the advertisement is formed by only one line.
This format can be very profitable, in case you are an advertiser with more experience and have availability to accompany the results quite frequently.
Otherwise, they can be real machines to waste money.
The most known and used platforms to buy web traffic for Native Ads are Taboola and Outbrain.
Knowing the main channels and knowing where your buyer is, I suggest you do tests with those channels and see which one shows the best result.
Do not forget to define the budget for each of the channels to perform the tests, ok?
4. Define performance indicatorsBefore buying web traffic and putting your campaigns into practice you need to know what budget you have to start and define what the performance indicators will be.
These indicators are what will show if the purchase of web traffic is being effective or if you are losing money.
The ROI is one of the most important indicators, but not alone.
The cost per lead (CPL) and the conversion rate of leads for sales must also be taken into account.
In the event that you have already purchased web traffic before, either for a perpetual product or for a launch, you can use those numbers as a base, but only if the products are from the same niche, ok?
Next, set a billing goal and do the accounts to see if the ROI rewards the efforts and the money invested.
To make it clearer, let's give an example.
Suppose that in a previous web traffic purchase you paid USD 1.00 per lead, there was a lead conversion rate for sales of 0.5% and that in that launch you will have a budget of USD 10,000 and the ticket of the product will be USD 297 .
To calculate that return, we will first estimate how many leads you will achieve.
We will divide the budget by the CPL (cost per lead), that is, USD10.00 0 / USD 1.00 which will give a total of 10,000 leads.
To estimate sales, just apply the conversion rate of leads for sales, 10,000 * 0.5, which will bring us a total of 50 sales.
As the product ticket is USD 297 and we have an estimate of 50 sales, then we will have a billing estimate of USD 14,850.
How is the ROI calculated?
Since the ROI is expressed as a percentage, we will multiply that value by 100, which will result in 48.5% ROI.
Whether or not this will be a good result will depend on your business.
In the case that you have never purchased web traffic, you can perform tests with lower budgets to discover your average CPL and conversion values before embarking on a higher investment.
The tracking of these numbers will guide you to know if the direction of your campaign is the right one and will guarantee the financial sustainability of your business.
5. Stay tuned for your landing pageWhen buying web traffic, every advertisement should direct people to a specific landing page , where we expect them to take action.
To increase our conversions and reduce our campaign expenses, the landing page is very important.
It should be as simple as possible, with a quick download time.
In addition, the proposal must be aligned with what was offered in the announcement and it should be clear what the next step that your client should take.
It makes clear what are the benefits for those who download some material or buy a product, as well as what the transformation that the person should expect after performing the action you want.
It specifies who is the author of the content and what is their authority over the matter.
You must also display social tests to check the information you present on the landing page.
People trust and are more willing to take action when they see that others have already been transformed about that content.
Finally, make it clear to the visitors of your page what action they should take. An example would be a Call to Action with a verb in the imperative, such as: download , guarantee and purchase.
6. Track your conversionsWhen buying web traffic it is very important that you define what is a conversion, whether it is the registration of a visitor on your list or the purchase in fact.
Only with this follow-up is it possible that we have a real dimension of the value of the campaign and manage to accompany the metrics defined previously.
Virtually all platforms that allow us to buy web traffic present a way to track conversions.
Google and Facebook allow the configuration of the tracking of the conversions directly by Google Tag Manager, without the need of a programmer.
It is very important that the conversion monitor is installed correctly before putting your campaign on the air. So you will have an idea of the exact value that it paid for your business.
7. Do remarketingHave you noticed that when you access a sales page for a product, after leaving, it seems that the product is after you?
That is remarketing and he will help you increase your sales conversions.
Setting up a remarketing tag on the Web page is very important when buying web traffic, since it is difficult for a person to make the purchase at the first time.
Well-done remarketing will prepare visitors to your website to buy your product, and it can be done on both Google and Facebook Ads.
Remember that by creating a remarketing campaign, you can customize it for each stage of the day in which the potential buyer is located.
You can define how far the person arrived and send a message that convinces them to buy.
For example, a person who came to your sales page and did not click on Call to Action.
You can raise hypotheses about what were the objections that prevented you from completing the purchase and create a remarketing campaign rebutting those objections.
You can also create personalized campaigns for those who came to your checkout page and did not complete the purchase, or even for those who originated a payment ticket and did not pay it.
These actions will increase your conversions and the ROI of your campaigns.
8. Optimize your campaigns and test constantlyTesting your campaigns and analyzing the results is an essential point to reduce your costs and ensure that the campaign is profitable.
In this stage, the metrics defined above will be very important, as they will indicate if you are on the right track.
The best way to perform the tests in a campaign is using the A / B test , varying one element at a time.
Define what elements you can vary for the type of ad you are creating, create at least 3 variations of that element, and define which metric will show you that one was better than the other.
An example of metrics is the CPL on a lead capture page, where the variation of the chosen item, such as the text of the ad that gives you the lowest CPL, will be the one maintained.
Replicate the winning text and make a new test with another element, such as the image of your ad.
The landing page is also an element for you to carry out tests, since it has a direct impact on your CPL or product conversion.
Always remember to perform tests to optimize an ad, because you can always improve it.
Final considerations
Buying web traffic is basically understanding your buyer's person and knowing how to find it at the right time and place.
The more your speech is aligned with what she wants, the less you will spend.
The purchase of web traffic also allows you to scale your sales and your business is healthier and more predictable.
Make announcements easier for your client's day and reduce your sales cycle!
Do you still have doubts about the sales cycle of your customers? Read our post that teaches everything about the sales funnel
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