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Paid traffic strategies are a quick way to drive targeted prospects to your website for conversion into new paying customers.
Have you ever thrown a party and no one came?
Of course not. You mailed out invitations, made some telephone calls, maybe even texted your guests with the details that brought them to your party. You advertised your party.
It's helpful to view your company's website in the same light. In this case, your website IS the party, and there are many things you can do to help your guests (new prospective customers) find their way there successfully.
I'm going to focus on 3 paid cold traffic strategies in which you invest some advertising dollars in showing ads to first-time high-quality visitors, sending them to your website to learn about you and, ideally, convert some of them into new paying customers.
First, just what exactly is cold traffic? Cold traffic is the term for people who haven't yet heard of your company and know nothing about it. They are potential visitors to your company's website. At any given time, some of them are in the market for your type of goods or services, and those prospects are who you want to attract right now.
You generally set up cold traffic advertising campaigns by first creating your ads (image or video), then bid to show those ads on websites in blocks of 1,000 impressions. Each time one of your ads is shown counts as one impression and you want people to click on them. Clicking your ads takes that person back to your website or a special landing page for further engagement and hopefully conversion.
Interest-based Campaigns
Using interest-based targeting, you pay to show your ads across a broad array of websites that match your prospects' interests and where they like to spend time. There are literally millions of websites that cater to a variety of consumer interests like health and wellness, finances and investments, pets, automobiles, recreation and too many other topics to list.
Interest-based campaigns give you the widest, yet still focused, online exposure for your company. You're putting ads in front of people who are showing an interest in your type of products and services.
URL-based Campaigns
Targeting specific websites can give you even tighter control over who sees your ads. These are known as URL-based campaigns. Here, you show your ads on specific websites that your target audience likes to visit.
If you own a landscaping company, you can target specific websites like BetterHomesandGardens.com, BackyardBoss.net and GardeningKnowHow.com to find prospects who may be interested in your landscaping services.
If you're a custom home builder, why not run your ads on popular real estate websites like Realtor.com, Zillow.com and Homes.com? That's where the prospective home buyers are hanging out, and many of them might just be interested in having their own custom house built.
Businesses can also place their ads on TV and radio websites to help brand themselves in their local communities.
Demographic Campaigns
Cold demographic campaigns are possibly the most powerful types of campaigns you can run because they target prospects by their demographic characteristics. For decades businesses have been gathering data on the millions of consumers who have purchased from them, and advertising agencies like mine can tap that "big data" to develop and run ad campaigns tightly focused on the characteristics of an audience.
For example, if you sell Land Rovers, you can run a demographics campaign that targets consumers in a specific area who have shown an interest in buying a Land Rover or have previously purchased one.
Back to that landscaping business...you can advertise to people who just bought homes and might be interested in getting some landscaping help. A fencing contractor or swimming pool contractor may also want to advertise to new home buyers.
(This "big data", by the way, is compiled at a high level and doesn't reveal any personal details like consumer names, telephone numbers and street addresses.)
Bottom line: The more precisely you can target your ideal prospects, the less budget you'll waste on uninterested consumers and not aggravate people with unwanted advertising. Paid cold traffic strategies like these can give you the control you need to run ad campaigns that generate a positive ROI on your marketing spend.
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