Traffic

How To Get Massive Traffic Using Paid Advertising (Part 4)

OK. So now you’ve done all your research it’s time for some action. In this final part of the series, we will look at creating, tracking, and testing your ads.

Step 5. Create Your Ads

As we have said, your main goals for your ads are conversions, for more traffic to your landing pages, and hopefully more conversions into subscribers or customers.

Ads that get a high click rate will also be rewarded by most ad networks, being shown more often, in a better position, and/or being given a lower price per click.

Google AdWords and Facebook also award a “relevance score,” rewarding ads that match the keywords that you are using to run the ads. That is why it is a good idea to group your keywords tightly and to use your chosen keywords in certain key places in your ad.

For AdWords, Bing, and Facebook, you will need a:

  • Headline
  • Description and call to action
  • Link to your landing page

If you can get your main keyword into all three of those areas, you stand a good chance of getting a high relevance score.

For your Facebook ad, you also need a high-quality image. Upload a custom one yourself and put a keyword in the name of the file.

Also, think about using words your target audience would. And don’t forget your call to action. You can’t use “Click here” wording, so be clear about the benefits if they do click.

For Facebook, your important specifications are:

  • Image size: 1,200 x 628 pixels
  • Ad Copy
  • Text: 90 characters
  • Headline: 25 characters
  • Link: 30 characters

If you want your ad to get the most distribution and exposure, Facebook recommends using images that contain minimal (or no) overlaid text. This means if you wanted to market a book and use the book cover, your ad might get rejected. Giving it an interesting background, however, so the text makes up less than 25% of the overall image, might be enough to get your ad passed, or given special dispensation by those who check the ads at the site to ensure they are abiding by the guidelines.

Here is a useful summary if you want to learn more:

For AdWords, here are the specs:

  • Dimensions for Text Ads in AdWords:
  • Field Max length
  • Headline 1 30 characters
  • Headline 2 30 characters
  • Description 80 characters
  • Headline: 25 characters

In AdWords, there are also ad extensions:

  • Sitelinks to your top products, for example
  • Call on the phone
  • Callout, an area underneath the description that highlights
  • Location, to target people in your area, not the entire Internet
  • Structured snippet, additional data about the product you are trying to sell
  • Review of the product you are trying to sell.

These do take time to create but can increase click-through-rates.

Learn more about extensions here.

Specifications for non-animated image ads

  • File Formats GIF, JPG, PNG
  • size 150KB

Ad Sizes

Square and rectangle

  • 200 × 200 Small square
  • 240 × 400 Vertical rectangle
  • 250 × 250 Square
  • 250 × 360 Triple widescreen
  • 300 × 250 Inline rectangle
  • 336 × 280 Large rectangle
  • 580 × 400 Netboard

Skyscraper

  • 120 × 600 Skyscraper
  • 160 × 600 Wide skyscraper
  • 300 × 600 Half-page ad
  • 300 × 1050 Portrait

Leaderboard

  • 468 × 60 Banner
  • 728 × 90 Leaderboard
  • 930 × 180 Top banner
  • 970 × 90 Large leaderboard
  • 970 × 250 Billboard
  • 980 × 120 Panorama

Mobile

  • 300 × 50 Mobile banner
  • 320 × 50 Mobile banner
  • 320 × 100 Large mobile banner

Specifications for animated image ads

  • File type.GIF
  • File size 150 KB or smaller

Image sizes

  • Square and rectangle
  • 200 × 200 Small square
  • 240 × 400 Vertical rectangle
  • 250 × 250 Square
  • 250 × 360 Triple widescreen
  • 300 × 250 Inline rectangle
  • 336 × 280 Large rectangle
  • 580 × 400 Netboard

Skyscraper

  • 120 × 600 Skyscraper
  • 160 × 600 Wide skyscraper
  • 300 × 600 Half-page ad
  • 300 × 1050 Portrait

Leaderboard

  • 468 × 60 Banner
  • 728 × 90 Leaderboard
  • 930 × 180 Top banner
  • 970 × 90 Large leaderboard
  • 970 × 250 Billboard
  • 980 × 120 Panorama

Mobile

  • 300 × 50 Mobile banner
  • 320 × 50 Mobile banner
  • 320 × 100 Large mobile banner

Animation length and speed          

Animation length must be 30 seconds or shorter and slower than 5 Frames Per Second (FPS). They can be looped but must stop after 30 seconds. You can learn more about image ads here.

Again, you might not have a large budget for AdWords, but if you are already making banners for your site and products, it might be worth converting your best one into an ad and then track your results. Which brings us to Step 6.

 

Step 6. Track Your Results

Tracking results means checking how well your ads have converted (clickthroughs), and how many of those who click through complete an action (subscribe or buy).

If you don’t track, you are sure to waste money. You can’t just set and forget your ads. To get your best return on investment (ROI), you must track your entire process.

AdWords has Conversion Tracking.

You can also use your traffic logs to look at the level of traffic on the sales landing pages you have created. Then check your email marketing platform, such as Aweber, to see how many new subscribers you get each day. Check your sales reports to see how many new orders you get each day.

Google Analytics (GA) can be used on any website. It gives an incredible amount of detail about your site. There are 2 features of this robust program that can help you with your conversion tracking. One is Goals and the other is Funnels.

With Goals, you are measuring a result, such as getting a subscriber. If they have landed on the Thank you page, you can assume they have completed the action.

With Funnels, you can track them from one page to the next, such as your Landing page through to the Thank you page and perhaps a special product offer you would like to give them as a reward for becoming a subscriber.

You can access your free account through your free Gmail account, and click on the Conversions tab to get started with Goals and Funnels.

If you are not getting a good ROI, it’s time to check your campaign settings.


Step 7. Refine Your Campaign Settings

Some settings might give you better clickthroughs. Check keywords, audience targeting in Facebook, location, language, and so on. Don’t try to be all things to all people at this point. Be very specific and focused on who you think is your ideal customer and what will be the best keyword, message, and offer that will resonate with them.

With most niche marketing, it is better to have a narrow focus than a broad one. You are not trying to market to everyone, as they do in TV ads, (the scattershot approach), but rather, people you know are already interested in your products, services, and information. How do you know? Because of the keywords they use.

Set up different formats of ads in different groups because they need to be managed differently, such as search versus display ads. You might also wish to split out desktop versus mobile. And of course, make sure your landing pages are mobile friendly.

Check quality and relevance scores and follow any recommendations to improve them.

Check that you are only promoting one product per campaign and have only one call to action. Check your scheduling to make sure your ads are being shown at the right time of day for your target audience, especially if you have only a small budget. Don’t forget time zones. If you are targeting a country, like the UK and Ireland, and you are on the East Coast of the US, set the time 5 hours ahead of your own.

Once your ads are running, you will have an idea of how much of a budget you will need for the next 30 days. But before you get too carried away, it’s time to check to see if your ads are the best they can be. This means testing and optimizing.


Step 8. Test and Optimize

Refining your campaign settings may help improve your results. Testing and optimizing should do so even more.

You have 2 main things to test:

  1. Your Ads
  2. Your landing pages

Test your ads by using what is called split testing. Create 2 exact versions of the same ad. Then change one key element of the ad. The original ad will be A, and the new ad will be B. (It is also commonly referred to as A/B split testing.)

Rotate the ads evenly and see which comes out a winner. If it is A, create a version C to go head to head with it. If B is the winner, make it go head to head against your new C.

Things to test

  • Headline
  • Description
  • Image in Facebook-keep the wording the same, but change the photo

This process will take time, but you should find a clear winner, in which case your ad is optimized. Remember, even a single percentage point improvement in conversion rate can add up.

Split testing your landing pages is also possible. You can use the Google Experiments tool to compare two versions of the same letter. Again, you can test the headline, wording, image, call to action and so on.

Make sure your landing page is 100% relevant to what your visitor is looking for. NEVER send them to your home page via an ad.

Test different offers. Test different phrasing for your call to action. Consider adding video to your sales landing page. These may sound like a lot of little tweaks, but they can all add up to a better return on your ad spending, with more subscribers, sales, and profits.


Conclusion

No matter what size of company, paid advertising can be a shortcut to growth and success IF you know your numbers and watch your spending, clickthrough rate, and conversions in relation to subscribers and sales. It may seem like only pennies per click, or “only” $150 per month ($5 per day), but it is wasted money if you are getting clicks but no real results.

Ads can drive massive traffic, so be patient with the learning curve involved, follow the suggested steps for each ad network you try, and you should soon see the results you need.

To your success!

 

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