I get questions about paid traffic and running ads all the time. ALL THE TIME!
My company, Virtual Marketing Experts, specializes in paid traffic. We focus primarily on Facebook, Instagram, and LinkedIn ads. And that’s because that is where most of our clients’ target markets hang out. So, most of my expertise will be in this area.
Now let me be clear, I don’t mind the questions. I love talking all things marketing. I could talk about marketing endlessly – but I’m sure you already know that. And, I love helping friends whenever and however I can. But I have noticed that I tend to get some of the same questions over and over again.
Here are the Answers to the Top 3 Questions I Get About Paid Traffic!
Should I run paid ads or just stick with organic traffic?
The simple answer is this: there are advantages and disadvantages to both. But nothing is that simple, so let’s dive deeper.
As a digital marketer who focuses on paid traffic I obviously am a bit biased on which I think is more effective. However whenever I’m asked this question I have the same response. BOTH are essential for a thriving online business.
It is absolutely true (and somewhat horrifying) that only about 10% of your audience will actually see your organic posts. ONLY 10% (YES, I’M SHOUTING!) So, posting organically and crossing your fingers that you will get leads and sales can only end in disappointment.
I’m not saying you should just stop posting organic content. Having frequent posts and content that people can see when they go to your profile is important and builds credibility. This works hand-in-hand with the ads that you’re actually putting out there. When your ideal client or potential customer goes digging deeper on your brand (after seeing your gorgeous ad), your brand will have that credibility.
It’s incredibly important to have both organic and paid social media traffic. Honestly it’s the best of both worlds. That being said, you want to make sure that whatever you do for your organic content, you do consistently. Make sure when you’re creating your organic strategy that you are choosing an avenue that you feel comfortable in. Whether that’s blogging, podcasts, Facebook/Instagram/LinkedIn Lives, or running a group. Whatever it is, make sure that you are going to be able to do it consistently and stick with it!
When should I start driving paid traffic?
Um, like, yesterday! Just kidding.
Honestly, there is no clear-cut timeline OR monetary amount that you should make before you start to run ads. When you are ready to invest in and scale your business to the next level – that is when you are ready to run ads!
There are, however, a few things we need to make sure you have in place to be successful at running ads.
- You MUST have a lead generation funnel that is built and ready to go.
- You MUST have what I call proof of concept, meaning a product, service, or solution that you have successfully sold.
- You MUST know your target market and have a clear description of your ideal clients.
There is also an investment when it comes to running paid traffic. You can expect to invest a minimum of $1,500/month in ad spend. If that just made your eyes pop out of your head… you might not be ready.
Should I run Facebook ads, or LinkedIn ads, or Google ads, or Instagram ads….?
I can’t answer this question for you. To find this answer, you need to ask yourself a few questions:
- Where does YOUR ideal customer or client spend most of his/her time?
- What type of campaign do you want to run: search engine, interruption, or retargeting.
Okay, now, I’m guessing you’re going to need me to explain those three types of campaigns, so here goes:
Search Engine: Google Ads are considered search engine ads. This means someone must be actively looking for (or searching for) your product. If people are actively looking for your product, service, or solution – Google ads are the way to go.
Interruption: Facebook, Instagram, YouTube, and LinkedIn ads are considered interruption ads. This type of campaign targets people who are doing something else (scrolling their favorite social media platform) and interrupts them. Sort of in the same way that commercials interrupt our favorite TV shows. If people are NOT actively searching for your product, service, or solution – Facebook, Instagram, YouTube, and LinkedIn ads are best for you.
Retargeting: This is a type of campaign EVERYONE should be running. And BONUS, it can be run on every platform. Retargeting ads are ads that go back to people who have already interacted with your company in some way. Maybe, they watched a video, clicked a link, or gave you their email. These ads put you in front of them again.
Why you should be running paid traffic.
Social media is no longer just about conversation and interaction. Social media is now an established channel for customer acquisition, remarketing, and engaging existing fans and customers to support retention programs. It may be relatively immature compared to search engines and email marketing but social media and paid traffic have become the go to platforms to grow your business, increase your revenue and scale your impact.
So, get excited! Paid traffic is the wave of the future!
If you’re ready to start running paid traffic, contact me today! For my answers to more questions about paid traffic, listen to the latest episode of the Marketing Matchmaker Podcast! And, if you want to grow and scale your business to 6-7 figures, take the Profitable Scaling Quiz today to make a difference in your tomorrow!