Traffic Technique 3: Online Advertising
When bloggers think of online advertising, they usually think first of selling it, rather than buying it.
But buying ad space can be a great traffic-generation technique if youâre careful in terms of how you go about it.
There are really two types of advertisingâbrand advertising, and tactical or action-oriented advertisingâand for traffic generation purposes, youâll probably want to focus on the second type.
Making a traffic-focused ad campaign work depends on a few elements:
the audience
the ad space
the ad
what you do with the traffic the ad generates.
Your target audience
Last time, when we looked at content marketing, we saw how important it is to work out who youâre targeting with any traffic-generation strategy since, of course, not all traffic is the right kind of traffic.
So your first step is really to think about who you want to target with your advertising. If your answer is, âwell, more of the same people who are visiting my site now,â thatâs fine. If you want to target a specific sub-segment of that audience, thatâs great too.
The important thing once youâve identified those people is to work out a key need related to your topic that all of them shareâand that your blog solves.
Buying ad space
Now you know who youâre targeting, you need to work out where they gather online. Broadly speaking, we can break down the options into three categories:
search engines
social media
informational websites.
Buying advertising space on search engines can be a great way to ensure that the people seeing your ads have expressed a need in your offer. Your ads will appear alongside search results for the keywords you target (thereâs a range of other filters you can select too, like geographic targeting), so the users have already expressed an interest in the need your blog meets.
Buying ad space on social media also targets your ad to the right usersâbut depending on how closely you select your ad filters, this targeting can be less stringent, which means you could wind up paying for more âwastageâ (the amount of ad impressions that are seen by people who arenât in your target audience).
Also, social media advertising can automatically restrict your adâs reach, since it only gets seen by users who are subscribed to a particular social media network. Pretty much everyone online uses search engines, but does your target audience use Facebook, LinkedIn, Google+, Twitter ⦠or not?
By buying ad space on an information or entertainment website, youâll be actively targeting the users of that site specifically. Whereas social media advertising can inadvertently restrict the reach of your message, on-site advertising lets you proactively target your adâs reachâwhich is something that you can use to your advantage.
Of course, different sites sell ad space differently. On some, you can buy ad space privately, though the site owner; on others, youâll go through a network like AdBrite, Kontera, or DoubleClick.
An example of an on-site ad is the in-page Genesis ad we run on ProBlogger. This ad targets ProBlogger users specifically in its headline.
Traffic Technique 3: Online Advertising
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