Should I pay to send traffic to my website?

Should I pay to send traffic to my website?

click photo for more information
Should I pay to send traffic to my website?
OK. It’s true. Creating a website without traffic is like investing in a neon sign and putting it at the bottom of Lake Eola. However, there’s no quick answer to the problem of getting the right people to visit your site. Unfortunately, the simplest questions often have the most complicated solutions. By now, you’ve probably […]
0
778

OK. It’s true.

Creating a website without traffic is like investing in a neon sign and putting it at the bottom of Lake Eola.

However, there’s no quick answer to the problem of getting the right people to visit your site.

Unfortunately, the simplest questions often have the most complicated solutions.

By now, you’ve probably come to terms with the fact that you need to do something to get people to visit your website.

But at what cost?  Should you pay to send traffic to your site?

If so, how much?

First of all, the most important advice I can give you is the following:

Until you can accurately measure return on investment, don’t pay a dime for any type of traffic.

Don’t work on SEO.

Don’t share on social media.

Don’t buy a single click.

Nothing. Nada. Absolute zilch.

You have to be able to judge the return on every campaign you run on the internet. Everything else is throwing money down the toilet.

So before starting, stop and decide how you’re going to measure success.

Later in this article we’ll go over some of the most standard metrics, but whatever you do heed this advice. Measuring is key to success.

The next question you’re probably asking yourself is “why pay for traffic when there’s tons of free traffic out there?”

As a response, let me ask you a different question?

Why do companies pay to advertise in the newspaper or on tv, when they could just get journalists to write stories about them for free?

Or better yet.

Why buy tomatoes at the supermarket when you can plant them for free in your back yard?

The answer to all three questions is identical.

Free tomatoes don’t exist. Free advertising on TV doesn’t exist.

And free traffic in internet does not exist.

But wait. When someone does a search on google, sees a link to your website and clicks, you get free traffic, right?

While technically true, if your website is located on the eighteenth page of the organic search results, how many clicks do you think you’re going to receive?

The truth is that positioning your site in the best keywords requires, in the best of cases, hard work, dedication and significant amounts of time.

I don’t know about you, but do these three things sound free?

Most SEO work requires creating great content, doing onsite optimization and then building back links to your site. None of these are free.

So if free traffic isn’t free, the question remains, “How much should I pay for web traffic?”

Is 20¢ a click a good deal?

How about $1?

Perhaps $150?

The only correct answer for all of the above is “it depends”.

For example, if for every 10 clicks you make a sale worth $3,000, then $150 per click is a great deal.  10 clicks will set you back $1,500 and you’ll make another $1,500 in profit.

However, if it takes a thousand clicks at 20¢ a click to make a sale worth $150, then you’re paying too much. A thousand clicks at 20¢ will cost you a total of $200 and you will have lost $50.

The only way to determine what price to pay for traffic is to base the calculation on your specific metrics.

First of all, what are you trying to achieve? Signups to your list? Sales? Referrals?

Second, what are the metrics you’re going to track?

A few of the most typical things to measure are:

CPC:  Cost per click. This is simply the cost of every click you’re paying for.

CPA:  Cost per action. This is the average cost for whatever action you’re hoping to achieve.

CAC:  Customer Acquisition Cost. This is the average cost for acquiring a new customer.

ROI:  The economic return on investment.

Obviously not all traffic is created equal.

Traffic that is highly targeted to your ideal customer demographic will usually cost more than general “low cost” traffic. While your CPC may be low, your CPA or CAC may turn out to be prohibitively high.

So once you find a good traffic source at the right price, how much of a good deal is too much?

In the end it depends on your ability to handle the business.

If you can attend an unlimited amount of business, then you should concentrate your efforts on optimizing and scaling your campaign.

If, on the other hand, your production capacity is limited by factors such as raw materials, human resources or elaboration time, then you will need to match your marketing to get as close as possible to your maximum production level without burning out your resources.

In conclusion, the answer to the “how much should I pay for web traffic?” question should, if we do things right, transition into “how much can I pay for web traffic?”

When you have built a finely tuned sales funnel and are carefully controlling the right metrics your focus will change from worrying about the cost of each click to trying to figure out how to get as many clicks as you possible can.

Believe me, that’s when digital marketing starts being fun!

Is your sales funnel working like it should?  Leave your questions and comments below.

Comments

Comments are disabled for this post.

7 Tools Your Agency Needs to Get Started with Content Marketing

click photo for more information
7 Tools Your Agency Needs to Get Started with Content Marketing
If your agency isn’t offering content marketing, it’s time to start before you’re left behind. That’s why we’ve put together this list of 7 tools your agency needs to start writing killer content—and Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
5

101+ KPI Options – Why You Need to Pick the Best Ones

click photo for more information
101+ KPI Options – Why You Need to Pick the Best Ones
Carefully select and measure key performance indicators (KPI) to improve bottom line and boost support for marketing – Content Marketing Institute Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
11

Best Content Marketing Toolkit That’ll good Your Search Traffic

click photo for more information
Best Content Marketing Toolkit That’ll good Your Search Traffic
Best Content Marketing Toolkit That’ll good Your Search Traffic Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
18

Marketing

click photo for more information
Marketing
Experience, Leadership, Innovation. This edition of Marketing continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This author team is committed to (1) building on past experiences as authors, (2) continuing their leadership role in bringing […]
0
14

Content: The Atomic Particle of Marketing – Book Interview

click photo for more information
Content: The Atomic Particle of Marketing – Book Interview
Content, in all its forms, is the single most critical element of any marketing campaign. Content – The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
1
16

Google will quit scanning your Gmail messages to sell qualified ads

click photo for more information
Google will quit scanning your Gmail messages to sell qualified ads
Google will quit its very long-standing exercise of scanning the contents of unique Gmail customers for marketing purposes, the company introduced in a website put up currently. The exercise, somet… Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
22

A Clever Copywriting Trick Makes This Ray Donovan Ad One to Remember

click photo for more information
A Clever Copywriting Trick Makes This Ray Donovan Ad One to Remember
Showtime captures the character’s duality. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
19

Growth hacking per le organizzazioni non profit

click photo for more information
Growth hacking per le organizzazioni non profit
Nello stesso modo con il quale le startup si concentrano sul growth hacking, ovvero il processo di identificazione dei modi migliori per far crescere l’azienda, le non profit possono fare lo stesso… Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
13

Higher Education: How to Raise Your Content Marketing Game

click photo for more information
Higher Education: How to Raise Your Content Marketing Game
Higher education content marketing poses unique and common challenges. Read about some solutions and inspiring examples – Content Marketing Institute Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
15

Ad Copywriting: Winning Techniques From Australia's Top Online Retailers

click photo for more information
Ad Copywriting: Winning Techniques From Australia's Top Online Retailers
We‘ve analyzed Australia‘s top online retailers and summarized 10 winning techniques they use to create effective ad copies that convert strangers into customers. Plus, we‘ll teach you how to automate Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
14

Blogging for Startups: How This Blog Earned Us $750k+ Worth of Traffic

click photo for more information
Blogging for Startups: How This Blog Earned Us $750k+ Worth of Traffic
In this article, I explain how we built readership to this blog, and why blogging for startups such as ours is such a powerful growth hacking tool. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
19

Jannah – WordPress News Magazine Blog & BuddyPress Theme

click photo for more information
Jannah – WordPress News Magazine Blog & BuddyPress Theme
Jannah is Content Marketing covered with fresh responsive designs, amazing new features, complete 1-click website demos & lifetime free updates. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
25

5 Lessons in Website Copywriting

click photo for more information
5 Lessons in Website Copywriting
A Copywriter is Born. It wasn’t all that long ago I was navigating my way through the world, a self-dubbed “Creative Writer”. It wasn’t exactly lucrative, but it wasn’t exactly a choice either. My Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
20

The Evolution of Content Marketing: What the 1900s Can Teach You

click photo for more information
The Evolution of Content Marketing: What the 1900s Can Teach You
Content marketing is always evolving. Tactics and tools and tips change. But these century-old fundamentals remain relevant today. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
23

12 Common Copywriting Mistakes You Could Be Making

click photo for more information
12 Common Copywriting Mistakes You Could Be Making
If you make these mistakes when writing your marketing copy, you could be turning off potential customers. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
19

Farm Marketing from the Heart: How to attract your dream customers and build your profitable farm.

click photo for more information
Farm Marketing from the Heart: How to attract your dream customers and build your profitable farm.
We often start farming because we love the plants, the animals, the land—but we soon learn love does not pay the bills. Marketing and selling our products can feel like a mystery: How do we get customers to find us? How do we convince them they need our grass-fed beef, raw milk, or veggie-and-flowers CSA? […]
0
21

How to Use Blogging To Build Social Media Marketing Strategy

click photo for more information
How to Use Blogging To Build Social Media Marketing Strategy
Once you set your goal, the next thing you should concentrate on is finalizing your weekly content plan Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
24

Are big brand copywriting clients right for your business?

click photo for more information
Are big brand copywriting clients right for your business?
The lure of big brand copywriting clients is strong but is the reality of working with them all its cracked up to be? This post discusses the pros and cons. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
19

Account-Based Marketing : Comment bien choisir ses comptes ?

click photo for more information
Account-Based Marketing : Comment bien choisir ses comptes ?
70% des entreprises BtoB cherchent à mettre en place des programmes d’Account-Based Marketing. Mais comment bien choisir ses comptes clés ? Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
20

¡Growth Hacking! ¿Cómo pretendes hacer crecer tu negocio rápidamente?

click photo for more information
¡Growth Hacking! ¿Cómo pretendes hacer crecer tu negocio rápidamente?
El Growth Hacking está tomando cada vez más fuerza en España y Latinomérica debido a los buenos resultados que ofrece como estrategia online para el crecimiento de un negocio. La comunicación digit… Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
27

Interactive Quiz: 5 Steps to Creating a Stellar Content Experience

click photo for more information
Interactive Quiz: 5 Steps to Creating a Stellar Content Experience
Take this short quiz from TopRank Marketing and SnapApp to determine if the content experience you’re creating for your audience is a hit or miss. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
24

The old-time copywriting secrets you need to know to write a great sales letter

click photo for more information
The old-time copywriting secrets you need to know to write a great sales letter
Lots of people like to tell you how to write copy. Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
20

What Is a Growth Hacker and Why Does Your Company Desperately Need One?

click photo for more information
What Is a Growth Hacker and Why Does Your Company Desperately Need One?
If “growth hacking” is something that you “sort of heard of,” but dismissed it quickly because you thought it’s for bigger companies, let me correct you right now. You NEED a growth hacker, irrespe… Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
1
24

Google Toughens Its Stance On Extremist Content; Addressable Ads Come Together In Marketing Clouds

click photo for more information
Google Toughens Its Stance On Extremist Content; Addressable Ads Come Together In Marketing Clouds
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s Gauntlet In the wake of recent terror attacks in London, Google is pledging to continue its crackdown on Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
27

Vacation Rental Copywriting

click photo for more information
Vacation Rental Copywriting
We asked Guest Hook, an expert in Vacation Rental copywriting and content, to share their best tips on Vacation Rental copywriting. Read and apply yourself! Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
29

Could growth hacking be the low-cost key to business success?

click photo for more information
Could growth hacking be the low-cost key to business success?
Described as a new way to do marketing, growth hacking opens up opportunities for businesses committed to experimentation Facebook Twitter Google+ Pinterest LinkedIn Buffer WhatsApp
0
37
load more posts

Are You  { BREAKING } The 7 Laws of Modern Marketing?

x

Sign up to download "The 7 Laws of Modern Marketing"

Your data is safe. We won't share it with anyone.

x