Why Paying For Your Traffic Is A Smart Move

Why Paying For Your Traffic Is A Smart Move

There are many success stories one hears about about small businesses making it big on the internet. The underlying truth though is that for every rags-to-riches story, there are ten, a hundred, a thousand stories of mediocrity and failure. Statistically this should make sense: that many internet enterprises are launched, but only a handful of them succeed.

But we shouldn't take away from this that it is simply the law of averages that dictates internet fortune. Success takes a huge amount of work, help from friends and colleagues and, dare we say, over time, quite a lot of money.

The Boiler Plate of Internet Success.

On the internet, traffic is “King”. Without traffic, all your effort just goes to waste. Every business needs customers, without them you don't have anyone to sell your products to and that, er, is it. On the internet, Traffic means your shop is in a good location like a High Street or Shopping Mall and is able to attract customers off the street! The more traffic you have the more people you can sell to.

But like any business in every shopping Mall or High Street, of course, not everyone that comes in is a buyer. Many come in just to browse your merchandise, and that number is greater than the number of people who end up eventually buying your products. It is a simple fact.

So how do you not just attract Traffic, but enough of it to make profit off the small eventual percentage of customers who end up buying? Many big companies receive tens of thousands of visits a day, but only ten to fifteen percent actually buy, but that percentage is enough to provide them with good business.

To get that traffic on the web, you have to target your advertising towards the sorts of searches people will make for your product and then BOTH optimise your site for Search Optimisation (see our masterclasses on Search Engine Optimisation) AND create Pay-Per-Click campaigns to widen and deepen your site's exposure to being found. The more people that find your site; the more people visit and hopefully buy. But beyond Search Optimisation which is free and dealt with in a different masterclass, this means Paid-for advertising. The trick is to ensure your advertising attracts enough people at a cheap-enough price to allow you to end up in profit.

While there are ways in which you can get free advertising, this do not generate the same high volume as sponsored (or paid-for) search (more commonly called "Pay Per Click"). These paid advertisements include advertising schemes by Google and Yahoo.

The Value of Paid-for Search Results.

The search engines are, and will remain for some time, the easiest, most used and fastest medium to find something on the internet. Search engines are very popular because they are very accessible and provide instant results. They are free and easy to use. This is why over 65 percent of access to a given website comes from the Search Engines, as opposed to other means of accessing a website. It is easy to understand why so many companies therefore pay to advertise with these search engines.

Search engines provide information to the millions of users that they have each day. They provide links to many sites that a user may be looking for. If your sites link appear high in the search results page, you have a huge chance that people will go to your site. While search engine optimization is a cheaper and low cost way to get your site a high rank, it is very much slower to see results than from sponsored search techniques and people only see results via the search engines themselves and not, (as in Sponsored search) via the many thousands of websites that also display advertising.

When you pay for your advertisements, it is like paying for your traffic. This may sound like not such a good idea, but the payoffs of a well constructed PPC (Pay Per CLick) campaign tell a different story. When you pay for your traffic and have geared your campaign to ensure you get enough sales from all those clicks, you are guaranteed of a consistent traffic flow to your site. You will never go with an empty sales day.

Paying for your Traffic.

Usually, you will be charged when your ads is clicked, this is called "pay per click". It is imperative that you have good keyword content in your ad to attract these clicks and that these clicks are cheap-enough for you to make this worthwhile. There are many tools that aid you in using the right keyword for the right moment at the right price and Briquesetclics specialises in this sort of advertising and can save you a fortune with PPC. The other method is called "Pay Per Action" and means paying only if a customer performs a certain 'action' on your site. This is a bit more complicated to set up than PPC, but if that action is a "Sale" then it means you are only paying Google when someone is paying you, and that is a great synergy!

The money you spend on a well constructed Pay Per Click campaign is well spent. You will get an impressive boost in traffic which will also result in a great boost in your sales figures. But heed my warning. You must know what you are about. This is a specialist advertising area and it is equally possible with a badly constructed campaign to pay-out what feels like a fortune with absolutely no results and for a small start-up company this is just what you want to avoid! Briquesetclics.fr will set you on the right path with minimum outlay - it may be the best investment you make in your startup.

About the Author: Richard Martin of Briquesetclics is a Certified Management Consultant and Accredited Internet Marketing Consultant of 20 years experience in IT. Briquesetclics offers exquisite eBusiness solutions, website design and Internet Marketing with English to French Translation to expat and French Comunities in Southwest France. He serves the Limousin, Poitou-Charentes and Aquitaine regions and the cities of Limoges, Poitiers, Bergerac, Perigueux, Angouleme, Cognac, Bordeaux, Niort.

Briquesetclics will help you with your Pay Per Click advertising. Find out more here.

We're always ready to talk to you. See our contact details.

Click below for APEX Pacific's PPC Software Solution "PPC Bid Maximiser"

Do you know, how much your competitors spend on AdWords? SEMRush.com will tell you!