Buying Traffic 101: Analyze the Visitors You Already Have
Trying to boost the performance of your ad campaigns? While it may by tempting—and sometimes recommended—to look “out there” and see what your competitors are doing, resist the urge to do so, and instead analyze what’s happening on your own website first. (Save spying on your competition for later.)
When buying traffic, it’s best to take a look at the visitors that you already have so you can determine the most ideal targeting options and messaging to implement in your campaign.
Pay attention to the following website traffic metrics in particular:
1. Geographical location – Where are your visitors coming from? Are your customers mainly from the US or other parts of the world? Take note either way and target your campaigns accordingly.
In addition, be sure to tailor the content and wording of your ads to the location of your visitors. For example, if you’re targeting people in the UK, make sure your ads are adopting UK English instead of American English.
Apply the same principle when displaying currencies for your products. Online experiments on ecommerce sites have shown that displaying international currencies (i.e. Pesos, AUD Dollar, Yen, etc.) tailored to where visitors are located can greatly increase conversion rates.
2. Referral traffic – This metric can tell you which websites are sending visitors your way, so pay attention to your referral stats. List the top websites that are sending you traffic, then see if you can advertise on them.
You can also use these websites to find related online properties that you can advertise on. For example, if you see that a bulk of your visitors are coming from a top dating blog, then why not dig around for related sites and include them in your ad campaign? Use services such as Alltop.com, Technorati, or the Similar Sites plugin to find other relevant sites.
Also be sure to consult with your ad network and tell them that you’d like to buy traffic from websites in a particular field. Chances are, the network will have some publishers that can accommodate your ads, allowing you to buy targeted traffic more efficiently.
3.Bounce rate – It’s important to determine the whys, whens, and hows of bounce traffic. This will allow you to find out what’s missing with your campaigns so you can improve. For instance, maybe your ads are appealing to the wrong types of customers. Or perhaps your landing page is sending the wrong message. Whatever the case may be, find out why people are leaving your site and iterate accordingly.
4. Device used by your visitors – Have you checked the latest mobile stats? They’re staggering. It’s estimated that mobile usage will exceed desktop by 2014, and that 89% of online service seekers use mobile devices. Not only that, but researchers estimate that adults spend an average of 141 minutes a day on their mobile devices.
Chances are, a good chunk of your traffic is coming from mobile devices, and you need to find out just how much in order to optimize your campaign. How much of your visitors are using their smartphone or tablet? What percentage of them are iOS users and what percentage of them are using Android devices?
These are just some of the questions you need to ask before launching your ad campaigns or buying website visitors. Determining the answers will enable you to create better ads and deploy them on the right platforms.