Paying for advertising

But what if you don’t have an audience? What if you aren’t an influencer who has earned the trust of your readers?


In this case, you will need to find ways to send visitors to your sales page directly. The good news is that you can do this easily through PPC (Pay Per Click) platforms such as Facebook and AdWords.


PPC means that you only pay when someone actually clicks on your advert. You decide what your maximum spend “per click” is going to be, and what the cut off point of your budget will be as well. If you set your per click spend too low, then your ad won’t show when there are lots of competing ads from other brands in the same niche. Set it too high, and you likely won’t turn a profit.

When placing ads on Facebook, you will be able to target who they are shown to based on information that users share with the social site. Those include:
• Age
• Sex
• Location
• Hobbiesandinterests • Jobtitle
• Incomebracket
• Interestsofothers
And more!


When placing ads on Google through AdWords, the aim is to consider not only the interests of the person (based on what they are searching for – the “keywords”) but also the intent of that person.


Intent is an important consideration for PPC, because it tells you whether someone is researching, or looking to buy.


If they are researching, then they might search for “best computer games this year.” If they are looking to buy, then they might search the name of the computer game, or “cheap computer games.” You can also use “negative keywords” to rule out phrases that might suggest someone is not interested in buying and so has the wrong intent (such as “free download”).

The aim of PPC is to ensure that people ONLY click the link if they are likely to buy from you. This lowers the amount you spend, while increasing the potential profit. That means the adverts must be as tightly “targeted” to the right person as possible, even to the point of scaring away people who won’t likely want to buy using the right text.


The link should of course direct people to a sales page in order to maximize your profits. You then need to focus on the conversion rate of your site. In other words, if your landing page is well written, then it might convert 1% of visitors (meaning 1% of visitors buy from you). The higher you get this number, the more you can afford to spend on your advertising while still earning a profit.

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