Paid Traffic vs. Free Traffic Methods


Welcome to the eCommerce Paradise podcast. 

In this episode, I will talk about the biggest differences between paid traffic and free traffic and why I seriously think you should consider using paid traffic in your eCommerce store if you aren't already. 

Things have changed a lot in the last decade. Google used to be a lot easier to rank in the organics, and you could literally get a site rate within a month or so. It's different now. There's a lot more competition out there, and the algorithms have changed quite a bit. Unless you're a serious SEO guy and know the techniques to get backlinks and drive traffic through free traffic methods, it's very difficult to quickly get SEO rankings.

If you're just getting started out or even if you've started out, but you haven't tried to pay traffic yet, I highly recommend getting traffic to your store using paid traffic methods. They're really simple, and they're not that difficult to set up. There is a little bit of technical stuff you need to figure out first, but all the methods of doing it, they actually have courses, and they have training on how to do it. So it's not that hard to figure out. 

The first method I highly recommend, it depends on what you're selling, but Google AdWords is really good.

Google AdWords has a lot of different and paid ads, methods you can use. One of them is Search Text Ads. 

Search text ads are cool because you can target specific keywords. If the product has a clear brand and model name, you can target that brand and model name in either an exact match or phrase match style keyword. And if you don't know what that means, it's just basically a type of keyword that Google will recognize when someone types in a search term. If you're looking for Apple MacBook and put the exact match brackets around it, which are special brackets, then unless somebody types in exactly the word Apple and MacBook won't show up, use phrase match. If somebody types in "new Apple MacBook for sale", it will still show up. If you just typed the keyword without any brackets or any parentheses, you get a general keyword, and it'll show up for all sorts of related stuff. You usually want to do that. Search text ads are really cool because you're going to save money and because you're only going to pay when people are actually going to click on your ad. If they just see your ad, then you're not actually going to pay for it. It's kind of cool because if you consider magazines and newspaper ads actually have to pay just to have your ad placed. Even if somebody doesn't call you, you're still paying for that placement. Google ads are really cool that way.

I highly recommend getting it set up in your store. There are a few ways to do it. And I recommend (it depends on your store), but specifically for niche sites, to send visitors to your homepage for a general niche keyword. Have some sort of a funnel or email option pop up that pops up and gets their email address because you want to capture those leads. For someone that's just generally searching for something at the top of the sales funnel, set up search text to go to your collections pages. If you're in Shopify, that means basically product types and brands (any brand, keyword, or product type keyword hasn't been sent to this collection pages). And then, of course, you still want to have that pop-up show and captures their email address. You can even have graphics on your website to get them to opt-in other ways. 

The other way you should do it is thru sending people directly to product pages with search text ads. Bid on the product name and model and SKU number, even two, if that's relevant to your niche and your products. The SKU number sometimes is relevant, and it can be very powerful to bid on that number. Sending traffic to all these different pages is great because you're sending traffic to it from Google. People searching Google are on all different steps of the sales funnel, people in the top, the middle and the bottom, the sales funnel, which is really cool. You get a good mix that everybody of people in your email list. You can follow up with them with the automated email sequence flows that you can set up. It's a great way to get people doing, and it's very inexpensive. 

Search text ads usually are pretty cheap to run. You'll be paying somewhere between twenty-five to seventy-five cents per click. People may see your ad 100 times before they actually click on it. 

Text ads are really cool. You don't need to have a feed to do search text ads. You do need to have some kind of basic understanding of sales copy. 

Saying things like free shipping and no sales tax and percentage discount are things you should definitely say in the ad, and it gets people to click through the other type of pay traffic. Google offers that I highly recommend getting doing its product listing ads and product listing ads. People go to Google shopping and search for products there. Little pictures, they show up at the top, the search results with prices, with your store name and shop in Google shopping results. This works well for high priced products, and Google product listeners aren't as optimized as their text ads as far as keyword traffic goes. You have to use negative keywords to tell Google what not to show your ad. It's kind of the opposite way. They'll just determine what they think they should show your ad for.

When you send them your feed through the Google shopping app on Shopify, for instance, you have to tell Google what you don't want it to show for every single day. Get in there and check the negative keywords. If you don't know anything about paid ads, it would just go in search on YouTube how to do it, just how to set up a Google product business. There are tons of videos on it, and I'm making a course, and I'll have that available for you as soon as well. Google product listing is really cool, and it works the same way as search text ads. I recommend setting up one campaign with three ad groups, one for product names to send a product page, of course, one for brand names. You're still going to send into the product pages, but specifically, it's going to bid less than product keywords. And of course, there's one for just product type keywords and other generic keywords. Bid the lowest on that one. It's going to be sending people to our pages as well. But if you have that Pop-Up setup, then people will be able to opt-in. When they get to the product page or get a discount or something like that, you'll get them on your list. 

Yes, part of this needs are highly converting ads, but they aren't the only ads you should run. I highly recommend setting up your full gamut of advertising, so you really get the most out of somebody who's searching online for a certain product to buy. 

The third type of Google ads that I really recommend doing is basic display network remarketing ads and specifically dynamic. Dynamic means that it's what it's going to show the customer, the potential customer. It will show them only products that they view on your website that they're interested in. It's a lot more targeted to what they want. You can also set up statically marketing ads. 

Dynamic remarketing ads are going to show the products they're interested in. It'll get them right back to that product page if they're ready to buy at that moment. 

You can also do YouTube ads on Google AdWords so you can shop at the bottom of YouTube videos. Those are really great as well to use for good marketing purposes. If someone lands on your site and then goes to YouTube, watches a video, and sees your whole video ad about your store later, that's pretty powerful, and that really can get them to trust you. I highly recommend doing that because it's really, really cool. 

Google AdWords, I definitely suggest for high ticket items, for expensive products. Do you want to sell online now for cheap products? It's a whole different strategy. Especially if you're dropshipping from Ali Express in China to states, you suddenly want to go through Facebook advertising. 

Facebook advertising works a little bit differently, and your niche selection should be different as well. It's more based upon people's passions than it's based upon people's needs and wants. You can settle this stuff up if your selling goods that are good for impulse buying. They will probably buy it, right. It's pretty common. I see this a lot over the holidays, for sure. Tons of stores are doing all these gadgets and stuff like that. 

I like to screenshot different websites and kind of see the conversion rate optimization techniques they use, try to get people to click through, and close the sale because some of the websites have some pretty cool stuff and good up-selling techniques. 

You can do Facebook ads for high ticket products, too. But you have to understand that it's a little bit different because nobody is actively searching for a product on Facebook. It's kind of like it's an interruption. It's like a TV ad when you're on your TV watching a show. If you're going to show somebody a TV ad, you have to really focus on capturing their attention strongly. You have to create it just as if it was another Facebook post, like a viral Facebook post. Have a really strong call to action to get them to click through and get more information. What you want is for people to click because as soon as they click on your website, you can have their cookie. You can put a cookie on their computer. You can remarket to them, and that's the key. They might not buy the first time, but you remarket to them, five to 10 times through different methods like dynamic search. You can do search text ads. You can do remarketing ads. 

You can also do more remarketing with Facebook, remarketing with YouTube if you have that whole funnel setup. No matter where you get the initial lead from, you're going to remarket and email them multiple times. 

If you have it all set up properly, you're more likely to get more sales that way. Take some time to set up for sure. It can be a little bit expensive in the beginning, but once you get it going and it's really good and flowing, you can just keep adding more to it. You'll start seeing sales after the first 30, 60 days for sure, consistently. Facebook ads with high-ticket products should be done for people at the top of the funnel because no one will buy a thousand dollar product. 

The key is teaching people what I think is in the Facebook ads for expensive items. You should definitely sell like you're buying guides - your blog posts, reviews, any sort of how-to guides that you create on your website through Facebook ads. You're going to get people on to your website reading content they're interested in consuming. After they read the content, they'll get a pop-up or something, and they'll sign up to your email list, or they'll get your cookie, and they'll get remarketed to. At the bottom of your blog post, you can put up an app in your Shopify source that shows products related to that blog post. I highly recommend doing that. The key is you want to make it easy for them, and you also want to follow up with them through ads and email. 

Email marketing is almost foundational to like everybody these days, everybody has an email account, and everybody looks at their email account. Whether they're going to open your email or not, they're going to see your company name showing up in their email inbox, and it's going to make them remember you, and it's going to make them remember the time that they went on their shopping trip to your store. As long as you get that marketing touch every single day until they're aided by, it's more likely they'll buy from you. 

Google ads, Facebook ads, email marketing, and email marketing are pretty inexpensive until you build a really big list and get a little bit expensive. Some people report up to 50 percent of the revenue coming through email just because it's such an influential part of the entire sales funnel processes. A lot of people are searching. It isn't easy to rank in the organics now. You can get organic sales, and I highly recommend doing SEO stuff, but I don't recommend doing it first. I recommend doing SEO after setting up your paid ads, funnels, and email marketing and content funnels. The SEO stuff can come later, and you should build an SEO in your store as you go. 

A couple of quick things about SEO. The number one important thing I think is internal linking. If someone lands on your website, you want to provide them links through your content, which is just anything written on your website to other parts, your website. If any page mentions, link them to blog post link to the products linked into collections, other parts of your website. Not only does that help the consumer browse your website like it was a Wikipedia article or something like that, but it helps the search engines, browser, website, and rank pages better. Internal linking is a great way to do it. 

The other way to do SEO, which is super important, is keyword research. Look up keywords that you want to be ranking for each page of your website - this includes collection pages, product pages on your home page, in your blog posts, and all your other pages, too. Make sure you have keywords for each page and that you actually rank for them. One of my favorite SEO tools for keyword research is KWfinder.  

The third SEO technique I recommend learning about is getting backlinks. Backlinking is really important and getting back specifically from relevant websites that are very big in your space. My favorite SEO tool for figuring out how backlinks are from websites, whether they're worth getting backings from or not, is A lot of SEOs love that tool. It's very expensive, but there is a free version and a free trial. Check that out and find out where your biggest competitors are getting their backlinks from. Go to your blogs in your space and forums and stuff, see what they get backlinks from, and even try to get back things from them. You can see the domain authority and page of certain big blogs and forums and see if they're worth getting backlinks from.

You can create a profile or post a forum thread, put a link in your profile or on a forum, and then blog post comments or something like that and link it back to your website. Don't be spamming about it. Be helpful and just be friendly, and you'll get along and get blocked so you can also reach out to these people without having to just post randomly on their website, but actually email them or something like that and ask them for a backlink. You can offer them free content in exchange for a link back to your website. You can offer them money in exchange for some banner ad or some advertisement on their website that links back to your website as well. Consider those options. That's a really great way to get backlinks. 

All these will help you rank on the Google SRP search engine. The results page the first page of the search engines. If you're at the top and the ads you're in, the organic listings, you're at the bottom and top of the search text ads. If you're on YouTube and Facebook and you are all over people's email inboxes. If you're all over the place and you're always showing up in people's lives, then you're definitely going to get the sales. Focus on that if you're building your business. Maybe if you're in the beginning stages, it's now there's a lot more to build out. If you're in the middle stages, don't stop now. Keep building and consider that your business will not be a full-time income until you finish these funnels. If that's your goal, then build out the funnels. If you need training, seek mentorship. I have a course if you're starting; it's a free drop-shipping course., go to check that out. 

That's it. See you out there.

Take care. 

eCommerce Paradise was created by Trevor Fenner of Seattle, Washington in 2015 to help you, the entrepreneur, to start and scale your own eCommerce business selling high-ticket products online with the drop shipping fulfillment method so you can make more profit per sale, have a sustainable and evergreen online business, get started with very little upfront investment, and live a location independent lifestyle. Trevor owns multiple 7-figure High-Ticket Drop Shipping eCommerce stores and is a digital nomad, traveling the world while working remotely with the help of his team of over 10 virtual assistants from around the world. Trevor is currently located in Bali, Indonesia. Trevor is also a passionate skateboarder, surfer, scuba diver, photographer, environmentalist, outdoorsman, fitness and tattoo enthusiast.

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