We’ve been told (and told and told) for years that “the money is in the list” and that “your mailing list is your biggest business asset.” But if your list numbers are hovering in the low four-figures—or fewer—with no sign of growth on the horizon, such advice can seem a bit unhelpful.

The fact is, building a list is a catch 22: You can’t get sign ups without traffic and it’s difficult to find traffic when you have no list. What’s a busy solopreneur to do?

No List? No Problem! How to Build an Audience with Paid Ads

 

 

Paid Ads Make List-Building Easy

By strategically placing ads in front of your target audience, you can drive tons of traffic to your opt-in offers and enjoy conversion rates of two or three percent or more. Even better, with some tweaking and split testing of your offers, you can carefully refine your ads and copy so that you’re attracting your exact ideal client and filling your list with buyers who are ready to take action, rather than freebie seekers.

You need two things to run paid ads to your opt-in pages:

• • A compelling offer, such as a video training series or live webinar
  • Copy to grab the attention of your target audience

Best Ad Placements

Once you have your components in place, the only question remaining is where to run your ads. You have dozens of choices, from Twitter to Google to YouTube to solo email spots.

The key is to first determine where your market is most likely to be hanging out. For example, if your target market is actively looking for videos around your subject matter, or you have invested in video marketing, Youtube may be your platform of choice for running paid ads. Many marketers (myself included) are learning how to run Youtube ads, as Youtube is the second most used search engine in the world. Is your target audience audience primarily active on LinkedIn? If so, then running ads on Twitter may prove to be a waste of time.

One thing to keep in mind the cost of running these ads on these various platforms. For instance, ads on Facebook are generally less expensive and less competitive than a Google Adwords placement.

Start Small, Then Refine

Once you’ve decided where to place your ads, it’s time to set your budget and begin running a small set of ads. Consider setting a small daily budget, such as $10 or $20 at the beginning, so you can get a feel for how your ads will perform.

Watch the traffic, track your conversions, and create split tests of your landing page and ad sets to determine which performs the best. You can also refine the audience you’re targeting based on the stats you receive. For example, if you find that men between the ages of 20 and 30 are clicking but not opting in, you might want to remove them from your audience.

At least at first, it’s best to avoid running ads for paid products. Conversions for a free offer will far outshine those to a paid product—especially if your program is expensive. After all, those who are clicking on an ad most likely do not know you at all, so it takes a much bigger leap of faith to offer up a credit card number than it will to provide an email address.

Ad Copy Blunders to Avoid

Have you ever clicked on an ad because you saw an adorable pair of sandals that you just had to have, only to land on a page full of sneakers, with not a sandal in sight? It’s frustrating, to say the least, and that kind of ad to landing page mismatch will kill your conversions.

Your ad copy is making a promise to the reader. If your landing page doesn’t fulfill that promise, your readers will click away, and you’ll have wasted the money you spent to get them there. Before running any ads, be sure your ad headline, image, and copy all match the message on the landing page.

Paid advertising was once a tool used only by big companies or marketers with a lot of money to spare. However, today, they’re more cost-effective than ever, and the technology makes them easy to create and monitor. If you haven’t yet tried your hand at this useful traffic generation method, it’s time to do some experimenting. You might just find your list numbers—and sales—growing.

Ciao,
Miss Kemya