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5 Ways Businesses Can Get Traffic and Generate Leads

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6 min read

Opinions expressed by Entrepreneur contributors are their own.


You can have all of the traffic in the world, but if you can’t convert that traffic into leads, you can’t build a funnel that will help you make sales. Without sales, you can’t have revenue. And without revenue, you can’t reinvest back into traffic and lead generation.

Before you try to generate leads, you need lead magnets. With something like an ebook or a free course, you have the ability to drive leads to your business. Once you have these lead magnets ready, you can use a variety of different traffic sources to bring attention to your lead magnets.

The following five sources of traffic are places where you can find people for your lead magnets. Some of these sources are free and some of them are paid, but I recommend that you get started with the free traffic sources and scale your way up to paid traffic sources.

1. Organic search traffic

Organic search traffic is the traffic that comes from search engines. You don’t need to pay for this traffic. Every search engine has paid listings on their search and free listings — if you make sure that your pages appear in the search results for specific keywords, then you will be able to tap into a lot of traffic and you won’t need to pay for it. 

The only problem with organic search traffic is that your landing pages will not get ranked easily in the search engines. Search engines prefer content-heavy pages and they do not rank landing pages well. 

You should drive the search traffic to blog pages and then use an online tool to convert visitors into leads. To get good search traffic into your blog pages, you need to have great content, backlinks and good on-page SEO.

Related: 7 Ways to Enhance Your Blog Posts for More Traffic

2. Paid search traffic

Another method to get traffic to your lead pages is from paid search listings. Paid search listings cost money, but if you know how to convert your leads into sales, then you can afford to pay for the clicks. You can configure your paid search ads on a tool like Google Ads, where you can set up paid search ads on Google’s search engine.  

Every search engine has a tool for advertising. Research different search engines that will help you search for products within a niche. You can advertise with those sources as well. The good thing about paid search traffic is that search engines will not hesitate to drive traffic to your lead pages. While it is difficult to rank your lead pages on organic search, there is absolutely no problem with paid search. 

The only disadvantage of a paid traffic source is that you have to pay for it. But if you can get a ROI from the traffic, you can scale it fast. It might take several weeks or months to start getting significant organic traffic to your website, whereas paid search ads can scale fast. You can go from 1,000 visitors a day to 10,000 visitors a day overnight. You just need to increase your ad budget.

Though search traffic is a good, high-quality source of traffic, there are two major drawbacks when it comes to search. The traffic can be costly if many advertisers are bidding for the same keywords, and your traffic is limited based on keyword search volume.

Related: 27 Ways to Increase Traffic to Your Website

3. Display ads

Display ads are text and banner ads that you see on other websites. Many of the display ads are controlled by the Google network itself, but they are not the only type of display ads.

If you are a publisher and want to run ads on your website, you can sign up for the Google AdSense program and run ads on your website. (I do not recommend this method of monetizing your traffic because the earnings per visitor will be quite low.) Though I do not recommend using display ads for monetizing your website traffic, it’s a good way to generate traffic as an advertiser. 

Benefits of display ads:

  • There’s an unlimited source of high traffic to tap into.
  • Display Ads are cheap.
  • You can run text-based display ads or image ads.
  • You can do retargeting with display ads.

Disadvantages of display ads:

  • The ads are shown to people who do not have the intent to buy.
  • CTR (click-through ratio) will be less
  • Conversions will be less
  • Sometimes, you might get invalid clicks to your ads and you will still get charged for it. These are bot clicks and not real human clicks.
  • Display ads are ignored by people and become less effective over time.

Now, let’s have a look at the different types of display ads.

Google display ads: Google display ads are an excellent source of traffic because they don’t just run image ads, but text ads as well. When you run search ads on Google, you can enable the display network along with it. Google will run a combination of search ads and display ads (called search ads with display select.) Based on the search queries, Google knows who is more likely to click on the display ads and shows the ads only to them. Such display ads are well-targeted and get a better CTR than generic banner ads.

Facebook ads: Facebook is one of the biggest display ad networks in the world. They run ads on the Facebook platform, but they also run the ads on Instagram and other websites (called the audience network.)

Native ads: The third type of display ads I would recommend is native ads. Native ads do not look like ads, but they look like content recommendations.One of the downsides of native ads is that the ads of generally of very low quality. People advertise all sorts of things when it comes to native ads. But at the same time, native ads can give very low-cost traffic and they are great for branding.

4. Affiliate traffic

You can give a percentage commission on your sales to your affiliates and referrals and let them promote your products. If you are selling a digital product, you would be giving an affiliate commission only on the sales. You don’t need to give any commissions on the traffic that is being driven to your pages. This is a free way to get traffic.

5. Referral traffic

You can create a referral campaign and get people to refer others to unlock offers. Referral campaigns are similar to affiliate campaigns but there is no monetary commission involved in this. The idea is that you give rewards to people (mostly digital products) when people refer other people to your brand. You cannot convert these referrals into customers immediately. You need to build trust with them using marketing automation.

Related: 6 Easy Ways to Attract More Website Traffic

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This Tool Puts Your Keyword Campaigns Into Overdrive #LocalBusinessMarketing

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7 min read

Opinions expressed by Entrepreneur contributors are their own.


In Ultimate Guide to Local Business Marketing, Google AdWords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local marketing campaign. In this edited excerpt, Perry and Zamir explain the importance of keyword match types to your AdWords campaign. Buy it now from Amazon | Barnes & Noble | iTunes or click here to buy it directly from us and SAVE 60% on this book when you use code MARKET2021 through 4/3/21.

Simply selecting the right keywords isn’t enough when it comes to Google AdWords. Before you add any keywords to your campaign, you’ll need to get familiar with the concept of keyword match types. These are very important because the match type for each keyword in your campaign determines which search queries (i.e., the actual words people type into Google) can trigger your ads.

If you don’t manage the match types for your keywords the right way, your ads can show up for all sorts of search queries that aren’t related to what you do. So even if you did an awesome job selecting your keywords, not using the right match types will kill your campaign.

Here’s an overview of the different keyword match types you can use in your AdWords account.

Broad match

Broad match keywords are those you add to your campaign without any additional characters around them (as you’ll see later in this article, the other match types are designated by things like quotes, plus signs, and brackets). Adding a bunch of broad match keywords to your campaigns is one of the biggest mistakes advertisers make in AdWords.

Why? Because when you add a keyword as a broad match keyword, your ad will appear when Google thinks that what someone typed is similar to your keyword. Only in very rare circumstances will you ever use broad match keywords. The reason is that broad match is really broad. With broad match, you’re leaving things up to Google to decide which search queries are similar to the keywords in your campaign. And Google’s idea of what searches are similar to your keywords may be very different from your own.

For example, we’ve seen campaigns for a solar panel company that had the broad match keyword “solar panel” in their campaign. Their ads frequently appeared for searches about the solar system (and “people researching the solar system” was not the market this company was trying to reach).

When you use broad match keywords, you’re giving a lot of control over your campaign to Google. That is not the position you want to be in — you want to be in control of your campaign.

Using broad match can result in getting a lot of bad clicks. And, remember, when you’re starting out, it’s very important to keep it a very targeted campaign focused on your best keywords. Otherwise, you can end up paying for a bunch of bad clicks and not get many leads because your budget’s being wasted on irrelevant search terms.

To keep your campaign focused on the best searches, stick with the other match types that we’re about to cover.

Exact match

Exact match keywords are those that you add to your campaign surrounded by brackets like this:

What this tells Google is that you only want your ad to appear if someone types exactly and only what you have inside the brackets. (Note that Google will also show your ads for plurals and misspellings of your exact match keywords—exact match is not exactly exact match.)

Let’s say one of your keywords is:

[chiropractor in Reno]

Essentially someone would have to type “chiropractor in Reno” for your ad to appear. If they typed in “chiropractor in Reno NV,” your ad would not be triggered for your exact match keyword.

Exact match is great because it means you are getting very targeted clicks, and you pretty much know exactly what word(s) someone typed in to trigger your ad. We always use exact match keywords in all our campaigns and highly recommend you do the same.

Phrase match

Phrase match keywords are surrounded by quotation marks in your campaign like this:

  • “chiropractor”
  • “chiropractic”

For phrase match keywords, your ads appear if someone types in a search term that includes the phrase that’s in quotations. (Again, as with exact match, Google can show your ads for plural and misspellings of your phrase match keywords.)

Let’s look at the example of the phrase match keyword:

“Reno chiropractor”

For this keyword, your ad can show up for the search terms “Reno chiropractor in Nevada” or “best Reno chiropractor” because both search terms include the same phrase (“Reno chiropractor”) that you have as your phrase match keyword. However, your ad wouldn’t show up for the search term “chiropractor in Reno” because the words “Reno chiropractor” don’t appear in the same order as they do in your phrase match keyword. Phrase match is another great match type to use, and we highly recommend you use it in all your campaigns along with exact match.

Broad match modifier

Broad match modifier keywords are created by putting a plus sign in front of each word like this:

  • +chiropractor +Reno
  • +chiropractic +Reno

For broad match modifiers, your ads can appear if someone types any variation of your keywords. Here is an example for the Broad Match Modifier keyword:

+chiropractor +Reno

With that keyword in your campaign, your ad would show for any Google search that contains both the word “chiropractor” and the word “Reno” in any manner. Here are just a few of the potential search terms your ad could show up for:

  • best Reno chiropractor
  • chiropractor in Reno Nevada
  • find a chiropractor in Reno
  • chiropractors in Reno NV

Because these search terms contain both “Reno” and “chiropractor” (including plurals and misspellings of those words), they’ll trigger ads for the broad match modifier keyword above. For broad match modifier, it doesn’t matter what order the words appear in the search query; they just have to be in it somewhere for ads to get triggered. However, the search term “chiropractor in Nevada” wouldn’t trigger an ad for that keyword because it doesn’t contain the word “Reno.”

When you’re starting your campaign, you may want to stick to just exact and phrase match and see what happens after the first couple of days. Then, if you need/want more traffic, you can add broad match modifiers.

Shortcut for generating keyword match types

Instead of manually adding brackets, plus signs, and quotes to all your keywords to come up with the different match type variations for each for your keywords, you can shortcut the process. We use a free tool at http://AdWordsWrapper.com to make this quick and easy. When you go to the site, you enter a list of your keywords in the main box of their “Google AdWords Keyword Tool.” Then simply click the “Wrap Keywords” button, and the tool does the rest.

It will generate different keywords lists with every combination of match types for your keywords. So if you only want phrase and exact match keywords, just copy the keywords in the “Phrase” & [Exact] Match results box. 

Want the three match types we recommended using above? Simply copy the results from the +Modified +Broad, “Phrase” & [Exact] Match box into your campaign — + and you’re done!

If you have a number of keywords in your campaign, this tool will especially save you some serious time over manually setting the match types for your keywords.

Did you enjoy your book preview? Click here to grab a copy today—now 60% off when you use code MARKET2021 through 4/3/21.

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Climb the Search Rankings with This Google SEO and SERP Course

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Learn how to increase your brand visibility on a budget.

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Winfluence

Get a glimpse of how to influence your audience’s buying habits using traditional and unconventional influencer marketing techniques.


2 min read

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

 

In 2019, 65 percent of e-commerce sessions started from a search engine. And yet, only 64 percent of marketers actively invest in search engine optimization (SEO). E-commerce boomed in 2020, creating windfall profits for many entrepreneurs, but also attracting a slew of new competition into the market. It’s become more expensive to try to stand out from the noise through paid ads, making SEO one of the most cost-effective ways to grow your online business or store.

So, what are you waiting for? Learn how to climb up the search engine result pages (SERPs) with The 2021 Complete Google SEO & SERP Certification Bundle.

This 11-course bundle takes a holistic approach to SEO that leverages multiple platforms. Across 26 hours of training, you’ll learn how to increase your site’s leads and traffic through Google, YouTube, Amazon, and more platforms. Courses are taught by experts like Joshua George (4.7/5 instructor rating), Benji Wilson (4.4/5 rating), and Anthony Barnard (4.3/5 rating).

Through both beginner-friendly and advanced courses, you’ll get a comprehensive understanding of SEO. You’ll learn about SEO’s symbiosis and backlinks, discover how to identify LSI keywords, practice backlinking and keyword research, leverage local SEO, and even learn how to strengthen the technical aspects of your website to rank better. Additionally, you’ll learn how to boost your YouTube SEO to increase engagement, improve your sales page listings on Amazon, and discover a number of tools that can help you manage your SEO strategy.

Get to the top of search rankings and improve your business’s presence online. Right now, The 2021 Complete Google SEO & SERP Certification Bundle is just $29.99.

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Prices subject to change.

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This Budget-Friendly SEO Tool Can Help You Improve Your Search Rankings

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Amplify your organic marketing strategies without breaking the bank.

Free Book Preview
Winfluence

Get a glimpse of how to influence your audience’s buying habits using traditional and unconventional influencer marketing techniques.


2 min read

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.


The world of digital marketing is extremely competitive. With so many people and brands competing for attention, it’s easy to make mistakes and fall by the wayside. Those mistakes are especially costly when you’re paying for promotion. Organic marketing, on the other hand, simply relies on optimizing your primary sites so that people can find you naturally through search engines. SEO is one of the most powerful and cost-effective marketing strategies there is, but it’s also a technically difficult one. Fortunately, SERPstash can simplify it.

SERPstash is a simplified SEO tool that will help you drive your pages up the search rankings. The tool breaks SEO into three simple steps: Identify competitors and keywords, research backlinks, and audit your page to identify improvement areas. With 21 user-friendly tools to boost your site’s ranking, you can completely overhaul your SEO without any technical expertise.

SERPstash allows you to analyze and filter ranking keywords related to your industry, discover who is ranking for those same targeted keywords, and find your current search ranking. You’ll be able to learn the top search queries bringing traffic to your site and find the 100 highest-quality websites linking back to your site, as well as who is linking to your competitors. With simple tests and insights from Google, you’ll be able to improve your site’s speed and SEO, and even discover if your pages are considered “mobile-friendly” in Google search results.

Amplify your SEO strategy with SERPstash. A lifetime subscription is normally $500, but right now, you can get a limited-time deal when you sign up for just $24.

Looking to diversify your investments in 2021? Check out DiversyFund to start dipping your toes in private real estate for as low as $500.

Prices subject to change.

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