Digital marketing can easily become a race to diminishing returns and, frankly, lower profits. It seems that as more digital marketers become aware of a paid traffic source like Facebook Ads, a predictable pattern kicks in. Ad unit prices keep going up while campaigns become less and less effective.
As more inexperienced marketers, consultants, and digital marketing agencies get in on the action, they end up bidding up the price of ad units. All the while, they desensitize audiences to ads. People are ‘trained’ by the flood of ads to click less and hesitate more before clicking on an ad. The result? Less ad clicks, more ad views required per click, and higher overall ad pricing.
Get more value from your Paid Ads
Since you’re going to have to fork over more dollars for traffic on Facebook or Google Ads, you don’t have to resign yourself to endlessly spiraling costs. You can do something about it!
Enter the power of traffic recycling
Put simply, when you pay for traffic, you need to ‘recycle’ that traffic by having that same person click on as many different pages as possible (and hopefully land on a page they’ll convert on) or get that person to sign up to your mailing list.
Additionally, you can use content that engages with your visitors in a way that ‘pushes’ them to share your content on social media or pass your link along to their friends/associates via email.
The worst thing that can happen is for you to pay top dollar for that click only to have that person visit one page of your site and quickly bounce back out.
Basic traffic recycling techniques explained
Recycle traffic by linking similar pages together
Be very careful about the content page you advertise on Facebook or Google Ads. If you are targeting low cost clicks, the page can’t be an obvious ad. It should contain content that your target audience members are actively looking for.
Maybe it answers a key question. Maybe it gives away code or some other content. However you set it up, it must scream out value!
Once a visitor is on your page, deliver what they are looking for but TEASE them about a better value. For this, they have to click to an interior page. On that interior page, tease them about an even better value. Also, clue them in on the other types of content your site has.
The key at this stage is to build trust and credibility in the eyes of people clicking through to your site. Give them what they are looking for but show them (through the quality of your content) that you have other highly valuable content for them.
The deeper a visitor gets in your site, the more likely they are to trust your expertise. This is how you turn one paid click into several clicks through your site.
Get more ad clicks from multi-page recycled traffic
The more pages as visitor clicks through the more chances you get to get them to click on an ad. Depending on the ads you are running, you can get paid quite a bit per click or per sale. The key is to get them clicking link after link and scanning tons of your pages.
Compare this to getting exactly one page view from paid traffic. Your visitor better click on an ad on that one page they landed on. That’s too much to expect!
Get more list members from multiple page viewers
The more your visitors dwell on your content, the more likely they are to join your mailing list. The more list members you get, the more money you stand to make.
How come? First, when you send an update to your list with a link to a new post on your site’s blog, your site can enjoy a nice boost in traffic. Some of these recycled visitors may click on ads on your site and buy something or book an appointment (if you run a service business). Second, the more people you have on your list, the higher the chance some of them might click on ad links you put in the body of your email updates. These can lead to more people booking appointments or buying affiliate products that pay you a commission. Finally, a big mailing list may mean that an increasing percentage of your email or blog content may be passed on by your loyal list members to their contact list or on social media.
Get more social media traffic from multiple page views
When visitors spend a long time on your site, they are more likely to notice your social sharing buttons. Their long dwell time on your site might lead to more of your content being shared on social media. This can lead to even more traffic.
Traffic Recycling and Conversions
As awesome as the traffic benefits of recycling may be, what is it’s effect on your bottom line? Well, it can actually be a huge factor.
When was the last time you bought from someone you didn’t know and trust? Chances are, you haven’t bought anything from such a person. People tend to buy only from people they trust enough. Pretty straightforward.
By recycling traffic between your mailing list and your website’s pages, you build trust in the minds of your site visitors through sheer repetition. The more they read your materials, the more goodwill you build. Pretty soon, on a future visit, they are more likely to buy something. In fact, if they view enough pages on their current visit, they might buy something. It all boils down to the credibility and trust your content builds.
How does traffic recycling work with ad retargeting or ad remarketing?
Even if your paid traffic visitors don’t buy anything after landing on your sales page, you can still convert them to buyers. How? Place a Google Ads and Facebook Ad network pixel on your conversion pages (these are actual point of sales pages like order forms or checkout pages). When these visitors leave your site, you can still ‘remind them about their near purchase or interest in the item or service you’re selling through retargeting ads. These ads show up on Facebook, Google, and sites running ads for FB and Google (adsense network).
Retargeting has been proven to boost sales by 40%
No matter how you slice it, recycling your paid ad traffic is a great idea. Maximize your paid marketing campaigns’ ROI today through traffic recycling!