Using Solo ads are a great avenue to get exposure to your product or service. If you do not have a huge customer base, or your own advertising, this is a low-cost option. However, with almost any online service, there are risks to consider.
Why use solo ads?
One of the greatest challenges of any business is getting the right customers in front of the right product, or “traffic.” Advertisers have been trying to figure this out for decades. It is all about funneling the right people to your product or service. We see this everywhere, from the way that your local grocery store is set up, down to the targeted marketing on Facebook.
How do you get more traffic?
There are just three main options to get traffic to your product or service, paid ads, organic traffic, and solo ads.
Organic traffic is great, because it is FREE. But it is also the hardest traffic to obtain. You need a large online following, or have some content go viral to achieve this.
Paid ads are the best approach to getting traffic. You can specifically target exactly the type of customer you are looking for, and use a multitude of platforms, such as Microsoft Ads, Google Ads, Facebook, and more. The biggest downside to paid ads: the cost $$$$.
Solo ads are an interesting hybrid option. You are leveraging a solo ad vendor’s email list to market your product or service to hundreds, possibly thousands of potential customers. Often at a cost much more affordable than traditional paid ads.
What do I need to look out for when using solo ads?
With solo ads, you are at the mercy of the solo vendor in many cases, so vet them as much as possible. See what their ratings are, number of sales, and repeat buyers.
Often you can provide both the subject line and email swipe rather than your solo vendor. (They may know their subscribers better though). Generally, as a rule to stay out of the promotion tab or junk folder, stay away from spammy subject lines, or excessive links in your email. Do not capitalize everything.
I would also be honest with your offer. Do not over deliver or lie. Capture attention and get clicks out of intrigue, not misleading lies.
The gamble with solo ads
With solo ads, the reality is a percentage of the emails that are sent out are going to end up flagged as spam. It really is a numbers game, how many clicks you buy, how many make it through, how many get viewed, how many subscribe, and how many buy.
Statistically, you would be lucky to get a 35% opt-in rate, and maybe 1% end up marketing a purchase.
Volume is where you get your win. Other than that, just making sure your offer page works well. If you can do split testing, see what works and what doesn’t, and keep homing in at a higher opt-in rate.
To get started marketing with Solo Ads check out our Solo Ad Vendor List.
What is your desired outcome?
You need to ask yourself what you want to achieve by using solo ads. If you want focused traffic, solos are more like a shotgun blast. If you want to laser focus your traffic, I suggest going with a setting up a Microsoft Ad or Google Ad account. You can target specific keywords, and tailor an ad to exactly what you are promoting. You can even push your lead magnet that way.
Solo Ads are a great way to build email lists
Solo ads are good at getting you subscribers. They may not be interested in your upfront offer; you have an opportunity to build a relationship with them if you are running an email campaign. An email campaign allows you to send more or different offers to your audience.
Go to our Email Marketing Resources Page for more information on platforms that can help you get started with an autoresponder service.
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