What is a Squeeze Page?

Chapter 6

How Do I Generate Traffic to a Squeeze Page?

Squeeze pages can’t capture email addresses if nobody comes to the page in the first place. Instead of hoping your potential customers will magically find your squeeze page, it’s best you know how to promote them to achieve maximum exposure. You can do this through paid and unpaid (free) channels.

Paid squeeze page promotion

When it comes to paid promotion, some channels you may want to consider are:

1. Google Ads

Google Ads is the largest network when it comes to paid advertising with millions of businesses investing in the search engine to host their ads.

This is how Google Ads works:

To start advertising with Google Ads, brainstorm a list of keywords and keyword phrases your potential customers would use to locate your business on Google. Make sure these keywords are specific, use synonyms, and include alternate phrases that people may use to find you. These keywords are then organized into ad groups where advertisers can track the performance and modify settings.

After you’ve selected your keywords, you then set the CPC (cost-per-click) bid for each keyword, which is the highest price you’re willing to pay when a potential customer clicks on your ad. The higher you bid, the better chance your ad will have a high ranking on Google.

Keyword bids are not the only factor that determines ad rank. Your ad’s ranking also depends on quality score, which takes into account the relevancy of your keywords in the ad, the post-click landing page you attach to it, and how responsive the page is on different devices (desktop, mobile, tablet). It is important advertisers use message matching to achieve a high quality score and best user experience. The combination of both your quality score and ad rank determine the ad’s position on Google.

2. Yahoo and Bing Network ads

Yahoo and Bing Network ads operate in a very similar way to Google Ads: Advertisers insert keywords, select a maximum bid amount, write the ads, and connect the ads to the destination page (post-click landing page).

No matter your business type, Bing Ads can be a valuable tool for you to generate traffic. One distinct difference with Yahoo and Bing ads is there is no minimum budget required.

Another advantage of Bing Ads is the fact that you can easily import your Google Ads account into Bing ads — making the setup process that much easier and faster to start generating traffic to your squeeze page.

3. Facebook ads

Facebook ads are an additional powerful way to reach your target audience because the social network allows you to segment your ads to users based on location, age, gender, interests, and more.

Here is the process to advertising on Facebook:

In addition to the ads themselves, advertisers receive access to tools like ads exclusion targeting to better understand how their ads are performing as well as a host of analytics tools. Facebook offers these to advertisers so they can optimize their ad campaign and earn the highest ROI possible.

To start your Facebook ad campaign, advertisers establish a budget for their ads. Facebook uses an ads auction system where advertisers choose a bid amount to have their ad displayed to their specified segmented users. You then create your ads and connect those ads to your squeeze pages. Similar to Google and Bing ads, your Facebook ads should use message matching and use a relevant post-click landing page (in this case a squeeze page).

Facebook’s lead ads make lead generation easier for advertisers by automatically populating forms with users’ contact information (e.g. name and email address).

4. LinkedIn ads

LinkedIn ads are different from Facebook and Twitter ads mainly because LinkedIn boasts the world’s largest audience of active, influential business professionals. Like other advertising platforms; you can set your PPC budget and segment on a variety of user variables.

However, one of the most distinguishing factors is that LinkedIn does not operate based on keywords. Instead, ads are mainly displayed based on the PPC bid amount and variables chosen by the advertiser. If you’re not satisfied with your ads’ performance, you have the option to pause or stop campaigns.

Another feature that LinkedIn provides (that other networks don’t) is precision B2B targeting. You can target your ads by job title and function, by industry and company size — even by seniority level. This feature is especially helpful for advertisers who know their ideal customer’s job title and can target them accordingly.

LinkedIn ads also allows you to choose between text-only ads, text and image ads, and video ads:

5. Twitter ads

Twitter ads help advertisers reach an even larger audience using their “promoted tweets” system. You can reach a specific audience of users with Twitter’s targeting options that include keywords, interests, geography and more — driving the most qualified visitors to your post-click landing page (in this case squeeze page).

Targeting specific keywords on Twitter is best for maximum exposure in promoted tweets, which can also be included in trending topics (but only if they are relevant) to your product or service.

Here’s a snapshot of how Twitter ads work:

Businesses should focus on relevancy and accurate user targeting to maximize paid promotion. Learn about your potential customers’ behavior patterns. Do they search the internet using Google or Yahoo? Do they spend more time on Facebook, Twitter, or LinkedIn? Once you know this information, you can make a more informed decision with your ads.

Choose your advertising platform (or platforms), set your PPC budget to a level you’re comfortable with, and bid on keywords where appropriate. If you’re not satisfied with your paid advertising results, you can always adjust your strategy accordingly.

Free (unpaid) squeeze page promotion

Not all squeeze page traffic needs to be paid. There are many options to get free traffic, although we will only highlight the following:

Engage with your potential customers on different platforms, participate in discussions, and provide links to your squeeze pages where they are relevant and helpful to the audience. This way they have a chance to learn more about you before entering their email address on your squeeze page.

You can also add a link to your squeeze page on your “About” page, like Sumo does:

Which directs visitors to this squeeze page:

Another popular way to feature your squeeze page is to make it the introduction to your main website — before your visitors even see your website. In the example below, the visitor lands on your squeeze page and from there they have a choice to either enter their email address or select “No Thanks” and proceed to the main site.

This is what Ben Settle does with his page:

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