Do solo ads really work? If not, why is everyone talking about them? If they do, how do you know if they’ll work for you without dropping thousands of dollars on traffic tests?
Solo ads are sort of like the hot girl in the office. She’s funny, intelligent and has a great body, but you’re not sure if you should hit on her. If you do, it may make things awkward if she doesn’t feel the same way about you.
This idea won’t let you sleep at night. On one hand, you don’t want to look stupid and push her away. On the other hand, she may be the girl you’ve been waiting for your whole life. Decisions decisions.
That’s the tug of war almost every marketer deals with when they consider to use Solo ads as a source of new customers for their online business.
And it gets even more confusing after they run a couple of cheap solo ads that don’t convert.
Is it my offer? Is it this specific solo ad seller? Perhaps solo ads just don’t work and I’m wasting my time? Does anyone even make money with solo ads besides the people selling them?
I’d like to tackle this question once and for all to eliminate any confusion you may have about whether or not solo ads work and whether or not they can work for you.
But keep in mind that I’m biased. After all, I run world’s most trusted solo ad agency.
Yes, solo ads work. But they’re not for everyone. Solo ads have the potential to become a fast and easy source of new buyers for marketers who promote products in wide-appeal markets.
The markets where you should at least consider testing solo ads are business opportunity/work from home, personal development, weight loss, forex, binary options, dating and survival.
If you’re selling clothes, souvenirs or chicken coops (don’t laugh, it’s a pretty big niche) – solo ads are definitely not for you. If you’re a consultant looking for clients for your marketing agency or you’re a web design freelancer – solo ads are not for you. And if you’re promoting a local business – solo ads are also not for you.
The more niche targeting your offer requires – the less likely solo ads are to work for you.
It seems like the demand for solo ad traffic in any specific niche is directly proportionate to how hard it is to run PPC ads in that market. For example: you can’t run PPC ads on Facebook for a weight loss offer or a dating info product. You just can’t. You’ll get banned. Zuckerberg geeks don’t like marketers who make claims. And you can’t sell either one without making some pretty outrageous claims.
Forex and Binary is even worse. Nobody will let you come anywhere near PPC networks if you’re promoting that stuff.
Note: I’m not here to judge whether or not what you’re marketing is good, bad or ethical. This article observes whether you should or shouldn’t attempt to use solo ads as a primary source of traffic for your online business. That’s it. You can sell candy to diabetics for all I care.
You may also be considering free traffic. If you are – read this article about free vs paid biz opp traffic. My solo ad agency specializes in business opportunity/internet marketing/make money from home traffic. Incidentally, this niche is also taboo on PPC. The moment you make an income claim or make a vague promise (even if your website is sowed with disclaimers) – you’re either kicked off the network or your cost per click soars.
In which case, you should definitely consider Solo ads.
Why? Several reasons.
Cost of solo ads
Compared to the kind of CPC you’re paying on FB ads and Google Adwords for competitive keywords and targeting – solo ads are much more affordable. You could optimize your solo ad campaigns to get you email subscribers at under $2.00. These numbers aren’t realistic in Adwords and FB ads in these niches.
The Facebook Slap
Several years ago I was selling a high ticket list building coaching program. I was driving traffic primarily through Facebook ads. I was spending $2,000.00 per day averaging $8.00 for every $1.00 I invested. Until one day I woke up and saw that my Facebook Ads account was gone. The famous Facebook slap. What happened? Facebook didn’t like my ad copy.
In spite of me being a highly profitable customer for them, they kicked me out without warning or a 2nd chance.
Why would they do that? Because while they make all their money from selling ads, Facebook’s customer is not the marketer. It’s the user. Ask any advertiser in the niches above who makes more than $10,000 per month and they’ll tell you their own version of the Facebook slap story. We all had it happen to us. And if it still hasn’t happened to you – it will.
And that will never happen to you with solo ads. There’s no rep chasing you with a torch and a pitchfork because you’re a marketer. In fact, the solo seller is interested in you scaling, because they’ll make more money.
This creates a different problem to watch out for, of course. The one where they’ll tell you anything you want to hear just to get you to buy some clicks. Here’s a great example of what can happen to you if you’re not careful.
This is by far the most important reason why you should try solo ads if you’re marketing wide-appeal products, courses and programs. You can’t get banned no matter the ad copy you use, no matter your landing pages, no matter your offer.
How to scale solo ads
Ever tried scaling a PPC ad that’s performing well? I did. It should be as simple as increasing your daily budget. But it’s not. Weird things happen when you increase your daily budget by more than 10% on Facebook ads. The ad you spent weeks dialing in suddenly doesn’t work anymore.
With solo ads it’s a totally different story. Just buy more clicks.
So far I make it sound like solo ads are the best thing since picture-in-picture TV. But they’ve got their own downsides. Here’s a couple things you need to have in place to have a reason to expect for solo ads to work for you.
What Do You Need To Make Solo Ads Work For You
High Ticket Offer
You can’t get rich selling $10 reports. It’s fine to offer a low ticket front end but a high ticket back end offer has to follow. It’s the slack-adjuster you need to make your solo ad buys profitable. I see marketers get stuck all the time because they run out of money. But they don’t have a money problem. They’ve got an offer problem.
In addition to a high ticket offer in your funnel, you should also offer upsells and cross sells to increase your lifetime customer value.
I can’t emphasize this enough. Avoid buying traffic on a solo ad marketplace. Buy only from a trusted, reputable vendor.
Aggressive Email Follow Up
Most people approach solo ads with an instant-conversion mindset. They expect to see sales the same day they run the solo ad or at least within 48 hours. That’s a huge misconception. While some prospects will act right away, because they’re irrational junkies, most people require more wining and dining. They’ll need at least 30 exposures to your offer before they’ll say yes. It means you have to follow up with them every single day. We use email to do that.
Just like any other form of traffic, you have to test, track and optimize your marketing when you run solo ads. Good news is that you will save a lot of time and money by using a reliable solo ad provider who knows what they’re doing. They’ll be able to tell you upfront whether or not you’re wasting time and what to change if you don’t get the results you’re looking for.