I have noticed a lot of people still don’t understand how solo ads work. So, I thought I would write an article explaining exactly how the typical solo ad works from the point of buying one to the how the actual clicks are delivered.
Let’s start off by giving the short but sweet answer to how solo ads work.
Solo ads go through a delivery process. It starts with purchasing a set number of clicks. The solo ad seller then needs to approve your landing page. After that, the solo ad email copy needs to be written. Once these steps are completed, the solo ad is sent to the email list.
Now that you know the short and sweet answer to how solo ads work, let’s dive into a more detailed explanation of the process of a solo ad.
How Solo Ads Work
Here is a walkthrough of how a solo ad works in more detail. If you still have questions about how they work, this should help you to understand how they work much better.
The first process that occurs is the purchase of a solo ad click package. A click package is a set number of unique visitors to your destination page that will be sent when the solo ad runs. The most popular click packages are 50, 100, 500 and 1000 unique clicks.
When someone is dealing with a solo ad seller, they have not had dealings with before, they usually purchase a 50 or 100 click package to test the solo ad seller’s traffic. If it produces an acceptable number of opt-ins or other action, they purchase larger click packages from that seller.
Once a click package is selected, payment for the click order is made to the solo ad seller.
Once the click package purchase has been made, the buyer sends the seller a link to the landing page or squeeze page he wants the traffic sent to.
The solo ad seller will then look at the page you sent him to determine if it is acceptable to the seller. The solo ad seller will also decide if his traffic is a good fit for the offer on the landing page or squeeze page.
If the seller feels his traffic will not respond well to the page you sent him, he will inform you to change the page or cancel the order. Not all solo ad sellers will do this. Some will just send the traffic anyway. You then end up with poor results that the seller blames on your landing page or squeeze page.
Now it’s time to write the solo ad email copy. Here are the three main ways this is accomplished. The method that is used will be determined by the solo ad seller.
The first method is when you, the buyer, write the solo ad email copy and subject line. You send the email copy and subject line to the solo ad seller for approval. This method usually produces a low number of clicks but more targeted traffic. Not all solo ad sellers will allow this method to be used.
The second method is when the solo ad seller writes the solo ad email copy and subject line. Many solo ad sellers use a generic email copy that could be used for many different landing pages and squeeze pages.
Generic solo ad email copy usually produces more clicks from an email list but a little lower quality of traffic.
The third method is when the buyer writes the email copy, but the seller modifies it to respond better to his email list. This method produces a good click rate and a better quality of traffic than the generic email.
Now that you have purchased a solo ad click package, had your landing page approved and email ad copy has been written and approved, it’s time to set up your click tracking.
This step is extremely important. Many new solo ad buyers skip this step and regret it later. You need to be able to track and analyze the traffic a solo ad seller sends to you.
Never just rely on the stats a solo ad seller provides to you. Stats can easily be faked or manipulated. You need your own stats collection method that you trust.
Everything is now all set up and it’s time for the solo ad seller to deliver the clicks you purchased.
The solo ad seller sends out the email copy to his email list. The subscribers on his list that are interested in what is being offered in the email copy will click the link in the email to go to your landing page or squeeze page.
If you were smart and did not skip the step of setting up a click tracking link, the clicks will be sent to the click tracker and then be forwarded to your landing page or squeeze page.
The solo ad seller will stop sending clicks to you after the number of purchased clicks have been delivered. Some solo ad sellers will send a little more traffic than the number of clicks you purchased. This is to allow for the possibility that some bot traffic got onto their email list.
Please note that a solo ad seller considers a click as a unique click from an IP address. If more than one click is sent from the same IP address it is only counted as a single click.
Now that all the clicks have been delivered, it’s time to analyze the traffic you received from the solo ad seller. If you skipped the click tracker step, you won’t be able to determine the quality of the traffic you received. You also will not be able to determine if you have been sent duplicate or fake traffic. See how important the click tracker step is?
You will want to take a look at the seller’s stats and compare them to yours. At this point you are just wanting to make sure you received the number of unique clicks that you paid for.
Then you will want to take a close look at the stats provided by your click tracker to see if the traffic you received was not fake or extremely poor quality. How you decide this will be determined on the stats your click tracker provides.
If you don’t already have a click tracker, here are two popular ones you can take a look at. The first one is a full featured click tracker and the second one is a basic click tracker. Either will provide you with the stats you need when buying solo ads.
You will also want to analyze your email signups produced from the solo ad purchase. If you are not building an email list, this step can be skipped.
Take a close look at the number of new email subscribers you received. Was the number of new subscribers an acceptable number? Compare the number of new subscribers to the number of unique clicks you received to arrive at a conversion percentage.
If this percentage is a lot lower than you normally receive, you may want to consider not doing business again with this solo ad seller. It may simply be that his traffic is not receptive to what you are offering.
You will also want to take a look at the email addresses of the new subscribers. Do they look normal? Or do they look suspicious?
Now that you have purchased a solo ad, received all the clicks and analyzed the traffic, it’s time to make a decision. That decision being, do I want to buy from this solo ad seller again in the future?
If you decide that you will be buying clicks from a solo ad seller again, contact them to find out how often they add new subscribers to their email list. You don’t want to buy again too soon and possibly receive duplicate traffic.
Now you know how solo ads work. To summarize, here are the steps of a solo ad purchase.
- You purchase a click package from a solo ad seller.
- You send the solo ad seller a link to your landing page.
- The solo ad email copy is written.
- The solo ad email is sent to the subscribers of the email list.
- Clicks are sent to the landing page through a click tracker.
- You analyze the traffic and email opt-ins you received.
- You determine if you want to buy from the solo ad seller in the future.
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