How to Prepare A WordPress Site For Paid Marketing

Ready to advertise?

My guess… probably not.

Most sites that I deal with are not ready to run paid traffic.

Why?

Because there are a few things you need before you pay for traffic to come to your site.

Here’s what you will need:

  • Landing page
  • Thank you page
  • All remarketing codes
  • All Conversion codes
  • Email follow up series
  • Upsell pages
  • Clarity about who your audience is

Decide on your Audience

The first thing you need to do is define who your audience is and what you want to offer them. Determine what their interests are and what message you want to get in front of them. This is the most important step. Determining who your audience is first will make your job a lot easier in the long run and you will be able to speak directly to them.

Landing Pages

The landing page of your site will be the second thing you need. Decide exactly what page of your site you want to send traffic to. There are three types of landing pages to consider. Build one for people who know who you are, one for people who have been to your site and one for people who have never heard of you. In other words, hot, warm and cold markets.

Thank You Pages And Conversion Codes

For each of these pages you will need a thank you page. If you are building an email list you will need to set it up to redirect to the thank you page in your auto-responder but more on that in a moment. When you set up a thank you page you need to install conversion code into the body section of the page. It has to be in the body section, not the header, because if you put it in the header it will be on all of the pages on your site.

You will get the conversion codes from the paid traffic platform that you intend to use. I recommend Facebook or Google as the best sources of traffic for paid campaigns. I will put together a separate post for how t install the codes into your website.

Remarketing Codes

Remarketing codes need to go on every page of your website. Put them in the header of your site for easy installation. If you are using WordPress you will need to have a plugin called Header/Footer to install the codes into the header portion of the website.

Additional things you will want

If you have an upsell that you want to promote you can build a page for that. You will also want to set up audiences in facebook and Google for the remarketing codes. Facebook has an interesting and complicated method for  tracking conversions. You will have a single code for  remarketing and conversions but you will add a small tag to the code to track a conversion of your choice. Ecommerce platforms like Shopify install these codes for you just by giving them the pixel ID number. WordPress does this through the pixelmysite plugin. I recommend using it.

You will also want to have Google  analytics on your site. Most people already install that but it is worth an honorable mention.

Once you have all of your conversion codes and remarketing pixels installed and you know who you intend to promote to and what landing page you are going to send them to then you are ready to go. Oh, make sure your follow up emails are prepared too!