One phrase I like to quote a lot about digital marketing is that “on the internet there is no free lunch either”. We know the importance of organic reach and how to apply strategies in various forms and contents to achieve results. But when it comes to sales, there's no way to stop investing in paid traffic, whether you're a small or a large company.
It's dangerous to depend on just one traffic source. Imagine that Google can change your platform algorithm from one time to another... and your pages may lose relevance in organic reach, for example.
If you work closely to capture this traffic, and have enough credibility and relevance on the internet, it may have a smaller impact. But it's good not to take any chances.
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Understanding paid traffic
Payable traffic is nothing more than taking visitors to your website or Landing Pages after you have paid for ads or any kind of digital advertising. Many platforms offer paid traffic services, including search engines, social media platforms and media networks.
One of the most common forms of paid traffic is Pay Per Click (PPC) advertising, which uses Google Ads. Other types include advertising paid per acquisition (PPA), cost prints per thousand (CPM) and banner ads.
Google Ads, Facebook and Instagram are the most popular platforms used to generate paid traffic to websites, but there are also many other sources to perform these actions.
Benefits of paid traffic
Paid traffic can have an extremely positive impact on your site if it is planned and executed with great care and planning. One of the main benefits is that you choose exactly how much you want to invest to better direct paid traffic to your website.
But you can also set a maximum daily amount you want to spend on certain types of advertising (Pay Per Click). You can also use keyword optimization with sponsored links to direct traffic to your site more accurately.
Is there a disadvantage?
I'd say so! It's not because someone clicks on a link at the top of Google that will necessarily like your product or service. You are paying to direct consumers to your website, but they are not required to buy anything.
So keep your eyes open: paid traffic does not directly increase sales and conversion rates.
Badly designed sites without the least responsiveness, for example, combined with high traffic are harmful. If browsers leave their web page immediately after entering, their rejection rate will increase.
And this is impacting on results because a higher rejection rate results in a lower Google rating and you are still charged for the page visit. Therefore, you will need to apply all improvements and updates to your website or page to attract visitors with a purchase profile.
The best sources of paid traffic to boost your sales
1.Google Ads
Google Ads is one of the most popular methods to direct paid traffic to a page or website. Google uses display networks to create attractive formats to reach a wide range of customers.
It is considered one of the most effective web traffic generators and helps build brand knowledge, as well as increasing visitor involvement. Google Ads also uses search queries so you can target people with very specific interests.
In addition, you can also control your costs by defining maximum daily expenses, as well as measuring and managing campaign results through quantitative analyses. And believe me, Google is great at detailing metrics.
It is worth noting that Google controls about 65% of all web traffic. Google advertising Ads generates 100% return on investment on average.
And the best thing is that Google Ads can be easily configured. All you will need is a good destination page (the page where the visitor will arrive when you click on your ad), a good copy of the ad with keyword targeting and a budget that fits your cost.
If configured correctly, your ads will go to the top three positions for all targeted keywords. Keep carefully monitoring your cost per click, one of the disadvantages of Google ads. As everyone is competing for the precious SERP property (search results page of the searchers), the cost per click can be very high.
Although it may be a little expensive for those who depend on many visits to the site or have a lot of competition, it is still one of the best sources of online paid traffic. This is no surprise to anyone, since Google has already become an integral part of our lives.
2.Facebook Ads
With over 2.7 billion users, Facebook is one of the largest and most active social media networks in the world. Facebook PPC campaigns are incredibly effective in spreading awareness and creating traffic due to the gigantic user base.
It also allows you to aim with extreme precision. You can target ads demographically, geographically and behaviorally. For example, you may target single men aged 45 to 60 who live in Florianópolis and enjoy sports. Facebook is one of the main paid traffic sites available today.
Facebook Ads is the Facebook Ads platform and similar to Instagram Ads. That's why you can display ads within both social networks. It is another interesting platform to bring customers to your business website and increase your brand visibility.
3. Instagram Ads
To create your brand or service ads on Instagram, you can set up by your own app or via Facebook Ad Manager.
A business account (required for ad drive) can be created using your personal profile. The allowed ad formats are: photo, video, stories, carousel and collection.
In the app, the easiest way to advertise is to promote the posts you shared on Instagram. Simply select the publication you want to promote and follow how many people are seeing and interacting with their promoted publication by touching on View information.
By Ad Manager you can use the same advanced advertising tools as Facebook. You can configure, make changes and see the results of all your campaigns, ad sets and Instagram ads in one location. The Ad Manager is available on computers and mobile devices.
4. Youtube Ads
YouTube Ads for a lot of people is a gold mine. Who has never encountered advertisements before, during or after watching videos on the platform? Whether they were jumpable or not, they became more and more common.
The platform may seem a little difficult at first, because making ads on YouTube is based only on video. And calm down... you don't have to be a talented movie director to create a video ad that will generate revenue for your business!
You have to have a Google account, it can be the one you already use in gmail, choose the video that will be broadcast and the audience that you want to impact. Then define the keywords and budget.
As regards the provision of the advertisements, it is as varied as possible. You can either place an ad to run before a video or featured on the right of the screen, in suggested videos.
5. LinkedIn Ads
One of the benefits of LinkedIn Ads is the deepening of ad segmentation. It is possible to filter the public according to professional factors, such as occupation, company in which it works, sector of activity, level of experience or academic training, for example.
Demographic characteristics are also present, such as age group, sex and location of the professional. In addition, it is also possible to activate ads for different interests for a specific audience.
Another possibility on LinkedIn is to re-arrange visitors to your site, upload streaming lists to the platform, or select contacts based on actions they have taken in relation to your brand, for example.
Combining several of the LinkedIn Ads audience filters, it makes it even easier to find a persona with real business potential with your company.
6. Tik Tok Ads
A lot of use by digital influencers in Brazil, Tik Tok traffic ads can also become a good option, depending on the size of your business.
The ads on this network are worth the cost and effort because of the large audience and engaged in the app. TikTok has over 600 billion active users, 90% of whom use the app daily!
And it's easy to talk directly to your target audience, with the precise targeting that TikTok provides. You can segment by location, age, sex, languages, interests and more. You can also choose up to 20 keywords to target, so that your ad is displayed to people interested in these topics.
Conclusion
In addition to choosing the ideal channel or platform and understanding which one fits your reality the most, know that paid traffic is mainly used to build relationships. So we need to understand and define our ideal customer.
Understanding your client’s weaknesses and challenges is fundamental. Responding to objections to the sale where they interact is important.
Local companies can benefit from using site extensions to highlight their location on My Business Google. Invest in qualified content on the target pages, your site as a whole and do not forget the conversion rate optimization.
Want to see the best paid traffic cases National Vox has helped create? Click HERE.
