5 ways of using paid traffic for your business
Find out if investing in this strategy is really worth it.
Find out if investing in this strategy is really worth it.
It’s safe to say that all entrepreneurs want to make their business grow and get new customers. However, in order to achieve that, their brands need to become well-known and make an impact on new users. Among the various forms of making your brand known, a great option is investing in paid traffic.
Basically, we can increase traffic in two ways: using content marketing or paid links. In this article, we’ll go over the latter.
If you want to learn how to make your business stand out by investing correctly, this post is for you!
One of the pillars of content marketing is the creation of rich material, aiming to encourage the persona to follow the entire path of the sales funnel. However, in order for an online project to be successful, there needs to be people interested in what you have to offer.
Thus, paid traffic emerges as a great option to attract more people to your contract and get to know your brand.
To stimulate traffic, i.e., the number of accesses to your website, you need users to find, on your page, solutions for their main questions. Staying on the page long enough for the algorithms to notice the relevance of your content.
Therefore, paid traffic means investing money on platforms and websites so they can show your content with prominence to users. And this is normally done by means of keywords, text ads or images.
As a result, you can promote your business in several places and thus, reach different audiences.
Many people believe that they don’t need to invest in paid traffic, since organic traffic is enough.
That idea may be considered faulty, because one of the premises of digital marketing is the development of integrated actions that, when put into practice together, increase the desired final result.
Of course, it is possible to only organic strategies to promote your business. However, investing only in one area might mean compromising the action’s success, in addition to being a way of not exploring other alternatives.
Take a look at a few tips on when it’s a good idea to use paid traffic:
Many entrepreneurs complain that maintaining exclusive funds for paid traffic isn’t feasible. If using a fixed amount isn’t possible, this mode can be used for specific actions.
Whenever you launch a new product, exclusive material recently posted on the website, a promotion or something sporadic with a predetermined time to start and end, you can use the strategy of buying traffic.
Organic traffic works and helps maintain the brand name at the top of search results, but the major problem is that it might take months before it happens.
As a result, by investing in paid ads, you will be increasing your business’ visibility and improving brand recognition faster.
Thus, after these actions, it is possible to work with an audience that has already been initially impacted by these campaigns and turn it into buyers.
Using paid links can be efficient in impacting leads that at the last phase of the sales funnel.
When users make specific searches on the internet, this means that they know what their problem is, have considered the alternatives and are searching for a solution.
By choosing the correct terms and keywords, you can expand your conversion rate, delivering content and solutions to users at the moment they perform a search.
As we briefly explained, Google uses an algorithm that ranks that best web pages according to specific terms.
One of the factors that are taken into account in this ranking is the time users spend on the website after performing a search.
This time shows the platform whether or not the search was useful and, if it was effective, Google understands that the page is reliable and improves the website’s domain reputation
There are currently several platforms and websites that provide advertising options. It will be up to you to understand the purpose of each one and identify where your target audience is.
Here, we’ve set aside 5 main sources:
Google Ads is one of the most used traffic-generating platforms, because the ads appear at the top or side of the Google search engine or partner sites.
One of the advantages of this option is you can opt to pay only when users click on your ad.
In addition, the platform allows for A/B tests to be performed with call, keyword, text, and call to action variations. This way, identifying what works and what doesn’t is easier and clearer.
The ads compete to appear at the top of the search results and the chosen one is decided by the bid value and the website relevance.
The platform also offers a display with the key metrics necessary for evaluations and the ads can be targeted by gender, access device, location, among other options.
Facebook Ads allow you to create ads with photos, texts, and videos that will be displayed on Facebook and will lead users to visit your business’ website.
This platform can be used along with Google Ads, since it ends up capturing a different audience.
It also allows a high segmentation in which it is possible to define the display of the ads based on interest, gender, age, relationship status, and profession.
If your business also produces video content, YouTube Ads can be an excellent ad tool.
Users are currently changing their data consumption habit and most of online accesses come from videos.
In addition, producing video content is a bait to attract users to your website to sell content and online courses, for example.
LinkedIn is a platform used for professional connections and the generation of contacts between B2B companies. However, if your audience is on LinkedIn, nothing prevents you from advertising on the platform.
It’s important to emphasize that clickthrough pricing on this platform is usually higher than other options. But, if your audience it highly segmented and this tool enables you to convert them, it may be worth investing in it.
Another option is Taboola, which brings user traffic from the main news portals and can reach millions of page views per day.
The platform allows you to create campaigns that will be displayed on the major internet portals, as content suggestions.
If users access The New York Times website, for example, in order to read news about possible changes to social security, and you are a labor lawyer, it’s possible for readers to find an ad related to your business immediately below the article so that users are taken to your page.
The fact that your brand invests in paid traffic doesn’t mean that your website will gain more accesses and neither will users be part of your target audience. But, this is another strategy that can be used to increase your business’ reach.
But always remember that, before investing, you need to plan, build content, have a responsive website and think about your users’ experience in order to optimize the advertising of this material. After all, there’s no use in buying traffic if your users have nowhere to go.
In addition, you need to access available campaign information and create reports that identify if the investments are really worth it. Because this is how you’ll understand what worked and what can be improved. Did you enjoy this article? if you have any questions, just leave us a comment below.