Paid traffic is a digital marketing tool that makes it possible to leverage access to your website or blog. Through ads on social networks, search platforms and even apps, it makes it possible to expose your brand to more people.
In this sense, it is worth questioning: a well-designed website, active social networks with cool publications and a quality product. Is this enough to leverage a digital business? Not.
It is necessary to know how to sell what you do, being seen and noticed. This reach is done by digital marketing strategies such as ads and paid traffic tools in order to get your avatar’s attention.
To learn more about this strategy, how it works, who it is recommended for and how to invest in paid traffic, we have prepared this material.
What is traffic?
First of all, in the world of digital marketing, what is traffic? As the name suggests, traffic refers to the movement of users between pages on the internet.
This means that, from it, the digital business entrepreneur can see, understand and optimize the flow of visits to your website. That way, generate more conversions and sales.
Traffics can be divided into several types. However, the most famous among them are the two that we will discuss below:
- Organic — is done spontaneously. This type occurs when your platform is visited through recommendations from customers and friends, links sent by messaging applications, posts on social networks, among others;
- Paid — will be the main focus of this text. It has a different strategy and requires financial investment.
What is paid traffic?
There are some types of traffic in cyberspace, and paid traffic is one of the most used marketing strategies to generate clicks and attract visitors in a shorter period of time. As the names themselves make clear, the biggest difference between paid traffic and organic traffic is the investment involved.
This method is characterized by getting visitors to your website or webpage through advertising ads on specific platforms. Paid traffic depends on financial investment, that is, only the company or entrepreneur who pays to increase their views generates it.
To make it clearer, let’s compare it again to organic traffic: this, mentioned last, has no cost, as visitors arrive on your page naturally, as a referral from a friend or bookmarking on the social network and not through from an ad posted on Google. In the case of paid traffic, users arrive at your website as soon as they click on one of your internet ads.
The purpose of paid traffic is to bring more people to see a product or content that is being sold and thus help in its marketing and digital exposure. Overall, it is a digital marketing strategy used to generate clicks and attract visitors in a shorter period of time.
Learn more about Content Marketing and SEO and get more visits to your blog.
How does paid traffic work?
Social networks and Google are the most accessed sites in Brazil and in the world. According to a survey conducted by ComScore, an analysis and research company, and published by Business Insider, Facebook is the most visited social network on the planet.
According to the survey, there are more than 836.7 million “guests” every day. Behind this giant is Google, with 782.8 million visitors. The list, with the 20 most visited platforms, also includes other sites, such as Youtube, Blogger, Twitter and Amazon.
Whether you are a digital entrepreneur that offers infoproducts, or an e-commerce owner, large or small, you should have no doubts that your audience is present on the social network.
For this reason, partner ad platforms on these types of sites are among the most popular when it comes to paid traffic. We have, for example:
- Google Ads;
- Google AdSense;
- Facebook Ads;
- Twitter Ads;
- Bing Ads.
And even in apps like Waze and Tik Tok, you can expose your brand to users of these sites/apps.
One of the advantages of paid traffic is the high level of segmentation provided by the platforms. Before publishing your ad, you can define who it will be distributed to.
You can build and determine your audience profile by age, gender, interests, region, and other variables. For that, knowing who your avatar is essential. Therefore, it is worth defining it to have a more complete profile of who you want to reach.
Main platforms used in paid traffic
Google Ad words
More specifically with Google, there is more than one type of ad strategy.
In the option called Google Ads, you can choose certain keywords so that your site appears in the SERP — that is, in the search engine — before the organic results. Thus, it appears right at the beginning of the search with the tag “Ad”, making it clear that it is an ad.
The other possibility is through AdSense, in which an ad is published on Google’s partner pages.
As with the Google Ads platform, Facebook Ads is responsible for publishing sponsored posts in its users’ news feed.
The recommendations are made according to the niche, taste and preference of each individual. This feature is offered by the social network tool itself and offers several functionalities, features, types and prices to invest in paid traffic.
Inside Facebook Ads, it’s worth knowing about Pixel on Facebook, see more in the video below:
Cost per click or cost per thousand impressions?
Once you understand that investing in paid traffic is important, you should also start to ask yourself how much it can cost. There are two ways of pricing ads that generate paid traffic:
- CPC (cost per click);
- CPM (cost per thousand impressions).
The order of the ads needs to be chosen somehow and, therefore, what happens is a kind of “auction” among those who want to advertise themselves. It’s important to know how to differentiate both to get the best result.
In short, while the CPC method focuses on clicks, the CPM strategy cares more about showing up. Whether you choose the first or the second, it is extremely important to keep in mind how much you can spend and invest in planning before boosting your paid traffic.
In addition, before any decision, it is also necessary to have full knowledge of your product and the target audience to be reached to achieve positive results with the experience.
CPC: Cost per click
The CPC (cost per click) already has a self-explanatory name. You will pay for the platform only when a user clicks on your ad. For this reason, it is the most suitable method for those who want to bring real and more organic traffic to their pages.
Still, this strategy, it is subdivided into two other categories: automatic bidding and manual bidding.
The word bidding comes from English, and can be translated into Portuguese as “bid”. As in an auction, you can establish how much you will be paid for a click and the platform will display your ad according to the amount you paid.
- Automatic bidding: the bidding is automatic and the set amount is daily;
- Manual bidding: The bidding is manual and the set amount is only paid when your ad is actually clicked by a user.
The CPC strategy is recommended and valid for entrepreneurs who have a defined value to invest in paid traffic and know how much they really can and/or want to spend on their digital marketing strategy.
CPM: cost per thousand views
CPM (cost per thousand views), in turn, is recommended for entrepreneurs who are more positioned at a beginner level and who need to generate more visibility and position their business as a whole. As with CPC, the amount to be paid for it is also in an auction format, however, it is not related to the amount of clicks you receive.
The platform hired to use this tactic proposes to make your ad on social networks appear in the news feed and in the users’ timeline. In this case, the main focus is based on appearing to as many people and as many times as possible.
Therefore, the cost per thousand views is the most recommended for those who want to increase brand visibility, as it makes your ad appear more and more often.
Who is the investment in paid traffic suitable for?
A very simple and straightforward way to answer would be to say: for all digital business entrepreneurs. After all, it’s nearly impossible to scale a business without paid traffic these days. However, it is important to note some factors before investing in this type of digital marketing strategy, as mentioned above.
It is very important to assess whether your website has quality content. That is, if it expresses the authority of your digital business well and if your checkout is good.
These are some of the factors that will ensure a positive user experience and make them return to you, and even make the purchase of your product – depending on which stage of the sales funnel they are at.
Another important tip we can give you is: be clear who your avatar is. Thus, from it, your company will be able to generate the so-called quality traffic.
As opposed to generic traffic, whereby many people visit your site, with little conversion potential and sometimes just out of curiosity, quality traffic is more assertive and is made up of people aligned with your brand strategy, persona and ideas, which makes them have great potential for conversion.
Knowing your audience well, using sales metrics you’ve already made, also helps you decide more accurately which network, platform, or app is best suited to launch your ads.
How to generate quality paid traffic
Now, before telling you how to make your ad or what to consider when creating it, we should recap some points that cannot be forgotten. Come on!
Is it important to generate paid traffic? Yes! There is no doubt that the answer is yes. But for what reason do you want your page to be visited? If it’s clear that access will only be positive if it generates brand recognition, builds customer relationships, and provides relevant content, then move on.
Another point is, do you know your brand, your product and the avatar you are dealing with? If the answer is “no”, it’s important to go ahead with this step soon.
1. Create more than just an ad
First, create more than just an ad. Bet on different ads for different personas. Use photo or video and explore in-depth what platforms allow you. Try using more than one ad type and evaluate which was the most accessed by each segment.
2. Use lookalikes
To increase your range, you can use the lookalikes option. This word that comes from the English language, in Portuguese means “double”. It works as a kind of springboard for the brand to be seen by people similar to those who have already had some kind of involvement with their digital business, whether through a social network, website or blog.
3. Have a clear and objective message
Remember: have a clear and objective message. Your ad must leave no doubt that your product or service answers the person’s problem, meets consumer expectations, or is the solution for your customer.
To make it even more evident the reason for “existing” an ad there, know the desires of your consumers and how they think. Only then will it be possible to bet on mental triggers and use neuromarketing techniques.
4. Count on other tools
If, in addition to being able to promote your infoproduct well, you also want to execute your project, create successful landing pages and capture leads, we advise HeroSpark.
It’s ideal for those looking to build high-impact digital businesses and for creating funnels that result in high conversion.