What is Paid Traffic?
Paid traffic is any customer that visits your website after you have paid for advertising promotions. 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 utilizes Google Ad Words. Other types include Pay Per Acquisition (PPA) advertising, Cost per Thousand (CPM) impressions and banner advertisements.
Benefits of Paid Traffic
Paid Traffic can have an extremely positive impact on your website if carefully planned and executed. One of the benefits is choosing exactly how much you want to spend in order to best direct paid traffic to your website. Furthermore, you can set a daily maximum amount you wish to spend on certain types of advertising (Pay Per Click). You can also use keyword optimization to more carefully lead targeted traffic to your website.
Drawbacks of Paid Traffic
Just because someone clicks on a link at the top of Google doesn’t necessarily mean they are going to like your product or service. You are paying to drive consumers to your website, but they have no obligation to purchase anything. Therefore paid traffic doesn’t directly increase sales and conversion rates. Poorly designed websites combined with high traffic are detrimental. If browsers leave your web page immediately after entering, your bounce rate will increase. Conversely, a higher bounce rate results in a lower Google ranking, and you’re still charged for the page visit.
Best Traffic Sources to Attract Customers to Your Website
- Facebook. – With more than 1 billion users, Facebook is one of the largest and most active social media networks in the world. Facebook PPC campaigns are incredibly effective at spreading awareness and creating traffic due to the gargantuan user base. It also allows you to target with extreme precision. You can target demographically, geographically, psychographically and behaviorally. For Example, you could target single males between the ages of 45-60 that live in Toronto and enjoy watching psychological thrillers. Facebook is one of the top paid traffic sites available today.
- Google Ad Words. – Ad words are one of the most popular methods to drive paid traffic to a web page. Google uses display networks to create appealing formats to reach a wide variety of customers. It is considered one of the best-paid web traffic generators and helps build brand awareness and increases visitor engagement. Adwords also uses search queries so you can target people with very specific interests. Additionally, you can also control your costs by setting daily maximums as well as measure and manage campaign results through quantitative analysis.