What is paid traffic? Everything you need to know about it
Posted: Tue Dec 03, 2024 6:36 am
Paid traffic is a digital marketing strategy that, according to a study by BrightEdge , represents 15% of website visits worldwide. In addition, Google estimates that companies that advertise on the platform receive back twice the amount invested.
In short, this tactic serves to attract more visitors to a social network profile or website, making the brand recommended to users through advertisements.
Because of this, it's a great way to get quick results and promote specific campaigns, like course or product launches.
So, do you want to learn how to use it to improve your results? Then keep reading, because in this article we explain:
what is paid traffic and how does it work;
what are the advantages of this strategy;
best paid traffic tools;
tips for creating a successful campaign.
Check it out!
What is paid traffic?
Paid traffic is a digital marketing strategy that involves getting clicks on posts through ads. In other words, you pay a platform to show your content to users.
To understand this better, imagine that you have searched on Google for a specific item. You probably saw a sponsored notice just above the first results, right? Well, this is a clear example of the use of paid traffic.
What are the types of paid traffic?
There is not just one type of paid traffic. After all, there are different channels used to attract visitors. Below, we have listed the most common ones for you to learn about.
1. Search
Here you pay to appear first in internet search engines — Google, Bing, etc.
To make it clearer, let's imagine that you invest in paid traffic for the keyword online English course . So, if a user searches for this term, your link will be shown in the first positions.
In other words, you are not dependent on Google's algorithm — or any other search engine's — or SEO techniques for the search engine to find and identify your content as relevant to users.
2. From social networks
Another type of paid traffic that is widely used is that focused on social networks. In this modality, sponsored content appears on channels such as Instagram, Facebook or LinkedIn — if you operate in the B2B segment.
These ads can come in a variety of formats, including in a user’s feed or stories — often seen on Instagram. Either way, they direct people to a specific page.
3. From external sites
Visits come from other platforms, such as an ad displayed on a banner or in a post on a website with related content. As with the other types, the intention here is to encourage users to visit your page.
How does paid traffic work?
Paid traffic works very simply. First, you sign up on the platform where you want to run your ad — such as Instagram . Then, you choose the type of post and the audience you want to reach — segmented by region, for example.
The next step is to define the maximum amount to be paid. Here, you can choose between cost per click (CPC) or cost per thousand impressions (CPM).
In the first case, payment is made every time a user accesses your ad. In the second case, you pay every time it reaches a thousand views. In both cases, the charge is only made when the company's objective is achieved. Got it?
What is the difference between paid and organic traffic?
There is a basic difference between paid and organic traffic. As we said, the former is when you invest a certain amount of money to attract visitors to your page. In this case, the content does not depend on SEO techniques to reach the desired audience.
Organic traffic, on the other hand, occurs when content is displayed naturally on channels. Therefore, it depends on digital marketing tactics to achieve the expected results.
However, it is important to keep in mind that france business fax list no strategy is better than the other. In fact, the ideal is to use both together. This way, you maximize your profits and reach even more people.
What are the advantages of paid traffic for companies?
Paid traffic is a powerful tool that can boost the results of digital marketing strategies. Below, we explain 4 advantages of this for businesses.
1. Attracts qualified leads
A key feature of paid traffic is audience segmentation. This means that you choose which user profile you want to target, thus selecting only the people who are most likely to become your customers.
Because of this, this strategy is more likely to attract qualified leads . That is, those who are ready to buy.
2. Brings faster results
Another advantage of paid traffic is that this tactic generates faster results. This means that your pages receive more clicks, and in less time, than if you only used conventional marketing strategies.
The reason for this is that you don’t rely exclusively on search engine or social media algorithms to be seen.
3. Facilitates the dissemination of specific actions
Paid traffic is also a great way to promote specific actions, such as the launch of an e-book, since you only need to create ads about this content and promote it on the chosen channels.
This way, you can be sure that the purchase — or download — page is shown to the right people.
4. Improves brand positioning
The last benefit is the improvement of the brand's positioning — or reputation — with Google. This happens because the increase in visits to a page makes the platform understand that it is relevant content.
As a result, the chances of it being shown organically to users increase. Not only that, but Google understands that the site delivers good content and displays other pages on it.
How much to invest in paid traffic?
There is no way to say how much to invest in paid traffic. This depends a lot, not only on the company's objectives, but also on its budget.
For this reason, it is crucial to carefully analyze your finances to find out how much money you can take out of your cash flow for this purpose without compromising the health of your company. Ideally, you should simply set a minimum amount to spend per day.
Remember that the tools themselves have guidelines regarding the initial investment. So, you just need to analyze what each option offers, check which one meets your objectives and choose the one that best fits your business vision.
What are the best channels for paid traffic?
Speaking of tools, there are currently several channels for paid traffic, including within the most used website platforms and social networks.
Below we have brought 5 of the most popular ones for you to learn what they are and how they work in practice. Check it out!
1. Google Ads
One of the most widely used paid traffic tools in the world is Google Ads . Ads created with it are displayed at the top of search pages or on partner sites.
Ads are chosen based on bids. That is, priority goes to whoever offers the most money. One advantage of Google Ads is that it allows you to run tests to determine the best ad, and it has a very comprehensive metrics system.
>>>> Learn more: Is Google AdSense worth it? 4 pros and 4 cons for you to evaluate
2. Facebook Ads
Facebook Ads is Facebook's advertising tool. With it, you create targeted ads and use images, texts and videos to show to users of this social network.
>>>> Take advantage and read: what is Facebook Ads and how can it help boost your courses?
3. Instagram Ads
Instagram Ads is another option for running paid traffic campaigns. It works in a similar way to Facebook, but allows you to run ads in stories, reaching even more users.
>>>> Check out: how to promote a course on Instagram? 8 ideas to inspire and win over clients!
4. Tik Tok Ads
TikTok Ads also appears on the list of the best tools for paid traffic. It allows you to create different types of ads, establish partnerships with content creators, and analyze your campaign, all from one place.
>>>> See also: How to monetize Tik Tok? Guide for influencers and information producers
5. YouTube Ads
Finally, we have YouTube Ads to create ads to display in videos published on the platform. With this tool, you segment paid traffic content, choose the format and monitor the performance of the strategy.
>>>> Read more: What is YouTube Ads? Is it worth using the tool in your videos?
Watch our video about the best channels for paid traffic:
How to get paid traffic? Tips for beginners
Now that you know which are the best tools, check out 5 tips for beginners to “nail” your strategy and get the best results!
1. Create your persona
The first step to using paid traffic in your business is to create a persona. That is, a character that represents the company's ideal target audience . They have a name, age, preferences and even hobbies.
This step is essential to define which keywords and channels to use. To help you, we recommend reading our article with examples of questions to define personas .
In short, this tactic serves to attract more visitors to a social network profile or website, making the brand recommended to users through advertisements.
Because of this, it's a great way to get quick results and promote specific campaigns, like course or product launches.
So, do you want to learn how to use it to improve your results? Then keep reading, because in this article we explain:
what is paid traffic and how does it work;
what are the advantages of this strategy;
best paid traffic tools;
tips for creating a successful campaign.
Check it out!
What is paid traffic?
Paid traffic is a digital marketing strategy that involves getting clicks on posts through ads. In other words, you pay a platform to show your content to users.
To understand this better, imagine that you have searched on Google for a specific item. You probably saw a sponsored notice just above the first results, right? Well, this is a clear example of the use of paid traffic.
What are the types of paid traffic?
There is not just one type of paid traffic. After all, there are different channels used to attract visitors. Below, we have listed the most common ones for you to learn about.
1. Search
Here you pay to appear first in internet search engines — Google, Bing, etc.
To make it clearer, let's imagine that you invest in paid traffic for the keyword online English course . So, if a user searches for this term, your link will be shown in the first positions.
In other words, you are not dependent on Google's algorithm — or any other search engine's — or SEO techniques for the search engine to find and identify your content as relevant to users.
2. From social networks
Another type of paid traffic that is widely used is that focused on social networks. In this modality, sponsored content appears on channels such as Instagram, Facebook or LinkedIn — if you operate in the B2B segment.
These ads can come in a variety of formats, including in a user’s feed or stories — often seen on Instagram. Either way, they direct people to a specific page.
3. From external sites
Visits come from other platforms, such as an ad displayed on a banner or in a post on a website with related content. As with the other types, the intention here is to encourage users to visit your page.
How does paid traffic work?
Paid traffic works very simply. First, you sign up on the platform where you want to run your ad — such as Instagram . Then, you choose the type of post and the audience you want to reach — segmented by region, for example.
The next step is to define the maximum amount to be paid. Here, you can choose between cost per click (CPC) or cost per thousand impressions (CPM).
In the first case, payment is made every time a user accesses your ad. In the second case, you pay every time it reaches a thousand views. In both cases, the charge is only made when the company's objective is achieved. Got it?
What is the difference between paid and organic traffic?
There is a basic difference between paid and organic traffic. As we said, the former is when you invest a certain amount of money to attract visitors to your page. In this case, the content does not depend on SEO techniques to reach the desired audience.
Organic traffic, on the other hand, occurs when content is displayed naturally on channels. Therefore, it depends on digital marketing tactics to achieve the expected results.
However, it is important to keep in mind that france business fax list no strategy is better than the other. In fact, the ideal is to use both together. This way, you maximize your profits and reach even more people.
What are the advantages of paid traffic for companies?
Paid traffic is a powerful tool that can boost the results of digital marketing strategies. Below, we explain 4 advantages of this for businesses.
1. Attracts qualified leads
A key feature of paid traffic is audience segmentation. This means that you choose which user profile you want to target, thus selecting only the people who are most likely to become your customers.
Because of this, this strategy is more likely to attract qualified leads . That is, those who are ready to buy.
2. Brings faster results
Another advantage of paid traffic is that this tactic generates faster results. This means that your pages receive more clicks, and in less time, than if you only used conventional marketing strategies.
The reason for this is that you don’t rely exclusively on search engine or social media algorithms to be seen.
3. Facilitates the dissemination of specific actions
Paid traffic is also a great way to promote specific actions, such as the launch of an e-book, since you only need to create ads about this content and promote it on the chosen channels.
This way, you can be sure that the purchase — or download — page is shown to the right people.
4. Improves brand positioning
The last benefit is the improvement of the brand's positioning — or reputation — with Google. This happens because the increase in visits to a page makes the platform understand that it is relevant content.
As a result, the chances of it being shown organically to users increase. Not only that, but Google understands that the site delivers good content and displays other pages on it.
How much to invest in paid traffic?
There is no way to say how much to invest in paid traffic. This depends a lot, not only on the company's objectives, but also on its budget.
For this reason, it is crucial to carefully analyze your finances to find out how much money you can take out of your cash flow for this purpose without compromising the health of your company. Ideally, you should simply set a minimum amount to spend per day.
Remember that the tools themselves have guidelines regarding the initial investment. So, you just need to analyze what each option offers, check which one meets your objectives and choose the one that best fits your business vision.
What are the best channels for paid traffic?
Speaking of tools, there are currently several channels for paid traffic, including within the most used website platforms and social networks.
Below we have brought 5 of the most popular ones for you to learn what they are and how they work in practice. Check it out!
1. Google Ads
One of the most widely used paid traffic tools in the world is Google Ads . Ads created with it are displayed at the top of search pages or on partner sites.
Ads are chosen based on bids. That is, priority goes to whoever offers the most money. One advantage of Google Ads is that it allows you to run tests to determine the best ad, and it has a very comprehensive metrics system.
>>>> Learn more: Is Google AdSense worth it? 4 pros and 4 cons for you to evaluate
2. Facebook Ads
Facebook Ads is Facebook's advertising tool. With it, you create targeted ads and use images, texts and videos to show to users of this social network.
>>>> Take advantage and read: what is Facebook Ads and how can it help boost your courses?
3. Instagram Ads
Instagram Ads is another option for running paid traffic campaigns. It works in a similar way to Facebook, but allows you to run ads in stories, reaching even more users.
>>>> Check out: how to promote a course on Instagram? 8 ideas to inspire and win over clients!
4. Tik Tok Ads
TikTok Ads also appears on the list of the best tools for paid traffic. It allows you to create different types of ads, establish partnerships with content creators, and analyze your campaign, all from one place.
>>>> See also: How to monetize Tik Tok? Guide for influencers and information producers
5. YouTube Ads
Finally, we have YouTube Ads to create ads to display in videos published on the platform. With this tool, you segment paid traffic content, choose the format and monitor the performance of the strategy.
>>>> Read more: What is YouTube Ads? Is it worth using the tool in your videos?
Watch our video about the best channels for paid traffic:
How to get paid traffic? Tips for beginners
Now that you know which are the best tools, check out 5 tips for beginners to “nail” your strategy and get the best results!
1. Create your persona
The first step to using paid traffic in your business is to create a persona. That is, a character that represents the company's ideal target audience . They have a name, age, preferences and even hobbies.
This step is essential to define which keywords and channels to use. To help you, we recommend reading our article with examples of questions to define personas .