However, for those who think that paying more saves effort SEO and provides access to the benefits of a Digital marketing successful, in this article we will tell you that there is bad news: you will also have to put in the time and make plans to reap good results in this investment.
This practice also requires an analysis of the company’s objectives, a good choice of keywords that will be associated with your ad and pay attention to all the elements that will be part of the Meta Description (the user’s first contact with your brand in search results).
In addition, the effectiveness of the advertisement is directly linked to the quality and reliability of the site, since companies like Google and Bing value, above any investment, the user experience on the page. So if you want to invest in paid traffic, you need to analyze some features of your website first.
The subject interests you ? In this article, you will learn:
What types of web traffic are generated by Internet users?
the paid traffic refers to the visitors who they did click on the ads positioned on websites or suggested in search results. Direct traffic, on the other hand, talks more about a brand’s authority as it relates to direct access, users who entered the URL in the corresponding field without looking for information in the search sources.
There is also social traffic, generated from primary access to social media channels, the reference traffic, obtained from back links, present in articles and publications of other companies.
Backlinks have always been the number one site relevance measure Google considers in its rankings – and they still speak volumes about a webpage’s authority and the quality of information available at public touchpoints.
What is the difference between organic traffic and paid traffic?
There are many ways to drive traffic to your website. You can invest in a real visitors package, which will provide visibility to unique users at a price that at first glance may seem attractive, since it will be amortized into a sales result.
It won’t be a good long term strategy., especially if your goal is to gain visitors, convert them into consumers of your business, and ultimately retain them. You can also invest in ads, but it won’t bring real results if you have to choose between buy web traffic for the site or apply good SEO practices.
It’s best to understand the difference between the two and balance them to ensure the benefits of each. Before, discover some characteristics of each strategy.
SEO (Search Engine Optimization) traffic is free, generates long-term results and brand awareness. PPC ad traffic, as the name suggests, gets paid, increases the site visibility, But does not necessarily guarantee the benefits of a good marketing strategy. Content Marketing O Email advertising.
PPC ads appear above organic search results or in the sidebar of SERP, which means that it is users are more likely to click.
You need to think about the main goal of creating a campaign like this, profit – both on the part of the advertiser, which can increase relevance on the web and on the web. number of conversions on the page, as for the search engines, they get instant action regardless of the conversions on the page.
However, it is imperative take into account the user experience in all cases.
This is because, for ads to be truly effective, they must have a direct relation with the “to question“ entered by the user in the search field. In addition, provide the necessary information and be consistent with the search process for potential customers.
As we have already pointed out, there are several requirements to define the relevance of this ad to the user’s intention and the best experience that can be available to the potential customer after clicking on the suggested page.
In addition to making a correct association with the query, it is necessary to properly plan the advertising keyword, the actions CPC (cost per click), segmentation, and also remember to ensure speed and security during the visit.
How to buy web traffic for your page the right way?
Now that you know the importance of creating paid ads as well as good SEO practices, see what are the most effective actions to ensure the effectiveness of this strategy.
Define your goals
The first step before buying web traffic for a site is set the objective of the strategy. It can range from building your brand to increasing conversions, but it can also refer to building a list of prospects who will eventually have more contact with your business information and products.
Thus, it is possible to direct tracks to a landing page of a product that converts the initial intention into a consumption objective, through attractive and exclusive promotional links.
Map your company’s identity
Know the characteristics of your Buyer personality and understand the real intention of your research It is also important before buying web traffic for your page: all the subsequent actions of your strategy will have a direct relation to the identity, the expectations and the pains of your audience.
In this way, you will guarantee an offer that is truly in line with the user’s intention and, therefore, cheaper for your total investment. Each conversion of a paid campaign will compensate for your investment in ads.
Define the type of content offered
Now that you know him well, align your offer with your business goals and the wishes of your audience. Define the type of content that will be offered. If the prospect is in more advanced stages, for example, invest in ads on product pages, especially if your business has ecommerce or is in a marketplace.
This way, you will direct the person to the landing page through your link, so that they can complete the purchase. Be careful, however, to offer relevant information about the product, opinions (social proof that helps in the purchase decision) and the choice of keywords that point exactly to the product offered.
With this practice, you will generate transactional search traffic and further increase the click-through rate of information searches.
Define your budget
Put it on quote therefore you will not regret this investment. Set aside an amount to invest, also, in SEO and optimizing your website, either for quality or to increase speed by renting accommodation that adequately absorbs the increased volume of traffic.
There is no point in investing in ads if you cannot provide a browsing experience that is compatible with the number of simultaneous visitors to your site.
Choose how to buy web traffic for the site
Choose the channels that suit you best this will help you not to waste money. Before choosing these channels, review the characteristics of your Buyer Persona – there’s no point investing in Instagram ads if your audience frequents LinkedIn, for example.
The most popular and effective channels for advertisers are Google Ads and Facebook ads. On top of that, you can also consider native ads – which appear inconspicuously in high traffic site content without harming the user experience.
Define indicators to monitor results
There’s no point in investing in ads if you can’t measure the effectiveness of the strategy. Therefore, set KPI (key performance indicators) to track the results of your investments. These metrics will show you if buying traffic to your website is really a good option for your business or if you are losing money.
Ensure the quality and reliability requirements of your landing page
A landing page is not necessarily the page that collects information about prospects. All pages used by advertisers for investment in PPC are considered LP by the search engine – and they alone will be evaluated for the rankings.
This is why it is so important to provide the best user experience on these pages. The volume of relevant information is essential, as is the rapid loading of data elements. customization, clarity of communication and security of access.
Track conversion rates
When you buy web traffic for a site it is very important define what is an organic conversion and a paid conversion. It is only with this support that it is possible to have a real dimension of the value of the campaign and the effectiveness of your strategy in relation to your investment.
Google and Facebook allow you to set up conversion tracking directly via Tag manager, but this must be established before launching the campaign.
Optimize campaigns and test results continuously
Test your campaigns and analyze the results It is essential to reduce your investment and ensure the profitability of your campaign. In addition to using KPIs, create A / B tests to vary your ads and see which model produced the best result.
As you can see, organic results compete somewhat for top SERP positions with paid ads, especially when the search is informative and not transactional.
Buying web traffic for a site and ensuring that your page appears in the coveted first position also depends on its search engine optimization – which is why it is. so important to balance the two strategies.
Do you want a real example of a successful website traffic buying strategy? Find out how Stage helped the IRKO Group to meet its challenges!