If you’re in business, then you’ll probably be aware of the term paid traffic. Essentially, it means investing money to advertise your business, and get more customer eyeballs, leads, and hopefully — sales.
A few of the most effective forms of paid traffic today are by using Google Ads, Social media adverts, and influencer marketing.
You may have dabbled in a couple of these already, or you might be ready to start a paid traffic campaign — either way, we’ve rounded up the many benefits of using paid traffic to grow your business.
So whether you’re curious to know more, or you’re just dipping your toes into the water, this article will help you gain a better understanding of how paid traffic can work for you, no matter what business you’re in.
1. Immediate & Consistent Traffic
Organic methods of driving traffic such as content marketing and SEO strategies can produce steady growth for businesses; but only if you’re willing to play the long game. If you’re wanting to generate immediate traffic, then paying for it is your best option.
It takes less than an hour to hop on to Google, Yahoo or Bing right now, and set up a PPC campaign — even if you’re a total novice. All you need to do is read a few blog posts, or schedule a free call with a company employee to walk you through the process. Your ad will often be approved within 10 minutes, making your business instantly visible to people who are looking for what you are selling.
You can keep this traffic being driven consistently to your site, by setting your daily, monthly, and per-click budget.
2. Targeted Ads
You know the exact customer you want to target your product or service to: their gender, age, and maybe even their location. So, how do you get your business in front of their eyes?
You use paid traffic to create targeted ads that will specifically be shown to the people you want to see them. And if you’re unsure of who you should be targeting, a broad target ad will help you narrow in on who’s the most interested in your offerings.
Google AdWords, Facebook, Instagram, and the majority of PPC sources all allow you to create ads that target numerous factors including: demographic, region & device.
3. First Page Exposure on Google
The majority of people searching on Google rarely look past the first page of search results. The great thing about this is PPC with Google Ads allows you to raise your bid to ensure you show up on the first page. You can even pay to show up as the very first result if that’s what you want, and you have the budget for it.
An organic approach to traffic will take months (at least) to produce similar results; which means PPC marketing is one of the fastest ways to give you first-page exposure on Google.
4. Test, Refine & Re-test
When you run a paid marketing campaign online, you’re able to split test it for however many days you like, helping you see what copy, images, or demographics are working best for you.
This data is invaluable, because it allows you to then refine your campaigns based on the results, so that you can double down on what’s working, and continually create more effective ads for the lowest possible spend.
Investment is a crucial part of running a business. You have to spend money to make money — even if it’s only a small amount.
So although it might seem strange to think of paying for traffic as budget-friendly, it’s actually ideal for anyone with any kind of budget. For example, if you’re a small start-up business with a minimal budget, you’re able to set a cap to align with this, optimise conversions, and track every step of your campaign along the way.
Google is currently the number one search engine, and has a market share of 65-70% overall other search engines. Not only that, but Google also boasts a vast network of other websites who display sponsored ads for them.
This is another way that paid traffic can help you reach your target customers in other places on the web, and increase leads and sales for your business.
We’ve touched on the benefits of geo-targeting a little already; in the way that search engines allow businesses to target specific locations and regions worldwide. But this can work extremely well for location-specific businesses.
For example, if you run a Chinese takeaway based in London, you’re able to set up your ads so that they only show to people in the locations you deliver to.
When you run an ad in a newspaper, you have no idea who is seeing it, and which of those people have then visited your website, or gone on to buy from you. This means that you really have no idea how expensive these ads actually are for your business. But so many companies continue to spend hundreds of thousands of dollars on these traditional forms of advertising.
With paid traffic, you can track every part of your ad along the way, as well as every dollar you spend. This accurate ROI is vital for any business, to ensure your budget is spent effectively.
People don’t remember a business; they remember a brand. That’s why effective branding is extremely important for any business if you hope to remain in people’s minds long after they encounter you.
Paid search marketing is one of the tools that allows successful branding of a business, product, or service, in a cost-effective way. Google Ads allows you to pay to consistently appear on the first page of results, and ensure your brand stays in people’s minds so that they’ll come back to you at a later date when they do decide to buy.
Get started with paid traffic today!
If you’re totally new to it, there are a tonne of free blog posts and guides out there to help you expand your knowledge, and guide you through the process step by step. Alternatively, depending on your budget, you may consider hiring an expert to handle all of your paid traffic campaigns.
Depending on what your business offers, and who you’re trying to target, there is a paid traffic option out there to suit you.