4 Benefits Of Paid Traffic You Can’t Afford To Ignore
You’re missing out on paid traffic if you don’t have it in your T-shaped marketer toolkit. Paid search marketing is a tried-and-true marketing strategy for achieving immediate results while incorporating the four Ps of marketing: product, price, place, and promotion.
Paid traffic is the process of paying money in exchange for exposure on various channels. When creating a campaign, you usually have the option of selecting a specific goal, like clicks, and a metric to measure performance, such as the CPC (Cost per Click). When used correctly, paid traffic can be a very useful tool for your business.
Even if your main concentration is on social media and content creation, there are no completely free ways to get traffic to your website, blog, or page. It takes time, and it’s not by accident that time is money.
Let’s take a look at the advantages of paid traffic.
The first advantage of paid traffic is that it is faster. Let’s compare paid ads to search engine optimisation. You may think this is an unfair analogy, but it perfectly illustrates our point.
The process of trying to get your content to rank in the search engine results pages, or SERPs, is known as search engine optimisation, or SEO. Keyword research, meta data, backlinking, and other technical elements are all part of an SEO strategy. The majority of people consider organic traffic to be any traffic that you don’t have to pay for.
It can take three months for a piece of content to appear as a search result using organic marketing, or to rank organically. It can take any between 3 to 12 months to see any traction if you’re trying to optimise for a term with any level of competition.
So, it may take some time to do content marketing or unpaid social media marketing. Some businesses simply cannot afford to wait for such a marketing strategy to bear fruit. Paying for traffic allows a specific product or service to be noticed right away, which is important in some rapidly growing industries.
But when you employ paid traffic, you can see traffic the next day.
Both paid and organic search traffic are essential for a company’s success. However, paid traffic must come first. Why? Because it moves at such an incredible pace. In the world of digital marketing, proof of concept is required before scaling. Without speed, proving a concept is difficult.
Test Campaign Elements Quickly and Conveniently
Another advantage of speed is that it saves time. It allows you to quickly test what’s working and what’s not with your pay-per-click ad. You have the opportunity to test your ad copy, pricing, call to action, landing pages, and ad creative, among other things. And it can all be put to the test in a short amount of time.
Paid traffic becomes less uncertain thanks to testing. Because paid traffic is so quick, it doesn’t take much time or money.
2. Observable Analytics That You Can Truck
Another advantage of paid traffic is the analytics that support it. When creating a paid campaign, it’s much easier to calculate the return. That’s because the tools available for measuring paid traffic are usually superior to those available for measuring organic traffic.
All of the different channels that allow for paid ad creation have good analytics interfaces, allowing the user to analyse the results of a campaign and, if necessary, bid on different keywords, change the target audience, or do anything else to improve the ad.
There are limited data points in organic marketing, social media marketing, and especially email marketing, and those data points are being taken away from everyone due to privacy-first measures.
However, with paid traffic, since you’re paying for the traffic, the advertising networks – Google AdWords, Facebook, Bing ads, and so on – are required to provide this information.
The sequence of events that a user goes through before performing a desired action is referred to as a conversion path. It’s critical to keep track of the conversion path and seek out patterns in your best customers’ behaviour. With free traffic, it’s difficult to track the conversion path. Organic social traffic, for example, varies greatly in terms of the information provided. We can no longer see open or click through rates for email marketing as a result of the iOS 15 update.
However, because the advertising networks enjoy all of that ad revenue, they provide advanced and detailed analytics to paid traffic customers. When you follow the conversion path, you’ll notice that there’s a story that people need to hear before they’ll convert.
3. Every Aspect of the Campaign Is Optimized
Who is this paid advertisement aimed at? What is the location of the conversion? When is our social media ad most effective?
One of the most powerful advantages of paid traffic is the power to optimise your campaigns. You can optimise everything with minor tweaks with paid traffic advertising. Outside of a paid ecosystem, you can’t optimise or change these variables.
Once more, since you’re paying for that Facebook ad, Google ad, Bing ad, or anything else, the network provides opportunities to improve your ad campaign.
When you look at the numbers, you can see exactly where the lack of engagement is. Then you can make minor adjustments to your paid search ad’s performance over time. It is not important to make significant changes. Everyone has heard the story about the plane that deviates by 1% and ends up in a completely different country over time. The same will be true for your campaigns.
4. Improved Customer Targeting
Targeting is one of the most significant differences between free and paid traffic. You get to choose who your ads appear in front of with paid traffic. This is a fantastic benefit, especially considering how much data such ad networks have on people.
Every person on the planet is profiled by ad networks using 70 million demographic and psychographic factors.
- Who is your target audience?
- Where do they live and what do they do for a living?
- What are their passions?
- Are they married?
- What is their income?
- What products do they order from the internet?
This data is crucial from the standpoint of machine learning. Why? Intent is reverse engineered by all ad networks. They want to know why people behave the way they do. They want to know what motivates people to make purchases. To be honest, it’s a little frightening because they’re getting pretty good at it. However, as they improve, your advantage grows.
Targeting via paid traffic is one way to take advantage of machine learning.
Bear in mind that generating paid traffic for a company launching a new product on the market may be more meaningful than generating traffic for an athlete’s website, for instance. Always tailor your paid traffic strategy to the type of product or service you’re promoting.
Paid Traffic Services in Australia
As you can see, there are numerous advantages to using paid advertisements. We are not here to tell you that paid traffic is the only way to go. There are no one-size-fits-all solutions. However, because of these advantages, paid advertising and paid traffic should be a core component of your digital marketing strategy.
Keep in mind that the success of your search advertising campaign depends on how you manage it. If you can’t organise your PPC campaigns, no matter how many you start, they will perform poorly.
If you found this blogpost informative, check out our blog for more information on SEO, ad campaigns, digital marketing and other topics. DigitalKey is an Australian company that specialises in digital marketing.
We are dedicated to your business and work hard to meet your expectations.
Contact us right away if you’re looking for a paid traffic strategy that works! Allow us to conduct a free digital marketing audit of your website.