A company’s web traffic can grow with well-targeted investments in ads. In this article we share good practices to buy traffic correctly, without illusions or tricks.
When it comes to search engines, buying web traffic for a site can seem like a quick and efficient solution, ensuring visibility and top SERP positions.
However, for those who believe that paying more saves SEO efforts and allows access to the benefits of a successful Digital Marketing strategy , in this article we will tell you that there is some bad news: you will also have to dedicate time and make plans to reap good results in this investment.
Buying web traffic for a site or the famous Pay-Per-Click – where advertisers pay for each initial click received on their pages – requires planning and effort.
This practice also requires an analysis of the business objectives, a suitable choice of keywords that will be associated with your ad and attention to all the elements that will be part of the meta description (the first contact of the user with your brand in the results of search).
In addition, the effectiveness of the ad is directly related to the quality and reliability of the site , since corporations such as Google and Bing value, above any investment, the user experience on the page. So if you want to invest in paid traffic, you must first analyze some features of your website.
Without authority, a reliable URL , a current privacy policy that meets the requirements of regulatory bodies, loading speed, a friendly and responsive layout, among other requirements, your website will not have the same results you want when you start this. strategy.
Are you interested in the topic? In this article you will learn:
What are the types of web traffic generated by Internet users?
What is the difference between organic traffic and paid traffic?
How to buy web traffic for your page in the right way?
What are the types of web traffic generated by Internet users?
The payment traffic refers to visitors who did click on ads positioned on websites or suggested in search results. Direct traffic, on the other hand, speaks more about the authority of a brand, since it is related to the direct access , of the users who entered the URL in the corresponding field without looking for information in the research sources.
There is also social traffic, generated from the primary access to social media channels , referral traffic, obtained from backlinks , present in posts and publications of other companies.
Backlinks have always been the number one site relevancy metric that Google considers in its rankings – and they still say a lot about the authority of a web page and the quality of information available at public touch points.
What is the difference between organic traffic and paid traffic?
There are many different ways to drive traffic to your website. You can invest in a package of real visitors, which will provide visibility to unique users at a price that, at first glance, may seem attractive, since it will be amortized in sales results.
This will not be a good long-term strategy , especially if your goal is to gain visitors, convert them into consumers of your company and, finally, retain them. You can also invest in ads, but that will not bring real results if you have to choose between buying web traffic for the site or applying good SEO practices .
It is best to understand the difference between the two and balance them to ensure the benefits of each. Before, discover some characteristics of each strategy.
Traffic from SEO (Search Engine Optimization) is free, generates long-term results and brand awareness . Traffic from PPC ads, as the name suggests, is paid, increases site visibility , but does not necessarily guarantee the benefits of a strong Content Marketing or Email Marketing strategy .
PPC ads appear above organic search results or in the SERP sidebar , which means users are more likely to click.
It is necessary to think about the main objective of creating such a campaign, the profit – both for the advertiser, which can increase the relevance on the web and the volume of conversions on the page, and for the search engines, who receive per instant action, regardless of conversions on the page.
However, it is imperative to consider the user experience in all cases.
This is because, for the ads to be really effective, they must have a direct relationship with the ” query ” entered by the user in the search field. Also, provide the necessary information and be consistent with the process of finding potential clients .
Without this, the time spent on the page or its abandonment can indicate to the search engines that the user had a bad experience. This situation can also directly affect the page in its next rankings.
As we have already noted, there are several requirements to define the relevance of this ad to the user’s intent 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 ad keyword, the CPC actions (Cost per click) , the segmentation, and also think about guaranteeing the speed and security during the visit.
How to buy web traffic for your page in the right way?
Now that you know the importance of creating paid ads along with 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 to set the goal of the strategy . This can range from boosting your brand to increasing conversions, but it can also refer to creating a list of leads who will eventually have more contact with your company’s information and products.
Thus, it is possible to direct leads to a product landing page that converts the initial intention to a consumption objective, through attractive and exclusive promotional links.
Map the identity of your business
Knowing the characteristics of your Buyer Persona and understanding the real intention of their search is also important before buying web traffic for your page: all subsequent actions of your strategy will have a direct relationship with the identity, expectations and pains of your audience .
In this way, you will guarantee an offer that is truly in line with the user’s intention and, consequently, less expensive for your total investment. Each conversion of a paid campaign will compensate 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 the public . Define the type of content that will be offered. If the lead is in more advanced stages, for example, invest in ads on product pages, especially if your company has an ecommerce or is in a marketplace.
In this way, you will direct the person directly to the landing page through your hotlink, so that they can make the purchase. However, be careful to offer relevant information about the product, reviews (the social proof that helps in the purchase decision) and the choice of keywords that point exactly to the product offered.
By doing this, you will drive transactional search traffic and further increase the click-through rate of informational searches.
Define your budget
Set the budget so you don’t regret that investment. Reserve an amount to invest, also, in SEO and in the optimization of your website, either in relation to quality or to increase speed by hiring a hosting that adequately absorbs the increase in traffic volume.
There is no use investing in ads if you cannot offer a browsing experience compatible with the number of simultaneous visitors to your site.
Choose how to buy web traffic for the site
Choosing the most appropriate channels for you will help you not to waste money. Before choosing these channels, review the characteristics of your Buyer Persona – there is no use 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. In addition to these, you can also consider native ads — which appear inconspicuously in high-traffic site content without detracting from the user experience.
Set indicators to track results
There is no use investing in ads if you cannot measure the effectiveness of the strategy . Therefore, define KPIs (Key Performance Indicators) to monitor the results of your investments. These indicators will show you if buying website traffic is really a good option for your business or if you are losing money.
The ROI (Return of Investment) is one of the most important indicators, but you can also track the cost per lead ( CPL ) and conversion rate on sales leads.
Take care of the quality and reliability requirements of your landing page
A landing page is not necessarily the page that collects lead information. All pages used by advertisers for PPC investment are considered LP by search engines – and only they will be evaluated for rankings.
That 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 fast loading of personalization elements , the clarity of communication and the security of access.
Track conversion rates
When you buy web traffic for a site, it is very important to define what is an organic conversion and a paid conversion . Only with this support is it 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 through Tag Manager , but this must be set before launching the campaign.
Optimize campaigns and test results constantly
Testing your campaigns and analyzing the results is key to reducing your investment and ensuring that your campaign is profitable. 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 somewhat compete for top SERP positions with paid ads, especially when the search is informational and non-transactional.
Buying web traffic for a site and ensuring your page appears in the coveted top position also depends on how optimized it is for search engines – that’s why balancing the two strategies is so important.
Do you want a real example of success in a web traffic buying strategy for a site? Find out how Stage helped the IRKO Group overcome its challenges!
