So what is paid traffic exactly? Paid traffic is any traffic that originates from an outside source, usually paid for by the visitor. The most popular type of paid traffic is Pay Per Click (PPC), generated by search engine users seeking specific products or services. It can be displayed on sponsored listings or displayed on the right-hand side of search results pages. PPC usually generates leads or new clients and can boost the businesses’ sales, especially in a tough economy. Read The Review about the success of the organic traffic.
However, PPC has its fair share of cons. One of the biggest pros is that you only pay when someone clicks on your advertisement, which eliminates the possibility of ‘word of mouth’ marketing. Another pro is that your potential customers or clients have to be physically near your website to view your advertisement. Now if your goal is to drive as much traffic to your website as possible, and not just pay for advertising, then this could be a negative con.
Some people believe that paid traffic sources, such as PPC, have lower costs per impression than non-paid sources. In short, they believe that a company only has to pay for someone viewing their web page, instead of paying for each click, which would lead to the company paying for impressions (impressions being the number of times a visitor clicks on your advertisement). The truth is that paid advertisements can actually cost less, in some cases, than the amount companies like to spend on a full-page ad in a general print media outlet. For example, it costs less to publish an article in an online magazine, than it would cost to print a similar article in a local newspaper. This is because magazine and online publications typically charge less per copy than newspapers or television stations, due to the cost of producing the content.
Pay per click ads are also considered ‘pay per impression’, meaning that you only pay if someone actually clicks on the ad. The opposite of this is called a cost-per-impression ad strategy, which means that you only pay when someone actually views your advertisement. Both of these strategies can lead to good customer service and brand awareness, but one can be more effective than the other. Companies often use pay per click strategies to spread their awareness of a brand through as many potential sources as possible. However, it can be difficult to determine the most effective way to reach a large audience, especially for a small business, without spending large amounts of money. On the other hand, a brand awareness campaign that targets only those with access to a particular web page may be more effective in driving more visitors to your web page.
Pay per click ads can also lead to negative consequences, as mentioned before. First, the majority of the visitors to a web page will not purchase from the website, as they do not possess enough interest in the product or service being offered. Another problem that can occur if your advertisements are paying for clicks that never result in a sale is that the search engines will become aware that your site is advertising free products or services. This could negatively affect your rankings with the major search engines, especially if you are unable to prove that the visitors clicking on your advertisements are actually interested in what you are offering.
Now that we have established what paid traffic is, we now want to turn to the pros and cons associated with using this method of internet marketing. Although there are definitely some pros to consider when choosing to advertise via pay per click, there are also a few cons as well. One of the major pros to advertising via a pay per click service is that it is affordable. Therefore, companies with a low advertising budget can afford to run this type of program, which can greatly increase the amount of traffic and sales that a company receives. As previously mentioned, this method can result in very quick results, which is exactly what most people need in today’s world.
The other positive aspect to advertising via a pay per click program is that you can target individuals who are interested in your specific niche. This is often not the case when conducting SEO campaigns, because you are not able to identify an individual’s interest in your product or service until they have visited your website. Also, if you choose to target this type of audience via an ad campaign, you can be sure that these people will be properly motivated to make a purchase once they arrive at your site.
Organic searches take time to bring visitors to a site. This is why the results provided by pay per click campaigns are almost instant. Inorganic search engine optimization takes time to produce results, and this is the reason many business owners elect to utilize this option. Organic search engine optimization takes a significant amount of time and money to build and paying for visitors to your site can significantly decrease the amount of time it takes to start seeing results.