What is Paid Traffic?
Paid Traffic – Top search results with the “Ad” tag when using Google, sponsored ads on Facebook, Twitter, Instagram or Pinterest newsfeed. This could also be banner ads, solo ads or YouTube video ads.
It is any customer that visits your website after you have paid for advertising promotions. Many platforms offer paid traffic services including search engines, social media platforms, and media networks. One of the most common forms of paid traffic is Pay Per Click (PPC) advertising which utilizes Google Ad Words. Other types include Pay Per Acquisition (PPA) advertising, Cost per Thousand (CPM) impressions and banner advertisements.
You may know if as PPC (pay per click) or CPM (pay per thousand impressions, the “M” in CPM represents the Roman numeral for 1,000). Google AdWords and Facebook are two of the most popular platforms used to generate paid traffic to websites, but there are also many other paid traffic sources.
Benefits of Paid Traffic
It can have an extremely positive impact on your website if carefully planned and executed. One of the benefits is choosing exactly how much you want to spend in order to best direct paid traffic to your website. Furthermore, you can set a daily maximum amount you wish to spend on certain types of advertising (Pay Per Click). You can also use keyword optimization to more carefully lead targeted traffic to your website.
Just because someone clicks on a link at the top of Google doesn’t necessarily mean they are going to like your product or service. You are paying to drive consumers to your website, but they have no obligation to purchase anything. Therefore, paid traffic doesn’t directly increase sales and conversion rates. Poorly designed websites combined with high traffic are detrimental. If browsers leave your web page immediately after entering, your bounce rate will increase. Conversely, a higher bounce rate results in a lower Google ranking, and you’re still charged for the page visit.