How paid traffic works and how to optimize it with smart automations

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If you have been researching digital marketing on Google in recent years, you may have come across the term “paid traffic” a few times, but what is it and why should you invest time and money in this subject?

Starting with the basics, investing in paid traffic is the same as investing in ads on social networks like Instagram and Facebook through Facebook Ads , for example.

This is an important strategy for digital marketing, because it is a way to attract more visitors to the company's strategic pages, such as sales or conversion landing pages.

Surely a hundred questions must be popping into your head right now, so let's delve deeper into this subject and try to answer your questions so that you can start on this journey today.

What is paid traffic and how does it work?
How paid traffic works

When we talk about paid traffic, we refer to visitors norway mobile phone number who arrive at a website, store or page through ads on specific platforms, such as Facebook, Instagram, Google, etc.

There are then two main types of traffic:

Organic Traffic: where people access pages spontaneously, because they searched on Google, for example;
Paid Traffic: where people access pages because they were impacted by ads on social networks or ads during a search.
As you can see, unlike organic traffic, paid traffic depends a lot on the investment and configuration of the campaign, including audience targeting, so that the results are the best for the company's scenario.

The most popular way to generate paid traffic today is through Google Ads, Google's advertising platform. It allows you to create ads that appear on the first page of search results, without having to invest time in SEO strategies .

To distinguish an ad from a regular page, look for the “Ad” label that appears next to the URL when you search for a specific topic on Google.

Ads appear as you search for a specific topic or keyword, which the company temporarily purchases in a keyword auction strategy.

When you click on an ad, you will be redirected to the landing page of the company that purchased the right to appear for that search and voila, paid traffic has occurred.

The downside of this strategy is that you only stay in the top positions while the investment lasts. With this in mind, it is important that you also invest in organic traffic strategies to maintain a consistency of visitors to the site.

What are the payment methods?
Understanding how you pay for an ad is essential and when we talk about payment methods in paid traffic, we are not just talking about traditional forms of payment, such as bank slip, credit card and the like.

We talk about metrics, so it is very important that you know how to monitor the main marketing indicators to understand how cheap or expensive you may be paying.

As a rule, the order in which your ads appear in search results depends on an auction between companies that want to advertise. On social media, audience targeting becomes one of the main settings.

Because of this, you can choose to pay for the clicks that the user makes on your ad (CPC) or for appearing a thousand times in the search results (CPM). Learn more about how they work!

CPC (Cost Per Click)
This is the most recommended method, since you only pay for the clicks your ads receive. It is a way to attract traffic to your website and only pay for the ads with the best results.

CPM (Cost Per Thousand Impressions)
Impression is the number of times an ad appears on the web, and is recommended for those who want more visibility, because with CPM the focus is on making the ad appear more often.

Therefore, the objective in one case is to get clicks and in the other is to appear more often. In any case, the position of the ad depends on the amount invested within the advertising platforms and the audience targeting settings.

Therefore, simply create your ad and make the necessary settings so that it can be displayed exactly to the people you want to reach, remembering that it will always be possible to make optimizations so that you can obtain the best Return on Your Investment (ROAS).

Discover the main paid traffic platforms
In the ephemeral context in which we live, platforms and opportunities to attract organic and paid traffic emerge at all times.

It's natural that you'll need to develop your creativity a little to be able to make the most of these opportunities, but there are some platforms that are well-known and excellent for generating great results.

Google Ads
The most used platform to generate traffic , this is because it is responsible for creating ads within Google itself, with the possibility of developing campaigns with different functions and characteristics.

Search: you can create ads on the Search Network, displaying your website on the Google page when searching for a term or keyword that your customer finds relevant;
Display: when we talk about Google Display , we are referring to Google's partner sites, where you can display your ads with a slightly more graphical look on their site;
YouTube: here you can make the most of videos, using creativity to impact your customer in just a few seconds, be strategic.
Facebook Ads
When it comes to social media, it is important to clearly define your target audience and the objective of your ad. Your objective may simply be to improve your brand recognition, for example.

With Facebook Ads you can advertise on two of the world's main social networks:

Facebook: through it you can advertise in image, video, carousel formats, among others. Just pay attention to the social network's proposal, which is interaction between friends;
Instagram: here you can advertise in the same formats as Facebook, with the difference that the social network's proposal is to be an album or a digital showcase.