Is it a Good Idea to be buying web traffic? What are the Pros and Cons?

Internet strategies continue to shift. Ensuring that your target audience is met is more critical than ever. Paying for traffic may be an option to help grow an audience. It is a quick way in which reach several potential clients. However, there are some factors which need to be considered before committing to purchasing traffic.

Is it a Good Idea to be buying web traffic? Web image aquired though public domain.

Consider the complexity of digital marketing

Digital marketing is ever-changing. It is complex. Google algorithms is constantly updating. Understanding the various standards and algorithms which are in place can help you determine the best strategies for your marketing campaign. If you are using an organic strategy, special consideration should be given to the effectiveness of buying web traffic.

Keep in mind that every year, there are more than 7 million advertisers around the world using paid traffic. This should raise the question of whether you should purchase web traffic. Is it ok to purchase web traffic? What are the pros and cons of purchasing? Should you use paid or organic traffic for your marketing?

Understanding Paid Traffic

What is paid traffic and how does it help your site? The simple answer is that it is revenue which is generated through any digital content pertaining to your website. This could be the actual site, the app, mobile webpage, or the landing page. The traffic and revenue is acquired through ads which are placed on social media and/or search engines.

Buying web traffic is typically done through major websites, such as Google AdWords. Google takes certain keywords which pertain to your site and generates an online advertisement for your target audience. When the keywords are typed into the search engine, your ad shows in the results.

Time sensitive advertisement

If you are buying web traffic, it is important to understand that the content building software is only for a specific period of time. Organic traffic is building for the long-term. Why does this matter? Buying web traffic generates an abundance of traffic in a short amount of time. This is especially helpful if you have a certain campaign which needs to reach a certain target audience. Ads are beneficial in this example.

Is it a good idea to buy web traffic?

Whether or not it is a good idea to purchase web traffic has been the discussion of many forums. While some would argue that you need to generate traffic naturally. There is a sense of cheating when purchasing traffic, when argued from this perspective. However, many believe that paid traffic can be a bridge to reaching a target audience. This perspective does not see any reason why you should engage in buying web traffic.

Buying web traffic really comes down to a personal choice of how you want to acquire followers and reach your target market. Keep in mind that buying web traffic is not the same as the black hat technique or other frowned upon methods of gaining traffic to your site immorally. Buying web traffic is just a means of purchasing ads which could lead to visitors and leads. You are not purchasing the leads or the visitors themselves.

What are the Pros of Buying Web Traffic?

Buying web traffic can be a substantial investment. This is due to the way in which the advertisements are set up. You usually pay per engagement with the advertisement. It is critical to understand, therefore, the multitude of benefits and the overall ROI (return on investment) you can expect from the ads.

First, companies such as Facebook, Google, YouTube, and Tic Tok generate most of their money through advertisements. Their paid advertisements are optimized with many tools and resources to ensure that the campaign is successful. This is better than trying to guess if you are doing your campaign correctly. The sites have already done the market research and know how to reach the most people.

Second, using a platform such as AdWords is faster than SEO. This goes back to the way in which ads are presented to the SERPs. SEO, while effective, takes time in order to establish your brand. In instances where you really want to push a campaign and see immediate results ads are the way to go.

Web traffic chart showing how buying web traffic increases your overall ROI.

Marketing Pros of Buying Web Traffic

Buying web traffic is a quick way in which to build your brand awareness. As the advertisements are targeted to those who want to see and engage with items meeting the keywords in the ads, you are far more likely to see an increase in your brand’s online identity. Furthermore, by using keyword analysis you can ensure that the branding shows up at the top of the SERPs (search engine result pages), even when your target market is seeking out your competitors’ goods or services.

Unlike SEO, which takes time to find out what works and what does not, you can quickly find out the type of keywords and phrases which your target audience engages with. Buying web traffic allows you to understand your audience better, especially when you combine platforms such as Google Analytics with your campaign. Seeing what works and what does not can help you to create better worded ads and generate more leads. If you do not have leads and visitors you can quickly retarget your ad to gain leads, something SEO is a bit time-consuming in doing.

The Cons of Buying Web Traffic

While there are several pros to buying web traffic, there are some challenges which should be addressed before you buy web traffic. For example, big keyword competition can lead to lower ad engagement. Also, as buying web traffic is targeted for the short term, it can get rather expensive trying to use a campaign for long-term leads. You will need to couple your campaign with proper SEO strategies in order for it to work well for you.

The second major challenge is that paid traffic has a huge learning curve. Using platforms such as Google AdWords is a quick way in which to gain traffic, but the platform and the advertisements are not as easy to generate successfully as one may think. If the ads generated the ROI expectations of everyone who used them, the company would go bankrupt and the users would be rich. Therefore, understand that the purpose of the ad is not for capital gains from the ad, but for an increase in traffic and leads which generate ROI.

Other Considerations

Besides the actual advertisement, you will need to ensure that your landing page is the best. This is the first thing that the visitor will see. Studies show that within seconds, the visitor will make a decision as to whether or not they will engage with the rest of the site. If the site loads in more than 2 seconds, it is considered slow. Optimize your site to load quickly and to have the most recent standards and content in order to capture your audience once they are directed to your site.

Which is better, paid for or organic traffic?

Now that you understand the pros and the cons of buying web traffic, the question which arises is which is better, paid for or organic traffic? The answer depends upon your current needs. Organic traffic is free and helps to drive up your SERPs. However, it is a long-term investment which requires you to have content constantly added to your page. It is a building of content and publishing material which can empower the visitor to make decisions. SEO within your content is important, as this is what the SERPS will use to find your site.

Paid for traffic generates quick leads to your site. It is ideal for those which need to boost the engagement with their site in the short term. Specifically, paid advertisement is great for those who have a campaign they wish to promote. Paid for traffic is also ideal for those who are building their SEO alongside the paid for advertisements.

Use both methods

While you may choose to use paid for traffic for your site, you should understand that you cannot have sustainable SERPs without using both methods. A company can benefit from buying web traffic because they can cause leads and followers to see and frequent the site through the ad campaign. SEO and orgainic content benefits the website as it helps to reach people outside of the target market who may be seeking your goods or services.

Optimization of your site requires a substantial amount of work. Continuously knowing the trends in SEO and content marketing is the key to driving traffic to your site. Before starting your campaign, perform a keyword analysis on your site, research keywords and phrases which show up at the top of the SERPs, and look at the analytics of your site. In this, you can better understand the needs for your site and make an educated decision on whether you need to purchase web traffic or not.