You need to add paid traffic to the T-shaped marketer’s tool belt. Paid search is a proven strategy that delivers instant results. It also helps dial the four Ps: product, place, price, and promotion.
We’ll talk about paid traffic and its benefits.
Speed of Market
Speed is the first advantage of paid traffic. Let’s compare search engine optimization and paid ads. This comparison may seem unfair, but it makes my point.
Search engine optimization, or SEO, is trying to get your content ranked in search engine results pages (SERPs). SEO strategy includes keyword research, meta-data, backlinks, and other technical elements. Organic traffic is generally viewed as the traffic you do not have to pay for.
A piece can take up to three months to be included in a search engine result. To rank organically, in other words.
It can take 3, 6, or 9+ MONTHS to start seeing any results if you are trying to optimize a highly competitive keyword.
With paid traffic, you can see the traffic the following day.
The success of any business depends on both paid traffic and organic traffic. Paid traffic must come first. Why? It’s freakin’ quick. In digital marketing, you must have proof of concept to scale.
Quickly and Easily test Campaign Elements
The speed of the test is another advantage. You can quickly see what is working and not working for your PPC ads.
Test your copy and other elements like pricing, calls to action, landing pages, ad creatives, etc. All of this can be done quickly.
Paid advertising is less uncertain when you test. Paid traffic is fast and doesn’t require much time or money.
Second: Analytics That You Can Track
Analytics is another benefit of paid traffic.
Privacy-first initiatives have removed data points from organic, email, and social media marketing.
Advertising networks such as Google AdWords and Facebook will provide you with this information regarding paid traffic. You have to provide this information since you are paying for the traffic.
Conversion Path
A path of conversion is a sequence of events a user experiences before engaging in an action. Tracking the conversion path is important. Look for common behaviors among your best customers.
Free traffic makes it difficult to track conversion paths.
For example, the information you receive about organic social traffic is inconsistent. We no longer see email marketing metrics like click-through rates or open rates due to the iOS 15 update.
Because the networks are happy to have all those ad revenues, they give paid advertisers access to detailed and advanced analytics. You can see what story you need to tell people to get them to convert when you track their conversion path.
Optimizing Every Aspect of the Campaign
Whom is this paid advertisement reaching? Where are the conversions happening? When is the best time to run our social media ads?
With paid advertising, you can optimize everything by making minor tweaks. These variables cannot be optimized or changed outside of the paid ecosystem.
The network allows you to improve your advertising campaign by paying for those Facebook ads, Google ads, Bing Ads, etc.
You can pinpoint the exact cause of the problem by paying attention to the data. You can then tweak your paid search ads to improve their performance.
Changes don’t need to be significant. Everyone has heard the analogy of the plane that is 1% off course and ends up in a completely different country with time. Your campaigns will work the same way.
One of the biggest benefits of paid traffic is optimizing your campaigns.
Customers can be better targeted with enhanced customer targeting
Targeting is a major difference between free traffic and paid traffic. You can choose who sees your ads when you pay for traffic. This is a great benefit, given how much information these ad networks have about their users.
Factors of profiling profile every person on earth.
What is the audience that you are targeting?
Where do they live?
What are their concerns?
Are they married?
What is the average income?
What products are they buying online?
These data are important from a machine-learning perspective. Why? All ad networks reverse engineer the intent. They want to know why people behave the way they do. They want to understand what motivates people to buy.
It’s a bit scary because they are getting better at it. The more they improve, the greater your advantage.
Targeting is a great way to take advantage of machine learning.
You can see the advantages of paid advertising. I am not here to tell you that paid advertisements are all you must do. They are not the be-all and end-all. But paid marketing should be the foundation of your digital market because of these benefits.