Paid Traffic

Paid web traffic consists of visitors who land on your website after clicking on an advert. It can come from a variety of sources:

Display ads: Banners, texts, images, etc. placed on third-party websites;

Paid search: Ads that search engines like Google and Bing will show on their results pages (SERPs);

Social media ads: Ads served to users on social media platforms like Facebook, Instagram, LinkedIn, etc;

Sponsored content: Advertisers’ content that publishers are paid to distribute; and

Native ads: Ads that appear on a platform in a similar fashion to its existing media.

It’s tempting to think that a switch to PPC will help you get more visits, especially when you can essentially buy them, but basic traffic is not what you need. Paid traffic needs to generate leads and transactions.

This is known as ‘relevant’ or ‘converting’ traffic, which means that the visitors you attract should be more likely to make a purchase. To get such visitors from your paid traffic sources, wherever they are placed, you can follow a 6-step system that covers each stage of the customer journey, from clicking on an ad to becoming a paying customer.

As part of a longer-term strategy further down the line, you’ll be able to leverage other digital marketing tactics to encourage these customers to stay with you.

Why Retargeting Works

Why Retargeting Works

If you’ve ever browsed multiple websites and then found yourself being...