Paid traffic marketing is an effective way to bring more visitors to your website. From Google Ads to banner ads and social media marketing, there are plenty of paid traffic sources to choose from. However, the success of your paid traffic marketing efforts will depend on you. For those in the B2B market, LinkedIn Ads is likely the most important paid traffic source.
There are more than 700 million LinkedIn users, 63 million of whom are decision makers and 10 million are C-level executives. You can target people who have visited your website, segment them by contact or account, or by title, sector, demography or geographic location. LinkedIn offers a pre-filled contact form, similar to Facebook ads for potential customers, but the most interesting thing about LinkedIn is the ability to identify segmented people based on your company information and reach them directly. When users are inside LinkedIn, they are in “professional” mode and see the ads and read the content with a different mentality.
Outbrain advertising network allows you to advertise based on CPC on the open web, that is, on all types of websites outside of social and search networks. Outbrain smart ads include several different ad formats designed for different audiences and objectives. For example, the Smartad Carousel is ideal for telling the story of a brand or show several related products. Clip's smart ads offer a short animated advertising experience to capture the audience's attention and create interactions.
When it comes to buying website visitors, most use Google Ads by default, and for good reason. Google offers the most comprehensive platform for buying website visitors. Google is the most used search engine in the world, with 75% of all searches worldwide. In addition, the Google Display Network (read more about this here), which is a list of approximately 2 million websites where you can show ads as part of your PPC campaign, makes it even more attractive.
If you also consider that the Display Network includes sites such as YouTube, Google News and Blogger, you realize how important Google's PPC ads are. Microsoft's search engine offering, Bing, is the second largest search engine advertising network in the world. Although this represents only 9% of the global market share, they seem to have a large presence in the US. In the US, where they apparently have a 33% market share.
For B2B, LinkedIn has become a very important platform, and Twitter and Pinterest also have their own loyal users. One advantage of all of this is a relatively lower CPC than Google's, the ability to segment traffic through interests and demographics such as Facebook, and slightly lower competition than the previous two. However, keep in mind that Google disapproves of paid links and sees them as a “gray hat” (for example). Google changed the rules of the game with its sophisticated algorithm, which eliminated the need for all that preliminary work.
Instead, Google finds you through the relevance of your site, traffic history, and well-optimized content. However, that doesn't mean that directories have disappeared. In fact, many sites publish your site for free but they usually ask you for a fee to promote it or move up the list. Generally speaking, native advertising networks are designed so that content marketers pay to promote blogs or articles that generate traffic to their websites.
Still, when done right, LinkedIn is an investment that can generate impressive benefits for B2B marketers. Paid search advertising involves paying search engines such as Google or Bing to appear in your search results as a sponsored list. Influencer marketing is part of the sources of paid traffic since you pay someone to promote your business. You pay an advertising platform usually one that has access to a huge global audience to display your company's banner or link to people based on their searches.
As a website marketer paying for website traffic is perhaps unavoidable but it's all about knowing what to choose. Paid traffic campaigns involve paying a digital advertising platform to show your ads to a predefined audience. You can also pay to send personalized messages to members of your target audience through ads sponsored by InMail. Paying for social media ads is also something that has great potential for marketing success if done correctly. Some specialized industries such as architecture or law may have directories that are only open to members who generally must pay for them.
Paying for website traffic can be an effective way to increase visibility and reach potential customers if done correctly and strategically. When considering paid traffic sources it's important to consider factors such as cost per click (CPC), target audience size and segmentation options available. It's also important to consider whether you want to focus on search engine optimization (SEO) or pay-per-click (PPC) campaigns. Finally it's important to consider whether you want to focus on organic or sponsored content.
By understanding these factors you can make an informed decision about which paid traffic sources are best suited for your business. Paid traffic marketing can be an effective way to bring more visitors to your website if done correctly. By understanding which sources are best suited for your business you can maximize your return on investment (ROI) while reaching potential customers.