Buying Traffic: What Does it Mean?

4 min readSep 4, 2019

There are two primary ways to get people to a website or an app: organically and paid services. Both obviously have their pros and cons. Organic traffic is users who land on websites/apps without any paid search results. Visitors ultimately find a website/app after using a search engine such as Google or Bing. On the other hand, paid traffic is a type of traffic that one must pay to obtain. For example, if you were to advertise on the Super Bowl, any traffic that the ad sent you to their website or app is considered as paid traffic.

So what does this mean? Buying traffic simply means the amount or number of visitors that an ad receives. “Buying traffic is nothing more than the set of strategies in which you will need to invest money to attract people to your offer.”. For an app to be successful, users need to be driven to an advertisement from various sources. The traffic needs to be associated to interested people to eventually buy the product or service. For this to happen, a targeted audience in a certain market/vertical is necessary.

Here are a few tips when it comes to buying traffic:

Know your target audience

It is important to have an idea of who you are attracting in terms of selling the product and service. This will give one indicator about a person’s desires, people’s intent to purchase, the way visitors behave, which channels they represent and so on. This knowledge will give you an advantage in knowing what to offer to your audience while spending less for each conversion.

Define the offer

While keeping in mind your audience, your offers need to align with the target in order for them to click on the ad. For example, creating a list of leads and decide ad formats should match your targeted audience.

Pick the correct channels

Make sure you chose the right channels for your targets! For example, let’s say you decide to buy traffic on Facebook, but none of your users use this specific channel. This means you’d had spent money on something that won't bring you any productive results. As a result, you need to know your audience in order to buy traffic on channels that are most used by them.

Performance indicators

Before starting any campaign, make sure that the budget is set and that performance indicators are determined. When we talk about performance indicators were referring to “Return Of Investment” (ROI). The more information you have the better. This will ensure a successful campaign.

Landing pages…Keep an eye on it

When purchasing traffic, every advertisement brings a person to a specific landing page which then takes a certain action. Landing pages will decrease campaign costs and increase conversions.

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Track the conversions

When buying traffic it is essential to track conversions whether there’s been a registration, an app download, or a purchase. With this tracking, it is possible to take a look at the dimensions of the campaigns and to monitor the metrics.

Remarketing

Does this ever happen to you? When you land on a landing page for a certain product and then leave. This ad continuously follows you around? Well…this is remarketing.

Setting a marking tag is important when buying traffic as a person will most likely not purchase the product or service the first time around. With remarketing, one can re-customize the ad depending on the customer’s journey un the funnel or send a message to convince the visitor to buy the product. All these remarketing tactics will eventually increase your conversions and ROI.

Optimize the campaigns

When it comes to campaigns, the ultimate goal is for that campaign to succeed and grow. This is done by testing the campaigns, analyzing all incoming data, and making sure that campaigns are profitable and that the opportunity to reduce costs is present.

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