In a world where the internet and social traffic drives most businesses, the prospect of buying web traffic for your business website is enticing, but is it worth it? That’s the question. Sure, at first glance, an increase in page hits is exciting, but, if those visitors aren’t engaging and showing an interest in your products, you could end up feeling cheated.
Let’s take a look at the factors to consider in deciding to pay for web traffic to your site.
- What Kind of Traffic Are You Buying?
There are three main ways to buy traffic. First, there’s the direct approach in which you buy a package that promises to deliver a number of unique visitors to your site for one price. A second option is paid advertising, which requires you to engage in a pay-per-click scheme. Third, you may decide to go through Google or Bing and pay for sponsored search results. This will highlight your ad at the top of search results, where they will be noticed first. The search results option may end up being the most costly, because you will pay for the ad, as well as for a pay-per-click rate.
- How Much Are You Paying?
This is a big consideration, even more so than traditional advertising, because prices can vary greatly. In respect to cost-per-click rates, you might pay anywhere from a few cents to several dollars per click. In looking at your options, it’s important to know the size of the site or service and how much traffic could potentially be directed your way. A stronger click-through rate will result in greater visitor counts to your website, so investing a dollar or more per click may be the better option than buying the visitor package, mentioned in the first method for buying traffic.
- Now, Find Out If You’re Getting A Good Return On Investment
Monitoring your web traffic is essential in determining if your chosen method was worth it. Of course, the idea here is to get people to notice your website and take an interest in the products and services you have to offer.
Google Adwords, by way of example, cites a .4% click-through rate, so relying solely on their platform may not be in your business’ best interests. There’s always the possibility that those ads will create word of mouth buzz and direct more traffic to your site.
- Are You Making a Profit?
When it comes down to it, that’s really the best way to determine if paying for web traffic is worth the cost. Are people buying your products and/or services? Are you making more back than you spent on web traffic?
It’s recommended that you give it a week, before determining the value of your web traffic investment, regardless of what option you choose. Further analysis of web traffic versus product sales will help you decide whether you will continue to buy web traffic through the options previously listed, or whether your money is better spent through more traditional forms of advertising.
In the end, determining the worth of paid web traffic comes down to a method of trial and error.