As everyone who buys and sells online knows, the lifeblood of e-commerce is traffic. Whether you are trying to drum up business for your online store or are generating page hits for a website supported by ads, you need as many people as possible visiting your website. Beyond that, it is very important to have the right people visiting your website: those who are actually interested in what your business is offering, Without traffic, your company will fall behind the competition, lose revenue and end up going out of business eventually.
What is Targeted Traffic?
When it comes to online traffic, the targeted kind is really all that matter. This is the type of traffic that is comprised of visits from consumers who have searched specifically for your services, products or information. These visitors are focused on getting what your website is offering. Random traffic might bring a flood of visitors but if everyone hits the back button on their browser as soon they visit your website, then it won’t translate into an increased amount of revenue.
It can actually end up being a net negative to have high volumes of untargeted traffic. Those hits don’t bring you any business, but you are still having to pay for whatever bandwidth they use up.
Using different traffic generator services is one way you can get more targeted traffic to your website. Those include fairly transparent and obvious methods, like advertising on websites that are relevant to your prospective customers, paid inclusion in the search results, and direct marketing email campaigns. There are also more dubious techniques like “astroturfing” (where you pay people to talk about your services on message boards, social networks, and blogs like they were bringing up the subject spontaneously).
Purchasing traffic might seem like the perfect solution – however, is it really everything that those offering these services claim? Let’s examine some of the advantages and disadvantages of using paid online traffic.
Advantage 1: Paid traffic results in more hits.
Almost any type of paid traffic technique will get you lots of new visitors to your website.
Disadvantage 1: They might not be the right visitors.
Having a flood of poorly-targeted or untargeted traffic might not do much to justify the amount of money that was paid in order to generate that traffic. It doesn’t really matter if you get one thousand new visitors overnight when not one of them has any interest in using your service or buying the product that your business offers. Even if you just earn revenue through page views, you still are better off attracting visits from individuals who actually want to be on your website. Those visitors will return on a regular basis and tell their friend about your website. Visitors who aren’t really all that interested in the content on your website won’t return or share links to your pages. However, using a quality service will allow you to target visitors and in doing so can help ensure the visitors you get are relevant to your site.
Advantage 2: It is fast.
One of the leading claims made by companies who offer paid services for boosting your online traffic is that it is fast. Up to a certain point that is true. When links are strategically placed they can definitely generate lots of new traffic for your website, and it can often occur quickly. Paid traffic is a lot faster way of increasing how many hits your pages get instead of waiting for potential customers to find your website in the search results or another organic method.
Disadvantage 2: An unexpected spike in traffic can harm the availability of your website. Even if your paid traffic efforts are effective, you might end up becoming the victim of your successful efforts. Your website can be compromised by a sudden influx of traffic or result in your expenses going up. Almost every web hosting contract has an upper limit for how much data one site can send to and from its servers. Every new hit takes up another fraction of your overall bandwidth. When it is taken together, it can definitely end up exceeding your maximum data allowance. Usually, one of two different things will result, depending on the kind of contract that you have. The easiest thing to do in this instance is just ensure you have a good hosting package that can handle the traffic.
Advantage 3: Somebody else manages the work.
When you pay someone else to generate extra traffic for your website, whether it is via direct email targeted campaigns, posting links around the web, or placing ads on a specific website, it allows you to focus on other aspects of running your business so you can maximize the use of your valuable time.
Disadvantage 3: You might have less control.
At times, paid traffic might generate more trouble than it is actually worth unless you are very smart about what you use. For example, a dishonest company may take your money and just send unwanted emails by spamming random addresses. If a social networking strategy is involved then your paid traffic generation is even more complicated. Social network campaigns, when they are handled well, can be an excellent way of encouraging traffic, generating buzz, and developing a loyal fan base. However, when these kinds of campaigns are handled poorly, they are intrusive and it generates bad feelings about the company. That can result in no significant increase in traffic or even worse – a bunch of annoyed online users whose online experience has been disrupted and them blaming your company for it.
There are both advantages and some disadvantages to purchasing online traffic. However issues can be allayed and your profits increased as long as you:
● Choose a reputable service provider,
● Consider what effect an increase in traffic is going to have on your website’s bandwidth
● Make sure there is quality content on your website for your new visitors.