Having read the previous sections, you may already know the answer: yes, it makes sense and makes a lot of sense. In fact, we have already seen several scenarios with concrete examples in this post.
However, it only makes sense if you get quality visitors. That is, people with an interest profile that matches what you have to offer.
It is absurd for people to visit you just to visit you and then never come back; you are only interested in traffic with the potential to come back and be loyal.
So the crux of the matter is, depending on the media you use, whether this condition is met or not.
Buying web traffic with online advertising
I have already spoken on several occasions about online advertising. To put it simply, it is basically the “traditional” advertising banners that you can find in search results, on web pages, social networks, YouTube, etc.
You can consider this type of advertising as a source of income if you are the owner of a website that displays this type of ads, or as an advertiser that hires ads.
In this case, we are obviously talking about the latter. You are the advertiser who wants to attract visitors to your website.
The two main advantages of this are:
The results are practically immediate.
It is very scalable and at the same time very affordable for beginners, because the online advertising platforms Google AdWords, Bing Ads or Facebook Ads allow you to start with very low budgets of just a few euros.
The problem with this system, as an outbound technique, is the phenomenon of “advertising blindness” of the users that I have already explained above, although this is more a problem for the website that displays the ads (it reduces their income), than for the advertiser.
You have to combat this with a good segmentation. This is the process by which you will profile the type of audience and where this audience will see the ads so that there is the maximum possible affinity between the audience and the ads.
The two most commonly used payment methods are:
CPM (Cost Per Thousand Impressions): the advertiser pays a pre-agreed amount for every 1,000 unique users who see the ad.
CPC (Cost Per Click): the advertiser pays only for the clicks received on the ad.
Since advertising space for online ads is auctioned, prices depend on advertiser demand and vary greatly depending on the demand received by the segment targeted by the ad in question.
CPC typically ranges from a few tens of cents to a few euros.
CPM prices range from a few euros in smaller media, to prices over 100 euros in larger media. Here are some examples.
