Today, most consumers use social media to interact with friends, share experiences and… Buy!
How many times have you been watching a video on YouTube and an ad pops up or scrolling down your Instagram feed and found an ad? Several companies of all sizes are investing in this strategy.
And you can use it too.
In this article, you will learn:
What is paid traffic?
Why invest in paid traffic on social networks?
What are paid traffic tools on social networks?
Tips for getting paid traffic on social media
And much more! Keep reading this article to find out more…
Paid traffic is the volume of users who landed on your page through online ads.
Basically, you pay an advertising platform to distribute your ads and thus attract new visitors to your online page.
In the case of paid traffic to social networks, you use social media ad tools, such as Facebook Ads or LinkedIn Ads, to promote your company's campaign.
According to a survey by Coupon Válido, which gathered information from Hootsuite and WeAreSocial, Brazil is the third country in the world that uses social networks . According to the survey, we are, on average, 3h42 per day connected.
Imagine, then, the enormous potential of promoting your business in a place like this where your customer stays for almost 15% of the day?
Therefore, investing in paid traffic on social networks is an excellent opportunity for your company.
In addition, there are other very attractive advantages, such as:
Your ad has the potential to reach thousands of people in a short time and achieve faster results for your business.
In an organic traffic strategy, it can take months and even years to get a significant number of sales.
With a good investment in paid traffic, it is possible to promote your business in a very short time.
It is possible to invest from US$1 (approximately R$5.00) — which is little compared to advertising on open TV and other traditional advertising channels .
To advertise your company for just 30 seconds on the Altas Horas schedule, for example, would cost R$ 161,900.00!
Therefore, it is an inexpensive way to invest in your business.
All platforms provide a series of data for you to analyze the results of your campaigns.
In traditional advertising, it's hard to get enough data to analyze a campaign. If you put up a billboard, how do you identify people who searched for the company from it?
With online ads, you discover this and many other data!
There are several paid traffic tools on social media! Check out the main ones:
Facebook and Instagram Ads By far, these are two of the main social networks used in Brazil.
When we talk about Facebook Ads, we also include Instagram Ads, as you can run ads on both platforms (Mark Zuckerberg bought Instagram in 2012) .
And there is huge potential for these two networks, as Instagram has over 1 billion users and Facebook has over 2 billion!
Facebook Ads makes it possible to target ads to your target audience, segmented by interest, location, gender, age, among other filters. So, this feature improves the chances of reaching potential customers and increasing their conversion
Instagram Ads also allows targeting, but it has fewer features than Facebook Ads, so the second is considered more complete and recommended for those who want to advertise while the first is more suitable for beginner advertisers.
In addition, Facebook Ads provides more analytics metrics, providing a better analysis of results.
What about the world's largest video platform ?
According to Alexa, Youtube is the second most accessed website in Brazil and in the world . There are almost 2 billion active users!
Its ad platform, Youtube Ads, is considered excellent for attracting more qualified users to your page.
That's because you can place your ad to show only with specific keywords related to your business. For example, let's imagine that you search for “digital marketing agency” , PWR may place to show you an ad targeted to you, as you have shown interest in the subject.
Another advantage of this tool is that you only pay if users show interest.
To top it off, there are different ad formats:
- Bumper ads — 5-second ones;
- In-stream ads — those with a longer duration (the advertiser only pays if the content is displayed for at least 30 seconds);
- Video Discovery Ads — appear when searching for a topic in the search bar;
- Masthead Ads — top of YouTube homepage;
- Video Action Ads — template that allows you to browse a product catalog.
LinkedIn Ads is LinkedIn's advertising tool.
Considered the largest professional social network in the world , this platform offers excellent potential for anyone who wants to reach a professional or B2B audience.
According to information from HubSpot, when it comes to lead generation, LinkedIn can be 277% more efficient compared to other social networks.
In this sense, although it is not a widely used platform, it is worth investing in this platform if your audience usually uses it. It offers several ad formats, such as:
- single image ads;
- video ads;
- carousel ads;
- event announcements;
- message announcements;
- ads in conversations;
- among others.
Tik Tok became a worldwide fever and hit the big mark of 1 billion active users per month in 2021.
And guess what? Brazil is the second country that most uses this social network in the world according to a survey by Statisa .
Therefore, if your audience is present on this tool (especially if it is young), it is worth investing in paid traffic to social networks directed to this platform.
- For now, the tool only releases 3 ad formats:
- Video; Spark — boosting organic content from your profile.
Another social network with great potential, but still little explored is Pinterest!
This is a social network of images and videos. It is often used to find inspiration for content production, decoration of environments, assembly of looks, project ideas, among others.
For e-commerces, for example, it is a good opportunity to promote the brand.
Therefore, it is also interesting to attract a more qualified audience to your company.
You can use carousel, shopping, collection, video, static and standard formats. On this platform, more creative ads with a face of inspiration stand out!
Have you ever thought about using Twitter to boost your business?
Although it is not the paid traffic platform on social networks that advertisers think to promote their business, Twitter has more than 14 million users in Brazil , so it could be a good opportunity for your company!
In addition to low competition, the tool also makes available all the features of the others, such as segmentation, objective, etc.
You can advertise in four formats: promoted ads, follower ads, and trend takeover.
Regardless of the paid traffic tool on social networks that you use, it is important to worry about a few points first to get a good result. Check out some important tips:
Paid traffic only works well when you really know your persona — your ideal customer .
Remember how we talked about audience segmentations that allow you to better reach the right audience? Then!
You can segment your audience by topics of interest, age, gender, location, and more! So the more you know your audience, the more you can limit who comes to your business.
In addition, among so many advertising tools, you choose the best social network to invest in, knowing the one where your audience is.
For example, young people are using Tik Tok a lot, so if you speak to that audience, this could be a good platform. Now, if you talk to the executive audience, it might be interesting to use LinkedIn!
If possible, map the following information to your audience:
- Middle Ages;
- Average income;
- Interests and tastes;
- Social networks;
- Wishes. ## Produce content
When we are studying traffic, the question remains: investing in paid or organic traffic?
However, the truth is that paid traffic and organic traffic go hand in hand.
In case you don't know, organic traffic is the volume of users who arrive at your page without investing in ads — generally, for the production of content.
And why is it important to invest in the two together?
The production of content , in addition to attracting new visitors to your page, serves to qualify your audience — and, consequently, improve the results of your paid traffic on social networks.
For example, you can take the audience that interacted with your content and target ads to find other users with the same pattern.
So invest in content marketing too.
What is the real function of paid traffic on social networks?
Promoting a message in order to attract more people to some goal —buying, placing an order, making an appointment, etc.
However, if there is a problem with your message, you end up expanding it to more people — and therefore not getting the best results.
So, you have to be careful about your creative (the material that will be released). Check out some tips to get it right:
- Study about copywriting ;
- Use different creative formats;
- Focus on the design.
- Take good quality images;
- Bet on videos.
Attention: remember to study the advertising policies of each platform, as each has specific rules that, if you do not comply, may apply penalties to your account.
As we said before, paid traffic on social networks provides a series of data for you to analyze your campaigns. Among these data are: CPC, number of conversions, CPA, frequencies, among others.
These metrics follow the performance of campaigns and implement improvements, so it is essential to know each one of them and to know how to analyze each one.
It may seem silly, but the CTA (Call To Action) can make all the difference in the performance of your ad.
In this case, to make the right call to action, you must first know the objectives of the campaigns.
For example, Instagram Ads have the following goals:
- Brand recognition;
- Application installations;
- Video views;
- Generation of records;
- Catalog sales;
- Traffic to the establishment.
For each of these, you need to indicate a different CTA. Preferably, put the message very clear, such as "click the place your order button to order your snack" .
Traffic Manager is the professional responsible for managing your ads. It will not only take care of traffic to social networks, but also other channels — Google Ads , for example.
He works by creating the best outreach strategies, analyzing data, optimizing campaigns, among other functions.
In this case, if you really want a professional result with online ads, it's worth hiring a traffic manager or a marketing agency to take care of this part!
Internet ads are an excellent way to attract new potential customers to your business, but it's not enough to just invest money on the platform and wait for the result to appear. Strategy is needed.
PWR Marketing Digital specializes in paid traffic for different ad platforms. We have already managed more than 1.5 million reais in the account of dozens of customers and have provided several successful cases for companies from different segments.