Buying Website Traffic, Should You Be Doing It?

 Every few weeks an editor takes me aside and quietly asks me a question that I've been hearing so far. "Tyler, should I buy website traffic?"

Editors are wary of this topic for two reasons. The first reason is that buying a website is considered unethical. Your site is valuable to your primary audience and advertisers. Buying traffic is a trap for both of you.

Second, publishers find shopping website traffic ineffective. Good quality traffic is more likely to cause harm than good. Even if you don't see it as an ethical business challenge, it can be a significant business risk if done wrong (which is the most common way to do it).

Below I explain which publishers are buying traffic, where they are buying it from, and what the risks are when using this type of strategy in your publishing business or on your website.

Reasons to purchase web traffic

Why would a digital publisher who creates great content want to buy traffic?

Money right?

This should be the main reason why the content creator wants to spend their money to generate traffic (people ... optimistic) on their website.

And there are really two ways to buy website traffic ... ethical and unethical.

We can argue that, to some extent, the money spent on traffic purchases is real to the audience. Publishers hope that the audience will come back and see your brand/website/content properly in the future.

This is truly the most ethical and effective way to consider a traffic purchase if you are a digital publisher who is creating the right content that real people want to read.

However, this is not easy to do effectively and is debatable if possible.

This is a real conversation that is being held between top editors in conferences around the world.

If you buy visitors from Facebook, etc., are you hiring or buying visitors?

Traditionally, businesses that have built their business by buying website traffic don't care much about their "audience." They are known for pumping and downloading websites and playing fast and loose with different platforms and network strategies.

Morality is gray when buying website traffic.

Who has traditionally bought website traffic?

The best example of a publisher type of publisher buying traffic on a website is that it is not viewed very favorably in the ecosystem. or Buy Real Targeted Traffic.

Website arbitrage is the act of buying cheap website traffic to make a profit from website visits (ads/downloads / etc).

Arbitrage: Simultaneous purchase and sale of goods in different markets or derivatives to take advantage of different prices of the same property.

In this case, the "trade" is website traffic. As most quality publishers know, not all traffic is the same.

We can see inequalities in different types of traffic (geographic location, length of session, and other types of behavior and attributes).

The classical referee doesn’t care who owns it or what the traffic really is. They want to make more money from gifts than from buying traffic.

In modern times it is almost impossible to do this through a platform like AdWords. In recent years, however, publishers have turned to sites such as Facebook, Twitter, and the Native Ad Network specifically to target specific audiences who think they can buy cheap.

From here, things get trickier. The scientific tricks used to generate and profit from this traffic include:

1.Click betting

2.Encourage fraudulent clicks

3.Misleading visitors

4.Confusing navigation (to generate additional page views)

5.And scraping viral content from popular sites

 

This is why this group of publishers is so unpopular with every part of the environment.

They don't like being on the platform because they violate their policies, and when they follow the guidelines, they usually degrade the quality of the content on the platform (think "you'll never believe what you do next").

They don't like advertisers, ad networks, and ad exchanges because these types of publishers have degraded the quality of the environment. Low-quality, unlinked or even misleading or misleading audiences are not really valuable to advertisers.

And ... that's why other editors don't like them. The value of down-gun embossed arbitrators from the market (not all of them are completely bad) makes advertising less beneficial to the ecosystem for the rest of the publishers.

Needless to say, the worst performers often steal content from quality publishers and then run ads on platforms to drive traffic to the stolen content on their assets. This means that thieves are profiting from the publisher's original content.

Can You Buy Quality Web Traffic?

The answer to this question is ... even!

Example: I am writing an article about the most exciting moments of the 201 World Cup. I then use the ad platform to advertise my content to soccer fans. I’m probably getting a real audience participating in my content.

Here's the problem.

It would not be to my advantage to take that audience immediately. What if I spent $ 100 on ads for that content but only generated $ 45 from views?

I lost $55 buying that traffic.

The only way to allow me to decide if they will visit again if I feel something like this about the audience experience is Roy.

Using advanced engagement analytics to get visitor rates back from these traffic sources can be a good place to start.

You can see something like newsletter subscriptions and other details that make me believe that I will be able to bring these visitors back soon and benefit me from this audience in the long run.

With great content and great targeting, it is possible to make a direct profit by buying website traffic from quality platforms (I will explain what they are later).

Unfortunately, this toy is not easy. It takes a lot of manpower to do it well. At the end of the day, publishers have to create content that their audience likes to do their work.

If you’re already creating great content, you probably don’t need to spend all the time to make a profit by buying the right amount of traffic.

You can still do it.

This is probably not necessary.

Paid traffic was secondary at that stage. The main source of quality website traffic is still from traditional sources ... i.e. organic search, organic social, direct / return, referral traffic.

If you interested in buying a platform that brings quality traffic to your website on your site then please visit Macro Software.