Should you buy traffic to your site to increase advertising revenue?Back in the early days of the Internet, it was not uncommon to see sites with traffic counters located somewhere on the main page. It was assumed that the sites with the largest numbers had to be the most successful, but that was, and still is, not always the case. The quality of traffic received is more important than the actual volume, which makes it tough to know whether buying traffic is a good way to increase your site traffic and advertising revenue. In order to answer that question, there are a few things that need to be considered. Let’s take a look:
QualityWe touched on this briefly in the opening, but it’s certainly worth discussing a little further. When you pay for visitors, you really need to know where they come from and what their intention is. Some places will essentially artificially inflate your numbers by delivering bot visitors instead of real visitors. As you can imagine, bots do nothing to increase your chances of a sale, and they may also end up leading to your site being blocked by ad networks and blacklisted by the advertisers who have paid to put ads on your site.
RatioPaying for visitors to your site can certainly deliver a nice little boost in your numbers, but you have to ask how those numbers look to the advertisers, and if having those extra visitors is actually delivering a return on your investment. With paid traffic, you often have little control who arrives at your site, which means getting a lot of people with no interest in what you are offering. They won’t stay, they won’t buy, and they will not click on the ads being shown. High traffic volume with low click rates is not very enticing to an advertiser.
GoalsIf the majority of ads on your site are based on the number of views (CPM), you can almost guarantee that advertisers are not going to be happy with having to pay for what are essentially "junk" views. The want to see a real return on their investment, which can't happen if the vast majority of your visitors leave in a matter of seconds.
CostBefore spending a penny on paid visitors, you really need to think about the return on your investment. If it ends up costing you more to get the traffic than you make in sales or ad revenue, can it really be viewed as a smart business decision?
SustainabilityThere is always the possibility that some of your paid visitors like what they see on your site and decide to bookmark it to return at a later date. You will eventually lose those people, as well as your organic visitors, if you don’t deliver any content that will hold their interest. Simply filling a site with ads and hoping that the extra visitors will deliver an income boost is not a great long-term plan. The boost is good, but it should not be used as your sole strategy for growth.
Posted in Ad Strategies February 03, 2016 (updated June 26, 2017)
- Should you charge for ad clicks or ad impressions? CPC vs. CPM
"When it comes to having ads on your blog or website, there are a couple of different pricing strategies that you can employ. If you have a site that generates a lot of traffic every day, you might be quite happy to go with ads that pay by the number of impressions. " More
- How frauds can ruin your advertising deal?
"Whenever there is money to be made, there are going to be people who look for ways to cheat the system in their favor. This happens with online advertising, as both advertisers and publishers want to maximize their investment and earnings. " More
- When can you sell ads directly to advertisers?
"One of the best aspects of having advertising on your website is when you reach a certain point, you can sell ads directly to the advertisers. There is no set amount of traffic that you need to hit in order to make that leap, as some advertisers will require you to have a larger audience than others. " More
- Challenges for business with ad serving during the pandemic
- How to calculate a simple advertising budget
- Ad serving in video games
- Benefits of ad servers to publishers
- Ad serving tips for email marketing
- Serving ads on a hobby or niche website
- Ad creative tips during a crisis
- Five benefits of video ad serving for your online magazine