• Marcin Szymanski

Definition of the concept - Paid traffic

Paid traffic - specifying users coming to the site via paid search results displayed in search engines. The triggering factor for paid traffic are paid results that appear at the top of the search results list, above the natural results and are marked as advertising. Generating paid traffic involves incurring costs when users start visiting the site. A form of paid traffic is, for example, links on Google labeled "advertising". Paid traffic, which allows you to get results in a short time, is recommended for new websites and companies entering the market.

What is this about?

Google user activity surveys invariably show the highest "clickthrough rate" of the first entries in the search list. Interestingly, sponsored links located above the list have comparable "click-through". This regularity occurs regardless of the keywords being searched, thanks to which Google sponsored links are becoming an extremely useful tool in the hands of experienced marketers. By using the right strategy, the links will not only click well, but will also reach those users who decide to take specific actions, for example register on our website or buy a product.

In turn, the AdWords feature beloved by marketers is the use of the "pay for effect" model - in other words, Google charges only for clicks, i.e. when the ad achieves the effect you want. In addition, the higher your ad performance (the more clicks), the lower the cost (per click).

Sponsored posts on Facebook are another of the "big three" advertising platforms. Thanks to them, we can not only choose who we want to reach with product information, but also what specific message to address to which group of recipients. We can very precisely plan not only demographic criteria (age, place of residence, education), but also the interests of recipients, and even select only users according to life events (e.g. birthday, wedding, moving house)

Pros of paid traffic:

quickly generating visits,

the ability to target a group of customers,

independent of website quality / SEO.

Paid traffic cons:

quite high costs,

not suitable for everything

requires constant cash outlays,

stops working without funding.

Types of paid traffic:

Sponsored links:

Sponsored links are the colloquial name for ads placed in search engines, usually organic (natural) results. These ads are broadcast using the AdWords system - an extremely advanced mechanism for creating, publishing and analyzing the effectiveness of ads.

Sponsored links are not just text search ads. The AdWords system allows you to display graphic ads on the Display Network, i.e. on millions of pages on virtually any topic, ads on youtube, including advertising films, ads for specific products with photos, and finally remarketing ads, which are those that "follow" the user, who visited the site.

AdWords goes even deeper, because it also allows you to display ads in applications for smartphones or tablets, and even directly in Gmail user mailboxes.

The best part is that thanks to precise targeting, you avoid randomness by using sponsored links. The ad is seen by those who are somehow interested in your offer.

An even more important feature is the method of calculating payments. You pay when someone reacts to your ad and clicks on it. Thanks to this, in order to acquire the same number of potential customers, you need a thousand times smaller budget than in a blindly broadcast television or radio advertisement.

The last of the most important features of this form of advertising is the way of determining the position of the ad display. Always, regardless of where the ad is broadcast, this is an auction. It runs in fractions of a second and is unnoticeable to you or your customers, but the AdWords system, to decide which ad to display, compares many factors, such as the rates offered by advertisers, the quality of the ads or even the quality of the pages to which the ads lead. Based on these factors, a ranking of ads is built, which already directly determines whether your ad will appear in the first, third position or not at all.

Facebook advertising:

Advertising options on Facebook are enormous. Best of all, we can use most of them ourselves, without the support of an advertising agency or media house.

Facebook advertising is an auction system. This means that the rates of individual advertisers or even individual creatives differ. The Zuckerberg portal takes into account a number of factors that determine how much money it takes.

We influence some of these factors. Others, in turn, are independent of us. It is worth knowing all of them, because thanks to this we can try to lower rates by conducting A / B tests, for example.

Let's take a look then at all the known elements of the advertising cost calculation system.

The price of advertising on Facebook - from the purpose of the campaign to the location

Each setting has (or can have) an impact on how much Facebook advertising costs. This creates a complicated system of interdependencies in which a change of one factor can raise or lower the rate for a click, lead or other action we expect.

Obvious factors influence this: for example, choosing an advertising goal. For example, we may want to generate page visits using one of two advertising goals: Reach or Traffic. A comparison of the cost-per-click of both campaigns will show that the price of Facebook advertising will be different in each case. One of them got cheaper users. Note: this will not always be a Movement!

Another example? Locations and devices. Typically, user input from mobile devices is cheaper than from desktops and laptops. Two Ad Sets that differ only in this one element will therefore achieve different results and differ in rates.

Target group and the price of advertising on Facebook

How much Facebook advertising costs also depends on the target audience. And in several ways.

First, the size of the group affects the price of Facebook advertising.

If your group is too wide, Facebook will delete you much more. Why? Because you didn't apply enough to your task. You did not specify the recipients of the ad. Because of this, people who are not interested in it will probably see her. From Facebook's point of view, this crime deserves the highest punishment - the highest rates! We will return to this thread.

It would seem that the ideal would be a narrow target group, for example several thousand people. However, this can also be problematic. A very narrow group that doesn't get much involved in advertising will likely cost a lot.

Secondly, the cost of reaching a given group depends on how many people want to reach it at the same time. In a word: competition.

Facebook shows a certain number of ads to users during the day. He must make sure that we sit quite nicely on the portal (yes, he really wants our good!). Therefore, he decides whose ads to display.

There are groups for which fewer advertisers are fighting or are large enough to have a place for everyone (for example, broad categories of interest). Then the amounts will be smaller. There are specialist groups with a lot of competition - here, below a certain amount per click, you simply can't go down - an amount even several times higher than in another target group.

Relevance Index

I don't know if you know, but Facebook has an indicator that tells you how good your ad is. It's called the Relevance Index. I devoted a separate entry (I recommend it!), So now I will say briefly: it is a result on a scale of one to ten that reflects the quality of your ad.

Quality specifically understood. It is influenced by several factors - CTR, positive reactions to advertising (likes, comments, spreads) as well as negative ones.

As you can see, the Relevance Index (Ratio) is several elements in one. CTR is for Facebook information about how well you matched the creation to the group. The premise is simple: interesting, attractive advertising encourages action. The more people click, the cheaper the ad will be.

Similarly with reactions. The positive shows that you like the ad. Negative - no. Facebook takes this into account when setting rates, but not only. How often your ad will appear to representatives of a given group depends on the number of reactions and their type.

These two elements can of course be related, but not always. I run campaigns in which ads with a high Relevance Rate do not sell, and those with an average value of this ratio (4-5) convert like crazy.

What does it look like for you? Search Google Analytics. You will find them if you use UTM links.


Spending on Facebook

I left this item to the end because I didn't want you to focus too much on it. The prices of Facebook ads depend on the amount you want to spend. This involves two settings.

First, your advertising budget - total or daily - that is, the amount you have prepared and you are willing to spend.

Secondly, the rate per share (e.g. click). This can be automatic or manual. You can try to boost the ad results (e.g. frequency of impressions) by controlling this value.

Facebook always estimates for you and suggests how much you should spend and how much you can get for it (clicks or coverage). Honestly? These values ​​are highly averaged and should not be worried. You will know the real costs only after analyzing several of your own campaigns.


There are other factors that affect how much Facebook advertising costs. Among other things, things that are beyond our control, such as the competition we talked about or higher costs related to it, e.g. during the holiday season. Then the expenditure on advertising increases, and thus, the rates of individual advertisers.

The factors listed above are the most important. Now you can start analyzing your ads and their results through their prism. Look for the reasons for the high costs or exceptional performance of individual campaigns. For my part, I wish you the lowest rates and the highest possible return on investment!

Ads on Twitter

Twitter is a social networking site that allows users to microblogging, i.e. placing short text entries, sharing with them on the site, and commenting on other users' entries. Many public figures use Twitter and are very popular with the elite.

Before you start creating ads, you should think about and choose the advertising goal for which Twitter will optimize your campaign. For now, Twitter offers goals such as: increasing company awareness, increasing the number of followers, increasing engagement with the tweet, directing website traffic, increasing application downloads.

Twitter advertising is available in a text format with small graphics and a link to the destination URL.

Targeting on Twitter

Twitter provides precise targeting tools to reach the largest potentially interested audience. In addition to such basic targeting options as targeting a selected language, gender, device, location, Twitter offers a number of other options, e.g. it is possible to target users watching specific profiles. The Twitter algorithm for targeting ads is based on shopping behavior, lifestyle and other user characteristics.

Twitter Retargeting (Tailored Audiences)

It allows returning with communication to users who have already interacted with the company. Twitter offers 3 forms of reaching these users:

  • Lists of specific users based on their email addresses, usernames or user IDs

  • People who visited the website based on a special tracking code

  • People who have taken specific actions in the company's mobile application, such as installing the application or logging in based on the tracking code

Types of Twitter Ads

Promoted Account is an ad format used to advertise a Twitter account among users who are not yet following this account. The ad appears in the "Worth Watching" section of the homepage, profile page and search results.

Promoted Tweets allows you to highlight a post (tweet) and increase its reach on the site. Promoted entries are displayed on both the homepage and company profile as well as in search results

Promoted Trends are highlighting specific topics and hashtags that move to the top of the Trends list. Promoted trends can be displayed on the main page and in the trends section.

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Blog Campaigns (Blog Backgrounds)

A blogosphere campaign is just as necessary as website positioning. You have to realize this fact a little earlier and overtake your competitors in activities on external blogs. Their authors are not only creators of domains with very good SEO rates, but also real opinion leaders and trendsetters. So get to know the 10 Commandments for an effective campaign in the blogosphere.

1. Aim at increasing brand awareness

You cannot run any campaign without a pre-defined goal. Do you increase brand awareness? Do you achieve sales goals? Are you interested in selling a specific product group? Do you want to achieve a certain number of registrations or increase your position in Google search results?

Define your goals and use them to join the campaign. Remember, however, that each type, including the one with bloggers, has pre-defined assumptions. This form of cooperation is mainly building and increasing brand awareness and good PR. A skillfully planned campaign is a success not only in this field, but also sales profits. So plan your activities well to get the most out of them!

2. Think creatively

Plan a creative presentation of your product or service. Surely you know how to do it, but listen to the suggestions of bloggers - they have great ideas! Do not expect the authors to only place an advertising banner - in this way you will not gain much, and this blog will not help either. Remember that a modern campaign with digital influencers is primarily the use of social media and multidimensionality - various tools with which you can publish unique content. Boring, unremarkable cooperation is not a challenge for a blogger, so he will reject it without a second thought. Bloggers know well how to reach their target group and activate their audience - they use Snapchat for one action, Instagram for other activities, and YouTube or Vine for other purposes. It is worth noticing this potential and using it.

3. Put the brand in context

Entering the world of the blogosphere is a very important element for the brand to build its awareness. Remember that a campaign on blogs is nothing more than taking care of the brand image and its recognition, and these elements directly translate into sales. You present your products or services on a blog, so place them in a specific context, i.e. in fashion styling, during everyday cooking, while traveling to distant countries or running a marathon. This will make the nature of communication much more attractive. Also think about the competition. Winning affects the good perception of the brand by blog readers. The image is built by such small but nice campaigns, and the positive reception of the brand is of great importance both at the initial stage of promotion and distribution, as well as when the brand is already recognizable.

4. Think about the competition

The second popular type of brand promotion on the blog are contests and distributions, i.e. entries engaging readers and encouraging them to test the product. It's a very good way to promote companies from the beauty, fashion, culinary and electronic industries. Winning in such a competition results in a friendly reception of the brand, brings positive associations and, in addition, strengthens the blogger's position among the competition. Macademian Girl has established such cooperation. Together with the Huawei brand, she prepared a creative competition in which modern telephones were to be won.

5. Learn from the mistakes of other brands

First of all: no business approach. Treat the blogger as a one-man advertising agency. Do not exalt yourself, do not treat blogs as a collection of pleasant texts, infantile photos and funny contests.

Secondly: inadequate salary or barter offer. Remember that prices are distributed in the blogosphere like a color palette. It's best to ask several authors for a quote, then you will have a broader view of the salary for a specific job. Of course, prices can be negotiated, but not with everyone and not always. When it comes to barter, here the matter is simpler - popular bloggers completely give up such cooperation, unless the value of the barter exceeds the amount they specify. Authors of websites with low reach, especially those who test products, willingly settle barter.

6. Choose the right bloggers to work with

How? Browse Google, blog directories, ask friends, use blogging platforms or go to the agency. You definitely have to consider a lot of factors, such as:

  • blog category and its topics,

  • target group to which the blogger goes,

  • blog aesthetics,

  • blog statistics (number of unique users, bounce rate, SEO parameters),

  • blog readers' involvement (comments, social media activity).

7. Define the schedule

The schedule is mandatory to allow bloggers to rip in time. There is no place for chaos here. The schedule should include several necessary points:

  • deadline for submitting content for approval or any corrections,

  • deadline for applying corrections,

  • date of publication of the blog and social media.

8. Prepare guidelines, especially regarding the entry

Nature of the entry - you can choose a product overview, review, test or advisory form.

Form of product presentation - indicate clearly in which context of product presentation you care.

Entry length - no specific entry as to the volume of the text may result in the blogger imposing it on its own.

Number and stylist of photos - set specific number ranges of photos, as well as their style.

Text format - meaning needed markings. Even if the entry has an image purpose, it is worth baking two birds with one stone and take care of the SEO aspect: the right title, markings of headings with H2 tags, bolding of key phrases, the right link to the store's website (dofollow / nofollow), marking images with the ALT attribute.

Entry category - blogs are built in a variety of ways. It moves away from the classic blog format (left content + right sidebar) in favor of a tile layout or a combination of styles. Determine what category your entry should be in so that it does not appear that it does not appear on the main page immediately after publication.

Hashtag - it's a good idea to give your campaign a unique hashtag so that you can easily track the campaign using the right tools.

Post promotion - find out if it's possible to promote your post on Facebook or add a tracking tag to remarketing. The campaign with bloggers will then bring better results and can be used for longer.

Future use of photos - decide if you can use photos to advertise the product on your company or Facebook blog.

9. Sign the contract

Agreement with a blogger is a must. You must include all the arrangements in it, not to mention anything that is crucial. The contract should contain the following provisions:

Confidentiality - it should be noted that the parties may not disclose any design findings to any third party without the express written consent of the disclosing party.

Duration of the contract - be sure to require the blogger to not delete the blog entry / links until the blog is closed.

Schedule - specific numbers and time to create entries, whether to include social networking or not.

Contents of the entry - photos with a specific description, number and nature of links, text form (advisory, descriptive, advertising).

10. Measure campaign activities

Consider your goal and whether it has been achieved. Look for side goals and discover the disadvantages of your actions. If the campaign is well planned and carried out, we will strengthen the image, while improving the aspects of SEO or another set goal. Remember that activities in the blogosphere are long-term.

How to measure effects?

In the first place, of course, measuring ROI and checking that the assumptions have been met. If the campaign was specified by a specific hashtag, measure the frequency of its appearance. The same applies to promoting a product or brand. If you operate on a large scale, you can use Google Keywords. Has the number of queries for a given phrase-brand increased? Take into account the number of likes, shares and comments.

Youtube Advertising

Advertise on the most popular video platform

By advertising on YouTube, you can reach potential customers and let them take action when they watch or search YouTube videos - you pay only when they show interest.

YouTube is the most popular internet service in the world that allows free placement and playback of video clips. The portal has over one billion users, which means that it reaches almost 1/3 of all people using the Internet.

Every day, 85,000 appear on it. new films posted both by private persons (e.g. video blogs) and by companies and institutions (e.g. movie trailers, music videos, presentations). YouTube is also becoming an increasingly popular advertising medium due to its very wide reach. Advertising banners can be displayed, but AdWords for video offers much more opportunities.

AdWords for video is a system that allows you to display promotional videos on YouTube alongside non-commercial content. The most popular video ad format on YouTube - in-stream ads are billed in the CPV (cost per view) model, i.e. payment per view. After clicking on the advertising film, the user may go to the advertiser's website or to their YouTube channel. Video ads can also appear on websites or in applications on the Google Display Network.

Solo Ads

What Is a Solo Ad?

A solo ad is an email campaign that you send with to a niche email list that you do not own. You basically “rent” the email list of someone else in your industry to send your targeted promotions.

Building a comprehensive email list is the cornerstone of any successful internet promotion, sale, or business. After all, reaching out to individuals directly is that much more efficient than massive, generalized ads.

How Does a Solo Ad Works?

The ‘solo’ part in the name of this model means that personal users will see your promotion alone. They will receive a message related only to your offer, without any additional attachments.

That way, prospective subscribers won’t be distracted from your message.

When an online personality in your niche builds a large enough database – thousands of subscribers –  they might start selling such ads. You will pay for their services, and in turn, they will send an email promoting it to a set number of subscribers.

What Do You Get?

When you’re purchasing from a solo ad provider, you buy by the number of clicks or emails your message will be sent to.

The owner of the list will then send the email to that many contacts, and if everything goes as planned, you get traffic and sales.

Are Solo Ads Right For Your Business?

There are many opposing opinions about this method of increasing traffic. While some companies won’t go near them, others claim they would’ve never started their business had it not been for these solo ads.

Your decision will depend on your business, but there are some rules to determine if you could benefit from solo ads or not. If you fit any of these criteria, you may consider giving it a shot.

Your Niche Is Saturated

There are some fields where the amount of content put out daily is enormous. In that case, no matter how high-quality your content is, it won’t get through without a bit of assistance.

Your Niche Is Competitive

If you’re trying to make money in, say, health, gambling, and dating, you need to rank high or you will get nowhere. Again, a helpful hand would mean the world to you in this case.

You’re Starting and/or Have a Low Budget

Sometimes, you will need your business to start growing right away, and you won’t have months to build a solid audience base. In that case, a direct advertisement can kickstart the project.

It is your content that will make the audience stay, in any case.

Benefits Of Solo Ads

In a world where we’re bombarded with information every day in every way, it’s difficult to be the business that stands out above the noise. Services such as this one may seem frivolous at first, but they could be crucial to your business’ success.

It may already be evident to you what you can get from pursuing a solo ad vendor. However, let’s take a look at why this model persisted and is widely used nowadays.

It’s Straightforward

You won’t be spending hours trying to think of catchy pop-ups or a new blog post. Instead, your brainstorming ends with writing your email and paying the vendor. The rest happens by itself.

It’s Comprehensive

If you’ve just started building your email list, you may find it challenging to reach out to large audiences. If vendors have built up massive email lists, then this will be great for you if your niche is much more general. If your niche is specific, there will also be vendors ready to cater to you.

It’s Effective

The emails your future subscribers receive won’t go into the spam folder. Instead, those people are already interested in the emails they receive from your vendor. This makes it more likely they will open the message and visit your website.

How to Ensure Success with Solo Ads

Don’t forget that, by using solo ads, you’re putting the marketing success into somebody else’s hands. To avoid misfortunate waste of money, look for telltale signs of their quality. Besides that, you should be sure they match well with what you’re trying to achieve.

The List

First of all, you should inquire as to how your vendor created their list. You can never be entirely sure they are telling you the truth. However, if you manage to confirm that you share the target audience, you’ve got yourself a win.

Here, it would be ideal that the list was built using traffic from a webpage within your niche.

The Vendor

Naturally, beware of lofty promises and check for the vendor online. You may save a large amount of money by doing some research.

Also, even if their portfolio seems spotless, start small – invest a reasonable amount, and increase it only when you’re satisfied with the results.

The Approach

Furthermore, you should ensure that the vendor doesn’t send emails to their list every day. If this is the case, your message will get lost among many others. You could also get information about the preferences of their mail list and tailor your message accordingly.

Check how they deal with users on the list that don’t open a single email; it’s a red flag if they do nothing about it. Ask about the response rate, too.

The more information you get, the better. Plus, it says a lot about a vendor if they’re happy to give and provide proof of their data.

Writing the Ad

When you are sure you’re targeting the right audience, and your service provider is of high-quality, you need to write your ad. Let’s see how we can achieve the best results.

Sometimes, the vendors offer to write the email themselves, too. This is probably a bad idea. You know your product better than they do.

Hook The Readers

Make the subject line catchy. People tend to receive tons of ads in their mailbox every week, so yours needs to stand out from the crowd. By choosing the title with care, you can ‘hook’ the prospective subscribers.

Keep It Simple

Even if the subscribers do open the email, you will lose their attention with a wall of text. Instead, make it one to three paragraphs of length, and write in proper, simple language. Don’t use complex expressions and metaphors even if they sound creative to you.

Link It

Include a link – but not five. It’s only reasonable that your message contains a link to your website. However, if you include several, it will end up counterproductive and distract the readers. A link to your main page will suffice, and you may put it in using a call to action.

Don’t forget to track each one of your links with a software like JotURL.

Target Properly

Know who you’re targeting. Even though you’re targeting an audience interested in your niche, you gain nothing by staying too general. You could address a specific problem common among that group of people. Then, offer an innovative solution.

Where to Find Solo Ads

As we mentioned earlier, finding proper solo ad vendors is risky business. Only by trial and error can you see which ones work and which are fraudulent…right?

Not quite. Nowadays, it’s possible to utilize a website acting as a middleman between you and the vendor. Such sites save you the legwork and thousands of hard-earned dollars on poor results.

There are a few solo ad networks available online, but the best, most trusted one right now is Udimi.

So, how does it work?

What Is Udimi?

Udimi is, in essence, a marketplace for people buying and selling solo ads. It’s free and straightforward to join, and when you pay, you will only be doing so to your chosen vendor.

Benefits of Udimi

The best part about it is that you get the details we discussed earlier before you even contact the person. On each profile, there is a location as well as positive and negative ratings from previous clients.

You may also learn their buying percentage. This number tells you how many people who have used the service reported a sale afterward. While this information isn’t precise, it showcases the to find what works for you. Besides, most sellers post extra information on their profile, specifying the niche they operate within and setting some ground rules.

How to Buy a Solo Ad?

Once you decide on the seller, you may apply some Udimi filters that track your traffic. The base filter will automatically discard bots. Other filters require a bit more investment, but further increase the success rate.

The system itself is pretty basic but represents a handy and effective platform for a large business model. If you’re considering solo ads, this is the best place to go to for a positive experience.

The Bottom Line

There is a wide array of people and prices, and you can use the filters offe

To sum it up, solo ads are an excellent way to increase traffic effectively. With a little caution, it’s easy to take advantage of the benefits while avoiding the drawbacks. However, remember that quality content is crucial and that this is merely an assistant.

If you have any questions about the basics or want to read more, leave a comment below. We will get back to you with more informative guides.

>>>Now it’s time to think about your business. Visit Udimi and see how it looks. Then, think again and give it a test drive. Good luck and happy marketing!<<<


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