Paid traffic on social networks: get to know the main channels

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Today, most consumers use social media to interact with friends, share experiences and make purchases. That's why investing in paid traffic on social media has become essential for any business.

How many times have you been watching a video on YouTube and seen an ad, or scrolling through your Instagram feed and come across an ad? Many 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 the paid traffic tools on social networks?
Tips for getting paid traffic on social networks
And much more! Keep reading this article to find out more.

But after all, what is paid traffic?
Paid traffic is the volume of users who arrived at your page through online advertisements.

Basically, you pay an advertising platform to cayman islands whatsapp data distribute your ads and thus attract new visitors to your online page.

In the case of paid traffic for social networks, you use social network advertising tools, such as Facebook Ads or LinkedIn Ads, to promote your company's campaign.


Why invest in paid traffic on social networks?
According to a survey by Cupom 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 spend, on average, 3h42 per day online.

So imagine the enormous potential of promoting your business in a place like this where your customers spend almost 15% of their 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:

Speed ​​in results
Your ad has the potential to reach thousands of people in a short time and achieve faster results for your business.

With an organic traffic strategy, it can take months or even years to achieve a significant number of sales.

With a good investment in paid traffic, you can promote your business in a very short time.

Low cost
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 Altas Horas, for example, it would cost R$161,900.00!

Therefore, it is a cheap way to invest in your company.

Measurement of results
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 the people who searched for your business from it?

With online ads, you discover this and much more information!

What are the paid traffic tools on social networks?
There are several paid traffic tools on social networks! 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, since you can advertise on both platforms (Mark Zuckerberg bought Instagram in 2012) .

And there is huge potential for these two networks, as Instagram has more than 1 billion users and Facebook has more than 2 billion!

Facebook Ads allows you to target your ads to your target audience, segmented by interest, location, gender, age, among other filters. This feature improves your chances of reaching potential customers and increasing your conversion.

Instagram Ads also allows targeting, but has fewer features than Facebook Ads, so the latter is considered more complete and recommended for those who want to advertise, while the former is more suitable for beginner advertisers.

Additionally, Facebook Ads provides more analytics metrics, providing better analysis of results.

Youtube Ads
What can you say about the world's largest video platform ?

According to Alexa, YouTube is the second most visited website in Brazil and in the world. There are almost 2 billion active users!

Its advertising platform, YouTube Ads, is considered excellent for attracting more qualified users to your page.

This is because you can display your ad only with specific keywords related to your company. For example, let's imagine that you search for “digital marketing agency” , Webcerrado can display an ad targeted at you, since 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 — those lasting 5 seconds;
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 you search for a topic in the search bar;
Masthead ads — top of the YouTube homepage;
Action video ads — a template that allows you to browse through a product catalog.
LinkedIn Ads
LinkedIn Ads is LinkedIn's advertising tool.

Considered the largest professional social network in the world , this platform offers excellent potential for those who want to reach a professional or B2B audience.

According to information from HubSpot, when we are talking about 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 Ads
Tik Tok became a worldwide craze and reached the milestone of 1 billion monthly active users in 2021.

And guess what? Brazil is the second country that uses this social network the most 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 for social networks directed to this platform.

For now, the tool only releases 3 ad formats:

Feed;
Video;
Spark — boost organic content from your profile.
Pinterest Ads
Another social network with great potential, but still little explored, is Pinterest!

This is a social network for images and videos. It is often used to find inspiration for content production, interior design, outfit creation, project ideas, among others.

For e-commerce, 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. This platform is where more creative ads with an inspired look stand out!

Twitter Ads
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 of to promote their business, Twitter has more than 14 million users in Brazil, so it can be a good opportunity for your company!

In addition to low competition, the tool also provides all the features of the others, such as segmentation, objective, etc.

You can advertise in four formats: promoted ads, follower ads, and trend takeover.

6 tips for getting paid traffic on social media
Regardless of the paid social media traffic tool you use, it is important to consider a few things first to get good results. Check out some important tips:

Know your persona
Paid traffic only delivers good results when you really know your persona — your ideal customer .

Remember we talked about audience segmentations that allow you to better reach the right audience? Well then!

You can segment your audience by topics of interest, age, gender, location, and more! So the more you know about your audience, the more you can narrow down who comes to your business.

Furthermore, among so many advertising tools, you choose the best social network to invest in knowing where your audience is.

For example, young people are using Tik Tok a lot, so if you are speaking to that audience, this could be a good platform. Now, if you are speaking to executives, it could be a good idea to use LinkedIn!

If possible, map the following information about your audience:

Middle Ages;
Gender;
Education;
Average income;
Locality;
Interests and tastes;
Social media;
Objectives;
Difficulties;
Wishes.
Produce content
When we are studying about traffic, the question remains: should we invest 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 through content production.

And why is it important to invest in both together?

The production of digital content, in addition to also 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 your ads to find other users with the same pattern.

So, invest in content marketing too.

Create a good creative
What is the real function of paid traffic on social networks?

Spreading a message 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, consequently, not getting the best results.

So, you need to be careful with your creative (the material that will be published). Check out some tips to get it right:

Study about copywriting;
Use different creative formats;
Take care with the design.
Take good quality images;
Bet on videos.
Attention: remember to study the advertising policies of each platform, as each one has specific rules that, if you do not comply with, may result in penalties being applied to your account.

Always analyze the data
As we mentioned before, paid traffic on social media provides a series of data for you to analyze your campaigns. These data include: CPC, number of conversions, CPA, frequencies, among others.

These metrics monitor campaign performance and implement improvements, so it is essential to know each one of them and know how to analyze each one.