There are so many options for where to purchase traffic–but how do you know which one to choose? Taboola, Outbrain, RevContent, and Facebook are among the many choices, but what’s the difference? When buying traffic it’s important to know what you’re looking for. Are you looking for a specific user or just the general masses? The answers to these can really help you narrow down your traffic providers. If you’re just looking for mass amounts of traffic you can use any or all of the traffic providers. For narrow ROIs and tight budgets it’s important to find a traffic provider that allows tenth-cent bidding. Changing your bid even one full cent can swing ROIs by huge percentages. Pennies add up when you’re pushing millions of sessions to your site.
No matter which provider(s) you work with, you will need to be prepared to SELL your content. Whether you’re selling to the masses or a narrow audience, it’s important to have the most attractive creatives possible. This fast-paced environment requires a constant pursuit of higher volume and better CTRs if you want to compete. The best way to get your hat in the ring is a large quantity of ads. If you’re trying to win a raffle and they tell everyone that they can submit their name as many times as they want, would you just put your name in once? Obviously not. In this case the person with the highest quantity (and quality) of ads will most likely come out on top. This is why ad campaigns should have several ads.
When working with multiple traffic providers it’s important to understand that no two providers are the same. They all have different rules and regulations, different traffic, and different bidding strategies. What works on Taboola might not work on Facebook and vice versa. This is why it is so hard to automate processes when working with multiple traffic providers. Everything is different, even down to the headline character limit!