There are many reasons to add paid traffic as a lead generation tool to bring more users to your website. In some cases, it is not even possible to gain visibility without paying to get your website in front of potential users. Imagine a highly competitive search term that populates 5 ads above the fold. Those companies who understand the pay-to-play nature of modern search engines are willing to pay for their spot at the top. And, they subsequently push down even the best SEO-optimized search results.

Also, it’s important to consider the value in paying for traffic in order to test messaging. Thereis no better way to test your website copy or your marketing funnel than to load it up with users and watch how they respond to changes. When done properly, you can gain valuable insights in days that could otherwise take days to gather from organic traffic.

Paid digital advertising is both a short and long-term approach to driving users to your product/website and as a top internet marketing agency, we usually use PPC to supplement SEO services. These are usually used for retail sales and obtaining new followers. Testing is much more important because sometimes even very small changes to ads can result in significantly different outcomes.

High quality ads are mandatory since you are usually paying to get in front of people for the first time. And, in google AdWords, low quality ads actually have to pay more for each click. Facebook is a growing platform for ads and video is becoming most prominent.