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Best paid traffic sources for websites

  • PPC

Struggling to decide which paid traffic platform will give you the best return on investment? Whether you’re considering Google Ads for search dominance, Facebook Ads for detailed audience targeting, or newer options like TikTok Ads for engaging younger users, understanding the key features of each platform is essential.

In this guide, I’ll explain how top platforms like Google, Facebook, LinkedIn, Bing, Outbrain, and Taboola compare in terms of cost, reach, targeting, and conversion potential. You’ll also learn practical tips for maximising ad performance and tailoring campaigns to your business goals.

Key facts about the best paid traffic sources for websites

Google Ads offers the largest audience, with billions of daily searches, making it ideal for businesses looking for visibility and high conversion rates. It provides advanced targeting options such as keywords, location, and demographics, but the platform can be expensive due to competition and requires ongoing optimisation to maximise results.

Facebook Ads is a cost-effective option for businesses aiming to reach specific audiences using detailed targeting options like demographics, interests, and behaviours. However, increased competition has raised costs, and ad fatigue can be a challenge without fresh, engaging content.

LinkedIn Ads is the go-to platform for B2B marketing, allowing businesses to target professionals based on job titles, industries, and company sizes. While it offers access to a highly valuable audience, its higher cost per click makes it more suitable for businesses focused on lead generation or building brand authority within professional networks.

Bing Ads stands out for its lower competition and cost compared to Google Ads, making it an attractive choice for businesses with smaller budgets. Although it has a smaller audience, it provides access to niche demographics and older users who are less reachable on other platforms.

Outbrain leverages native advertising to promote content on premium publisher sites, offering a less intrusive way to engage audiences. While effective for building brand awareness and driving high-quality traffic, its higher costs and limited control over ad placement make it less flexible than traditional ad platforms.

Taboola, similar to Outbrain, focuses on native advertising but often offers a lower cost per click. It combines personalised recommendations with a broad reach across premium publisher sites, making it effective for driving traffic and engagement with visually compelling content.

TikTok Ads is perfect for businesses targeting younger audiences with short-form video content. The platform is cost-effective and rapidly growing, but limited targeting options and the need for highly creative content can make it challenging for new advertisers.

By the end, you’ll know exactly where to focus your ad spend to drive more traffic, generate leads, and grow your online presence effectively.

Google Ads, formerly Google AdWords, is a popular platform for businesses to promote their website and reach their target audience through search, display, and video ads. 

Advantages of using Google Ads

  • Huge audience: Google Ads reaches a massive audience, with billions of searches conducted daily on Google.
  • Targeted advertising: Google Ads allows businesses to target specific keywords, locations, and demographics, making it possible to reach the right people with the right message.
  • High conversion rate: With its large audience and targeted advertising options, Google Ads can deliver a high conversion rate and strong return on investment for businesses.
  • User-friendly platform: Google Ads is user-friendly, making it easy for businesses of all sizes to create and manage effective advertising campaigns.
  • Integration with other Google products: Google Ads integrates with other Google products, such as Google Analytics and Google Ad Manager, making it possible to track and optimize the performance of your campaigns.

Disadvantages of using Google Ads

  • High competition: With so many businesses using Google Ads, significant competition for ad space and keywords drives costs and makes it more challenging to stand out.
  • High cost: Unlike other paid traffic sources, Google Ads can be expensive, especially for popular keywords and industries.
  • Complex platform: While Google Ads is user-friendly, it is also a complex platform that requires a significant investment of time and resources to master.
  • Constant changes: Google frequently updates its algorithms and advertising policies, making it necessary for businesses to stay up-to-date and adjust their strategies accordingly.
  • Need for ongoing optimization: To get the most out of Google Ads, businesses must continually monitor and optimize their campaigns to ensure they deliver the best results.

How to use Google Ads effectively

  • Define your goals: Determine what you hope to achieve with your Google Ads campaign, whether it’s driving traffic, generating leads, or increasing sales. 
  • Choose the right keywords: Carefully select keywords relevant to your business that your target audience will likely search for.
  • Create compelling ad copy: Write ad copy that is clear, concise, and attention-grabbing, and include a strong call-to-action. 
  • Monitor and adjust your campaign: Regularly review your campaign’s performance data and adjust your strategy as needed to optimize results. 

Cost of using Google Ads

The cost of using Google Ads varies depending on your chosen keywords, your target audience, and the competition for ad space. Google operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. 

The average cost per click (CPC) for Google Ads can range from a few cents to several dollars, depending on the keywords and competition.

With over 2.7 billion monthly active users, Facebook offers a massive audience for businesses to reach. In addition to Google Ads, another popular platform for paid traffic is Facebook Ads. Let’s take a closer look at the advantages and disadvantages of using Facebook Ads, how to use them effectively and what it costs.

Facebook Ads

Facebook Ads is a platform for businesses to promote their website and reach their target audience through display ads, video ads, and sponsored posts on the world’s largest social network. 

Advantages of using Facebook Ads

  • Targeted advertising: Facebook Ads allow businesses to target specific demographics, interests, behaviours, and locations to reach their desired audience.
  • Detailed targeting options: Facebook’s extensive user data makes it possible to target ads with high precision, reaching the right people at the right time.
  • Cost-effective: Unlike other paid traffic sources, Facebook Ads can be a cost-effective way to reach a large audience.

Disadvantages of using Facebook Ads

  • Ad fatigue: With so many ads appearing in users’ newsfeeds, there is a risk that your ads will be ignored or overlooked.
  • Increased competition: As more businesses flock to Facebook Ads, ad space and attention competition is rising, driving up costs.

How to use Facebook Ads effectively

  • Define your goals: Determine what you hope to achieve with your Facebook Ads campaign, whether it’s driving traffic, generating leads, or increasing sales.
  • Choose the right target audience: Use Facebook’s detailed targeting options to reach the people most likely interested in your business.
  • Create compelling ad content: Use eye-catching visuals and clear, concise ad copy to grab users’ attention and encourage them to take action.
  • Monitor and adjust your campaign: Regularly review your campaign’s performance data and adjust your strategy as needed to optimize results.

Cost of using Facebook Ads

The cost of using Facebook Ads varies depending on the target audience, ad format, and competition for ad space. Facebook operates on a bidding system, where businesses compete for ad space based on their bid and the relevance of their ad to the target audience. 

The average cost per click (CPC) for Facebook Ads can range from a few cents to several dollars, depending on the target audience and competition. 

Both Google Ads and Facebook Ads are powerful platforms for driving traffic and reaching a target audience. However, each platform has unique strengths and weaknesses, and the right choice for your business will depend on your specific goals, budget and target audience. 

To determine which platform is best for your business, consider the following factors: 

  • Target audience: Who are you trying to reach, and where will they most likely be found online?
  • Goals: What do you hope to achieve with your paid traffic campaigns, and which platform is best suited to help you reach those goals?
  • Cost: How much will you spend on paid traffic, and which platform offers the best value for your budget?

In addition to Google Ads and Facebook Ads, LinkedIn Ads is another platform businesses can use to reach their target audience and drive traffic to their website. Let’s take a closer look at the advantages and disadvantages of using LinkedIn Ads, how to use them effectively and what it costs.

LinkedIn Ads

LinkedIn Ads is a platform for businesses to promote their website and reach their target audience through sponsored content, display ads, and sponsored InMail on the world’s largest professional network.

Advantages of using LinkedIn Ads

  • Professional audience: LinkedIn is a platform professionals use, making it a great place to reach a highly engaged and valuable target audience.
  • Targeted advertising: LinkedIn Ads allow businesses to target specific industries, job titles, and company sizes, making it possible to reach the right people with the right message.
  • Strong ROI: With its highly targeted audience and professional context, LinkedIn Ads can deliver a strong return on investment for businesses.

Disadvantages of using LinkedIn Ads

  • Higher cost: Compared to other paid traffic sources, LinkedIn Ads can be more expensive, reflecting the high value of its professional audience.
  • Limited reach: With only a fraction of the users of Facebook or Google, LinkedIn has a more limited reach and may not be the best choice for businesses with a broad target audience.

How to use LinkedIn Ads effectively

  • Define your goals: Determine what you hope to achieve with your LinkedIn Ads campaign, whether it’s driving traffic, generating leads, or increasing sales.
  • Choose the right target audience: Use LinkedIn’s detailed targeting options to reach the professionals most likely interested in your business.
  • Create compelling ad content: Use eye-catching visuals and clear, concise ad copy that speaks directly to your target audience and encourages them to take action.
  • Monitor and adjust your campaign: Regularly review your campaign’s performance data and adjust your strategy as needed to optimize results.

Cost of using LinkedIn Ads

The cost of using LinkedIn Ads varies depending on the target audience, ad format, and competition for ad space. LinkedIn operates on a bidding system, where businesses compete for ad space based on their bid and ad relevance to the target audience.

The average cost per click (CPC) for LinkedIn Ads can range from a few cents to several dollars, depending on the target audience and competition.

In addition to popular platforms like Google Ads, Facebook Ads, and LinkedIn Ads, another important option for businesses to consider is Bing Ads. Bing Ads offers a way to reach a different target audience and potentially lower costs than other paid traffic sources.

Let’s take a closer look at the advantages and disadvantages of using Bing Ads, how to use it effectively and what it costs.

Bing Ads

Bing Ads is a platform for businesses to promote their website and reach their target audience through search ads, display ads, and video ads on the Bing search engine and its partner network. 

Bing offers a way to reach a different target audience compared to Google Ads and other popular platforms, with the potential for lower costs due to lower competition for ad space. 

With detailed performance data and a pay-per-click model, Bing Ads provides businesses with a valuable opportunity to drive traffic to their website and achieve their goals through effective paid advertising.

Advantages of using Bing Ads

  • Reach a different audience: Bing Ads offers a way to reach a diverse target audience compared to Google Ads and other popular platforms.
  • Lower costs: With lower competition for ad space, Bing Ads can offer lower prices than other paid traffic sources.
  • Detailed performance data: Bing Ads provides detailed performance data, making it easy to track the success of your campaigns and adjust your strategy accordingly.

Disadvantages of using Bing Ads

  • Smaller reach: With a smaller user base compared to Google and other popular platforms, Bing Ads has a more limited reach.
  • Lower ad quality: With lower competition for ad space, the quality of ads on Bing can be lower, making it more challenging to stand out.
  • Lower conversion rate: For some industries or niches, Bing Ads may have a lower conversion rate than other paid traffic sources, potentially leading to lower returns on investment.

How to use Bing Ads effectively

  • Define your goals: Determine what you hope to achieve with your Bing Ads campaign, whether it’s driving traffic, generating leads, or increasing sales.
  • Choose the right keywords: Carefully select keywords relevant to your business that your target audience will likely search for.
  • Create compelling ad copy: Write ad copy that is clear, concise, and attention-grabbing, and include a strong call-to-action.
  • Monitor and adjust your campaign: Regularly review your campaign’s performance data and adjust your strategy as needed to optimize results.

Cost of using Bing Ads

The cost of using Bing Ads varies depending on your chosen keywords, your target audience, and the competition for ad space. Bing operates on a pay-per-click (PPC) model as the other networks presented here, meaning you only pay when someone clicks on your ad.

The average cost per click (CPC) for Bing Ads can be lower than other paid traffic sources, depending on the keywords and competition.

Unlike the previous ones, the next platform to consider is Outbrain – a platform specialising in native advertising and can be a valuable tool for businesses looking to drive traffic to their website. Let’s take a closer look at the advantages and disadvantages of using Outbrain, how to use it effectively and what it costs.

Outbrain

Outbrain is a unique platform that deserves a place in our list of the best-paid traffic sources for websites. With its focus on native advertising and its large network of premium publisher sites, Outbrain offers businesses a way to reach a large, engaged audience and promote their website in a more engaging and less intrusive way than traditional advertising methods.

Whether you’re looking to drive traffic, generate leads, or increase sales, Outbrain is a powerful tool for achieving your goals through paid advertising.

Advantages of using Outbrain

  • Native advertising: Outbrain offers a way to promote your website through native advertising, which can be more engaging and less intrusive than traditional banner ads.
  • Large network: Outbrain has a large network of premium publisher sites, making it possible to reach a large audience through your advertising campaigns.
  • Targeted advertising: Outbrain allows businesses to target specific demographics, interests, and behaviours, making it possible to reach the right people with the right message.

Outbrain is a top traffic ad source that gives businesses a unique way to reach their target audience and drive website traffic. By leveraging native advertising and a large network of premium publisher sites, Outbrain offers businesses a way to promote their website more engaging and less intrusive while also reaching a large, targeted audience.

Disadvantages of using Outbrain

  • High cost: Outbrain can be more expensive than other paid traffic sources, especially for premium publisher sites.
  • Limited control: With native advertising, businesses have limited control over the placement and appearance of their ads, making it more difficult to stand out.

While Outbrain is a powerful paid traffic source, it does come with some limitations that businesses should be aware of. One of the main disadvantages of using Outbrain is its high cost, which can make it more expensive compared to other paid traffic sources, especially for premium publisher sites.

Additionally, with native advertising, businesses have limited control over their ads’ placement and appearance, making it more challenging to stand out and make an impact.

Despite these drawbacks, Outbrain remains a popular and effective paid traffic source for businesses looking to drive website traffic and reach their target audience, especially those willing to pay for a high-quality traffic source.

How to use Outbrain effectively

  • Define your goals: Determine what you hope to achieve with your Outbrain campaign, whether it’s driving traffic, generating leads, or increasing sales.
  • Choose the right publisher sites: Carefully select sites relevant to your business that your target audience is likely to visit.
  • Create compelling ad content: Write ad content that is clear, concise, and attention-grabbing, and include a strong call-to-action.
  • Monitor and adjust your campaign: Regularly review your campaign’s performance data and adjust your strategy as needed to optimize results.

Cost of using Outbrain

The cost of using Outbrain varies depending on the publisher sites you choose and the competition for ad space.

It’s important to note that these costs can fluctuate greatly depending on the specific publisher sites and competition for ad space, so it’s always best to test and monitor your campaigns to determine the most cost-effective approach for your business.

Additionally, some publishers may have minimum spending requirements, so it’s important to consider these costs when setting your budget for Outbrain advertising.

As we transition from Outbrain to Taboola, we must consider the similarities and differences between these two popular paid traffic sources. While Outbrain and Taboola offer native advertising options and reach a large network of publisher sites, there are key differences when deciding which platform to use.

In the following section, we’ll take a closer look at the advantages and disadvantages of using Taboola, its cost, and how to use it to reach your target audience effectively.

Taboola

Taboola is a native advertising platform that allows businesses to promote their website through native ads on premium publisher sites. Taboola is unique in its ability to drive high-quality traffic to your website through its sophisticated AI algorithms and vast network of publisher sites.

With a focus on personalized recommendations, Taboola uses machine learning to match your website content with the most relevant and engaged audience. This results in increased visibility and higher click-through rates than other paid traffic sources.

By leveraging technology, Taboola offers a highly effective solution for boosting your website’s traffic and reaching your target audience. Whether you’re looking for fast traffic, high-converting traffic sources, or a promotional method to increase your visibility online, Taboola is a top choice for businesses looking to invest in paid traffic.

Advantages of using Taboola

  • Unmatched Reach: With a vast network of premium publisher sites, Taboola provides businesses with access to a wide and diverse audience, ensuring maximum visibility and impact.
  • Hyper-Targeted Advertising: Taboola’s sophisticated AI algorithms and machine learning capabilities allow businesses to target specific demographics, interests, and behaviours with precision, ensuring that their message reaches the right people at the right time.

Disadvantages of using Taboola

  • High cost: Taboola can be more expensive than other paid traffic sources, especially for premium publisher sites.
  • Limited control: With native advertising, businesses have limited control over the placement and appearance of their ads, making it more difficult to stand out.

How to use Taboola effectively

  • Set clear goals: Define what you want to achieve from your advertising campaign and choose the right publisher sites to reach your target audience.
  • Use eye-catching images: Use high-quality images that grab attention and effectively communicate your message.
  • Test and optimize: Continuously test and optimize your campaigns to improve their performance and reach your goals.

Cost of using Taboola

Taboola operates on a cost-per-click (CPC) model, much like Outbrain. However, research and case studies show that the average CPC for Taboola is generally lower than Outbrain, making it a more budget-friendly option for businesses.

The cost of using Taboola varies depending on the publisher sites you choose and the competition for ad space. Still, businesses can expect to pay less for the same level of reach and targeting compared to Outbrain.

By leveraging the cost-effectiveness of Taboola’s advertising platform, businesses can maximize their return on investment and drive results without breaking the bank.

TikTok Ads

TikTok is a social media platform that has recently gained massive popularity. TikTok Ads are a way for businesses to reach their target audience through in-feed video ads, brand takeovers, and other ad formats. The platform allows businesses to create engaging and visually appealing ads that a large and growing user base can see.

Advantages of using TikTok Ads

  • Large, growing user base: TikTok has a large and growing user base, making it a potentially valuable platform for reaching a wide audience.
  • Engaging, visually appealing ads: TikTok Ads offer a way to create engaging and visually appealing ads that capture users’ attention on the platform.
  • Cost-effective: TikTok Ads can be relatively cost-effective compared to other advertising platforms, making it a good option for businesses with limited advertising budgets.

TikTok is a relatively new advertising entrant, offering a unique opportunity for businesses to reach a younger, highly engaged and active audience.

Unlike other social media platforms, TikTok is built around short-form video content, making it a visually appealing and dynamic option for businesses looking to showcase their products or services engagingly and creatively.

With its growing user base and innovative ad formats, TikTok is quickly becoming one of the most exciting advertising channels for businesses looking to reach a younger, tech-savvy audience.

Disadvantages of using TikTok Ads

  • Limited targeting options: TikTok Ads currently have limited targeting options, which can make it more difficult to reach the right audience.
  • Unfamiliar platform: TikTok may be an unfamiliar platform for some businesses, making it more challenging to create effective ads.
  • Uncertain future: TikTok’s future as a platform is still uncertain, with potential changes to its ownership and regulations that could impact its value as an advertising platform.

One of the major disadvantages of using TikTok for driving traffic to your website is its limited audience. TikTok is predominantly popular among younger generations, making it difficult to reach older demographics.

Additionally, TikTok is a relatively new platform, which means there is less data available on its effectiveness as a marketing tool than other established platforms. This can make it challenging for businesses to accurately measure their return on investment and make informed decisions about their advertising campaigns.

TikTok’s algorithm is still evolving, meaning it can be difficult to predict how well your ads will perform and what results you can expect.

How to use TikTok Ads effectively

  • Know your audience: Make sure you understand your target audience and what they are interested in on TikTok.
  • Create visually appealing ads: TikTok Ads should be visually appealing and engaging to capture users’ attention on the platform.
  • Use eye-catching visuals: Use eye-catching visuals, such as bright colours and dynamic animations, to make your TikTok Ads stand out.

Cost of using TikTok Ads

The cost of using TikTok Ads varies depending on your ad type and the competition for ad space. TikTok operates on a cost-per-impression (CPM) or cost-per-click (CPC) model, meaning you pay for each impression or click on your ad.

The minimum balance required to start advertising on TikTok varies depending on the specific ad campaign and target audience. However, as a new advertiser, you can expect a minimum budget of around $50 to $100 to run a basic TikTok ad campaign.

The exact amount will depend on factors such as the length of your ad, the target audience, and the desired reach. It’s important to note that TikTok operates on a bidding system, so the cost of advertising can increase depending on the competition for ad space.

Final thoughts

In conclusion, many paid traffic sources are available to businesses looking to drive more traffic to their website. The best source for your business will depend on your specific needs, goals, and budget.

Whether you’re looking to reach a wide audience, target specific demographics, or leverage the popularity of a particular platform, there is a paid traffic source that can help you achieve your goals.

  • Google Ads: A popular and versatile platform that allows businesses to reach a wide audience through search and display ads.
  • Facebook Ads: A social media platform that allows businesses to target specific demographics and interests.
  • LinkedIn Ads: A professional networking platform that allows businesses to reach a highly targeted audience with B2B advertising.
  • Bing Ads: A platform offering a smaller reach but lower competition for ad space.
  • Outbrain: A native advertising platform with a large network of premium publisher sites and the ability to target specific demographics and interests.
  • Taboola: A platform that offers a wide reach and the ability to target specific demographics and interests with a cost-per-click (CPC) model.
  • TikTok Ads: A unique platform that leverages the popularity of short-form videos to reach a young and highly engaged audience.

To choose the right paid traffic source for your website, consider the following factors:

  • Your target audience: Which platform is your target audience most active on?
  • Your budget: How much are you willing to spend on paid traffic?
  • Your goals: What do you want to achieve through paid traffic?
  • Your competition: What are your competitors using, and what has been successful for them?

Consider experimenting with different paid traffic sources to find the one that works best for your business.

Don’t be afraid to try new platforms, and be willing to adjust your approach based on the results you see. With the right paid traffic source and a solid advertising strategy, you can effectively drive more traffic to your website and achieve your goals.