we compared the two for you [Infográfico] – WAU

The decision to invest in a digital marketing strategy focused on organic traffic or paid traffic should take into account aspects such as: objective, cost-benefit, urgency of results and available resources.

The desire of every business is to win new customers and increase their revenue. However, for that to happen, the first step is to make your company known. And to gain this visibility, your company can adopt Digital Marketing strategies.

Being present in the digital environment presupposes that your company has a website and / or a blog to be able to attract potential customers.

But it is no use just presenting them without a defined strategy, after all there are thousands of sites and blogs that offer content and information similar to what you offer, in addition to several businesses competing with yours.

And for your company to become known, some attitudes are necessary. Thinking about it, we will address in this post some strategies for increase the number of visitors that arrive at your business page.

To do this, we’ll cover the types of traffic, the advantages and disadvantages of each so that you can assess which strategy is best suited to your company’s reality and desires.

Organic traffic

The great feature and advantage of organic traffic is does not have a direct cost. Visits of this type of traffic reach your company’s website or blog through search engine searches, like Google, for example.

That is, if the word typed in the search engine is a keyword used by your company with the intention of improving the ranking of your domains, your business will appear among the results displayed.

But it is useless to be one of the last results of the research, after all, as already proved by the Moz research, on average 71.33% of searches result in clicks on the organic results on the first page.

And to improve this position you can invest in Content Marketing strategies. With it you can produce optimized content that help people find your company more easily through search engines.

To enhance this, it is important to produce the content with great attention to SEO practices. Which means you have to choose well linked keywords your business area and that are also appropriate to the interest and of your persona.

O Google Keyword Planner is a great tool for discovering those words. Find out here how to use it and achieve the best results!

These strategies can generate results in the medium and long term, since producing quality content takes time and it is important to do it with a certain frequency so that the visitor can read other content and advance through the sales funnel.

In addition, winning positions in search engines is not a quick task and needs to be done consistently if you want to stay in the position reached.

About the investment for this type of traffic we said that it does not involve a direct cost. This is because you do not pay directly for the clicks of visits, but indirectly you had to spend to: have your company’s website and blog, hire professionals to produce the content and rank them – among other expenses – in order to get visitors.

Content strategy stage

Paid traffic

In paid traffic, as the name implies, you need to pay for visitors to reach your business page. This is done through ads that contain the keywords chosen by you and, only when you click on it, you need to pay.

To keep your paid traffic rate constant, you must always have active ads. After all, without ads this type of traffic will decline. And in order to grow it is important that each ad is appropriate to the media in which it will be published.

The investment in paid media can boost the content produced on your blog by expanding the reach of these materials, publicizing your website, offering a promotion, among other options.

To create the ads you can use:

1. Google AdWords

The created ads appear in search engine results and on Google partner sites. You only pay when someone clicks on your ad, so if it doesn’t, you won’t have to pay for it.

Google AdWords allows you to A / B test your calls, texts and CTAs so you can find out which type will perform best.

Through competition, Google AdWords ads vie for appearance both on the search engine and on Google partner sites. The chosen one is given by the bid amount and the relevance of the site according to Google itself.

The ranking of each ad is based on Ad Rank, which defines which ones will be shown based on issues such as ad quality versus bidding on the keyword auction. And using Google metrics, it measures the relevance and quality factors of each of the ads.

In this type of media, it is possible to target your ad to appear for a specific type of device (computers, tablets or mobile devices), for the chosen locations, allowing you to create different messages according to the location, among other options.

Want to learn how to create your first AdWords campaign? Check out our post!

2. Facebook Ads

On Facebook Ads you can create ads with text, photos and videos, and that can direct to your company’s website or even to your fanpage.

This type of paid media enables a high segmentation of the audience that will see your ad, such as the ability to choose factors such as gender, location (city, state, country), age, relationship status, profession and even personal interests, in addition to being able to export a list of contacts and place them it in the ad.

facebook ads

Payment for this strategy can be made by number of clicks or views. In addition, there are two different types of ads on Facebook:

2.1. Sponsored story

This type of ad is displayed to friends of people who have already liked your page showing the interactions users are having, like sharing a post or polling polls. It is a kind of virtual word of mouth.

2.2. Promoted Post

Instead of creating an ad, you can boost an actual post making it go to the top of your followers’ newsfeed, gaining more visibility among users who already like the page.

If you were curious which of these media is the best for your business, read our post Facebook Ads or Google Adwords: which is the best for your business ?.

Organic traffic vs. paid traffic

The decision to invest in a digital marketing strategy focused on organic traffic or paid traffic should take into account aspects such as: objective, cost-benefit, urgency of results and available resources.

In order to make a comparison based on these points, we will identify the advantages and disadvantages to invest in the attraction of each one of them when we put them side by side.

One thing is right, both traffic are complementary, that is, better results will be achieved if your company makes investments in both types.

However, it is necessary to take into account some details, for example, the fact that if the investment of paid traffic stops the entire strategy, it can be undone, while in the organic the results achieved are not at the same risk, since a content continues to generate results even after it was published.

To illustrate the costs related to each traffic, check the chart below:

paid traffic or organic traffic

Let’s assume that, to generate 30 leads through ads on Google Adwords or Facebook Ads, it would be necessary to invest R $ 1,000.00. This results in a cost per lead of R $ 33.33. As in these types of media, this payment refers to the number of clicks, you pay R $ 33.33 per user who clicks and becomes a lead.

And to achieve this same result in another month, the investment required is the same. If you want to double the number of leads generated, you will also need to double the investment made.

paid traffic or organic traffic

The investment required to produce and publish Content Marketing materials involves a higher initial cost per lead when compared to the previous graph – in this case this cost reaches R $ 100.00 for each lead generated.

However, it is possible to note that this cost decreases over time because the content already published continues to generate visits and leads, impacting an increasing number.

paid traffic or organic traffic
paid traffic or organic traffic
paid traffic or organic traffic

The factors that will determine the difference in investments in each traffic are the budget and the goals of your company in the online environment.

As shown above, if your business is interested in having a solid lead base that presents continuous growth at an ever lower cost, have no doubts about adopting Content Marketing for your company.

If you have any doubts, check out the complete infographic that will end any of them:

Paid or organic traffic


We hope to have solved your doubts about the types of traffic and the characteristics of each one. With that knowledge, devising both a paid and organic strategy for your company will become a much easier task.

And that it was very clear that both traffic are complementary and there is no one that is better than the other.

We try to demonstrate the costs and returns of each one, along with their specificities so that according to the reality of your company, you can properly define which traffic will be best to reallocate part of your investments.

Tell us what you think of the content and if there are any more questions related to Digital Marketing that you would like to learn to put into practice in your business, write in the comments below!

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