The buying of paid traffic in a vertical is an activity that tends towards monopoly.
The more traffic you buy, the more you can filter out non-performing traffic, the better the quality of leads generated, and the lower the cost per lead.
The Virtuous Circle of Paid Traffic Buying
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1
HowMuch Buys Traffic
Uses proprietary AI bidding and targeting software from our AI platform.
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2
HowMuch Filters Out Non-Performing Traffic
New traffic buyers without this filtering buy the traffic we have excluded, which is lower quality traffic with fewer conversions and higher cost per lead.
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3
HowMuch Lead Quality Improves Continually
As we filter out non-performing traffic and optimize our systems, lead quality improves over time, creating better outcomes for our clients.
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4
HowMuch Can Buy Traffic at Lower Cost
With better lead quality and higher volumes, we achieve lower cost per lead than individual businesses can achieve on their own.
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5
Better Value for Clients
Buying leads from HowMuch becomes a better proposition for our clients because they get a much lower cost per lead and higher volume (even after the HowMuch margin) than they get when they buy traffic themselves.
Why HowMuch Can Generate Leads from Paid Traffic at a Lower Cost Than Its Clients Can Do In-House
Advanced Platform Integration
The most efficient bidding options available to run campaigns on Google and Meta can only be used where there is integration between the traffic buyer's website and the back end of the Google and Meta Ads platform. This is beyond the scope of what many buyers of traffic have the resources to achieve.
Automated Traffic Filtering
As explained above, constant automated traffic filtering to avoid buying bad traffic is another reason that HowMuch can generate leads at a lower cost.
Highly Optimized Call-to-Action Flows
Highly optimized call-to-action flows increase the percentage at which paid traffic converts to leads. HowMuch has built its own FlowBuilder software and is constantly testing its call-to-action interfaces to improve their efficiency. This software links tightly with a third-party testing platform called Optimizely that runs A/B experiments on different flows at the same time to see which works best.
Large Volumes Improve Algorithm Performance
Large volumes help the algorithms of major platforms like Google and Meta work better because they have more data to learn from. As an aggregator, we can run a single campaign for each vertical with hundreds of counties within them, and this helps the algorithms learn and provide us with more volume within the target cost per acquisition.
Specialized Expertise
It is difficult for companies to find marketing staff that are experts even in one major platform, and it is even more difficult to find staff internally that are good at all the major platforms. This means that many companies use agencies who are not specialists in the vertical and typically get a very poor result compared to what HowMuch can achieve.
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