While with search advertising, you’re paying to show up in the top spot for relevant searches, with social media advertising you are paying to show up in relevant feeds.
Before we begin, I just want to remind you that not all traffic on your website is equal. You want high quality web traffic. High quality traffic that is laser targeted is going to generate a better ROI than traffic that is firstname.lastname@example.org
The most effective website traffic not only has a prior interest in your service or product but is already searching for a similar solution and is ready to spend.