Web traffic is roughly divided into two parts: organic and paid. Organic traffic includes visitors who come to a site either based on search engine results or through links from other sites. Paid web traffic, on the other hand, includes all visitors who come to it through a paid ad. Organic marketing is based on on- and off-site optimization and gives results in the long run. Paid traffic is a strategy that, taking into account these next 5 factors, can give results in the short term:
1. Get to know your target audience
Who are the visitors to your website? What are they interested in? On which online platforms can you find them? What are their shopping habits? At what stage of the ‘Customer Journey’ (consumer decision-making process) are they? Are they researching? Do they already know what they want? Have they already contacted you to see if you can solve their problem? The design of the ‘buyer persona’ (consumer avatars) is important as it allows you to optimize your offer and customize communication at all stages of the decision making process.
2. Set campaign goals and identify key performance indicators
Gaining new followers, increasing the number of participants in a contest, the number of purchases or the visibility of the website – clearly define what the goals of your paid campaign are.
The Key Performance Indicators (KPIs) that need to be defined when planning a campaign can help you measure your campaign performance. Some of those are the number of content views, the number of file downloads, the number of new followers or contestants, the number of / value of purchases made, number / value of paid subscriptions, etc.
3. The choice of channels and forms of advertising
When designing your consumers’ profiles, pay special attention to the sites they visit. This allows you to define advertising channels you will pursue (Google, social networks, content marketing networks…).
Depending on your campaign goals, choose the appropriate form of advertising: PPC advertising, social media advertising, mobile advertising, Google Discovery Ads, native advertising, banner ads, and more. Make sure your advertising is personalized, which can help you increase the effectiveness of your digital advertising from 40% to 70%.
4. Landing page
By clicking on the ad, the user must get to the landing page, which fulfills the promise of the ad.
When preparing the landing page, consider the following:
– the presentation of your product or service should be written for the addressee, mostly how it solves the problem or improves the life of our customer,
– provide an easy user experience and a clean design,
– loading time should be as fast as possible (ideally less than two seconds),
– Add a strong call to action (CTA) or CTA.
5. Monitor paid traffic and optimize it
Monitor the performance of paid web traffic regularly in Google Analytics and other platforms you use to measure and evaluate events on your site. Advertising is a living thing.
Try several different ad formats on your chosen platform to find out which one works best. Change the title, description and style. Use A / B testing. This keeps the ads that get the best return on investment (ROI) in circulation.
Bonus tip: invest in organic and paid traffic. A website that follows good SEO practices will rank higher with paid ads.