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It’s important to remember that paid traffic doesn’t have to be an independently executed strategy. The ideal, in fact, is to invest at the same time in organic strategies, in order to achieve your goals on several fronts.
According to the SemRush platform, paid traffic does not guarantee quick results, as you face different challenges on each of the platforms, including the usage pattern of their users.
Thus, it is impossible to create a manual that guarantees your success in this strategy. Therefore, we have listed some tips that can help you succeed in your campaign, regardless of the tool used.
#1 Have short-term and long-term goals
Just like other strategies like SEO, social media, and content marketing, paid traffic takes time to build and get rolling. Therefore, it is essential to have short, medium, and long-term goals.
Short-term goals are more tied to the results of the ad, such as accounts reached, click-through rate, or even the number of views in a day. Long-term ones are about your business. It is the conversion rate, the number of sales generated or a number of contacts made.
In this sense, it is necessary to keep in mind that your goals do not need to be fixed. They may change based on your specific business needs.
Understand that paid traffic is excellent for generating more views on your page or profile, however, what holds this user back is the quality of your content.
When you have clarity of what you will find in each of the strategies, the more assertive and correct they tend to be.
#2 Set your budget
When we talk about paid traffic, budget is one of the main points to take into account. After all, an investment that is too low may not bring the expected return, and if it is too high, it may compromise your other marketing efforts.
This theme must be analyzed in each campaign in a unique and personalized way. Keep in mind that most ad platforms work on a dollar basis, so their costs will vary significantly.
According to a study by SemRush, the cost per click in the American real estate market starts at 0.10 cents, while for the industry it easily exceeds 14 dollars.
Therefore, you should always rely on three points to start your paid traffic strategy.
The cost per click is highly variable for different keywords within a niche and can change depending on the geographic region and demographics you use to target your campaign.
In the beginning, many entrepreneurs can get carried away and believe that the more investment, the greater the results. This is not true. If there is no systematic planning and based on real data, a lot of money can be wasted.
#3 Segment and your campaign
When we talk about social networks and search engines, it is necessary to understand that they are tracking every step that an individual takes on the internet.
It is based on this behavior that they understand which are the best brands to advertise, which products are most suitable for each user, and so on.
So, when we talk about paid ads, it is essential to know your audience in depth in order to segment it.
A customer who lives in region “X” may have very different demands than those in region “Y”, but both deserve attention in order for them to convert and make a purchase.
When you understand these differences, you can create more assertive strategies to hit them correctly.
#4 Create personas
Personas are fictional characters based on your real customer. They are people you are happy to do business with, after all, they need your solutions and are willing to buy.
Unlike the target audience, about the persona you have in-depth information, not just demographics. You know her age, where she lives and how much she earns, but also, what her hobbies, personal tastes are and what she hates.
Thus, your campaigns can be more assertive. If a certain portion of your audience speaks a certain way, your ads can use that language to generate a stronger connection.
After all, to talk to different audiences, you need to have an idea of what they are like in real life. If your persona is well defined, you can create exclusive content for her without fear of making mistakes, because the audience is just like her.
#5 Always focus on analytics
Data is the gold of the digital world. The more information a company has about itself, the market, and its customers, the better its decisions will be.
In addition, the great asset of social networks is the fact that they deliver this information chewed on intuitive and easy-to-understand screens. Any company has access to its customer demographics simply by having a business account on the internet.
At the same time, ads gather even more information about your customers. With them, it is possible to run more than one campaign at the same time, in order to understand which ones generate the best results according to your goals.
#6 Have a great landing page
Finally, there's no point in having a great ad if it doesn't lead anywhere. Hence, the need to have very clear goals.
If you want to grow your contact list, you will need to have a landing page that collects contact information from your customers. If the goal is to sell more, perhaps a selection of products is an alternative.
It all depends on what your company wants to generate with paid traffic. After all, a landing page can be anything on your website, but if it doesn't lead to concrete action, it will be a waste of resources.
Paid traffic is an excellent tool to attract more visitors to your page, however, you need to have a strategy to invest in the right way.
