In an ideal world, your business timeline would go like this: you create a business > you create your website/blog/social media > you gain dozens of followers > your brand becomes a success > you start making money from it .
But we know that reaching the maturity curve of your business requires a lot of time, effort and a certain amount of knowledge to optimize your conversion channels.
Of course, there are cases of people who create their companies and, in less than six months, achieve leadership in their segments and become competitive in their niche, but you have to know that these cases are the exception, not the rule.
“Does that mean my business is eventually going to fail?” Of course not!
In this post, we will present an alternative so that you can gain customers efficiently and take a shorter path, using the digital advertising strategy.
What is the difference between paid traffic and organic traffic?
organic traffic
It is a way to attract customers on the Internet without spending money on it. The ways to get organic traffic are through social networks and Google.
On social networks, you can maintain a profile with constant posts and engage your audience with interactions.
To get organic traffic from Google it is necessary to carry out an SEO strategy on your website and blog, so that it is shown to more people when they search for a term that is related to your business.
The main goal of search engines, like Google, is to show users the most relevant content related to a particular term.
In a nutshell, the websites that lead in organic search are those that meet the quality standards required and evaluated by search engine bots.
That is, websites that offer quality content, good text structure, excellent user experience, among others. There are more than 200 factors analyzed for the ranking of a site.
Getting to the top of organic search takes time, patience, a lot of strategic, ongoing, and focused SEO work, as well as data tracking, analytics, and improvements where needed.
This should be done until you reach the status of and start having visibility on the Internet. Thus, you will see that there will be a return, with more traffic on your website and new clients.
paid traffic
On the other hand, there is a faster way to get customers on the Internet, an option for anyone who wants and can invest: pay for traffic.
You can pay to sponsor and boost posts on social networks, so that they are seen even by people who do not follow your profile. The best part of this strategy is that you can target exactly the audience you want to reach.
In addition to social networks, you can pay to appear in the first results of Google or advertise on partner sites. With the right investment, your website or blog is likely to get more visibility than organically published sites and pages.
What you should keep in mind is that the option for digital advertising will save you time while you work in parallel with SEO. Therefore, the purchase of traffic must be a complementary strategy to the organic one.
How to do digital advertising on the internet?
1- Define your target audience and person
If you want to opt out of digital advertising, you’ll initially need to devise a strategy to make sure your ad brings the right audience to your page.
Without this, you will have invested money and effort in vain.
For your strategy to work, the first things you need to do are:
- ;
The target audience is a group of people or social segment that consumes or is likely to consume your product/service. The document must contain information such as: age range, social class, geolocation and gender of your target audience.
The person is already the representation of a specific client who, in turn, is within your target audience. The document that defines you must contain the name, age, profession, hobbies and concerns of this fictitious client.
To discover both, it is necessary to collect data through customer interviews, market research, among others.
If your business is very early on, you may not have enough information to define your target audience and persona.
In this case, you can search for information about the customers of the competition, talk to friends and people who have consumed products similar to the ones you want to offer and evaluate the characteristics of that market.
2- Segment the audience
With the target audience and persona information in hand, you’ll have the foundation you need to properly target your ad. And, thus, reach the people most likely to access or consume what you are offering.
All digital advertising tools on the Internet offer targeting options and this is what makes this type of advertising so effective and profitable.
Targeting options include keywords, access location, user language, age, devices used and more, and you can even combine more than one type.
3- Choose the tool and the type of ad
When we talk about digital advertising on the Internet, the most common advertising media are:
- Youtube
Basically, the tools that allow you to create and publish ads are Google Ads (Google and YouTube) and Social Ads (advertising tools on social networks: Facebook Business -Facebook and Instagram-, Twitter Ads and LinkedIn Ads).
Google ads
The is Google’s tool for creating ads. It allows you to make these types of ads that are the most common:
- advertisement on a Search Network;
- ad on a Display Network;
- Video advertisement on Youtube.
This is how each of them works:
Search Network: You can create targeted ads with different objectives to appear in search results as well as in organic search.
What changes is that, in this case, the snippet indicates “Ad” before the page link and appears before the organic results.
Display Network: These ads can also be targeted and will be shown in banner format or as news on partner sites that have similar themes to yours.
Video ad on YouTube: also made by the Display Network, following the same configuration and orientation steps, but with a video format.
Since all of these ad types are run on the same platform, there is also the possibility of merging them to complement each other.
To access Ads, simply sign in using your Google email account.
After that, you’ll have access to a dashboard of features and services that help you set up not only your campaign keywords, but also your daily budget, delivery frequency, locations, and devices.
Ads also generate fairly comprehensive results on how your competitor is performing, which can give you insights to constantly improve your ads. Everything within reach of a click, literally.
This does not mean that you do not need to invest in qualified professionals to optimize your campaigns, especially when the demand for your company increases, but it is good to know that, in the absence of resources, you can do it using free tools.
Social ads
In social networks, the logic is similar to that of Google Ads. The advertisement is directed to people taking into account their profile, the type of content with which they interact, share and enjoy.
Each social network has its own tool to create ads and boost posts. They are and
As each social network has its particularity, for a more efficient strategy, the advertiser should focus on investing in channels that have synergy with their product or service and that are relevant to their customers.
Note, for example, that a campaign that performs well on Facebook won’t have the same impact on LinkedIn. This is because the profiles of the two networks are quite different, not to mention the range.
That is why we talk so much about the importance of planning and analyzing the target audience and the person to obtain positive results and without losing money. In addition to that, focusing on this step will also greatly facilitate the measurement process.
Tip: Remarket!
Another interesting complementary strategy available in Google Ads and Social Ads is the remarketing strategy. This is a very useful strategy to reach people who have already visited your site.
The strategy is very simple, it consists of repeating your ad on other pages (similar to yours), to remind your lead about your product or service.
You know that feeling you sometimes get that a particular brand is “following” you? This is remarketing!
4- Define your budget
The budget will depend on what the objective of that campaign is, if it will generate recognition for your brand, attract traffic to your site/blog, gain followers or make sales.
If you follow all the steps described above, you will have a good idea of how long your campaign should last and how much you should invest.
No craziness around here! If you’re still testing your hypotheses, start with modest budgets and increase your investment as the campaign unfolds.
There are 3 types of campaign costs for online ads, and to make a good investment, you need to understand what each one represents:
1- CPM: cost per thousand impressions
It is a type of cost where you pay a predetermined amount for 1,000 views of your ad.
Mainly used to achieve brand awareness goals, this metric is recommended for medium and large companies, which already have clear strategies and a well-prepared media team.
2- CPC: cost per click
The is one of the most common charges, including those used in campaigns on the Google Display Network.
It consists of paying for the ad every time they click on it. That is, if you create an ad to generate traffic to your site, every time someone clicks on a banner with your ad and accesses the site, you will pay.
As said, it is suitable for generating traffic and is recommended for anyone starting out with digital advertising as it is easy to control.
3- CPA: cost per acquisition
In this type of cost, you only pay when you reach the final objectives, such as: selling, downloading material, registering on the website, etc.
Although it is a low-risk strategy, it is the most expensive among the others and is indicated for those who have high profits with the final objective, so that the investment does not become an expense.
5- Structure your ad
At this stage, you will put planning into practice. But before that, think carefully about the call suggestions and the information your ad should contain. It must be very good because…
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