With the advancement of digitalization and the growth of e-commerce, investing in visibility has become a strategic necessity. In this scenario, the use of paid traffic stands out as an efficient tool to attract potential customers and convert clicks into purchases. According to Sebrae, this type of strategy is one of the most commonly used by small and medium-sized businesses looking to expand their reach in the online environment and strengthen their digital presence.
Among the main paid channels, Google Ads remains one of the most relevant, offering privileged positioning in search results and advertisements on partner sites. Meanwhile, Meta Ads (Facebook and Instagram) allows detailed segmentation based on demographic data, interests, and user behavior. This ability to customize the target audience makes campaigns more precise and efficient.
Another indispensable practice in digital marketing is the creation of optimized conversion pages (landing pages). They are designed to guide the visitor to a specific action, such as filling out a form or completing a purchase. Implementing conversion rate optimization (CRO) techniques can significantly increase the efficiency of these pages, making paid media investment even more profitable.
Reengaging users who have already shown interest is also a valuable tactic. Remarketing allows displaying new ads to previous visitors of your site, increasing the chances of closing the sale. According to SuperFrete’s survey, this strategy is particularly useful for online stores dealing with high cart abandonment rates as it recaptures the consumer’s attention at the right moment.
Eduarda Camargo, Chief Growth Officer of Portão 3 (P3), explains that monitoring performance indicators is essential to adjust campaigns based on real results. “Metrics such as click-through rate (CTR), cost per acquisition (CPA), and return on investment (ROI) help measure the effectiveness of each action. Constant analysis of these numbers allows optimizing budgeting and improving the profitability of paid media actions,” she states.
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