Every company today is practically inserted in the digital environment by an institutional profile on LinkedIn, Instagram, Tic Toc, X, or with its own website or Youtube channel. But being online does not necessarily mean being visible to the right audience or generating sales. Many entrepreneurs believe that “ presence” it would be enough, when in practice what matters is the “relevance of this presence, that is, appearing to the right people at the right time with the right message”.
The web has changed a lot and think that only spontaneous media will solve all the problems of digital marketing is a great illusion. Increasingly it is necessary to invest in paid traffic through which it is possible to have better results, because it is more assertive to reach the target audience accurately, in addition to monetizing the investment.
Paid traffic better positions the brand on the web where there is more chance of being noticed by the audience that really interests. On the other hand, segmentation works as the intelligence that lies behind paid traffic.It ensures that the investment reaches with more guarantee people who have the potential to become customers.
There are already numerous media records of Case studies with the aim of raising its customer base, an aesthetic clinic campaigned with ad insertions on Instagram and Facebook, targeting an audience targeted by location and common interest.His paid marketing agency developed all the work and the end result was the increase of approximately 250% in the amount of appointments in a period of only three months.
In turn, an e-commerce site specializing in fitness products, which could not grow its organic sales, with the support of a paid traffic agency, invested in a targeted Google Ads campaign, using high-conversion keywords. To complement, it ran remarketing campaigns on Instagram and Facebook. With this strategy, in a period of only six months, it increased revenue by about 300%.
The paid traffic market is booming and the latest information shows very interesting trends for those who invest in digital media.Last year the survey Paid Traffic Panorama: Market perspective for managers in 2024, Brazil, company's Reported, concluded that brands want much more than ads and are seeking assertive strategies of the sales funnel‘ (model that visualizes the customer buying journey).
One of the trends has been the humanization of content on demand this has resulted in higher engagements, better conversion rates, higher quality traffic, improved targeting and lower bounce rates.
The study pointed out that among 150 respondents, 60.5% works exclusively with paid traffic. A group of 56.5% began working with paid traffic before 2018. Another portion of 24.5% began between 2019 and 2020. And a fraction of 19% started this activity between 2021 and 2022.
The most used paid ad platforms in 2024, according to that survey, were Meta Ads (89,1%); Google Ads (85,7%); LinkedIn Ads (34%); TikTok Ads (20,4%); Bing Ads (7,5%); Pinterest Ads (7,5%); Taboola/Outbrain (4,8%); and Twitter Ads (4,8%).
The survey also concluded that Artificial Intelligence (AI) is proving to be a great ally in the paid traffic market, because it offers advanced features that optimize and improve advertising campaigns.
It is very important to be clear that strategy + paid traffic is the path to real results, but it must be managed with knowledge and authority to obtain expressive results, which will directly influence the overall performance of the customer.
*Marcelo Freitas é bacharel em Ciência da Computação, consultor de tráfego pago e fundador da Spot-A Marketing. É expert em tráfego pago estratégico para empresas que buscam captar leads e vender através da Internet.
