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 used by small and medium-sized businesses seeking to expand their reach in the virtual 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 ads on partner sites. Meanwhile, Meta Ads (Facebook and Instagram) allows detailed segmentation based on demographics, interests, and user behavior. This ability to customize the target audience makes campaigns more assertive and efficient.
Another indispensable practice in digital marketing is the creation of optimized conversion pages (landing pages). They are designed to guide visitors to a specific action, such as filling out a form or completing a purchase. The application of conversion rate optimization (CRO) techniques can significantly increase the efficiency of these pages, making the investment in paid media even more profitable.
Re-engaging users who have already shown interest is also a valuable tactic. Remarketing allows displaying new ads to previous visitors of your website, increasing the chances of closing a sale. According to a survey by SuperFrete, this strategy is especially useful for online stores dealing with high cart abandonment rates, as it recaptures consumer attention at the right moment.
Eduarda Camargo, Chief Growth Officer of Portão 3 (P3), explains that tracking 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 the budget and improving the profitability of paid media actions,” she says.
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