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 effective 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 companies 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. Meta Ads (Facebook and Instagram) allows for detailed targeting based on user demographics, interests, and behavior. This ability to customize the target audience makes campaigns more assertive and efficient.
Another essential practice in digital marketing is the creation of optimized conversion pages (landing pages). They are designed to guide the visitor toward a specific action, such as filling out a registration or completing a purchase. The application of conversion rate optimization (CRO) techniques can significantly increase the efficiency of these pages, making investment in paid media even more profitable.
Re-engaging users who have already shown interest is also a valuable tactic. Remarketing allows you to display new ads to previous visitors of your website, increasing the chances of closing the sale. According to SuperFrete's survey, this strategy is especially useful for online stores that deal with high cart abandonment rates, as it recaptures the consumer's attention at the right moment.
Eduarda Camargo, Chief Growth OfficerandGate 3 (P3)explains that monitoring performance indicators is essential to adjust campaigns based on actual 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 for budget optimization and improved profitability of paid media actions," he states.
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