Paid traffic refers to visitors who come to your site through paid online advertising. The two main types of paid advertising are contextual advertising and targeted advertising on social media.
Contextual advertising is a type of paid online advertisement, where the ad is contextually relevant to the user's request, the content they are viewing, or the page that they are on. This is an effective tool for attracting potential customers since the ad being shown, should be relevant to what the user is viewing, or searching for.
An example of this is Google, which uses Google AdWords to show contextual advertising.
Another form of advertising is targeted advertising, through social media networks. The type of ad shown to the user will depend on their, gender, age, place of residence, interests, etc. This means that the ad for your product/service will be shown to someone who fits your target audience. The user may not be looking for the product right now, and instead is browsing on their feed.
Labrika's Paid Traffic report shows data on the number of users and bounces for individual advertising channels.
To use this report, you first need to connect the Google Analytics counter to Labrika. Once this is connected you can find the following information:
- The source of advertising traffic (the system and channel through which the user ends up on your page e.g., Facebook, Google, etc).
- The number of users visiting the site from each source.
- The percentage of bounces from the total number of visits from a given source. (The bounce rate is when users leave a page quickly after clicking on it.)
- 4. The number of lost users (users who stopped interacting with the site).
Any indicators that are outside the normal range are highlighted in red.
Using the report
This report should be used to judge the overall effectiveness of an ad campaign, leading to less waste on ad budgets. For example, sources that show low traffic, high bounce rates, and high numbers of lost users are ineffective and not a good return on investment. By viewing this report, you can then adjust your budget to focus on the channels that offer better returns.
Examples of some of the adjustments you can make:
- Adjust bid sizes. Ensure that your bid size allows for enough impressions and traffic, this is especially important in competitive topics
- Set up targeting to attract your target audience. Focus on the interests of the largest group of loyal users - the larger the targeted audience, the lower the bounce rate. Narrow down your regional targeting.
- Make attractive ads: include keywords in your headlines, write a USP (unique selling proposition) that shows the main benefits of your products and services to the target audience, and include your competitive advantages (free shipping, large assortment, low prices, warranty, etc.) Information about discounts, promotions, bonuses, and sales will add to an ad's attractiveness.
- Check your ads to make sure they are well-written. Misspelling or misleading headlines and texts may be seen as untrustworthy.
- Use quick links, images, and add-ons to your ads.
- Use a landing page that is relevant to your ads. Each ad should point to a page where the audience can get the information they need about the product or service.
- Adapt ads for mobile devices.