What are the key objectives of a Traffic Acquisition Strategy
Among all the goals of a marketing campaign, traffic acquisition is a popular option for many companies. The Ad views goal is usually used to build brand awareness and the sales conversion goal is obviously used to acquire new clients or to re-engage existing customers. The traffic acquisition goal, however, lies somewhere between Ad Views and Conversion Sales.
When should we choose a Traffic Acquisition Goal?
Brand Awareness (sometimes)
As we have already mentioned, Ad views is the most common goal for brand awareness. Nevertheless, traffic acquisition can also be a relevant option – especially if you want to favor the quality of the awareness over its quantity. Indeed, a webpage view after a click on an ad is worth more than a simple ad view, but far more people will see your ad than click on it. The choice is simply up to you.
Customer Engagement is the interaction that a potential customer has with your business. It is the goal that best fits the Traffic Acquisition strategy. Indeed, bringing a user to your site is an interaction, and it also leads to other interactions on the website.
Let’s now see some more practical examples of business goals that make Traffic Acquisition relevant.
- Your website is monetized with ads, sponsored articles and affiliate links. As a consequence, revenues are directly linked to the traffic amount.
- Having valuable content on your website enables you to convince visitors of the quality of your products or services, no matter if they are available online, offline or not available yet.
- Your business model is a freemium online platform and you want people to use your site for free, hoping that some of them will buy the freemium offer later.
What are the relevant KPI for this Goal?
Let’s first look at the main KPI you will be following: The number of clicks and the Cost per click (CPC). With these two metrics, you will be able to maximize the number of visits on your website while minimizing the cost.
With others metrics, you can go forward and analyse the quality of this traffic. Bounce Rate, Average Session Duration, Pages per Session and more are relevant KPI to measure if people visiting your website are truly interested in what you have to offer.
The Traffic Acquisition pros and cons
Advantage 1: It is easy to track.
Click and cost per click are automatically tracked in your Ads platform like Facebook Ads or Google Ads. There is no need to create custom events.
Bounce Rate, Average Session Duration, Pages per Session are automatically tracked by Google Analytics if the platform is properly implemented.
Advantage 2: Click conversions are in high volume.
And his makes it statistically reliable. Some important conversions like sales of an expensive product might be rare. Facebook ads suggest that the algorithm needs 50 conversions before it can optimise the campaign. If you have one sale a day, you will have to wait weeks and weeks before you can make decisions based on your data.Thanks to the high number of clicks on a website, this issue won’t appear.
One Disadvantage: Traffic is not money.
It makes sense to be willing to drive traffic in order bring potential paid clients to your website. But a lot of people might not be interested in spending money on your offer. This is why a traffic acquisition campaign should be done carefully with a precisely defined strategy.
What marketing channel should you use to drive traffic?
Paid Traffic Methods – PPC Campaigns
To be honest, paying for ads is always one of the fastest methods to drive traffic to your site or blog. Gaining organic traffic is a slow and time consuming process, but with paid marketing, you can immediately increase your sales. If you have a small budget, and you track website events properly, you can accurately find out your cost-per acquisition (CPA) and cost-per-click (CPC). If your CPA is low enough, you can comfortably scale up your advertising revenues. Paid advertising is an effective option for increasing traffic when you have a new website. Once your website has a good ranking in search engine results for your top keywords, you can then decrease your campaign budget or suspend your campaigns entirely.
Content is king
The most visited websites have one thing in common, they are content oriented. Wikipedia, YouTube, Spotify, Forbes… Great content has many virtues. It makes visitors not only stay but even come back to your website; it can build your brand’s credibility; make visitors see your company as familiar and likable – or inform potential customers if they need your products of services. You can create different kinds of content: Informative, Educational, Entertaining, Relevant and Inspiring, and they are the main values that you should deliver through your blog articles, videos, e-books or podcasts.
A final benefit regarding content is that the better your content is, the more engaged your visitors will be. On social media or directly to their close network, visitors will share your content, helping to promote your site automatically. This is what we call viral content.
Content Discovery: Outbrain or Taboola To Promote Your Content
Marketing platforms like Outbrain and Taboola are designed to advertise your website as long as you have a content landing page as well a sales funnel setup and the ability to track visitor interactions on your website.
Those platforms deliver Native Display ads that merge into the partner’s website for more pleasant and efficient advertising (especially in comparison with classic display).
Because the redirection page is an article, it is called content discovery marketing. Those platforms will promote your content across thousands of other websites like blogs or online newspapers and magazines across the internet. This option particularly suits traffic acquisition on content websites.
Search Engine Optimization (or SEO) is the process of getting traffic from the “free”, “organic” or “natural” results on search engines. On-page search engine optimization is a fundamental building block of successful websites. It’s important to ensure that your site and content are as relevant as possible. By optimizing your on-page SEO, you’ll boost your organic search rankings and generate more visits.
SEO is a long and time consuming process, but it will bring lasting results. This field is also highly related to the quality of your website and content. As a result, you will work both to improve the search engine algorithms and to please your clients, which makes SEO key in the Online Marketing field.
Traffic acquisition is an easy and popular strategy, but be sure that you track your campaign metrics properly and choose the right marketing channels.