COMO UTILIZAR O TRÁFEGO PAGO CORRETAMENTE? | O Conselho

Summary

This script explores the dynamics between organic and paid traffic strategies in digital marketing. It highlights the significance of paid advertising in democratizing visibility for small businesses, allowing them to target audiences beyond their followers. The discussion delves into the importance of remarketing, targeting users who have interacted with content but not converted, and the necessity of tracking data to optimize campaigns. Key metrics like CPM, frequency, and conversion rates are covered, showcasing how digital marketing enables precise audience targeting and provides insights for continuous improvement. The conversation emphasizes the role of remarketing in maximizing conversions.

Takeaways

• 😀 Organic content refers to posts made to engage your followers, which can potentially spread outside of your follower base if shared, creating a viral effect.
• 😀 Paid traffic, or paid advertisements, allows businesses to reach audiences beyond their followers by paying to boost visibility. This approach has become a significant, data-driven business model.
• 😀 Paid ads have democratized advertising, allowing small businesses to compete by enabling them to run ads with minimal investment, as little as R 6 in Brazil.
• 😀 With paid traffic, small businesses can be seen by a wider audience, making it possible to reach potential customers even if they are not following the business.
• 😀 The cost-effectiveness of paid traffic depends on the scale: investing R 12 or R 6000 will result in different levels of reach, but the impact is not always linear.
• 😀 Small businesses typically need a minimum budget of R 3,000 monthly to start gathering data and optimizing their ad campaigns for effective results.
• 😀 A daily budget of R 100 with a CPM (cost per 1000 impressions) of R 10 can allow businesses to reach about 10,000 people per day, translating to 300,000 impressions per month.
• 😀 Reach and impressions are key metrics in paid ads, but impressions don't equate to conversions. For a true measure of success, businesses must track customer interactions and behaviors.
• 😀 Remarketing is crucial to remind potential customers who have shown interest in a product but haven't yet converted. It's essential for guiding them towards making a purchase decision.
• 😀 The frequency of ad impressions is important: on average, customers need to be impacted 5.8 times before making a purchase decision. Multiple touchpoints, like showing ads across different channels, can increase conversions.

Q & A

What is the difference between organic and paid marketing?

Organic marketing refers to content that is shared naturally within a network, such as posts that are seen by followers and may be shared beyond the original audience. Paid marketing, on the other hand, involves paying for advertisements to reach a broader audience, even those who don’t follow you.

What does the term 'virality' mean in the context of marketing?

In marketing, 'virality' refers to content that spreads quickly from person to person, like a viral infection. It occurs when content moves beyond its initial audience due to sharing, creating a snowball effect of exposure.

How has paid advertising democratized marketing?

Paid advertising has made it possible for small businesses and individuals to access the same marketing tools that were once only available to large companies with substantial budgets. For a small investment, even as low as R$6, anyone can launch an ad and reach a larger audience.

How much does it cost to run a basic paid ad campaign?

The minimum budget for running a paid ad is R$6, which can help you reach an initial audience. However, the more you invest, the larger the potential reach and impact of your ads.

What is CPM, and how does it affect ad campaigns?

CPM stands for Cost Per 1,000 impressions, which refers to the amount an advertiser pays to have their ad shown 1,000 times. This cost can vary depending on the niche and targeting options used. For example, targeting a broader audience may cost R$10 per 1,000 impressions.

What is the significance of remarketing in online advertising?

Remarketing is crucial because it allows businesses to target users who have previously interacted with their ads or website. This technique helps keep the brand top of mind and encourages those users to convert into customers.

How many times should a user be exposed to an ad before converting?

Based on recent data, a user needs to be exposed to an ad approximately 5.8 times on average before they are likely to make a purchase. This frequency can vary depending on the product and the target audience.

What is the difference between impressions and reach in paid ads?

Impressions refer to the total number of times an ad is shown, including multiple views by the same person. Reach, on the other hand, refers to the total number of unique individuals who have seen the ad.

How do the characteristics of a product affect the marketing strategy?

The type of product being sold significantly influences the marketing strategy. For low-cost, simple products, such as a R$3 flip-flop, the purchasing decision is quick, so less remarketing is needed. For high-cost or complex products, such as industrial machinery, the buying decision takes longer, and more extended remarketing is required.

What role does omnichannel marketing play in increasing customer engagement?

Omnichannel marketing involves interacting with potential customers across multiple platforms (e.g., Instagram, Google, YouTube) to ensure consistent exposure. It helps create several touchpoints with the consumer, increasing the likelihood of conversion.