Para quem está começando no marketing digital vai se deparar com certa frequência com vários termos “diferentes” e um deles é o Tráfego
Entenda o que é tráfego
Tráfego é o ato que os usuários tem de acessar uma página de alguma URL (endereço) da internet. Exemplo: Quando você realiza uma pesquisa na página no Google você está caracterizando o um “Tráfego no Google”. Ao momento que você entra em outra página saindo do Google o tráfego passa a ser do website ativo.
O tráfego pode ser caraterizado em Tráfego Orgânico e Tráfego Pago
Afinal, o que é Tráfego Pago?
Tráfego pago é o ato de comprar na internet por meio de alguma ferramenta anúncios publicitários. Estes anúncios podem ser de textos, vídeos ou imagens.
Quais plataformas para compra de Tráfego?
Existem várias, porém as mais comuns são Google Ads e Gerenciador de anúncios do Facebook Ads.
Google – Plataforma Google Ads
O que é o Google Ads – Google Ads é a plataforma do Google para criar anúncios (antigamente chamado de Google Adwords)
Onde os anúncios são exibidos? – Os anúncios pagos do Google Ads são exibidos nas pesquisas do buscador e em websites parceiros como blogs, portais entre outros.
Como é cobrado? – Existem várias formas estratégicas de escolher a forma de cobrança. Porém o CPC (Custo por clique) é a mais utilizada.
👍 Quais as vantagens? – O Google é a maior plataforma de pesquisas do mundo com centenas de milhares de pessoas pesquisando os demais serviços. Estar lá sem dúvida é algo relevante para praticamente todos os negócios
👎 Quais as desvantagens? – Para negócios locais sempre anunciaram no offline que praticam divulgação tradicional os valores podem parecer altos.
Facebook e Instagram Ads
O que é o Facebook Ads ? – Facebook Ads é a plataforma para criação e gerenciamento de anúncios nas redes sociais Facebook e InstagramOnde os anúncios são exibidos? – Existem vários locais de escolha para serem exibidos. Os mais comum é o feed (timeline) e nos stories.
Como é cobrado? – Como no Google há possibilidade de várias estratégias de lances. Custo por visualização é uma das mais utilizadas
👍Quais as vantagens? -Ações pontuais e promoções tendem obter um bom resultado quando aplicada a estratégia correta.
👎Quais as desvantagens? – Para melhor aproveitamento da verba e potencializar resultados o auxílio profissional pode ser necessário
Tráfego pago com Youtube Ads
O que é o Youtube Ads ? – Youtube Ads é a exibição de anúncios publicitários pagos no buscador de vídeos do YoutubeOnde os anúncios são exibidos? – O principal formato é são exibições de vídeos que antecedem o vídeo principal do conteúdo escolhido. Há possibilidade também de exibir anúncios durante o conteúdo (geralmente quando o vídeo exibe um conteúdo com tempo maior).
Imagens estáticas podem ser exibidos ao longo da página do Youtube.
A configuração dos campanhas e anúncios são feitas pela plataforma do Google Ads
Como é cobrado? – CPV ou Custo por visualização é a maneira mais comum.
👍Quais as vantagens? – CPV ou Custo por visualização é a maneira mais comum.
👎Quais as desvantagens? – Para obter bons resultados a criação de um vídeo atrativo e com boa oferta potencializa consideravelmente os resultados.
Linkedin Ads
O que é o Facebook Ads ? – Linkedin Ads é a plataforma para criação e gerenciamento de anúncios do LinkedinOnde os anúncios são exibidos? – Assim como no Instagram e Facebook os anúncios podem ser exibidos no feed dos usuários (Sponsored Content). Um dos diferenciais destes anúncios é a possibilidade de enviar mensagens automáticas (Text Ads) ou como caixa de entrada (Sponsored InMail)
Como é cobrado? – Custo por visualização e entrega dos conteúdos
👍Quais as vantagens? – Existe uma grande base de empresas de médio e grande porte deixa a plataforma com grande potencial se você atende B2B (faz negócios com outras empresas).
👎Quais as desvantagens? – Para negócios locais o Linkedin Ads pode não ser tão efetivo. O valor cobrado atualmente aceita somente dólar.
Bing Ads
O que é o Facebook Ads ? – Linkedin Ads é a plataforma para criação e gerenciamento de anúncios do LinkedinOnde os anúncios são exibidos? – Assim como no Instagram e Facebook os anúncios podem ser exibidos no feed dos usuários (Sponsored Content). Um dos diferenciais destes anúncios é a possibilidade de enviar mensagens automáticas (Text Ads) ou como caixa de entrada (Sponsored InMail)
Como é cobrado? – Custo por visualização e entrega dos conteúdos
👍Quais as vantagens? – Existe uma grande base de empresas de médio e grande porte deixa a plataforma com grande potencial se você atende B2B (faz negócios com outras empresas).
👎Quais as desvantagens? – Para negócios locais o Linkedin Ads pode não ser tão efetivo. O valor cobrado atualmente aceita somente dólar.
Saiba como começar
Antes de começar a pesquisar como fazer você precisa saber qual melhor canal para seu público alvo. Então aqui vai algumas dicas:
1. Conheça seu público
Quanto mais entender o comportamento do público alvo que você deseja atingir mais fácil será decidir quais canais de tráfego pago trabalhar.
2. Tenha um objetivo claro
Divulgar sua marca, vender um produto ou promover uma promoção. Ter definido qual o objetivo principal vai definir qual será a métrica para configurar.
3. Busque conteúdo
Todas as plataformas mencionadas acima exibem um local para capacitação e treinamento em suas plataformas. Você também pode encontrar muita coisa no www.youtube.com de maneira gratuita
4. Faça testes
Tente alterar públicos, imagens, vídeos, textos e títulos de anúncios. Realizar testes periódicos nas suas campanhas pode fazer com que os resultados sejam cada vez melhores.
Conclusões gerais
Caso pretenda potencializar as vendas da sua empresa ou divulgar a sua marca, utilizar estratégias de tráfego pago e tráfego orgânico são essenciais. Mas antes de executar qualquer ação vale a muito ter uma estratégia bem clara em mãos.
Caso precise de algum suporte entre em contato com a gente!
Espero ter ajudado!
Fabio F. Dias
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