Internet Marketing Digital_marketing_for_dummies | Page 237

Tapping into Paid Traffic
IN THIS CHAPTER
Deciding which digital advertising platform to choose
Setting up ads that “boomerang” traffic back to your site
Troubleshooting and optimizing your paid traffic campaign
How do you get traffic to your website? This is the number one question that business
owners ask about digital marketing. The truth is that getting traffic to a website is not a
problem. In fact, thousands of traffic platforms, including Google, Facebook, and Twitter,
allow you to buy advertising and would love nothing more than to send traffic to your
website. The question isn’t how to get traffic; rather, it’s what to do with the traffic when
you get it. What product or service should you offer? What content should you show your
visitors? Should you ask them to give you their contact information or come right out and
ask them to buy a product or service?
Paid traffic is available in many forms, such as pay-per-click advertising using platforms
like Google AdWords, banner ads, and paid ads on social networks that include Facebook
and Twitter. Paid traffic is a powerful tool because it helps to build your brand, makes
people aware of your products or services, and generates leads and sales for your products
and services.
In this chapter, we discuss the major advertising platforms and when you should choose to
use each one. We also show you how to set up a powerful form of advertising called
retargeting and how to troubleshoot your ad campaigns to get the most out of every
campaign you run.