Everyone wants to sell more, attract customers and thrive in digital. But, does investing in paid traffic solve everything like a magic trick? The truth is that throwing money at ads without a strategy is like filling a bucket with holes: you might see an initial result, but in the end, a large part of the investment goes down the drain
The numbers are tempting. According to Dentsu's "Ad Spend January" report, global investment in advertising grows by about 9,2% per year.Company reports such as WARC indicate that global investment in digital advertising reached approximately US$ 740,3 billion, representing about 68% of the total advertising expenses, which summed up to US$ 1,8 trillion.However, the question that matters is: is this investment being converted into real customers or just into nice numbers on the report
Paid traffic is no longer considered a luxury, and is seen as a necessity in the digital world. If your brand does not appear, another appears in its place. However, investing without a strategy continues to be a waste of money
Everything starts with how companies view paid traffic. Those who see it as a strategic investment are growing. Those who treat it as a magic solution hardly achieve the results they aim for
What many do not know is that the great trump card in this marketing action lies in continuous learning and full-time campaign optimization. Successful campaigns are adjusted all the time, optimizing segmentation, creatives, CTAs (calls to action) and remarketing strategies
Furthermore, must always be based on metrics. Whoever invests without analyzing metrics is just hoping it will work out. Data is essential to ensure a sustainable and scalable investment. Each click and conversion brings valuable data; being, therefore, that ignoring him can be synonymous with, literally, give up growth
Therefore, paid traffic is not just about investing money to reach more people. It is about analyzing, test and constantly optimize until it works
Constantly is a good word for this area. Repeatedly also. We cannot forget about "the right way" either. With the right strategies, we managed to reach a significant volume of potential buyers, whether creating the need for consumption or reaching those who are already looking for similar products or services, increasing the customer base and continuously boosting sales.
Furthermore, it is important to keep in mind what to do with the result generated by paid traffic. One of the big mistakes companies have made has not been the lack of advertisements, but the absence of a strategic process to handle the generated contacts
Reflecting a general trend in the market, where companies are increasingly focused on strategies to drive lead generation and increase conversions, according to a survey conducted by Conversion, 51,7% of companies plan to increase investments in paid media in 2025
In this way, paid traffic needs to be integrated into a well-structured conversion funnel, that takes the customer from the first click to the purchase decision. What is the point of attracting thousands of people to your site if the user experience is poor, the service is slow or the offer is not clear? This involves everything from the correct segmentation of ads to the quality of service and after-sales. Those who don't care about this are just burning money
Remember: the digital does not forgive amateurism. If you want real results, you need to play the right game
