Today we’re talking about traffic and visibility. Without both, your site is useless. Certainly…
Generate traffic, yes. But qualified!
I would go further. Indeed, what is the point of having traffic to your site if it is not qualified? What interest to gain visibility if it is generated with an audience that does not match your personae, your target?
Does a car dealer have an interest in welcoming people who do not have a driver’s license into their showroom? It’s a safe bet that no … The same goes for your website or e-commerce.
Therefore, if you are implementing actions that aim to increase your traffic, make sure that they are qualified. The qualification criteria available on platforms such as Google Adwords and Facebook Ads to name a few are numerous: geographic, demographic, by area of interest, etc. Target!
Generate leads, yes. But with a return on investment
SEO and SEA are complementary. Your SEO is supported and you now want to embark on sponsored campaigns.
Given the market share, you have selected Adwords and Facebook Ads.
You design your campaigns conscientiously and regularly check your dashboards to see the traffic that these campaigns generate. You can see a spike in traffic and an increase in your community on Facebook, but what becomes of these users, fans and likes of all kinds?
Once they’re on your site, you’ll need to convert them.
Depending on your profession, your environment, your issues, you must define objectives for your campaigns:
- Lead generation;
- Online sales;
- Quote requests;
- Newsletter registrations.
These are the main objectives that a company can define. They are quantitative and easy to assess.
Track your goals
To ensure qualitative monitoring and better target your campaigns, Google and Facebook have deployed powerful and free tracking tools (excluding SEA campaign costs of course).
In other words, it’s like placing a cookie on your site that will deliver essential information about your future customers. The more data it collects, the more you can set up targeted campaigns and the more your ROI will be interesting.
Google Tag Manager
Google has not been outdone, of course. Google Tag Manager goes beyond your Google Analytics account and provides you with more data on the behavior of your users.
Google Tag Manager is a tag management system designed to analyze website traffic. It makes it easy to update tags and code snippets on all pages of a website to track activity.
If you follow and understand your users, you will also be able to set up optimized campaigns that meet their expectations.
And now the implementation
The implementation of these tracking codes requires access to the page code or to be at least comfortable with an intervention on your site.
Of course, tutorials exist. To be more comfortable, ask your web agency or your service provider, they will probably be able to configure them for you.
Digital has this strength: it makes it possible to track the actions implemented, to evaluate the return on investment and to adjust if necessary.