Identify and source organic traffic from search ranking pages
If you have a stabilized website/ digital brand, you will be getting some, if not a lot of organic traffic to your website. If your marketing team has an active SEO content project, then you may have more than 50% of your current traffic from organic search sources.
The key will be to identify these pages. If you are not using any search tracking tool, simply look for the top organic pages in your Google Analytics report. Now, you can use a display ad space or native content placement or both, to pull traffic from these sources. Organic traffic is highly intent-driven, and pages that are contextual to your campaign will be able to deliver good conversion rates in comparison to paid ads.
One of the best ways to generate quality paid traffic to your campaign’s landing page is to re-target users who have already shown interest in your products or services. These users can be identified and tracked using retargeting tools, where a user to a specific page is tracked and targeted across the web. These instances are presented by a network of partner websites that display the ads to the user when they visit.
For example, your users who have recently visited your pricing page can be retargeted with discounts and offer banner ads on other websites and social media. Moreover, if your campaign includes upselling to existing customers, it will be far easier to run retargets on your customers since you have their email addresses and can also be targeted with banners inside the product experience in case of SaaS companies.
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