‘4 Things To Get Right Before You Pay For Traffic’ – ‘Marketing Land’ Article
Benny Blum says, “If you’re thinking about starting to pay for traffic or expanding an existing program, there are four core concepts to get right before you start burning cash.
- Determine: What’s a visit worth?
- Design for Conversion
- Get Your Message Right
- Establish an Organic Strategy
Determine: What’s A Visit Worth?
The most immediately actionable analysis for a marketing team is to calculate the value of a visit to the channel you are planning to invest in.
This analysis is essential for intelligent bidding in more sophisticated channels such as Paid Search or Programmatic Display, because paying for clicks can be expensive depending on your vertical and the competitive landscape”.
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