Having captivating content on your website is nice and dandy, but it won�t drive a huge amount of traffic to your site. It helps, but it�s not the only thing; much more is required. You need to be good at SEO, for example, to top the search engine results page to help drive organic traffic to your site, but even that isn�t enough to getting your brand out there, make it visible and reach your target audience to get the conversions you want. Organic traffic has to be complemented with paid traffic or inorganic traffic.

What to do?

Paid traffic can come from ads placed on social media platforms and search engines, often called pay-per-click (PPC) marketing campaigns, with the intention of increasing traffic to your sites and increasing conversions amongst your target audience or market. Conversions can be product sales, customer engagements, subscriptions, etc.

You want to get the maximum return on investment when you are spending money on a marketing campaign to boost traffic, increase followers and improve sales for your business through your website. Some people launch a PPC campaign, and at the end of it, there is nothing to show for all the money spent on the advertising campaign. What this means is that the campaign wasn�t properly conceived and executed with no attention paid to monitoring the metrics.

Effective PPC campaign

To have an effective PPC campaign, you need to track your metrics. From cost-per-click (CPC) to the engagements, from the traffic numbers to the conversions. A higher cost-per-click implies a smaller reach for a specified budget. Statistics on the number of visitors trooping to your site, how much time they are spending there, and the sales or conversions obtained from that traffic are important. You also need to monitor how much you are spending and how much you are getting through the conversions. can help you track the metrics of your ads on several platforms.

It is imperative to know which keywords work best for your PPC campaign and which ones aren�t working with your target audience, so you customize and tailor your ad to achieve the lowest CPC, an increase in conversions, and, therefore, a higher return on your money.

If you have several PPC campaigns on different platforms at a go, you could benefit from a user-friendly interface that many ad monitors have, which converges in one place and allows you to monitor the individual metrics of each ad as well the overall performance of the entire campaign. From that data, you can be able to tell which campaigns are worth your money and which ones need some tweaking or dropping altogether.

Track progress

To know how effective your efforts towards paid traffic are, you need to monitor the performance of all the campaigns placed across all platforms: email marketing, search engines advertising, and social media campaigns.

A good metrics monitor should help you optimize and test your ads and landing pages. From that, you can which keywords are relevant to your target audience, the quality score, and how fast your landing pages load.