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Jika ada satu hal yang diinginkan setiap pemilik website sejak awal internet, itu adalah lebih banyak traffic.
Lebih banyak kunjungan berarti lebih banyak orang berbelanja, memesan layanan, membaca konten Anda, dan menghasilkan pendapatan. Ada puluhan strategi yang efektif untuk menarik lebih banyak orang ke situs Anda, tetapi strategi mana yang sebaiknya Anda fokuskan akan berubah tergantung pada keadaan Anda.
Sebagian pemilik website mungkin ingin lebih memaksimalkan SEO, sementara yang lain mungkin perlu berfokus pada traffic tertarget yang bisa dihasilkan oleh iklan berbayar, dan yang lainnya lagi ingin berfokus untuk memastikan traffic yang sudah mereka miliki terus kembali. Jawaban yang “tepat” bergantung pada masalah persis yang sedang Anda hadapi.
Berikut adalah 9 situasi paling umum yang mungkin membatasi traffic website Anda dan cara mengatasinya:
Lebih banyak kunjungan berarti lebih banyak orang berbelanja, memesan layanan, membaca konten Anda, dan menghasilkan pendapatan. Ada puluhan strategi yang efektif untuk menarik lebih banyak orang ke situs Anda, tetapi strategi mana yang sebaiknya Anda fokuskan akan berubah tergantung pada keadaan Anda.
Sebagian pemilik website mungkin ingin lebih memaksimalkan SEO, sementara yang lain mungkin perlu berfokus pada traffic tertarget yang bisa dihasilkan oleh iklan berbayar, dan yang lainnya lagi ingin berfokus untuk memastikan traffic yang sudah mereka miliki terus kembali. Jawaban yang “tepat” bergantung pada masalah persis yang sedang Anda hadapi.
Berikut adalah 9 situasi paling umum yang mungkin membatasi traffic website Anda dan cara mengatasinya:
1. Situs Web Ini Baru dan Mendapatkan Sedikit atau Tidak Ada Traffic
Sebuah situs web baru dapat dengan cepat mendapatkan lonjakan traffic melalui iklan berbayar, tetapi memulai sumber kunjungan yang lebih berkelanjutan juga penting.
Mengidentifikasi Masalah
Ini adalah masalah yang paling mudah dikenali—sebuah situs web baru kemungkinan besar tidak akan mendapatkan banyak trafik sama sekali sampai Anda mulai memasarkannya dan memberi tahu orang-orang bahwa situs tersebut ada.
Cara Memperbaikinya
Situs web baru adalah momen yang menarik bagi seorang pemasar—membawa banyak potensi dan kesempatan untuk benar-benar menentukan arah. Jawaban yang jujur (meski sederhana) untuk masalah ini adalah bahwa pada titik ini Anda benar-benar bisa mencoba apa saja dan mulai menghasilkan beberapa kunjungan tambahan. Meski begitu, ada beberapa strategi yang paling masuk akal pada tahap awal ini.
Anda dapat mendekati masalah ini dengan dua cara: solusi jangka panjang atau perbaikan yang lebih cepat.
Anda dapat mendekati masalah ini dengan dua cara: solusi jangka panjang atau perbaikan yang lebih cepat.
Meskipun SEO sering dianggap sebagai sumber trafik terbaik untuk website, dengan Google saja mendorong hampir 63% dari seluruh kunjungan, ini bukan proses yang cepat, dan sebagai pemilik website baru, Anda menginginkan hasil yang terukur sekarang.
. Berbeda dengan laju pertumbuhan yang lambat namun stabil dari blogging, iklan berbayar dapat, dengan anggaran dan penargetan yang tepat, menghadirkan gelombang kunjungan yang nyaris instan.
Anda dapat menjalankan iklan di media sosial, di , atau sebagai iklan banner tradisional yang kita semua bayangkan saat mendengar frasa “iklan online”. Semua ini dapat dibuat dan ditargetkan dengan sangat spesifik berdasarkan berbagai kriteria, sehingga hampir siapa pun bisa menjadi calon pengunjung website.
Masing-masing memiliki penggunaan idealnya sendiri:
. Berbeda dengan laju pertumbuhan yang lambat namun stabil dari blogging, iklan berbayar dapat, dengan anggaran dan penargetan yang tepat, menghadirkan gelombang kunjungan yang nyaris instan.
Anda dapat menjalankan iklan di media sosial, di , atau sebagai iklan banner tradisional yang kita semua bayangkan saat mendengar frasa “iklan online”. Semua ini dapat dibuat dan ditargetkan dengan sangat spesifik berdasarkan berbagai kriteria, sehingga hampir siapa pun bisa menjadi calon pengunjung website.
Masing-masing memiliki penggunaan idealnya sendiri:
- Iklan penelusuran: terbaik untuk menargetkan kebutuhan mendesak dan layanan yang kecil kemungkinannya dijelajahi orang secara spontan.
- Iklan display dan video: lebih umum. Sangat bagus untuk menyebarkan informasi tentang penawaran tertentu, menargetkan minat, dan membangun pengenalan merek.
- Media sosial: terbaik untuk menargetkan pelanggan “serupa” yang memiliki minat yang sama dengan trafik Anda saat ini.
- Awareness Building- though click-through rates are generally pretty low, it’s very hard to ignore a full-page advert entirely.
Menyiapkan kampanye cukup sederhana: cukup buat gambar, video, atau teks yang ingin Anda tampilkan kepada orang-orang menggunakan perangkat lunak apa pun yang sesuai, beri tahu jaringan iklan kepada siapa Anda ingin menampilkannya, lalu tetapkan anggaran Anda di platform apa pun yang Anda gunakan.
Dalam beberapa saat, Anda mungkin mulai melihat kunjungan pertama muncul dari iklan Anda. Ada banyak nuansa dan penyempurnaan yang bisa Anda lakukan, yang kami bahas dalam kami, tetapi aturan umumnya adalah semakin besar anggarannya, semakin banyak klik yang akan Anda dapatkan.
Kekurangan dari semua fleksibilitas dan kecepatan ini adalah biaya serta banyaknya pemantauan dan pengujian yang harus Anda lakukan untuk mendapatkan hasil terbaik. Karena pada umumnya Anda yang dihasilkan, kampanye yang sukses dapat dengan cepat menjadi mahal. Jika kampanye Anda tampaknya tidak menghasilkan banyak klik, pengujian dan penyempurnaan bisa sangat memakan waktu.
Dalam beberapa saat, Anda mungkin mulai melihat kunjungan pertama muncul dari iklan Anda. Ada banyak nuansa dan penyempurnaan yang bisa Anda lakukan, yang kami bahas dalam kami, tetapi aturan umumnya adalah semakin besar anggarannya, semakin banyak klik yang akan Anda dapatkan.
Kekurangan dari semua fleksibilitas dan kecepatan ini adalah biaya serta banyaknya pemantauan dan pengujian yang harus Anda lakukan untuk mendapatkan hasil terbaik. Karena pada umumnya Anda yang dihasilkan, kampanye yang sukses dapat dengan cepat menjadi mahal. Jika kampanye Anda tampaknya tidak menghasilkan banyak klik, pengujian dan penyempurnaan bisa sangat memakan waktu.
What Does Pop-Under Traffic Look Like In Your Analytics and How Should You Monitor Success?
Google Analytics 4 doesn’t have a category specifically for pop-under traffic, so your visitors might appear in a couple of different ways, depending on how you’ve set up your campaign.
If you’ve not set up tracking specifically for your pop-unders (usually through embedding tracking data in your URLs- there are tools which can help you create these), they’ll show up as “direct” traffic, or might show up as a “referral” from your chosen advertising network’s domain.
In terms of tracking the success of your campaigns, we’re not just looking at raw traffic numbers, though; we need some understanding of how people reacted to your pop-unders. This is best monitored through your reach/impressions and bounce rates. You should also keep a close eye on how many people go from your pop-under prelander (a landing page which is designed to drive people to a landing page) to your site proper.
If you’ve not set up tracking specifically for your pop-unders (usually through embedding tracking data in your URLs- there are tools which can help you create these), they’ll show up as “direct” traffic, or might show up as a “referral” from your chosen advertising network’s domain.
In terms of tracking the success of your campaigns, we’re not just looking at raw traffic numbers, though; we need some understanding of how people reacted to your pop-unders. This is best monitored through your reach/impressions and bounce rates. You should also keep a close eye on how many people go from your pop-under prelander (a landing page which is designed to drive people to a landing page) to your site proper.
How To Set Up Pop-Under Campaigns
Setting up a pop-under campaign is relatively straightforward. There are 6 steps to follow:
- Build your page.
Pop-unders work by opening a new page under the one your target viewer is already browsing, so the first step is designing the page you want them to see. All the usual design rules and best practice tips apply- they should be relatively clean, quick-loading, and easy to read at a glance. Rather than directing people straight to an already existing landing page, it’s better to “warm them up” with a prelander- think of it as a landing page for your landing page. - Find An Ad Network.
There are a few ad networks out there that specialize in pop-under traffic generation. Shop around a little to see who can offer you the best deal in terms of features, targeting, and, naturally, cost. - Set up your campaign.
Follow your chosen ad network’s instructions, pasting in your URL and any tracking tags that you’re using. - Set your bidding and pricing model.
Depending on your advertising goals and what your chosen network offers, you might want to pay per impression (best for mass-appeal campaigns and awareness building) or pay per action (best for things like app downloads, mailing list sign-ups, etc). - Configure your targeting and frequency capping.
Pop-unders are great for targeting by device and browser types, allowing you to target the people most likely to take an action. If you’re aiming for app downloads, target mobile users. If you’re trying to get people to use your browser extension, target users of that browser, etc.
You can also set a limit for how many times a single person will be shown your ad in a given timeframe. Most commonly, this puts a hard limit of one impression per person per day, as this balances awareness raising with avoiding ad fatigue. - Fund your campaign and launch it.
Once you’re happy with your campaign, launch it. Check your ad network dashboard and Google Analytics regularly to monitor success and make adjustments to timing, targeting, and other features of your campaign as necessary.
Common Mistakes With Pop-Under Advertising
There are three common mistakes that people make while setting up their pop-under campaigns: ignoring frequency caps, poor targeting, and skipping the prelander page.
Firstly, skipping the prelander page in favor of directing people to your main site totally ignores the fact that the person wasn’t actively looking to visit your page. Dropping them straight into a demand is likely to put them off converting. Instead, you should “warm” them up with a prelander page, explaining your offering and guiding them through to your main site where they can do whatever you want them to, should they be interested.
Frequency caps allow you to avoid paying twice for reaching any given individual. A person is only likely to convert once, so reaching someone multiple times in a single day is a waste of your budget that could be better spent targeting more people.
Finally, pop-under campaigns work best when targeted fairly closely. There’s simply no point in telling a Firefox user about a Chrome extension, or advertising your sale in Delhi to someone in Edinburgh. While some industries can be a bit more relaxed about this, for the vast majority of us, some targeting is necessary for useful results.
Firstly, skipping the prelander page in favor of directing people to your main site totally ignores the fact that the person wasn’t actively looking to visit your page. Dropping them straight into a demand is likely to put them off converting. Instead, you should “warm” them up with a prelander page, explaining your offering and guiding them through to your main site where they can do whatever you want them to, should they be interested.
Frequency caps allow you to avoid paying twice for reaching any given individual. A person is only likely to convert once, so reaching someone multiple times in a single day is a waste of your budget that could be better spent targeting more people.
Finally, pop-under campaigns work best when targeted fairly closely. There’s simply no point in telling a Firefox user about a Chrome extension, or advertising your sale in Delhi to someone in Edinburgh. While some industries can be a bit more relaxed about this, for the vast majority of us, some targeting is necessary for useful results.
2. Situs Web Mendapatkan Traffic yang Relevan, tetapi Perlu Menjangkau Lebih Banyak Orang
Analitik adalah kunci untuk memahami apa yang menghasilkan traffic Anda. Gunakan analitik untuk meniru upaya Anda yang paling berhasil dan menghilangkan tebakan. Anda juga dapat menggunakan media sosial dan affiliate marketing untuk memperluas jangkauan Anda kepada audiens yang relevan.
Mengidentifikasi Masalah
Kita biasanya dapat mengidentifikasi bahwa traffic yang kita dapatkan itu “relevan” dengan membandingkan jumlah pengunjung dengan jumlah orang yang benar-benar melanjutkan dan melakukan apa pun yang kita minta. Ini bisa berupa melakukan pembelian, mendaftar ke newsletter, atau sekadar menjelajahi blog kami—apa pun itu, semakin dekat kedua angka ini, semakin relevan traffic tersebut. Alat analitik Anda dapat digunakan untuk menemukan hal ini.
Jika kita mendapati bahwa traffic tersebut relevan tetapi lebih rendah daripada yang kita inginkan, kita dapat melihat dari mana asalnya dan mulai memikirkan strategi untuk mendapatkan lebih banyak.
Jika kita mendapati bahwa traffic tersebut relevan tetapi lebih rendah daripada yang kita inginkan, kita dapat melihat dari mana asalnya dan mulai memikirkan strategi untuk mendapatkan lebih banyak.
Cara Memperbaikinya
Jika situs web Anda sudah mapan dan mendatangkan kunjungan dari orang-orang yang relevan tetapi Anda menginginkan lebih banyak traffic, Anda punya beberapa opsi. Faktanya, ini adalah situasi lain di mana Anda berpotensi terlibat dalam hampir segala bentuk pemasaran digital dan melihat beberapa hasil.
Untuk menentukan strategi yang paling tepat dalam situasi ini, tempat pertama yang harus Anda tuju adalah paket analitik Anda. Dari sini, Anda seharusnya bisa mengetahui bagaimana orang menemukan situs Anda dan saluran pemasaran mana yang menarik mereka—laporan yang dihasilkannya penuh dengan wawasan seperti dari mana orang menemukan situs Anda, berapa lama mereka bertahan setelah menemukannya, dan halaman mana yang mereka jelajahi.
Informasi yang paling relevan di sini adalah dari mana mereka mengklik tautan Anda. Berbekal data ini, Anda dapat memutuskan apakah ingin memperluas jangkauan atau lebih fokus pada saluran Anda yang paling sukses. Panduan kami untuk menggunakan alat analitik guna mendukung pengambilan keputusan Anda dan pada akhirnya melipatgandakan upaya pemasaran Anda dapat membantu Anda menentukan area yang harus menjadi fokus.
Misalnya, sebagian besar traffic Anda menemukan Anda melalui pencarian Google. Ini menunjukkan bahwa strategi SEO Anda sudah tepat, tetapi karena Anda menginginkan lebih banyak traffic ini, Anda harus menghasilkan lebih banyak konten—artinya melihat halaman-halaman Anda yang sukses (sebagaimana ditandai dalam analitik Anda) dan mencoba meniru elemen-elemen yang membuatnya berhasil dari segi topik dan struktur. Jika blog tampaknya menarik lebih banyak perhatian, tulis lebih banyak lagi dengan mengembangkan penawaran Anda sebelumnya. Jika halaman landing Anda yang memberikan hasil, pikirkan bagaimana Anda bisa menulis lebih banyak untuk menargetkan pencarian yang serupa tetapi sedikit berbeda.
Ini berarti menelaah topik dan struktur konten Anda yang sukses lalu menerapkannya ke lebih banyak konten, sambil sedikit memperluas cakupan setiap kali agar tidak mengulang diri sendiri. Pastikan kata kunci utama terkait dengan halaman Anda yang sukses tetapi tidak persis sama untuk menghindari kanibalisasi hasil Anda sendiri.
Sebagai alternatif, sumber seperti media sosial dan tautan afiliasi, yang keduanya lebih berfokus pada relevansi traffic yang mereka hasilkan daripada jumlah besar, mungkin menjadi pilihan yang lebih baik untuk memperluas jangkauan Anda. Keduanya hadir dengan tingkat audiens tertentu yang sudah ada dan memungkinkan Anda menargetkan orang-orang yang “mirip” dengan traffic Anda saat ini. Ini memberi Anda akses ke pasar yang memiliki kesamaan dengan pelanggan Anda saat ini. Kami memiliki panduan untuk menggunakan media sosial dan pemasaran afiliasi untuk meningkatkan aliran traffic Anda.
Dan, tentu saja, selalu ada opsi untuk просто menjalankan lebih banyak iklan, menargetkan orang berdasarkan lokasi atau minat, guna meningkatkan jumlah traffic relevan yang menemukan jalan ke situs Anda.
Untuk menentukan strategi yang paling tepat dalam situasi ini, tempat pertama yang harus Anda tuju adalah paket analitik Anda. Dari sini, Anda seharusnya bisa mengetahui bagaimana orang menemukan situs Anda dan saluran pemasaran mana yang menarik mereka—laporan yang dihasilkannya penuh dengan wawasan seperti dari mana orang menemukan situs Anda, berapa lama mereka bertahan setelah menemukannya, dan halaman mana yang mereka jelajahi.
Informasi yang paling relevan di sini adalah dari mana mereka mengklik tautan Anda. Berbekal data ini, Anda dapat memutuskan apakah ingin memperluas jangkauan atau lebih fokus pada saluran Anda yang paling sukses. Panduan kami untuk menggunakan alat analitik guna mendukung pengambilan keputusan Anda dan pada akhirnya melipatgandakan upaya pemasaran Anda dapat membantu Anda menentukan area yang harus menjadi fokus.
Misalnya, sebagian besar traffic Anda menemukan Anda melalui pencarian Google. Ini menunjukkan bahwa strategi SEO Anda sudah tepat, tetapi karena Anda menginginkan lebih banyak traffic ini, Anda harus menghasilkan lebih banyak konten—artinya melihat halaman-halaman Anda yang sukses (sebagaimana ditandai dalam analitik Anda) dan mencoba meniru elemen-elemen yang membuatnya berhasil dari segi topik dan struktur. Jika blog tampaknya menarik lebih banyak perhatian, tulis lebih banyak lagi dengan mengembangkan penawaran Anda sebelumnya. Jika halaman landing Anda yang memberikan hasil, pikirkan bagaimana Anda bisa menulis lebih banyak untuk menargetkan pencarian yang serupa tetapi sedikit berbeda.
Ini berarti menelaah topik dan struktur konten Anda yang sukses lalu menerapkannya ke lebih banyak konten, sambil sedikit memperluas cakupan setiap kali agar tidak mengulang diri sendiri. Pastikan kata kunci utama terkait dengan halaman Anda yang sukses tetapi tidak persis sama untuk menghindari kanibalisasi hasil Anda sendiri.
Sebagai alternatif, sumber seperti media sosial dan tautan afiliasi, yang keduanya lebih berfokus pada relevansi traffic yang mereka hasilkan daripada jumlah besar, mungkin menjadi pilihan yang lebih baik untuk memperluas jangkauan Anda. Keduanya hadir dengan tingkat audiens tertentu yang sudah ada dan memungkinkan Anda menargetkan orang-orang yang “mirip” dengan traffic Anda saat ini. Ini memberi Anda akses ke pasar yang memiliki kesamaan dengan pelanggan Anda saat ini. Kami memiliki panduan untuk menggunakan media sosial dan pemasaran afiliasi untuk meningkatkan aliran traffic Anda.
Dan, tentu saja, selalu ada opsi untuk просто menjalankan lebih banyak iklan, menargetkan orang berdasarkan lokasi atau minat, guna meningkatkan jumlah traffic relevan yang menemukan jalan ke situs Anda.
- Reduces Banner Blindness- people are so bombarded with traditional ads that they generally filter out most of them. Native advertising doesn’t look like an ad and generally offers a bit more depth than simply screaming “buy now”, making it great for actually earning some engagement.
- Avoids Annoying Potential Customers- banners and other “intrusive” forms of digital advertising disrupt people’s browsing. Native advertising aims to become part of their browsing.
- High Engagement and Click-Through - By appearing like just another piece of content, native advertising offers far better engagement rates than something like a display ad and can generate a better click-through rate than many other types of paid ads.
- Beats Ad Fatigue- by offering some real value on top of their use as an advert, native ads bypass the habit of viewing adverts as an annoyance and encourage engagement.
- Privacy-friendly and Helps Build Trust- as native ads are related to the type of content that people are already consuming, they don’t rely on privacy-invading cookies and can help build trust with your audience.
- Bypass Ad Blocks- content-based native advertising, such as advertorials, doesn’t trigger ad blockers, so your message is more likely to be consumed.
What Does Native Advertising Look Like In Your Analytics and How Should You Monitor Success?
Native advertising is slightly trickier to track than some other forms of marketing. Exactly how it appears in your analytics will vary from type to type:
- Content-based: For advertorials and other content-based native advertising, you might be limited to checking the referrals to gauge how many people have clicked your links- they’re effectively just posts on their website after all. Whoever hosts your content should be happy to share their metrics with you if you want to dig a little deeper.
- Network-based: For native advertising such as search ads, suggested content ads or similar, they will appear in the Paid Other, Display or Social sections of your reports, depending on where they were displayed.
In terms of measuring the success of a given piece of native advertising, there are a few key metrics to keep an eye on:
- Viewability: A measurement of whether or not 50% of your ad was displayed for a second or more. A higher score here means that there was more chance that your offering was seen and digested by the viewer.
- CTR- setting up a unique URL on each of your native ads, regardless of type, allows you to find out exactly which ones have been most successful.
- Engagement: depending on how you’ve set up your native advertising campaign, you might be able to get insights into bounce rate and other engagement metrics from your partners. These allow you to judge how well people are taking in your messaging.
- Conversion rate: how many people take in your ad and then go on to do the thing you wanted them to.
How to Set Up a Native Advertising Campaign
There are two main ways of getting started with a native advertising campaign: reaching out directly or working with an agency.
If you’re working directly with a host website to create advertorials, simply reach out to them and work out the terms that you’re both comfortable with. They may offer to write them for you or could accept them as a guest post. Work closely with them to ensure that your content matches the tone, purpose and feel of their site while still meeting your advertising goals.
Alternatively, partner with a specialist agency that can cover creating your content and partnerships with distributors on your behalf, while still allowing you to retain control. Most agencies will also give you far more detailed analytics reports, allowing you to refine your efforts more carefully.
If you’re working directly with a host website to create advertorials, simply reach out to them and work out the terms that you’re both comfortable with. They may offer to write them for you or could accept them as a guest post. Work closely with them to ensure that your content matches the tone, purpose and feel of their site while still meeting your advertising goals.
Alternatively, partner with a specialist agency that can cover creating your content and partnerships with distributors on your behalf, while still allowing you to retain control. Most agencies will also give you far more detailed analytics reports, allowing you to refine your efforts more carefully.
Common Mistakes With Native Advertising
While native advertising allows you to reach people when they’re not particularly in the mood to be advertised to, this is as much a potential weakness as a strength. Pushing a “salesy” text on someone who’s simply looking for some information is likely to be a turn-off and result in them navigating away.
A more subtle approach is necessary to get results- aim to inform and entertain the people who are consuming your content rather than push a hard sell on them. Native ads offer a fantastic way to warm up traffic before they even realise that they’re being advertised to.
Another common issue is neglecting the pre-campaign research. You need to have a decent understanding of who you’re targeting, what they want to see and what your competitors are doing before you start creating your campaigns. This allows you to target various buyer personas separately, producing content that appeals to them more directly.
Finally, a lack of transparency often trips up native campaigns. Many countries require adverts to be declared by law, marking them out as not just another piece of content. This applies to paid partnerships with publishers, working with influencers and anything else that might not instantly seem like an advert to someone only glancing at it casually.
A more subtle approach is necessary to get results- aim to inform and entertain the people who are consuming your content rather than push a hard sell on them. Native ads offer a fantastic way to warm up traffic before they even realise that they’re being advertised to.
Another common issue is neglecting the pre-campaign research. You need to have a decent understanding of who you’re targeting, what they want to see and what your competitors are doing before you start creating your campaigns. This allows you to target various buyer personas separately, producing content that appeals to them more directly.
Finally, a lack of transparency often trips up native campaigns. Many countries require adverts to be declared by law, marking them out as not just another piece of content. This applies to paid partnerships with publishers, working with influencers and anything else that might not instantly seem like an advert to someone only glancing at it casually.
3. Traffic Website Menurun
Perubahan dalam arus traffic dapat terjadi karena banyak alasan, jadi penting untuk memastikan bahwa bauran pemasaran Anda seberagam mungkin. Untuk hasil yang cepat, pertimbangkan untuk menargetkan ulang pengunjung sebelumnya melalui iklan atau email.
Mengidentifikasi Masalah
Penurunan traffic website akan terlihat di dasbor analitik Anda. Laporan yang Anda temukan di sana seharusnya memberi tahu Anda dengan tepat alur mana yang telah berubah dan dari sini, Anda dapat mulai menyusun mengapa perubahan itu terjadi.
Cara Memperbaikinya
Terkadang, apa yang sebelumnya berhasil tampak berhenti bekerja, dan traffic website Anda akan menurun. Ada tak terhitung alasan di baliknya; yang paling umum adalah:
What do Push Ads Look Like In Your Analytics and How Should You Monitor Success?
Google Analytics 4 can track push ads in various ways, depending on how they’re set up.
Ideally, your push ads will link to a “tagged” URL that will allow you to monitor exactly which ads got the responses you were looking for. Without these extra bits of information in the URL, they’re likely to appear as “referral” or “direct” traffic, alongside everyone who manually entered your web address or clicked a link pointing towards your page.
While it may not be quite as accurate as a properly tagged push ad, you can get a good sense of how successful any particular untagged ad has been by comparing your traffic numbers to the time that you sent the push notification out. As the response tends to be quick, a sudden jump that corresponds to your ad hitting people’s phones suggests that it has had the desired effect.
In terms of measuring how successful a particular push ad has been, there are a few metrics to examine, which, as a list-based system, share a lot of ground with email marketing:
Ideally, your push ads will link to a “tagged” URL that will allow you to monitor exactly which ads got the responses you were looking for. Without these extra bits of information in the URL, they’re likely to appear as “referral” or “direct” traffic, alongside everyone who manually entered your web address or clicked a link pointing towards your page.
While it may not be quite as accurate as a properly tagged push ad, you can get a good sense of how successful any particular untagged ad has been by comparing your traffic numbers to the time that you sent the push notification out. As the response tends to be quick, a sudden jump that corresponds to your ad hitting people’s phones suggests that it has had the desired effect.
In terms of measuring how successful a particular push ad has been, there are a few metrics to examine, which, as a list-based system, share a lot of ground with email marketing:
- Perubahan Algoritma: Mesin pencari, media sosial, dan AI memperbarui dirinya secara berkala, mengubah apa yang mereka prioritaskan. Konten Anda yang sebelumnya mendapat peringkat baik kini mungkin berada lebih rendah dalam daftar.
- Masalah Pelacakan: Terkadang, memperbarui situs web Anda dapat menyebabkan masalah pada perangkat lunak analitik Anda. Muat halaman Anda sendiri dan lihat apakah kunjungan Anda tercatat.
- Pesaing melampaui peringkat Anda: SEO tidak pernah diam dan, jika Anda sudah berhasil, pesaing Anda kemungkinan besar telah menyadarinya dan mulai meniru strategi Anda.
How to Set Up a Push Advertising Campaign
Setting up a push advertising campaign is remarkably straightforward. As they’re best used for time-sensitive messaging, most platforms operate a self-service model, giving you access to the tools you need to send out your push notifications and putting you in total control.
You can target by geographic location, device type and operating system, how long someone has been subscribed to your list for, how active they are on your site and filter by how often they’ve been targeted recently (top tip: don’t bombard people’s phones with notifications too often- they’ll simply unsubscribe and avoid you in future).
Finally, create your notification. You generally have a single, short headline, one line of body and an image to grab attention. Focus on urgency with lines such as “time is running out - shop the sale now” or similar messages.
Depending on the platform you’re using and your goals, you may choose from a variety of different payment models:
You can target by geographic location, device type and operating system, how long someone has been subscribed to your list for, how active they are on your site and filter by how often they’ve been targeted recently (top tip: don’t bombard people’s phones with notifications too often- they’ll simply unsubscribe and avoid you in future).
Finally, create your notification. You generally have a single, short headline, one line of body and an image to grab attention. Focus on urgency with lines such as “time is running out - shop the sale now” or similar messages.
Depending on the platform you’re using and your goals, you may choose from a variety of different payment models:
- Cost per click: similar to most digital advertising- you pay for each click that your notification receives. This is ideal for campaigns that are going out to a lot of recipients, as you only pay for the notifications that got a response.
- Cost per mile: You pay for a set number of deliveries. This is ideal if you’re on a tight budget, as there will be no nasty surprises.
- Cost per action: You only pay for notifications which trigger a specific action (most commonly a sale or a sign-up). This can offer the best ROI, but it comes with limited data on the unsuccessful notifications.
Common Mistakes With Push Adverts
There are three major mistakes that people often make with push adverts that render their campaigns ineffective: not segmenting their audiences, pushing too often and putting out bad texts and images.
Firstly, audience segmentation matters. A generic “visit us now” message sent out to your entire subscriber list is unlikely to tempt anyone to actually visit. Instead, segment your audience by the data that you hold on them. The simplest way to do this is by how long they’ve been subscribed or when they last interacted with your site. This allows you to send a message welcoming recent sign-ups and encouraging them to come back, or retargeting previous customers who haven’t visited recently.
Secondly, while people are glued to their phones, notifications actually trigger a range of responses, from dopamine spikes to anxiety. Targeting the same group repeatedly over too short a time is likely to push their response towards the negative end of this spectrum and result in them blocking further notifications from you.
Lastly, with only a few words and a single image to convey your message, it pays to ensure that every single word is serving a purpose. It’s commonly said amongst copywriters that short-form content is harder to write than long-form for this very reason. An overly generic Call to Action is unlikely to gain much response, but getting too targeted will exclude a large proportion of your potential reach.
Firstly, audience segmentation matters. A generic “visit us now” message sent out to your entire subscriber list is unlikely to tempt anyone to actually visit. Instead, segment your audience by the data that you hold on them. The simplest way to do this is by how long they’ve been subscribed or when they last interacted with your site. This allows you to send a message welcoming recent sign-ups and encouraging them to come back, or retargeting previous customers who haven’t visited recently.
Secondly, while people are glued to their phones, notifications actually trigger a range of responses, from dopamine spikes to anxiety. Targeting the same group repeatedly over too short a time is likely to push their response towards the negative end of this spectrum and result in them blocking further notifications from you.
Lastly, with only a few words and a single image to convey your message, it pays to ensure that every single word is serving a purpose. It’s commonly said amongst copywriters that short-form content is harder to write than long-form for this very reason. An overly generic Call to Action is unlikely to gain much response, but getting too targeted will exclude a large proportion of your potential reach.
4. Traffic Meningkat, Tetapi Website Menarik Orang yang Salah
Tidak semua traffic memiliki nilai yang sama. Pertimbangkan untuk meluangkan waktu mengerjakan SEO lokal dan iklan bertarget Anda, tergantung pada siapa yang membentuk traffic Anda yang paling relevan.
Advertising type
Cost
Targeting
Best For
Main Weaknesses
Main Strengths
Intrusitiveness
Pop-Under
Low
Targeted by browser, location and device type
Mass appeal and awareness building
Low user intent results in poor CTRs
Allows a gentle “warming” of potential traffic, meaning they are ready to sign up when they visit.
Relatively low: waits for viewer to finish what they were doing
Native
High initial costs
Vague targeting by interest and curiosity
Awareness and trust building with engaged audiences
Expensive to create and often slow to get publisher approval
Allows a detailed exploration of a topic and avoids the “hard sell” which can turn off customers
Low: appears as a natural piece of content
Push
Varies depending on pricing model selected.
Target by location, age of subscription and previous interactions
Quick results and time-sensitive messages
High opt-out rate and limited content length
Allows urgent messages to be sent and can generate instant results
High: triggers an alert on the desktop or mobile device they’re pushed to
Jika analitik Anda menunjukkan jumlah pengunjung yang meningkat tetapi Anda tidak melihat peningkatan yang sebanding dalam penjualan dan pendaftaran, situs Anda mungkin menarik orang yang salah. Setelah Anda menyadari masalah ini, Anda dapat mulai merekayasa balik upaya pemasaran Anda dan menargetkannya dengan lebih tepat kepada traffic yang relevan.
