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What is paid traffic management?

As the digital economy grows, so does competitiveness in this arena. It's increasingly difficult to win users' attention, whether it's on search engines, social networks, in their email inboxes, etc.

And in an increasingly digital world, attention becomes the currency of exchange, and this increases the importance of the work of a paid traffic manager.

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What is traffic??

Traffic is the flow of users entering a website or app. This traffic can come from various sources, adverts, email, links on other sites etc. and can be divided into two broad categories, organic traffic and paid traffic.

What is paid traffic?

Paid traffic comes from paid adverts placed on platforms such as Google AdWords, Facebook Ads or Tik Tok, and is usually labelled as "sponsored". This type of traffic has a quick impact, is scalable and you can choose who you want to show the adverts to, but it does cost money.

What is a paid traffic manager??

The paid traffic manager is the person who manages companies' digital advertising investments on platforms such as Google Ads, Facebook Ads, Tik Tok etc. They place the ads on these platforms and are responsible for managing the budget, analysing the results and implementing continuous improvement actions in order to maximise the return.

Companies normally set a monthly budget for investment in adverts and, together with the paid traffic manager, establish objectives for this investment, which will be the KPIs to monitor during the implementation of the campaigns..

What a traffic manager does?

The duties of a Traffic Manager can be wide-ranging and vary depending on the company or agency, but the main ones include:

  • It involves market research in order to guide digital marketing strategies and identify opportunities.

  • It includes designing and managing advertising campaigns on digital platforms such as Google Ads, Facebook Ads and others.

  • Knowing what to invest in each medium, when and for how long is essential for good resource management and the fulfilment of campaign objectives.

  • Monitoring campaigns and the objectives they set is essential to ensure that performance improves. Done in good time, it allows resources to be redistributed over the period, thus ensuring that returns are maximised.

  • It involves creating and managing accounts on ad platforms or social networks for clients, ensuring for example that conversions are being correctly measured and quantified.

  • It involves compiling data and metrics to evaluate the success of campaigns and presenting this information in an understandable way, often using interactive dashboards.

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Is it worth outsourcing paid traffic management to an agency??

Hiring a PPC management agency can be an important strategic decision for companies looking to get a return on their investments in paid advertising.

And if there are any highly dynamic areas in which there are multiple benefits to outsourcing, it is precisely paid advertising Here are some examples of the benefits:

  1. Expertise and Experience: The best PPC management agencies have in-depth knowledge of the sector, which can be crucial in helping your company achieve the best possible ROI. They are constantly up-to-date with the best practices and changes in the field of digital advertising, and in fact almost pay for themselves.

  2. Immediate and consistent results: A well-designed paid digital marketing strategy delivers immediate and consistent results. By working with an agency you avoid wasting weeks or months finding the path to your campaigns' efficiencies.

  3. Efficient management of time and resources: Paid traffic management requires a lot of continuous improvement and optimisation work. Campaigns need to be monitored in order to reach sustainable levels of efficiency. Many companies find that by hiring a paid traffic management agency, they can save time and resources, allowing them to concentrate on other areas of their business.

  4. Collaboration and Advice: At Rocket Fuel, when a client hires us to manage paid traffic, we begin a partnership that goes far beyond paid traffic management. Our goal is to create long-term partnerships, so we're focused on growing your business and we'll give you lots of input on your digital presence, new products, competitors, etc...

To summarise, hiring a paid traffic management agency will bring experience and knowledge to your company, enabling you to achieve faster and more consistent results.

You'll save your team time to focus on what you can't outsource, ensuring that you keep your company continually up to date on digital advertising strategies and tactics. And if you choose the right partner, you'll start a collaborative partnership with the aim of maximising your sales and making the most of your digital marketing investments. 

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