Introduction
In the digital age, search engines play a critical role in driving web traffic and helping to build a brand for a business. While search engine optimization (SEO) is a well-known method for increasing web traffic, search engines offer other methods for direct response and brand building. The main methods suitable for Cortez’s business are pay-per-click (PPC) advertising and display advertising.
Pay-Per-Click Advertising
PPC advertising is a method in which companies bid on specific keywords related to their products or services. When users search for these keywords, the ad appears at the top of search results or relevant websites (Lewandowski & Schultheiß, 2022). First of all, it gives quick results since ads are shown almost immediately after setting up the campaign. That makes it an effective method of generating immediate web traffic and potential sales.
Second, advertisers can choose specific keywords and demographics to ensure their ads are shown to the most relevant audiences (Lewandowski & Schultheiß, 2022). The targeted method increases the chances of conversion as well. In addition, detailed analytics allow businesses to track the performance of their ads, identify successful keywords, and optimize campaigns for better results.
On the other hand, while PPC can deliver quick results, it can also be costly, especially for competitive keywords. Costs can add up quickly, so it is essential for businesses to set transparent budgets and keep a close eye on spending. In addition, PPC campaigns are susceptible to click fraud, where competitors or scammers repeatedly click on ads in order to use up an advertiser’s budget without generating genuine traffic (Dörnyei, 2020). Moreover, some users subconsciously ignore sponsored ads, lowering click-through rates.
Display Advertising
Display advertising includes the placement of banners or visual advertisements on relevant websites targeted at a target audience. These ads are designed to grab the user’s attention and redirect them to the advertiser’s website when clicked. It allows one to create brand awareness as the ad appears on various websites that are frequently visited by the target audience. Increasing brand awareness can lead to increased brand awareness and recall.
In addition, display advertising provides creative freedom by allowing businesses to demonstrate their products or services through visually appealing graphics, animations, and interactive elements (Appel et al., 2020). This creative flexibility can effectively capture the attention of users. In addition, display advertising can help companies reach a wider audience beyond search engine users by expanding their online presence.
However, display advertising also comes with certain challenges and limitations. Ad-blocking software has become popular, reducing the visibility of display ads and potentially limiting their reach (Todri et al., 2020). If display ads are not set up effectively, they can appear on irrelevant websites, resulting in wasted ad spend and reduced performance.
Costs
PPC and display advertising costs can vary significantly depending on competition, placement, and audience targeting factors. PPC ads are priced by bid amount, with highly competitive keywords requiring higher bids. At the same time, display advertising spend is usually based on CPM (cost per thousand impressions) or CPC (cost per click) models. Advertisers should allocate appropriate budgets to their campaigns, considering their goals and potential return on investment.
Opt-In Email List of Visitors
Building a subscription email list is an essential strategy for Cortez Creations to engage with potential and existing customers, develop relationships, and ultimately increase web traffic. To achieve this goal, a company can implement several effective strategies. First, Cortez Creations can offer visitors an attractive incentive to sign up on their company website. By providing a valuable incentive, such as exclusive access to special offers or discounts on their first purchase, a company can encourage visitors to provide their email addresses willingly (Marwick & Hargittai, 2018). Creating a sense of exclusivity and tangible benefits encourages visitors to subscribe, thereby expanding their email list.
In addition, engaging content and newsletters are critical in attracting subscribers. Cortez Creations can engage visitors by creating and sharing high-quality, relevant, and engaging content related to personalized gifts, holiday ideas, and special occasions. Content that offers helpful tips, gift ideas, and information will encourage visitors to subscribe to a mailing list to receive more valuable content in the future.
Once Cortez Creations successfully builds a significant email list, they can use it strategically to increase web traffic in the future. A company can send subscribers personalized product recommendations, promotions, and updates by implementing targeted email marketing campaigns. Regular email correspondence can remind customers of upcoming holidays and events, encouraging them to visit a website to look for personalized gifts. Attractive email newsletters can showcase the latest trends, success stories, and user-generated content, further driving traffic to the website. As subscribers engage with email content and navigate to a website, web traffic increases, resulting in higher visibility and potential sales.
Conclusion
Both leveraging search engine techniques and building an email list to subscribe to are invaluable strategies for Cortez Creations to increase web traffic, generate leads, and build brand loyalty. Search engine techniques such as pay-per-click (PPC) advertising and display advertising can drive targeted traffic to a website and expand a company’s online reach. In addition, building a subscription email list will allow Cortez Creations to develop customer relationships and effectively promote personalized product offerings. By synergizing these approaches with other digital marketing tactics, Cortez Creations can achieve its business goals, ensure long-term success, and thrive in a dynamic digital environment.
References
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. Web.
Dörnyei, K. R. (2020). Marketing professionals’ views on online advertising fraud.Journal of Current Issues & Research in Advertising, 42(2), 156–174. Web.
Lewandowski, D., & Schultheiß, S. (2022). Public awareness and attitudes towards search engine optimization. Behaviour & Information Technology, 42(8), 1025–1044. Web.
Marwick, A., & Hargittai, E. (2018). Nothing to hide, nothing to lose? incentives and disincentives to sharing information with institutions online. Information, Communication & Society, 22(12), 1697–1713. Web.
Todri, V., Ghose, A., & Singh, P. V. (2020). Trade-offs in online advertising: Advertising effectiveness and annoyance dynamics across the purchase funnel. Information Systems Research, 31(1), 102–125. Web.
