Traffic is the driving force of online business. Any website or blog, regardless of its niche, fights for users' attention. It can be paid or free. Paid sources include advertising systems, articles and links on third-party resources placed on a commercial basis, CPA networks. Free traffic can be considered transitions from search engines (from search results) and directories, social networks, direct visits, mailings.
But success does not depend on its quantity, it depends on its quality.
Traffic properties may vary, so it is first divided as follows:
Today we will talk about sources: through which platforms you can attract visitors and how to correctly interpret the results.
Contents
1. What are the sources of traffic to the site?
1.1. Traffic from search engines
1.2. Social networks
1.3. Direct transitions
1.4. Advertising clicks
1.5. CPA networks
1.6 External transitions
1.7. E-mail newsletters
2. Traffic source analysis: how to find out where the transitions are coming from
They are classified as follows:
The more frequent and competitive the query, the more difficult it is to get into the TOP. A lot of work needs to be done for this. It is much more difficult for young resources to do this.
Natural traffic also includes the transition from the "sorcerers" of Yandex and Google. Surely, you have seen the information blocks of these systems' services more than once - maps and reference books. These are the auxiliary blocks - "sorcerers" that simplify the search for users.
Examples:
1. The user entered the phrase “click fraud protection” into the search, skipped the ad block and went to the site from the 1st-3rd position of the search results.
2. The user searched for veterinary clinics. It is logical that he will be primarily interested in those that are close to him, and not in principle any veterinary clicks that took the first positions in the search results. Therefore, he uses the Yandex wizard with a map, finds a suitable address there and follows the link to view more detailed information.
This is if we talk about free traffic. But there is also paid traffic - targeted advertising and advertising from bloggers and influencers of certain topics. In the first case, the advertiser creates an advertisement and orders placement in communities or
In any case, it is useful for a business to have official pages on social networks and inform its potential clients about promotions, discounts, new products and simply remind them about itself.
Examples:
1. The National Geographic community on VKontakte, which posts photos with brief information in their posts and puts a link to a site where you can learn new facts. As a rule, they do not post the entire text of articles and notes on social networks.
2. A community of any pizzeria. Social networks help them attract new customers through raffles of promo sets and new products like "the choice of the lucky one" who reposted the entry with the raffle on their page and joined the community. Users can order food either directly through the same VKontakte or by going to the official website of the pizzeria.
3. Integrating advertising with a popular blogger with a million-strong Instagram following (owned by Meta, an organization banned in the Russian Federation) on a relevant topic.
Examples:
1. Bookmark in the browser with a link to log in to Bank Online.
2. If the browser cache has not been cleared, then when you enter the first characters of the address, the browser itself fills in the data and allows you to go directly to the desired page.
They allow you to place ads in two directions:
In addition to the fact that this is an expensive way of attracting visitors to the site, the advertiser may also encounter such an unpleasant phenomenon as click fraud. In this case, the budget is spent not on real clients, but on bots and clickers, that is, fraudsters. Instead of targeted traffic from real potential clients, the advertiser receives non-targeted visits, the percentage of sales for which will always be 0.
Examples of advertising traffic:
1. Placing an advertisement on a search for the group of queries "buy clothes for newborns". In this case, the director adds negative words so that the advertisement is not shown for an extended range of non-target words "knit/knitting/do it yourself/video", etc. Payment is for each click, taking into account the placement of the advertisement relative to competitors.
2. The advertiser orders a banner ad for a robot vacuum cleaner. A user interested in smart home devices visits this site and is shown a banner ad for this particular device.
The advertiser places his banner, ad, product with a partner or through a special CPA network. In this case, both the placement itself and each completed action, such as clicking on an ad, purchasing a product, etc., can be paid for once. The topics of the donor and recipient may not coincide.
The network itself takes a certain percentage for its work.
Example:
By placing a pop-up with an advertisement for a product or service. The user goes to the partner's website or a specific page. A pop-up window with the most tempting offer appears in front of him. He goes to the advertiser's website and makes an order, purchase or call.
It turns out to be a kind of symbiosis - natural traffic due to paid placement (if we talk about link exchanges, articles, reviews). The donor's sites and topics are selected as close as possible to the recipient.
Example:
1. Company registration in the 2GIS service. Placement is free with possible traffic to the official website.
2. A paid topic is posted on a BMW car forum asking where to buy spare parts in Moscow for this car. In the responses, one of the users writes a short review of his experience buying spare parts and inserts a link to the advertised site.
The simplest option is to send letters to the entire subscriber base. Then the bet is on the total number of clicks. But the mailing can also be approached more precisely, targeted, and send specific groups of subscribers different information that may interest them, which will lead to a sale. To do this, a specific offer and its own letter form are developed for each group.
With their help, you can analyze the sources of transitions by segmented types of traffic: from search engines, by links, direct visits, by advertising, etc. You will be able to find out what devices visitors used, at what time they went and to what pages.
Analytics allows you to evaluate what traffic gives you the most clicks to the site, which is the most effective. It is also very important for analyzing clicks on advertising, so that in case of fraud and receiving non-targeted visits, you can take prompt action. For example, refuse to place ads on a site with high bot traffic.
But success does not depend on its quantity, it depends on its quality.
Traffic properties may vary, so it is first divided as follows:
- by source;
- by quality - targeted and non-targeted;
- by technical devices - PC, TV, smartphones, tablets.
Today we will talk about sources: through which platforms you can attract visitors and how to correctly interpret the results.
Contents
1. What are the sources of traffic to the site?
1.1. Traffic from search engines
1.2. Social networks
1.3. Direct transitions
1.4. Advertising clicks
1.5. CPA networks
1.6 External transitions
1.7. E-mail newsletters
2. Traffic source analysis: how to find out where the transitions are coming from
What are the sources of traffic to the site?
Traffic sources, paid and free, are the channels through which users come to the site.They are classified as follows:
- transitions from search engines - through search engine results ;
- transitions from social networks - via links posted on social networks;
- direct transitions - from bookmarks in the browser or manually entered in the address bar;
- clicks on advertising - advertising systems Yandex Direct, Google Ads, and others;
- CPA networks - transitions from partner sites.
- external transitions - placed via links on different resources;
- transitions from mailing lists - from emails.
Traffic from search engines
It is also called organic. This is when users enter a keyword or phrase of interest to them in the Yandex or Google search bar and, based on the search results, go to the site. Traffic is considered natural, even if any types of SEO optimization were used to bring the resource to the TOP of the search results.The more frequent and competitive the query, the more difficult it is to get into the TOP. A lot of work needs to be done for this. It is much more difficult for young resources to do this.
Natural traffic also includes the transition from the "sorcerers" of Yandex and Google. Surely, you have seen the information blocks of these systems' services more than once - maps and reference books. These are the auxiliary blocks - "sorcerers" that simplify the search for users.
Examples:
1. The user entered the phrase “click fraud protection” into the search, skipped the ad block and went to the site from the 1st-3rd position of the search results.
2. The user searched for veterinary clinics. It is logical that he will be primarily interested in those that are close to him, and not in principle any veterinary clicks that took the first positions in the search results. Therefore, he uses the Yandex wizard with a map, finds a suitable address there and follows the link to view more detailed information.
Social media
This includes traffic from social networks such as VKontakte, Facebook (owned by Meta, an organization banned in the Russian Federation) and others. If the resource is informational, for example, then users are more likely to follow links from posts to view detailed information. If it is a commercial resource, for example, with services, then you need to try to attract the audience, since it is focused mainly on consuming entertainment content.This is if we talk about free traffic. But there is also paid traffic - targeted advertising and advertising from bloggers and influencers of certain topics. In the first case, the advertiser creates an advertisement and orders placement in communities or
In any case, it is useful for a business to have official pages on social networks and inform its potential clients about promotions, discounts, new products and simply remind them about itself.
Examples:
1. The National Geographic community on VKontakte, which posts photos with brief information in their posts and puts a link to a site where you can learn new facts. As a rule, they do not post the entire text of articles and notes on social networks.
2. A community of any pizzeria. Social networks help them attract new customers through raffles of promo sets and new products like "the choice of the lucky one" who reposted the entry with the raffle on their page and joined the community. Users can order food either directly through the same VKontakte or by going to the official website of the pizzeria.
3. Integrating advertising with a popular blogger with a million-strong Instagram following (owned by Meta, an organization banned in the Russian Federation) on a relevant topic.
Direct transitions
This source of traffic includes user transitions to the site from their bookmarks or when the user directly enters its address in the browser line. As a rule, these are current (regular) clients or visitors. That is, an existing reputation in the eyes of this user, who has become a permanent part of the audience.Examples:
1. Bookmark in the browser with a link to log in to Bank Online.
2. If the browser cache has not been cleared, then when you enter the first characters of the address, the browser itself fills in the data and allows you to go directly to the desired page.
Click-throughs on advertising
First of all, we are talking about advertising campaigns on Yandex.Direct and Google Ads platforms. This is one of the most effective, albeit expensive, sources of traffic to the company's official website to increase sales.They allow you to place ads in two directions:
- On search — above and below search results. In this case, ads are shown depending on the specified keyword. Advertisers should take the highest possible position in ads for a keyword to be guaranteed to get more clicks.
- On partner resources in the YAN and KMS networks. Webmasters (resource owners) provide space for an advertising block, guaranteeing a certain amount of traffic. The higher it is, the more expensive the placement. In this case, the advertiser can pay for advertising placement both for the number of impressions (N rubles per 1000 impressions) and for each individual click. The Yandex.Direct and Adwords systems themselves operate on the basis of a specific algorithm: the user does not see random ads, but based on his interests and search history, i.e. it shows what is interesting to the user at a particular moment.
In addition to the fact that this is an expensive way of attracting visitors to the site, the advertiser may also encounter such an unpleasant phenomenon as click fraud. In this case, the budget is spent not on real clients, but on bots and clickers, that is, fraudsters. Instead of targeted traffic from real potential clients, the advertiser receives non-targeted visits, the percentage of sales for which will always be 0.
Examples of advertising traffic:
1. Placing an advertisement on a search for the group of queries "buy clothes for newborns". In this case, the director adds negative words so that the advertisement is not shown for an extended range of non-target words "knit/knitting/do it yourself/video", etc. Payment is for each click, taking into account the placement of the advertisement relative to competitors.
2. The advertiser orders a banner ad for a robot vacuum cleaner. A user interested in smart home devices visits this site and is shown a banner ad for this particular device.
CPA networks
CPA in marketing is a win-win advertising payment model, where only certain user actions on the site are paid for. That is, it is also an advertising platform option, but with a different work algorithm. It is considered a cold traffic source.The advertiser places his banner, ad, product with a partner or through a special CPA network. In this case, both the placement itself and each completed action, such as clicking on an ad, purchasing a product, etc., can be paid for once. The topics of the donor and recipient may not coincide.
The network itself takes a certain percentage for its work.
Example:
By placing a pop-up with an advertisement for a product or service. The user goes to the partner's website or a specific page. A pop-up window with the most tempting offer appears in front of him. He goes to the advertiser's website and makes an order, purchase or call.
External transitions
Link traffic from other sites. This includes posting links in company directories, in thematic articles, on forums (crowd), in review sites, comments, reviews under YouTube videos, etc. It can be either free - company directories, or paid - link exchanges, articles, etc.It turns out to be a kind of symbiosis - natural traffic due to paid placement (if we talk about link exchanges, articles, reviews). The donor's sites and topics are selected as close as possible to the recipient.
Example:
1. Company registration in the 2GIS service. Placement is free with possible traffic to the official website.
2. A paid topic is posted on a BMW car forum asking where to buy spare parts in Moscow for this car. In the responses, one of the users writes a short review of his experience buying spare parts and inserts a link to the advertised site.
E-mail newsletters
By sending letters to the company's clients, you can increase their involvement in the products, increase the amount of traffic, and expand the sales channel. To do this, an important condition must be met: the site visitor must subscribe to your company's mailing list.The simplest option is to send letters to the entire subscriber base. Then the bet is on the total number of clicks. But the mailing can also be approached more precisely, targeted, and send specific groups of subscribers different information that may interest them, which will lead to a sale. To do this, a specific offer and its own letter form are developed for each group.
Traffic Source Analysis: How to Find Out Where Your Traffic Comes From
It is best to analyze traffic through the Yandex.Metrica and Google Analytics services. To do this, you need to create a counter in these services and place the code on your site. Data will not start to be collected immediately, but after some time.With their help, you can analyze the sources of transitions by segmented types of traffic: from search engines, by links, direct visits, by advertising, etc. You will be able to find out what devices visitors used, at what time they went and to what pages.
Analytics allows you to evaluate what traffic gives you the most clicks to the site, which is the most effective. It is also very important for analyzing clicks on advertising, so that in case of fraud and receiving non-targeted visits, you can take prompt action. For example, refuse to place ads on a site with high bot traffic.
