You’ve probably heard the term paid traffic before, right? But do you know what a professional in this area does? What are the main activities of a paid traffic manager in their day-to-day and why is this one of the most sought-after positions in digital marketing ?
To find out all this and much more, continue reading this complete article on the subject.
What is a paid traffic manager?
A paid traffic manager is a person who works for a company to find ways to get their website and product in front of more people.
It does this by using paid advertising and marketing strategies such as pay-per-click ( PPC) campaigns or by purchasing banner ads on different websites.
This professional can work in-house or as a freelancer. Typically, this type of professional has experience in the area of digital marketing, as well as knowledge of how to run a successful PPC campaign .
He is also familiar with different types of platforms and media – such as Facebook Ads Manager, Twitter Ads, and LinkedIn Ads – that are used for online advertising.
What does a digital traffic manager do?
A paid traffic manager is responsible for creating and implementing strategies to increase the number of visitors to a website , which ultimately leads to increased sales.
Professionals in the field can do this by creating campaigns with different search engines (such as Google Ads or Bing Ads ) that allow users to make purchases on the site.
They can also create campaigns with social media platforms like Tik Tok Ads and Pinterest Ads , which are tools known to have high conversion rates due to their target audience.
A paid traffic manager also creates ad copy that attracts visitors and converts them into customers . They manage important aspects of campaigns, such as:
- Track results;
- Make adjustments based on performance metrics;
- Use data collected from these campaigns to make more assertive decisions;
- Understand the best way to promote products or services through paid advertising channels.
The main functions of a Traffic Manager
As a traffic management specialist , it is crucial to clearly understand the specific functions performed by this profession. While some professionals in this field may be involved in multiple tasks, we will focus on the common and widely accepted demands of the market.
Here are the main functions of a Traffic Manager:
- Conduct keyword studies and target audience analysis to support the planning and implementation of strategic campaigns.
- Develop strategies, planning and optimization of paid media campaigns, ensuring the efficient allocation of financial resources.
- Properly distribute the budget between the different paid media channels to maximize results and return on investment.
- Monitor and analyze the performance of paid media campaigns, managing ad spend and identifying opportunities for continuous improvement.
- Create and configure accounts, profiles and campaign managers across multiple tools and channels, according to customer needs.
- Evaluate campaign performance and its impact on marketing strategies, working closely with account managers or marketing analysts.
- Create reports and dashboards to measure campaign results, providing crucial insights into the “why” of performance and specific actions for future improvements.
It is important to note that, depending on the agency or company, functions may vary and other responsibilities and skills may be required.
Therefore, it is essential to adapt to the complexity of the particular work and be ready to expand this list based on the specific needs of each project or client.
What is the salary of a traffic manager?
The average paid traffic manager salary is about $2,500.00 per month. The salary for such managers who have less than five years of experience is the base salary. However, the salary for this kind of professional reaches $7,759.00 according to seniority.
Additionally, benefits such as health, dental and life insurance plans may also be offered for this position.
Many professionals work independently and provide services to different companies at the same time, charging a fixed amount for the service provided or obtaining a percentage of sales.
Although undertaking this area is quite challenging and competitive, there are many opportunities in the market for people who want to become successful professionals.
The importance of Traffic Manager in today’s market
Within teams, companies and agencies, these professionals have increasingly taken on a leading role for several reasons.
One of the main reasons is that campaign strategies can vary considerably, but studies indicate that between 50% and 70% of the effort needs to be directed towards the top of the funnel.
This is because once a visitor converts into a lead, they become a valuable asset to the marketing team and can be involved in other campaigns, touchpoints and future actions.
In this sense, the Traffic Manager plays a crucial role, ensuring an adequate volume of visitors and leads for the continued success of the implemented strategies.
Furthermore, it is important to highlight that the current market faces a growing shortage of good Traffic Management professionals .
With high demand and the increasing number of companies migrating to the digital scenario, having a competent Traffic Manager is not only necessary, but becomes a competitive advantage for marketing teams.
Having an experienced and qualified professional in this position is vital to optimizing results, outperforming the competition and achieving long-term success.
Therefore, it is undeniable that an efficient and strategically focused Traffic Manager is essential to boost the performance of any digital marketing strategy.
Your ability to create and develop impactful campaigns and manage the continuous flow of visitors and leads is what drives the growth and success of today’s marketing teams.