5. CRAFTING DIGITAL

One of our biggest challenges as digital marketers is traffic.
How can we easily and affordably get people’s attention, push them to our
websites, and convert them to subscribers and customers?
The secret is digital advertising. And if you understand how to make it work, it
can give you full control over your traffic flow and help you sell more too.
In this chapter, you’ll learn the process for planning, setting up, and optimizing
your ads, including the metrics you need to watch, the lingo you’ll use as a
media buyer, and the people in your business who should be responsible for
digital advertising.
But before we start, let’s get clear about why paid traffic is a smarter
investment than organic.