Display ads
I think push traffic can be useful, but the quality of the audience matters much more than simply getting a large number of visits. For photography websites especially, people need to actually be interested in visual content, equipment, or creative projects. Otherwise, the traffic may look good in analytics without producing meaningful engagement. I would also pay attention to how campaigns are segmented and whether different audiences behave differently after clicking. Another thing worth considering is testing several formats instead of assuming one approach will work everywhere. For anyone comparing options, programmatic display ads can also be interesting because targeting and placement can be adjusted based on campaign goals rather than relying on one source of traffic.
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How do you usually determine whether traffic from push campaigns is actually valuable for a photography website rather than just increasing the visitor count? I’m wondering which metrics are the most useful for judging audience quality, such as time spent on the site, pages viewed, repeat visits, or specific actions like signing up or contacting the photographer. Would you also separate audiences based on interests or campaign sources to see which groups are more engaged? I’d be interested in hearing how people test different traffic formats and targeting approaches before deciding where to put more of their budget.