Traffic Manager: Discover the Key Points for Success in the Profession
Could You Be a Traffic Manager? Discover the Secrets of This Important and Growing Role in Digital Marketing
You may already be familiar with the concept of traffic and its importance in a company’s planning, but sometimes we don’t even think about who is responsible for it, right?
With that in mind, I’ve prepared a complete article about this rising professional: the traffic manager.
Let’s go!
What Is a Traffic Manager?
The most common definition is that a traffic manager is responsible for generating traffic to a website. In practice, they are typically in charge of the company’s media campaigns.
Thus, those who perform this role need to have strong analytical skills to understand data and decide on the best channel, optimization possibilities, and the relationship between the metrics presented in each channel.
If you’re wondering why these skills are necessary, I’ll explain them below. Keep reading!
What Does a Traffic Manager Do?
A traffic manager is responsible for creating and managing all strategies related to audience engagement in the paid media where the company is present.
Thus, traffic managers can also handle inbound marketing campaigns and develop ad copies, among other functions.
Besides these occasional possibilities, let’s check out the main demands and responsibilities of a traffic manager in the market:
- Conduct keyword and audience research for campaign planning;
- Develop, create, and optimize the planning of paid media campaigns and metrics;
- Distribute the budget across paid media channels;
- Analyze and segment media campaigns;
- Create accounts, profiles, or campaign managers for clients;
- Analyze campaign performance and its impact on marketing strategies;
- Create reports or dashboards to measure results.
When we sum up all these points, we can also see the role of the traffic manager in boosting the company’s sales.
The Importance of the Traffic Manager in the Current Market
A traffic manager, besides being an ad specialist, also acts as a strategist to increase the qualified audience of the website and business opportunities — that is, they assist in sales.
To close a deal, you need to turn a website visitor into a lead, and to transform the visitor into a lead, you need to direct the user to the chosen channel. That’s where the traffic manager comes in. Without good traffic management, there won’t be a sufficient volume of visitors, and no strategy can succeed.
What Types of Traffic Managers Does the Market Need in 2022?
There are many channels and media that currently bring in traffic. Thus, we’ve listed the main areas where a traffic manager can operate in 2022.
Check it out!
Instagram Ads Traffic Manager
This professional is responsible for analyzing and organizing all marketing functionalities that Instagram offers.
Examples include: promoting post ads, generating free content, forming partnerships with other brands, and running giveaways.
Remember that Instagram Ads is linked to Facebook Ads, as they belong to the same company, Meta.
Facebook Ads Traffic Manager
In Facebook Ads, the traffic manager focuses on managing and directing the ads of a paid media campaign.
Their involvement is present throughout the entire project planning, including budget allocation.
Google Ads Traffic Manager
The Google Ads traffic manager helps you create campaigns for search and display networks, among others. They are responsible for bringing the right visitors and, consequently, qualified leads to your site through search engines like Google.
Additionally, they also handle campaign cost control, reporting, and more.
Social Media Traffic Manager
In social media, the traffic manager will balance content type, posting frequency, audience knowledge, and algorithm understanding, as well as content delivery methods.
Other examples of social media where the traffic manager can operate include TikTok Ads, LinkedIn Ads, Twitter Ads, and Pinterest Ads.
How Much Does a Traffic Manager Earn?
According to Glassdoor data, the average salary for a Traffic Manager in Brazil is R$2,500.00.
The highest salary recorded was R$4,301.00, and the lowest was R$1,500.00.
However, it’s worth noting that some professionals in this field work as freelancers/self-employed and may earn higher salaries, depending on their seniority level and the results they deliver.
Essential Tools a Traffic Manager Needs to Master
A traffic manager can and should invest in knowledge of tools and software to improve their service outcomes.
Here are some essential platforms for the work of this professional:
Read Also: 18 Examples of Platforms to Capture Clients Online – And Their Benefits
1. Facebook and Instagram
Both platforms provide significant paid or organic traffic to company websites.
Key points to pay attention to in the settings and functionalities:
- Business Manager;
- Ads Manager;
- Reports and Insights.
2. Google Ads
As mentioned, one of the ways to “rent” the top of Google pages is through Google Ads. Therefore, it is essential to learn how to manage keyword planners and generate reports.
Read Also: Google Ads vs Facebook Ads: Which is Better for Lead Generation?
3. Excel
Remember when we talked about the analytical skills of a traffic manager? Well, Excel will be one of the platforms where data interpretation and management will occur.
This will allow for future predictions and evaluation of how well the implemented strategies are performing.
Bonus: Leadster
Leadster is a tool that benefits not only traffic managers but the entire sales and marketing team of a company.
With our chatbot, you can optimize your team’s time, providing a personalized, instant, and proactive approach to website visitors.
How to Become a Traffic Manager from Scratch?
To conclude this article about traffic managers, let’s explore what you need to do to become such an important professional in marketing strategies.
Understand Business Fundamentals
Knowing about business, besides being essential for strategic planning, is a differentiating factor compared to managers who only focus on tools and marketing channels.
Invest in the following areas:
- The company’s business model
- Strengths and weaknesses of the brand;
- Competitive advantages;
- Main competitors;
- Market overview;
- Company culture and vision;
- Internal relations between company departments;
- Marketing objectives;
- Product features and benefits.
Strong Analytical Skills
You will need to analyze data and metrics to offer valuable traffic insights to your client.
Beyond Excel, which we’ve already mentioned, consider learning to use platforms like Google Analytics, Google Search Console, and Google Data Studio.
Good Communication Skills
Think about the fact that a traffic manager needs to interact with various departments in a company, such as marketing, sales, customer success (CS), IT, support, and product.
Therefore, communication skills are essential to achieving good traffic results, as the professional will be responsible for presenting reports and delivering presentations.
Creativity
Creativity will help the traffic manager think outside the box.
They will need to develop:
- New strategies and objectives for paid media campaigns;
- New segmentations;
- New strategies;
- New ads;
- New copies.
Copywriting
Knowing a bit about what copywriting is can be considered a differentiator in the market.
After all, most campaigns aim to persuade the user to take some action. Therefore, understanding this strategy can be of great help.
Extra Tip: Invest in Books
To assist you in learning persuasive writing, I’ve compiled some book recommendations for you to study. Check them out:
- Gabay’s Copywriting Compendium – Jonathan Gabay
- Manual da Boa Escrita: Vírgula, Crase, Palavras Compostas – Maria Tereza de Queiroz Piacentini
- The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells – Robert W. Bly
- Copywriting – Paulo Macedo
- So You Think You Can Write? The Definitive Guide to Successful Online Writing – Julia McCoy
We’ve reached the end of our complete article about the Traffic Manager professional!
If you want to further boost your paid and organic traffic results, get to know Leadster’s chatbot in more detail. Don’t worry, you don’t have to pay anything — just start a free trial for 14 days!
