Driving traffic to a new website is the first important step in any online campaign. I’m going to talk a little bit about targeting. That’s what’s really nerve wracking to a lot of people but I want to tell you there is light at the end of the tunnel. A lot of people have set up campaigns with say, the Right Media Exchange directly, which you can get to through AdBuyer or one of the Google networks. They’ve set up these ad campaigns and they’ve decided to use the automatic targeting feature. They let the ads run for maybe $300-$500 and they see a couple of clicks and no conversions so they can the account.
Over the course of a couple of weeks certainly, but maybe even a week, the networks start to return intelligence to the system that says, people on this site like the banner and people on that site don’t. People on this site actually convert, people on this site opt in. It takes more than some SEO skills for this strategy.
Practically all of these networks, have a little tracking code that they’ll allow you to add to your website which will allow them to see how many conversions you’re making. What we’re really looking for, is being able to get these networks to not sell you advertising, but to be your affiliate.
When they’re your affiliate, they figure out where the sales are and you only pay them on a per sale basis. That is the kind of deal you’re only going to get if you’ve got the highest conversion rate, earnings per click, earnings per cost per thousand. When you really start to get your metrics down, that’s when you’re putting yourself in a position to actually make these guys your affiliate.
When you can get these guys to be your affiliate, I want you to realize something. A lot of people think the holy grail is CPA, but it’s not. The CPA networks are cesspools of fraud, of lousy offers, of illegal activities. I think we’re going to see a lot of those people go to jail, get shut down, get sued into oblivion. The practices they’re using dictate that and that’s what should probably happen to a lot of them.
When you go into that realm, you’re dealing with affiliates, and affiliate marketing in general, who have, and I don’t want to paint the whole industry like that, but even the top players have a lot of fraud. By a lot I mean, sometimes 15-20% of the traffic and the orders and the sales are fake. The affiliate gets the money and you’re stuck with the mess to clean up afterwards.
When you’re running on AOL or Yahoo or a big network, they don’t have fraud in their network on a CPA basis. They don’t hire fifty people in India to buy your product twenty times so they can get a wire with a commission and then share the money with the Russian hackers who gave them the credit card numbers or whatever they do. They’re just somebody in New York who sells advertising. When you can get the networks to be your affiliates, the quality of the traffic is so much higher than when you’re dealing with a CPA network just because of the nature of the people.
It’s harder to get in, it’s harder to get the offers approved, but that’s cool. Let me tell you a story. I had an offer a while back.
We have a big ISP internet access provider in America called Juno. Now if you’re Ford or General Motors or IBM and you call them, they’re going to charge you for a little banner spot between $10,000-$20,000 to be on their home page. There were not a lot of advertisers during this period when I started doing this. I told these guys that I wasn’t going to pay that, but I wanted the spot. I’d rather just pay them a commission.
For months and months I had two or three of my offers on the Juno NetZero home page. It would be like being on the AOL home page. There are huge amounts of traffic coming in and I only paid $40-$50 whenever a sale was made.
In the old days, people would not do that. The networks would not do that. Nowadays if they like you, if they like your offer, if they know you can pay, if they know you’re not a cheat, if they know your products are good and you’re doing a good job, you have a good shot at getting them to be your affiliate. That is like the holy grail.
Listen To This Jonathan Mizel Interview To Learn More About Increasing Your Traffic. Visit: http://www.podcastinterviews.com
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