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The complete article can be found at Commission
Junction University: http://cju.cj.com/publishers/traffic/traffic_driving.html
This newsletter we will be featuring the first 2
steps listed: Driving Traffic & Driving Quality
Traffic
Drive Traffic
You might be a great publisher, but are you a good
advertiser? It is important for you to attract quality
traffic to your site to help increase conversions that,
in turn, increase your revenues. By taking some tips
from our advertising partners, you can increase the
quantity and quality of your traffic. Check to make sure
you are adhering to the best practices to get people to
visit your site. Here are some important lessons you can
learn from your advertising partners:
- Hide and Seek - Look for new
customers on chat rooms, blogs, complementary sites,
associations, and groups of people that would be
interested in your site.
- Channel Surf - Can you take
advantage of e-mail campaigns or traditional online
banner ads? Do some research to see if you need a
multi-channel approach to driving traffic.
- Cover the Basics - Are you listed
on basic search and Web directories? Are you looking
beyond Google and Yahoo!? Don't get tunnel vision.
Second- and third-tier search engines are great
options to help drive more traffic to your site and
can be very cost-effective.
- Search High and Low - Probably
the most important way to drive quality traffic is to
have a comprehensive search program. Make sure your
content is current to enhance your natural search
listings. To increase your ranking within the search
engines' natural search rankings, you need to generate
as many links to your site as possible. Get some buzz
going with press releases, blogs, or a unique set of
features that allow people to link to from their
sites.
- Click Up Your Heels - Investigate
a pay-per-click program to see if it is a viable
option.
- You can find more tips about search engine
optimization here.
Driving in the Right Direction - Quality
Traffic
It is easy to just think in
terms of the number of potential customers visiting your
site, but you should change your thinking and look into
the quality of those visitors. We define quality traffic
as someone who is genuinely interested in your content
or product. Driving people with no connection or
excitement to your site wastes everyone's time and
energy. This is why we encourage our publishers to value
quality over quantity. So, how can you drive quality
consumers?
- Price Comparison Sites - Many
online shopping sites, such as PriceRunner, will list
product information and pricing for free. Set up
product catalogs and feeds with sites like PriceRunner
to ensure you are in front of consumers at critical
decision-making times.
- Be Specific - Are your key words
too broad? Make sure you have investigated all ways
for someone to find your products - right down to SKU
numbers and product detail. This will help attract
customers as they are ready to make a
purchase.
- Think Locally - 70% of online
households use the internet to search for local
services and businesses. Take advantage of the
geographical targeting capabilities of the major
search engines to create localized campaigns.
Increasing the relevancy of your campaign will
increase conversions.
- Think Globally - Consider
promoting some of the many international programs that
are available for US-based publishers. When launching
an international campaign, make sure that you take
into account spelling variations and different
regional search habits. Consider hosting your pages in
the country in which you are trying to increase their
ranking. Also be sure to have as many local sites from
that country linking to your site, which will increase
your rank.
- Put into Context - Have you
considered contextual search? By having an ad or text
link next to and matched with a relevant article or
other non search engine-generated content, you can
increase the likelihood of receiving higher quality
traffic.
- Best Behavior - Behavioral
advertising is like a close cousin of contextual
search; behavioral advertising is based on a user's
historical behavior on the Web, which helps you focus
your ad delivery on your target audience
Want to learn more? Visit: cju.cj.com for the complete
article and more tips.
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