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| Page: Definition Targeted Traffic |
Targeted
Traffic:
Targeted Traffic
consists of preselected visitors arriving at a
website
who have already
expressed an interest in the site’s subject. The opposite would
be a visitor randomly or accidentally arriving at a site
basically looking for something else.
There is a gradient scale of how targeted a visitor is. It is
not just a black and white proposition.
For example:
A visitor looking for information on cheap transatlantic flights accidentally landing on a site offering vegetarian dog food is not targeted at all. The chances that he will buy or at least stay on the site for a while are practically zero.
A visitor coming from some sort of traffic exchange also counts amongst the least Targeted Traffic one can get, even if he willingly clicked on the “vegetarian dog food” link. But his motivation is to earn credits for himself by visiting sites presented to him by the traffic exchange system, not interest in vegetarian dog food.
Someone looking for pets supply is somewhat more targeted and accidentally might get interested but still there won’t be a profitable conversion rate.
A dog owner looking for healthier nutrition for his pet is quite targeted but might still decide for a different kind of nutrition.
The most Targeted Traffic possible would be a visitor who has already heard about the benefits of vegetarian dog food and wants more information or – even better – has already decided to feed his dog vegetarian and is looking for a supplier.
There are many ways
to acquire Targeted Traffic, some free, some have to be paid
for like PPC
advertising.
Important is that the more you
have to pay for your traffic the more targeted it has to be for
your campaign to run profitable. E.g. should you manage to get
your vegetarian dog food site ranking high in search engines
by SEO
measures for the
keyword
“pet supply”, it
wouldn’t matter that most visitors would look for other kind of
pet supply - like aquariums - because you wouldn’t have to pay
for each individual visitor.
It would be a grave mistake, however, to run a PPC campaign for
the keyword “pet supply” and additionally failing to write very
specific ad copy which tells exactly what is to be found on
your website. If you have to pay 1 dollar or more for each
visitor and only a small percentage really is interested in
your offer you would soon be heading into
failure.
[Target comes from Old English targe = light shield (an object to aim at in a battle);
Traffic comes from early Italian trafficare = to carry on trade; further origin unclear]
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