Some sell the traffic based on clicks, some based on impressions, some based on visitors and some based on leads.
It all boils down to knowing the traffic source, building offers that work for that particular source and then tracking and continually monitoring everything.
Here is a list of possible traffic sources:
Table 4 comScore Ad Focus Ranking (U.S.) November 2010 Total U.S. – Home, Work and University Locations Source: comScore Media Metrix | |||||||||
Rank | Property | Unique Visitors (000) | % Reach | Rank | Property | Unique Visitors (000) | % Reach | ||
Total Internet : Total Audience | 212,296 | 100.0 | |||||||
1 | Google Ad Network** | 197,882 | 93.2 | 26 | Adify** | 113,336 | 53.4 | ||
2 | Yahoo! Network Plus** | 182,757 | 86.1 | 27 | Undertone Networks** | 109,570 | 51.6 | ||
3 | Yahoo! Sites | 180,987 | 85.3 | 28 | ContextWeb** | 108,637 | 51.2 | ||
4 | AOL Advertising** | 180,428 | 85.0 | 29 | CPX Interactive** | 108,526 | 51.1 | ||
5 | Google | 170,464 | 80.3 | 30 | AdBlade Network** | 96,391 | 45.4 | ||
6 | Turn Media Platform** | 168,396 | 79.3 | 31 | Ask Network | 92,369 | 43.5 | ||
7 | ValueClick Networks** | 167,554 | 78.9 | 32 | Kontera** | 90,293 | 42.5 | ||
8 | 24/7 Real Media** | 165,706 | 78.1 | 33 | Glam Media | 89,864 | 42.3 | ||
9 | Collective Display** | 158,718 | 74.8 | 34 | Bing | 86,154 | 40.6 | ||
10 | AdBrite** | 157,129 | 74.0 | 35 | ShareThis | 81,116 | 38.2 | ||
11 | Facebook.com | 151,722 | 71.5 | 36 | Windows Live | 76,428 | 36.0 | ||
12 | Microsoft Media Network US** | 149,840 | 70.6 | 37 | Lotame Solutions** | 74,500 | 35.1 | ||
13 | Specific Media** | 149,816 | 70.6 | 38 | VideoEgg** | 73,451 | 34.6 | ||
14 | Vibrant Media** | 144,415 | 68.0 | 39 | Meebo | 70,792 | 33.3 | ||
15 | AudienceScience** | 142,259 | 67.0 | 40 | Dedicated Media** | 70,754 | 33.3 | ||
16 | Tribal Fusion** | 141,937 | 66.9 | 41 | RMM (formerly Red McCombs Media)** | 70,561 | 33.2 | ||
17 | Traffic Marketplace** | 141,313 | 66.6 | 42 | Amazon.com | 70,188 | 33.1 | ||
18 | FOX Audience Network** | 140,745 | 66.3 | 43 | Monster Career Ad Network (CAN)** | 69,076 | 32.5 | ||
19 | interclick** | 139,427 | 65.7 | 44 | Technorati Media** | 67,195 | 31.7 | ||
20 | Adconion Media Group** | 133,844 | 63.0 | 45 | MediaWhiz** | 67,126 | 31.6 | ||
21 | Burst Media** | 132,277 | 62.3 | 46 | Demand Media | 64,831 | 30.5 | ||
22 | Casale Media - MediaNet** | 131,040 | 61.7 | 47 | MTV Networks Music | 57,789 | 27.2 | ||
23 | MSN | 130,024 | 61.2 | 48 | Ybrant - Oridian - ADdynamix Network** | 55,861 | 26.3 | ||
24 | YouTube.com* | 116,867 | 55.0 | 49 | Walmart.com | 48,579 | 22.9 | ||
25 | AOL, Inc. | 114,484 | 53.9 | 50 | NetShelter Technology Media | 45,819 | 21.6 |
Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in November. For instance, Yahoo! Sites was seen by 85.3 percent of the 212 million Internet users in November. * Entity has assigned some portion of traffic to other syndicated entities. ** Denotes an advertising network.
The list above nicely illustrates, that Google is the largest single traffic source, but there are many more that can deliver excellent quality traffic for you.
You can hire a media buying agency to buy media from different place for you and help you to set up campaigns and monitor it. The fee for this is usually 15% of your advertising spend.
Each network has different minimum buys (usually between $500 to $10,000).
I suggest to start with one additional network. The benchmark would be Google Adwords, as you already do that and are having good results and numbers to compare with.
Once the first additional network is producing (producing means spitting out high quality leads that turn into buyers), we would ramp it up and in the mean time get the next network running.
If Google produces excellent results now, there is no reason why the other networks should not work. By using other networks, you can get more leads, possibly reduce the price per lead while keeping the quality the same or even increasing the quality.
Also, you would reduce your risks:
The barrier to entry on Google Adwords is extremely low. $5 and anybody is in business.
A couple clicks and any competitor can duplicate what works for you.
With MediaFiche, you will be assured that over two decades of knowledge and expertise in Media Buy was built into every aspect of the experience.
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