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  1. #1
    ABW Ambassador Boom or Bust's Avatar
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    Click Through: What is Traffic Quality?
    Every since eBay began a campaign to encourage higher quality traffic I've been thinking about this. I began composing this post and realized that there are several directions this discussion will take, so I decided to divide it into a series of threads.

    So, what is traffic quality, high quality, low quality?



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  2. #2
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    high quality = traffic that is ready to buy what you are selling

  3. #3
    ABW Ambassador Boom or Bust's Avatar
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    So, is PPC generated traffic inherently low quality?



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  4. #4
    Analytics Dude Kevin's Avatar
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    Yup, and with my new hat on, it's easily measurable, even outside of e-commerce. If I can show through metrics that the onsite contact us form was filled out (tricky in coldfusion) or show with relative certainty that a specific customer called us based on a specific keyword, I throw those words into the quality traffic driver column.
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  5. #5
    Life is Supposed to be Fun! Rexanne's Avatar
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    Quote Originally Posted by Boomers
    So, is PPC generated traffic inherently low quality?
    I think PPC is generally high quality because it's traffic that is looking for specific products and generally ready to buy.

    'Ready to Buy" are the operative words. Pre-selling on your own site helps conversions and can keep the "idiot clicks" down, which will help your EPC. I can send visitors to a merchant all day but if they're not buying, what's the point?

    Traffic is the holy grail of Internet marketing but BUYING traffic is the wine in the cup. :-)

    Hopefully Leader will find this thread and add her insight. She's brilliant with this stuff.
    Peace,

    Rexanne

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  6. #6
    Analytics Dude Kevin's Avatar
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    Oops, I was yupping Julian there, not Boomers. PPC traffic, although generally converting a little less than natural or direct referral, can still be of excellent quality.
    Kevin Webster
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  7. #7
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Quote Originally Posted by Rexanne
    I think PPC is generally high quality because it's traffic that is looking for specific products and generally ready to buy.
    Ready to buy is the only reason why that traffic is any good, they generally aren't edumacated users that know how to surf, and find exactly what they want, if they were they wouldn't click on a PPC ad therefore I consider PPC truly low quality traffic.

    A user who searches and finds product through long tail SERP is what I consider high quality traffic because they actually know what they are looking for and how to find it, it's the affiliate's job to pre-sell the ready to buy or looking for a reason to buy end user and it's the merchants' job to close the sale.
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  8. #8
    ABW Ambassador Boom or Bust's Avatar
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    So, PPC might be considered high quality if it lands on an affiliate page that is successful at the pre-sell, but PPC that either direct-links or hits a redirect page ending up on the merchants site might be considered low quality?



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  9. #9
    Analytics Dude Kevin's Avatar
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    Haiko is right over all, but a well written ad can change that a bit.

    I can pretty much find anything I want on the web (except when I'm trying to find something to prove Trust wrong), but I DO read the CPC ads when I search. If it catches my eye, I'll check it out. Especially if it's offer driven.
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  10. #10
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    Quote Originally Posted by Boomers
    So, PPC might be considered high quality if it lands on an affiliate page that is successful at the pre-sell, but PPC that either direct-links or hits a redirect page ending up on the merchants site might be considered low quality?
    No. PPC, whether to a landing page or direct, if it's targetted, it's high quality.

  11. #11
    Analytics Dude Kevin's Avatar
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    Targetted is the key. Just like there's good beef on wecks and bad ones, there's good PPC ads and bad ones.
    Kevin Webster
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  12. #12
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Quote Originally Posted by Trust
    No. PPC, whether to a landing page or direct, if it's targetted, it's high quality.
    Unqualified quality, not necessarily high quality (yes I'm playing semantics -but it is important to do when talking in absolutes like high and low quality).
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  13. #13
    ABW Ambassador Boom or Bust's Avatar
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    1% conversion rate seems to be the standard. Does this also generally apply to the PPC segment?



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  14. #14
    Analytics Dude Kevin's Avatar
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    You mean 1% conversion on PPC? Or 1% conversion overall?
    Kevin Webster
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  15. #15
    ABW Ambassador Boom or Bust's Avatar
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    On PPC. Is there any kind of statistic for just the PPC segment?



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  16. #16
    Analytics Dude Kevin's Avatar
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    Duh. Read the question correctly.

    I think my wife's web store does about 4% site coversion, and converts about 7% of PPC clicks.

    That's my standard
    Kevin Webster
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  17. #17
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    2% overall but as with anything, it going to vary wildly. For any merchant out there, somebody is going to be converting like crazy, others horribly. I would say with PPC, probably better conversions overall because you can control with what keywords, exactly if you want, people are finding your site. With search engines (seo/free traffic) you can get targetted traffic but also some weird combos of words, phrases and keywords you would never use if doing PPC.

  18. #18
    ABW Ambassador Boom or Bust's Avatar
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    So by that, it would seem that compared to the generally accepted conversion rate overall of 1%, PPC would be considered high quality traffic. I'm certain that would be determined by how well the PPC ad is worded. There's not much room to pre-sell in the ad itself.



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  19. #19
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    You're trying to find some blanket conclusion to this. PPC is high quality if it's high quality. If it's not, it's not.

  20. #20
    Analytics Dude Kevin's Avatar
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    There's not much room to pre-sell in the ad itself.
    The beauty is, you have as much room as anyone else.
    Kevin Webster
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  21. #21
    ABW Ambassador Boom or Bust's Avatar
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    How about coupon/incentive traffic? Would a merchant consider these to be high quality?
    And by asking about these I'm just trying to get a perspective...



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  22. #22
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Quote Originally Posted by Kevin
    The beauty is, you have as much room as anyone else.

    Usually you can't pre-selling in the PPC ads - only further qualifying the click - BIG difference.
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  23. #23
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Quote Originally Posted by Boomers
    How about coupon/incentive traffic? Would a merchant consider these to be high quality?
    And by asking about these I'm just trying to get a perspective...
    I would consider coupon to be highly targeted but medium quality traffic as they can be easily distracted by a better offer.

    Incentive - poor quality.
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  24. #24
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    If they buy something, high quality

  25. #25
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Cool
    Quote Originally Posted by Trust
    If they buy something, high quality
    Best Post '08 candidate
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

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