Your prospects are people,
ividence is focused on the monetization of premium newsletters. Via a network of 50+ publishers ividence enables advertisers to reach 20M+ users with display & native ads, personalized on the fly for each and every recipient, leveraging the ultimate deterministic identifier: the email address. READ MORE
THE WEB UNFORTUNATELY BECAME AN AGNOSTIC PIPE FOR EYEBALLS, with some exceptions
If you’re a web publisher monetizing your property with Adsense you’ve probably received an email from Google telling you that from May 25th you had to choose between properly asking for the consent of your visitors to be served personalized ads (formerly known as interest-based ads) OR to switch to non-personalized ads (aka contextual ads). read more…
What is the immediate impact of the advent of GDPR on Facebook’s and Google’s dominance in online advertising? Should we automatically expect a re-distribution of power? Quite the contrary to be honest… read more…
If you give someone a blank web page and let them fill it with images, text, videos, GIFs and other pieces of content, they will probably stuff it to the edges, intoxicated by the freedom of expression granted by an unlimited canvas. read more…
What makes a good newsletter? Periodical email broadcasts have for too long been approached as a glorified (cheap) form of direct snail mail. Throw in a few clickbait titles, some enticing (misleading?) images and two or three lines of pumped up copy per section, “select all” and hit send. This approach has gradually led to bad opening rates with poor engagement ratios (reply, click, forward,…). read more…
We recently came across a piece by Doc Searls titled “GDPR will pop the adtech bubble”. In this long article, Doc Searls explains how advertising might revert to a purely contextual / branding form with the advent of GDPR. Most of his piece is focused on tracking cookies. But as a few people mentioned it in the comments thread, adtech isn’t only about cookies. read more…
Within 10 days (we’re writing these lines on May 15, 2018), GDPR will be enforced all across Europe. Both advertisers and publishers will actively be looking for the best future-proof universal identifier. read more…
Content syndication has been around for ages, long before the advent of the internet. Popular TV shows, after premiering on an exclusive channel, are usually syndicated to other networks to generate additional revenues. Press articles can reach a new readership when localized beyond their home market. Radio has always been a fertile ground for syndication agreements. read more…
You’ve probably heard multiple times that “the value is in the list” (of emails). But actually it goes far beyond than that. These days, especially with the advent of GDPR in Europe, the value is in the audience. read more…
Open rates for emails depend on multiple factors, incl. the industry and the way people signed up to your mailing list. We will show you best practices to improve your email open rate, incl. choosing the right timing and enhancing some key ingredients. read more…
You manage the marketing of an information site, an e-commerce site or another type of online service. So you obviously know that traffic is the fuel that runs the machine. But not all traffic sources have the same quality. Some are completely adulterated and are to be avoided, whatever the case. Here is an overview of traffic sources, from the healthiest to the most toxic.
1 ° The best source of traffic is not one.
Often when we talk about a source of traffic, we think first and foremost of a referral site, from which visitors come. If you use Google Analytics, you can easily track all of these sources. If the traffic is neither generated by referring sites (including social networks), nor advertising campaigns nor organic searches, it will be considered as “direct” by your analysis tool. Note: the figure may be slightly misleading because Google also includes the traffic resulting from the suggestion of your domain to visitors who enter the name of your service in the address bar of their browser, sometimes without knowing exactly the destination’s URL.
But this figure is indicative of your service’s reputation and it reflects the impact of the best source of traffic among all: word of mouth. You may someday be a victim of a Google penalty that will reduce your organic traffic but nothing can take away the traffic that results from the intrinsic quality of your service.
2 ° Traffic resulting from search is a source to develop cautiously.
Who doesn’t dream of a website where more than 75% of the traffic would come from organic searches for which one doesn’t have to spend on advertising investment? It’s possible, many sites enjoy such a proportion of free traffic. That said, everything depends on the nature of the service and the content (factual or permanent), the authority of the domain (which you can check via MOZ) which depends particularly on the quality of the backlinks and, for content sites, the volume indexed (quality) pages.
The risk is to embark on a very aggressive SEO (search engine optimization) campaign in “black hat” mode, which uses dubious techniques (for example, the famous Private Blog Networks that resell backlinks per kilo without any added value). Search engines are now much more refined than they were a few years ago and they can quickly penalize buffs of an overload keywords and backlinks of poor quality.
The number of sites that went through outright failure for having overused SEO are uncountable. There is no magic solution. If your site is fast, mobile optimized, well structured, its content really matches the target audience’s research and other legitimate sites naturally refer users to it, you will progress in the search results and may one day be able to seek for a place at the top of Google’s first page. Be meticulous and patient, this is the best advice we can give you.
3. Social traffic is a drug that can be costly.
We all know Facebook’s audience is massive. It would be absurd not to go looking for traffic on it. That being so, Zuck’s service is no longer free. If you want a publication to generate traffic to your site, you will need to use your card and, even if just moderately, boost your post. The Menlo Park algorithm is constantly evolving. For obvious reasons, Facebook particularly prefers that you tell your stories on its wall (native videos, instant articles, …) rather than take the user to your website.
What is acquired today may perhaps not be so tomorrow. So be careful to avoid excessive dependency.
However, feel free to establish an organic presence on the main social networks, provided you have the resources to feed them with content.
Instagram, Pinterest or Youtube can be valuable sources of recurring traffic if the content you post there naturally generates a substantial audience. Coming back to Facebook, be active in groups whose theme matches your target without the frequency of your publications being perceived as spam. The same goes for Linkedin groups, a network where you can develop a premium audience, just like on Medium. Reddit can also bring you good traffic, but you will need to earn some Karma before publishing your messages, parsimoniously, to avoid trolls.
4 ° Paid (legitimate) traffic, provided that the ROI is positive.
There is nothing wrong with doing good to yourself. If you buy legitimate traffic through premium publishers and this traffic generates a positive return on investment over time, there is no reason to deprive yourself of it. Especially as the visitors thus acquired will be able to come back from their own free will and bring more people. Just keep accounts to make sure your investments are relevant.
A first way to gauge the quality of traffic is to analyze the bounce rate AND the time spent on your site from a given referent. The dual condition is important. As a matter of fact, the bounce rate is the percentage of people from the given source who have visited only one page on your site. You probably prefer that it should be under the 50% mark, which means that you will have caught the customer in the meandering of your site. Of course, but there is nothing wrong with the fact that the visitor finds his happiness exclusively on the landing page (although he can come back later). The question is whether he will stay long enough on this page to actually consume the information. A bounce rate of 80% with an average duration of 3 minutes is good news. A rebound rate of 80% with 5 seconds of visit is a sign of poor traffic.
The traffic that you will buy in search mode on Google will be more qualified than the one you will get from the multitude of recommendation services that are on the web today. Limit yourself to those that are well established and select locations where suggestions will be posted. Promoting your services on a cheap viral content site will only bring you bad traffic.
This leads us slowly to the dark side of the force …
5. Fraudulent traffic, to be avoided like the plague.
BuzzFeed recently wrote a very well-researched article on magical traffic that often turns out to be fraudulent. If you are sold tens of thousands of so-called real visits at a very low price, it inevitably means that the source is adulterated. Although it may be tempting so as to improve your figures at the end of the quarter, avoid this traffic like the plague. When you get caught, you will lose the trust of your advertisers and may even face the wrath of Google.
Just to give you a little idea of the latest fashionable technique, here’s how crooks do it.
They create a bunch of websites with a legitimate theme (sports, games, fashion, …). They buy traffic per kilo on pornographic sites. When a user visits one of these X sites, a window opens under the page he visits, this is called a “pop under”. The scammer does not necessarily expect the user to remove his eyes from the naked object of his vice. The pop under is considered a legitimate outgrowth of the porn site visit. This is a human visit, not an automatic bot, since the user has actually visited the porn site that causes it to open.
The pop under first opens a page from the scammer’s bunch of buffer sites, to cover up its tracks. Then a script opens the customer’s site (the one who has the bad idea of buying bulk traffic). The referral will therefore be a legitimate site, from the same sector as the final target. The script will stay on the landing page long enough for the visit to look normal. Then it will load one of the client’s other pages, to reduce the bounce rate. Smart ploy …
All this is from a hidden window on an X-rated site. The only hiccup is, no human will have actually visited the destination, while the site in question may have sold premium space to an advertiser. Big scam.
6 ° Ghost traffic. You’re not responsible.
On Google Analytics, you will sometimes notice questionable sources, which may also hide behind legitimate names (if a large media “sends” traffic to you and no article has been published by this source, you should you ask yourself questions). This is ghost traffic, generated by spammers, who hope to generate traffic on their junk sites (that they will manage to monetize with advertising) from the curiosity of some webmasters.
Strictly speaking, this is not traffic because no visit physically ends up on your site. Spammers directly attack the Google Analytics servers, which creates the logs of fake traffic. It is possible to exclude this ghost traffic from your statistics by creating a filter as explained in this article.
The value is in the base, your # 1 source of legitimate traffic.
Let’s end this article with a tip and a positive note. Whatever the legitimate source of your traffic is, it is imperative that you should be able capitalize on these visits and start the recurrence pump. The best way to do this is to put in place as soon as possible tools allowing you to collect the email addresses (and other information) of your visitors, to periodically offer them a newsletter.
Our most active publisher clients manage to generate more than 50% of their website traffic through their newsletter, which is their # 1 source of traffic, completely independent of GAFA. The icing on the cake is we can help you monetize these newsletters, by inserting a targeted advertisement. This communication channel will therefore be both a source of traffic (which will generate revenue) and a source of additional revenue.
Contact us to discuss how we can help you monetize your newsletter.
Ividence enables publishers to monetize efficiently one of their most valuable assets: their newsletter. read more…
Targeting through cookies is something which has been existing for years now, cookies are little snippets of code that are posted on a site so as to be able to track a user, for example, to later on post a remarketing offer, so as to subtly invite him to finish a purchase or consult once again a catalogue. read more…