When people go online, they usually don’t surf and explore. They go straight to the big websites such as Google, Facebook and YouTube, and any other personal favorite websites they may have. And they usually stay there until they see a link leading to an external website that they find to be worth clicking.
Traffic is the lifeblood of any internet marketing strategy. In fact, the whole concept of internet marketing is to accept cold traffic, turn it into subscribers and turn the subscribers into paying customers.
Of course, traffic has a price and that’s why it’s one of the categories of internet marketing product. Traffic products vary by:
- the niche and demographics of the traffic
- how the traffic is generated (e.g. web page view, email subscription or even a purchase)
- how the traffic is delivered (e.g. on-page text links, on-page banners or via email)
- how the traffic is billed (e.g. per click, per lead, per customer or per sale)
Sellers of traffic vary greatly in their scale, too.
The biggest internet companies, such as Google and Facebook, make their money by selling traffic in the form of pay-per-click (PPC) ads. However, some solo internet marketers sell traffic too.
The basic unit of traffic is a click. Clicks have been around since the invention of hypertext, but different methods of billing have since emerged. Now there is cost per click (CPC), cost per view (CPV), cost per action (CPA), cost per acquisition (CPA also), cost per lead (CPL), cost per thousand (CPM) and the list goes on.