Every website has different goal such as some are created for build brand awareness or another may be to build a list from leads. Whatever it may be tracking should be done to see whether the traffic generated from various sources is actually helping to achieve that goal. In certain cases, it is easy to see the difference between various traffic sources. For example, it is usually much cheaper to buy Pay Per Click (PPC) ads for a content network than for a search network. On a content network, ads appear on related web sites while on a search network they appear as the effect of a user keying in specific search terms People who click on ads on the content network tend to be browsing the Internet for information. In the majority cases, they expect to get this information for free. On the other hand, those penetrating for key terms, especially product names, are more likely to be looking to buy. Because of this, conversion rates are naturally much higher on the search network. This leads to more demand which, in turn, leads to higher prices for these ads.
Unluckily, paying for advertising can eat into profits. In a number of cases campaigns that are generating a good quantity of sales can be rendered unbeneficial due to the costs of advertising. However, organic traffic, which comes from unpaid listing on search engines, is free and targeted. The difficulty arises in generating adequate volumes of traffic. To do this requires being on the front pages of the most important search engines for popular terms. Search Engine Optimization (SEO) is the process of trying to rank highly for cutthroat keywords. Unfortunately, many SEO techniques take considerable time to put into place and to affect search engine rankings. One technique to conquer this problem is to aim for ‘low-hanging fruit’. That is, keywords that has fewer competition. While these generate lower traffic, it is possible to build up substantial amounts of traffic by building up a portfolio of less popular keywords.
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