As Internet marketers, we all know that advertising is one of the cornerstones of the business. Sure, you can get traffic to your site through other means like good old SEO and search engine ranking, but if you want to get visitors to your site FAST…there is nothing like good old advertising. But is your advertising being wasted? Even if it’s bringing you traffic, it might be for a couple of reasons. This article is going to briefly explain why you just might be wasting your hard earned money.

Let’s begin with targeting. Like it or not, not all traffic is the same. Paying for traffic is not going to guarantee you that the traffic you’re paying for is any good. Each form of paid advertising has its own risk level. For example, if you use Google AdWords and construct a carefully worded ad with all the correct keywords, there is very little chance that the traffic directed to your site will be of poor quality. However, handing over several hundred dollars to a traffic supply site might not be such a good idea. Why not? Because you have no idea how targeted that traffic is. Okay, not all traffic is the same.

Another problem, and this is a much more subtle one, is that even if you are using several forms of advertising and each one is bringing you targeted traffic that is making you sales, you might not be getting the same ROI on each one. For example, let’s say you’re spending money on pay per click, solo ezine ads and paid syndication. Now let’s say for each dollar spent, you’re getting the following return for each:

pay per click – $2.50
solo ezine ads – $1.75
paid syndication – $1.20

Given these returns on each dollar spent, wouldn’t it make more sense to drop the paid syndication and put more money into one of the other two methods, providing there is an opportunity to pump more money into the method itself. For example, with pay per click, there is only so much you can spend in a day.

Point is, if you find one method or paid advertising isn’t performing as well as another, it might be time to dump it and move on to something else…even if it IS profitable.

I know it sounds like a cliche, but not all advertising is equal…even if you’re paying for it. So it is important to carefully analyze the results you’re getting to make sure that it’s worth it to keep pumping money into the paid advertising model of YOUR choice.

To YOUR Success,

Steven Wagenheim

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