What is Traffic Quality

Getting to a definition of traffic quality is one of those elusive things that’s quite often difficult to pin down. It’s almost like discerning the difference between art and pornography…..you know the difference when you see it.

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Advertisers pay huge sums of money for quality traffic and shy away from garbage. The question needs to be asked, “What’s quality?”

Some have answered, that’s easy! It’s real human traffic. I agree that we need to do as much as we can to remove all the automated bots but just having “human” traffic doesn’t necessarily define it from an advertiser’s perspective.

For example, let’s imagine I directed real humans from China to an USA based company’s website. My guess is the US company wouldn’t be too happy with paying for all the Chinese traffic…..why? The traffic didn’t convert for them.

Now we are defining quality as traffic that converts. Strangely, this definition means the risk associated with conversion is pushed back to the traffic provider and not the websiteowner. From our example above, if I’m now only sending US traffic to the US based company then they should be happy…..well, maybe.

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Wolftalker
Exactly! Excellent post M. Keep at it. Bonne chance.
23 March 2018
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Saturday Musings – It’s All About Character

Over the last few weeks I’ve been unpacking the traits of truth, trust and learning and how they’ve helped me in my own personal relationships. A good way of thinking about the principles is as the three points of a triangle. In this article I’m going to explore what is in the centre of all of us…..our character.

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Many people confuse doing good as their character. Doing good is the result of good character and NOT character in itself. What is character? One dictionary defines good character as:

“The stable and distinctive qualities built into an individual’s life which determine his or her response regardless of circumstances.”


A stable person often has a set of values that form the bedrock of their life. These values determine how they interact with others and how they respond to circumstances. Notice, that I haven’t made a judgement call on what the values are.

Some people have a value of selfishness that results in every interaction they have being focused on benefiting them. From their perspective life is all about accumulating more rather than giving out.

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Rawgi
I can't really say when I developed my Character, but it was at an early age. I choose to help others deal with stressful situat... Read More
18 March 2018
mgilmour
As always, I really enjoy reading your comments Rawgi. You'll be happy to hear that we finally have everything back in order and t... Read More
18 March 2018
Rawgi
I don't know about your side of the world, but these guys can pinpoint the leak to within 10 inches or less. I have had them find... Read More
19 March 2018
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The Power in a Learning Mindset

In my last two “Saturday Musings” I’ve shared about the two life principles of truth and trust. Both these principles are the foundation stones for building strong relationships that stand the test of time. Even though they are vitally important, without the third principle learning, truth and trust can become soul destroying as you berate yourself for, yet again making another mistake.

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A learning mindset means that when you “blow it”, you give yourself the grace to learn from the situation. This provides the liberty to improve yourself if you’re faced with the same issue again. A learning mind focuses not on condemnation but on improvement.

To illustrate this point, let me share with you a story that I read a number of years ago. An IBM salesman received a phone call that meant he’d missed out on a $10 million-dollar deal. He’d put a lot of effort into trying to secure the agreement, but the results clearly showed that he’d cost the company a lot of money.

With a downcast face he packed his personal belongings into a box, stepped out into the hallway and closed his office door for the last behind him. He headed to his boss’s office to say good-bye. “It’s always better to resign rather than be fired,” he said to himself.

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Why Traffic Optimisation Provides Greater Revenue

We recently had a new client that does a significant amount of domain traffic revenue come across to ParkLogic (I'm a co-founder) for a test. They were previously with a single parking solution and I thought it would be interesting to share with you the results as a case study in why domain traffic optimisation works.

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After 6 days the overall results a 20% uplift in revenue…..which is quite a good given the short time frame. It's still early days for the optimisation process to kick in and effectively route the low traffic domains to the highest paying monetisation solution.

When you begin to unpack the data a little further an even better outcome is just on the horizon. For instance, for all those domains that have exhibited at least the same traffic levels as the previous month’s baseline the uplift in revenue has been 39%.

If we hand back to the client, the bottom 10 worst performing domains out of nearly 4,000 in the test then the results completely change. Overall, the performance is a 41.2% revenue uplift with a 75% increase in revenue for domains that had at least the same traffic as the baseline. This is a HUGE result where the revenue line has nearly doubled!

I wouldn't be surprised if the revenue line continues to increase over the next 6 weeks as the optimisation process hones in on the best performing solution. From that point onwards, optimisation will continue every second of every day.

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Saturday Musings - How to Develop Trust

There is nothing stronger than when you trust a person completely and nothing more devastating when trust is broken. So how do you gain someone’s trust and how do you maintain it?

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Both these questions are at the heart of our society as trust is the glue that bonds us all together. Without some level of trust, your relationship with your spouse, children, neighbours, and government would shatter.

From a business perspective, contracts may spell out what each party expects of the other but ultimately, it’s trust that underpins the agreements. Without trust, we won’t have business and society fall into anarchy.

The first thing to realise about trust is like every relationship it’s built upon a solid foundation of truth. I discussed truth in last week’s Saturday musings and you may want to have a read of that article. Assuming you are truthful then how do you build trust?

The fact is, trust takes time to develop. Although it can be instantly lost, it’s rarely, if ever, immediately given. A good way to think about trust is to imagine everyone has a “trust bank account” that you can deposit or withdraw from. The question is, what are you depositing and withdrawing?

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