If you are selling ad space on your site, you might want to consider preserving your home page and offering advertisement on your secondary pages. If you think about it, providing advertisement space for advertisers on these pages could prove to be more effective because the targeted audience is more specific to the advertisement.

If you have a blog site that talks equally about life, religion, politics, and technology and the daily traffic is equally distributed out to these four categories… by placing an advertisement that relates to technology on your home page, you only target 25% of interested viewers. Where as if you were to place the same technology advertisement in your technology category, closer to 100% of the traffic that flows there from the home page could be potentially interested in the ad.

See what I am saying? The most important thing is not how many people view these advertisements… but WHO!!

You can show advertisements to millions of people until you are blue in the face… people will not click unless they are interested!

Advertisements can by far be more effective in more relevant secondary pages.

Advertisement targeting is far more important than number of advertisement impressions.

What about billboards on the side of the highway?

Billboards on the sides of streets don’t target traffic… they deal in volume, so why should I try to target my traffic with such detail? Shouldn’t I just focus on numbers instead of attempt to target advertisements?

The answer is: NO! Do not deal in numbers, if you are trying to sell ads on your site, you are doing your customer a favor by putting the ads in secondary pages. This is the Internet… and not your local highway… people travel on certain roads because they have no choice… when you surf on the Web… that is a different ball game, because you have CHOICE! You can choose which roads, streets, and paths to take when traveling the Information Super Highway! Where when you travel your local streets by car, you have no choice and no freedom.

Targeted advertisements are more effective, make less people angry, and give your advertisers the most bang for their buck.