Channel Dollar’s report of Nextag’s recent surge in traffic caught my eye. I think this surge is just another indication of NexTag’s aggressive style in a timid market. I reported back in February my opinion that NexTag was feeding on the opportunities forfeited by weakening competitors. I am still in that camp.
They continue to be a regular in the top 5 lead providers on Lead Marketwatch.
A couple of things to keep in mind when evaluating a traffic surge, especially on a provider as complex as NexTag:
- Dramatic traffic surges can effect quality
- If they have multiple verticals it may not be in your market
- Where is it coming from? (i.e., paid search, organic search, email, affiliates, etc.)
- If it is search: Do some keyword analysis and make sure it is focused on your target client
- If it is email: This is tough to do due diligence on unless you happen to be seeded into their lists
- If it is affiliates: How competitive is their program (the best like good quick pay-outs)? Do they run it?
All traffic is not necessarily good traffic for the lead buyer. However, anytime a lead provider is efficient at driving large volume of consumers to their site, assuming they can effectively filter it into your target market, is doing something right. And, should be on your short list of potential lead generation partners.
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