HOW IT WORKS

The basis is quite simple. For each visitor who generates a popunder, or who clicks on a banner or text link on your site, you are credited with traffic back to your website. Typically, exchanges work off a 2:1 ratio, which means for every two exchange visitors you create, you get one back on the network.

A great many exchange services exist on the Web today. For this article, we will explore popup, or popunder exchanges, systems that create and deliver visitors that launch from member websites to generate millions of browser windows across the Internet with generally beneficial results.

Large exchanges include the TrafficZap Exchange, ExitExchange, TrafficSwarm and W3Exit. Many smaller exchanges exist to attract business from niche traffic markets, although the large exchanges allow you to categorize and target your traffic on their networks.

The traffic inventory controlled by the exchange is sold back to its membership, and to outside advertisers, which supports the entire service. The larger networks generate a lot of pages and many have become dominant marketing forces on the Web. The TrafficZap Exchange, for example, has registered more than 35,000 websites generating millions of new visitors back to its members every week.

PAY ATTENTION TO NUMBERS AND DEFINITIONS

Please be aware that there are some numbers to keep in mind when shopping for an exchange service, besides just the traffic ratio or the size of the provider. Since visitors can be defined in many ways, be sure to know the exact details of what constitutes the traffic you are getting for the exchange service you are considering joining.

Raw visitors are just any and all visitors, while unique visitors are measured within a defined period of time. Popunders visitors, for example, should be unique within 4 hours or more to ensure the same person does not view your exchange traffic over and over again, effectively destroying the value of your investment in traffic from your site.

The point is a visitor's value is relative to his or her "uniqueness" - a quality that can be interpreted as a measurement of time. Some exchanges do not set time limits, which as we have just learned obviously diminishes the effectiveness of your promotion.

This is also important in terms of the user experience at your own website. If you join a popunder exchange that does not track unique visitors, you will be popping so many windows it will make your head spin. So be careful that you read all the terms and conditions before you join an exchange service to make sure you know what you are getting, which should be qualified, unique traffic.

WATCH THE FINE PRINT

The terms of service for popunder exchanges may include restrictions on membership for sites that already have popup ads. This is important, because if your website is popped open from a site that is already spawning multiple ad windows, your site will simply be lost in the shuffle. The same applies to background sound or javascript error messages, which will appear to come from the launching site if these are not restricted by the exchange. You are investing in the exchange, so be sure you fully understand what the return on that investment will be.

The idea is to find a service that meets your needs in terms of how you want your own site to behave, as well as how you would like your ad or website to be presented on the exchange. Also look for targeting options, which normally come in the form of categorization of the member sites of an exchange. Be sure to check the exchange's policy on adult content to avoid any unpleasant surprises. And check out the customer support or contact links to see how they handle inquires. You have a right to ask questions, and they should be answered in a timely manner.

Referring others to the exchange should also benefit you, so be sure your exchange offers a referral program. Take advantage of your referral status. All it takes is one large site in your downline to create a stream of new visitors back to you.

BUYING ADDITIONAL VISITORS

While you should never be asked to pay a fee to join a traffic exchange service, you may want to buy additional traffic credits from your exchange. Make sure the service you choose has multiple ad packages, especially low-cost purchases that will allow you to test the waters without having to empty a boatload of cash.

Most major exchanges will sell visitors for less than ten dollars on a starter package. Remember, your goal is to make a return on your investment, so there's nothing wrong with testing small levels until you've nailed a winning formula and can really open up the traffic floodgates.

VERIFY YOUR STATISTICS

Fraud on the Internet is unfortunately even more prevalent than in most other areas of society. Protect yourself by measuring your own stats against those of the exchange, but take care that you compare apples to apples when it comes to how traffic is based for any given exchange service.

The best advice is to start small and judge the value of the traffic you buy in terms of sales coming from your campaigns. You may wish to create a "landing page," a page specifically built for a particular campaign, and which you track separately to gauge performance.

TEST AND COMPARE

If your goal is to create more traffic without spending money, traffic exchanges offer fast and reliable solutions for sites that already have an existing traffic base, large or small. So do your homework:

• Read the terms of service
• Investigate and understand the numbers
• Make sure there is a referral program
• Locate the customer support system
• Track your own stats

There's no problem testing different providers, but don't run them at the same time. Before long, you'll appreciate the benefits and be able to judge which system is right for you.