MrSavage - 8:28 pm on Sep 4, 2012 (gmt 0)
Not to repeat myself, but if I can get somebody to buy pizza in my shoe store, they must really want pizza. By the same token if I can get somebody to click a completely irrelevant ad on my site? They are really really interested and I would bet my left nut that they will buy anything or sign up for newsletter or something. They will be a very beneficial click to an advertiser. That's the only sense I can make of it.
Same with fishing. If you put on a single plain hook with no worm on it and get a trout to bite. Guess what? That was one F hungry/stupid trout. The point is you can watch 1000 trout pass that hook and none bite it. Ah, but you're after that 1 out of 1000 trout. That trout is "gold star" converting traffic in one sense. That's the trout you're after I suppose and IBAs are the vehicle to that trout. You're not paying for the trout that swim past your pathetic lure.