The goal of all web-based selling activities is not just to get visitors, but to get visitors that will buy. Moreover, the goal is to get visitors that won't just buy once, but buy again and again. Targeting is the key. Careful targeting is a great way to decrease your sales costs and get higher "yields" (sales to sales expense ratios). To increase targeted traffic to your web site, you'll need to ensure that the advertising that drives visitors to your site is appropriately targeted also. This means, in simple terms: Go vertical....