Interest in the niche. Passion/huge interest is a bonus. People really underestimate this point. You’ll be eating, drinking and breathing this product/niche for weeks, possibly months and years to come if it's successful and you start focusing on growing it. Having an interest in it makes things so much easier and helps you keep going when things get tough.
Strong copy and clear call to actions: If they have a written sales page you’ll likely find that it’s very convincing and keeps pulling you in to read more. They’re often story-driven as well. The buy now button will be unmissable and the whole page will be directing your attention to it to complete the purchase. It leaves no doubt in the visitor’s mind on what should be done next.
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In the case of cost per mille/click, the publisher is not concerned about whether a visitor is a member of the audience that the advertiser tries to attract and is able to convert, because at this point the publisher has already earned his commission. This leaves the greater, and, in case of cost per mille, the full risk and loss (if the visitor cannot be converted) to the advertiser.