You use a website to target your surfer properly if you want to make money. If they are on a 404 , the page has been moved for some reason. Thus now you have a whole whack of traffic that you know nothing about. SO what do you sell them ?. A better idea is to find out where the users are coming from and target each one seperatly, and maximize your potential. Why throw all your traffic to a site where the surfer is expecting asians ? better to send them to an asian oriented chain.
The only way you make big money off 404's is if your cheating tgp's. Other than that your wasting valuable traffic by herding them all ack together again.
I like to have about 20 - 50 niche 404 blanks , that i can place when a file needs to be moved or to gain from a mistake. If i use one plain 404 for all the traffic the ratios are useless.
Watch your stats
