404 Traffic

What does everyone do with their 404 traffic? Do you redirect the surfer to the main site, do you send them to one of your top converting sponsors, or do you do something else?

I'm wondering what everyone has found to work best. Right now, I redirect 404 traffic on all of my domains to one of my TGPs.

build a 404 trap... filter that traffic back to your own free sites, sponsors, tgps, etc...

there are some faily decent articles about it... search around a bit...

as with anything in this biz, experimenting is best