Discussions and blogs that relate to the monetisation of domain traffic.

Domain Traffic Monetisation Continues to Grow

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For those of you that listen to the naysayers and believe that monetising your domain traffic is dead then think again. The reason why domain traffic continues to be valuable is because advertisers want to reach potential customers.

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This demand for quality traffic has continued to increase while the volume of high value traffic has decreased as domains were dropped. Since the supply is diminishing and the demand increasing then the price paid for the traffic has gone UP over the last few years.

The question has to be asked, “If the price being paid by advertisers is going up then why are most domain investors experiencing a decline in their traffic based revenues?”

The answer is really simple. The advertising aggregators (of which Google is the largest) is taking a bigger slice of the pie. Ask yourself a really simple question, “How much of your earnings are exposed to Google?”

If the answer is “a lot” then don’t be surprised by the decline in your earnings. Albert Einstein said the definition of insanity is doing the same thing and expecting a different result. Are you doing the same thing as you’ve always done?

So how do you get an improvement in your results? I like to think about this in a similar manner to the gold rush. Many years ago, a farmer stubbed their toe on a rock, only to discover the rock was a nugget of gold. This was like the first domain investors monetising their domain traffic. It was an awesome time of easy money!

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mgilmour
That is true. What Google does have is a breadth of advertisers. I think this competitive advantage will be eroded over time but i... Read More
30 May 2018
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What is Traffic Quality

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Getting to a definition of traffic quality is one of those elusive things that’s quite often difficult to pin down. It’s almost like discerning the difference between art and pornography…..you know the difference when you see it.

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Advertisers pay huge sums of money for quality traffic and shy away from garbage. The question needs to be asked, “What’s quality?”

Some have answered, that’s easy! It’s real human traffic. I agree that we need to do as much as we can to remove all the automated bots but just having “human” traffic doesn’t necessarily define it from an advertiser’s perspective.

For example, let’s imagine I directed real humans from China to an USA based company’s website. My guess is the US company wouldn’t be too happy with paying for all the Chinese traffic…..why? The traffic didn’t convert for them.

Now we are defining quality as traffic that converts. Strangely, this definition means the risk associated with conversion is pushed back to the traffic provider and not the websiteowner. From our example above, if I’m now only sending US traffic to the US based company then they should be happy…..well, maybe.

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Wolftalker
Exactly! Excellent post M. Keep at it. Bonne chance.
23 March 2018
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Why Traffic Optimisation Provides Greater Revenue

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We recently had a new client that does a significant amount of domain traffic revenue come across to ParkLogic (I'm a co-founder) for a test. They were previously with a single parking solution and I thought it would be interesting to share with you the results as a case study in why domain traffic optimisation works.

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After 6 days the overall results a 20% uplift in revenue…..which is quite a good given the short time frame. It's still early days for the optimisation process to kick in and effectively route the low traffic domains to the highest paying monetisation solution.

When you begin to unpack the data a little further an even better outcome is just on the horizon. For instance, for all those domains that have exhibited at least the same traffic levels as the previous month’s baseline the uplift in revenue has been 39%.

If we hand back to the client, the bottom 10 worst performing domains out of nearly 4,000 in the test then the results completely change. Overall, the performance is a 41.2% revenue uplift with a 75% increase in revenue for domains that had at least the same traffic as the baseline. This is a HUGE result where the revenue line has nearly doubled!

I wouldn't be surprised if the revenue line continues to increase over the next 6 weeks as the optimisation process hones in on the best performing solution. From that point onwards, optimisation will continue every second of every day.

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The Big Issues in the Domain Industry – Part 4

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In this article I’ll be addressing the final domain business model, traffic monetisation. As well as being valuable to advertisers, domain traffic drives many of the opportunities received from potential domain buyers. Contrary to popular opinion, traffic is the lifeblood of the domain industry…..not domain sales.

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One of the keys to greater domain sales is to leverage your domain traffic. If you sell all your traffic domains, then expect there will be a commensurate drop in domain sales. In Part 1 of this series I discussed using your traffic for your own sales rather than providing it for free to the marketplaces and have it potentially result in another person’s sale.

Traffic monetisation is a way to generate additional funds to cover renewal costs and contribute to your profitability. Many people wrongly believe that traffic monetisation is dead. It’s not. I personally know of many people that earn thousands of dollars a day by focusing on building their domain traffic portfolios. For those of you that disagree….I’m happy to have a chat about purchasing your traffic domains.

The major difference between traffic monetisation and domain sales is traffic monetisation tends (not always) to generate less revenue per domain but that revenue comes in month after month. Domain sales tends to be very lumpy and unless you have a very large portfolio it’s difficult to achieve a consistent income – this also makes planning exceptionally difficult.

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ParkLogic Next - Part 3

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The first two articles in this series discussed the different aspects of the exciting new ParkLogic Next platform. Below is a video that demonstrates a number of the features of Next in the client interface.

Don't forget to catch-up with a ParkLogic representative at the Merge conference in Orlando over the next few days. I'm sure they will be happy to answer any additional questions you may have.

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