Part 7 - Portfolio Optimisation - Running a Traffic Test

Part 7 - Portfolio Optimisation - Running a Traffic Test

So you’ve just been to The Domain Conference in Fort Lauderdale and a monetisation company convinces you that you should run a test with them. Is there any real point and what is the best way to do this?

If you’ve ever moved your domains between parking companies by changing the nameservers then you will very quickly realise that there are so many variables to consider that the test becomes meaningless. For example, by routing the traffic at different periods of time, traffic volumes and domain market verticals all contribute to distorting the results.

In addition, if you move all of your domains across to the new company then from the previous article in this series we now know the best case scenario is they will win 35% of the time. Remember this number is for a properly optimised domain portfolio. If they win more than that then it’s only because your portfolio has not been looked after.

All monetisation companies know that they will perform well on some domains and not so well on others. Their goal is to hope and pray that overall the total amount they pay you will be more than your current parking solution.

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How To Conduct a Domain Traffic Test - Part 2

How To Conduct a Domain Traffic Test - Part 2

This is the second article in the series on conducting a domain traffic test. The first article can be read by going to: How to Conduct a Domain Traffic Test - Part 1

For the past 8 years I’ve been looking at nRPM (normalised RPM) numbers and routing traffic to the best solutions at any point in time. This has produced significant gains for clients and well worth the effort of getting messy in the numbers.

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So now that there is an agreed set of definitions for metrics what do we need to do to conduct a traffic test? There are two main approaches:

1.      Using baseline data

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How To Conduct a Domain Traffic Test - Part 1

How To Conduct a Domain Traffic Test - Part 1

So many domain owners get incredibly confused by all the different companies that want to monetise their traffic for them. Which one is best? How do I really know if they are better than another? What is the best way to run a test? All of these questions are vital if you wish to get the most out of your domain traffic.

In this article I will unpack the critical success factors of what makes a viable good traffic test so that you will always know that you are monetising your traffic with the right provider.

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For a start, to eliminate any discrepancies in timing, all traffic tests need to be conducted simultaneously. What you don’t want to do is change your DNS to point to parking company A and then a few weeks later change the DNS to parking company B. The two separate periods of time introduce large errors in determining who is the real winner.

Without the proper tools, running a simultaneous test can be difficult but with a good partner this is eminently achievable. As an example, we find that at ParkLogic a number of clients use our services purely for benchmarking one monetisation source versus another. We’re happy to work with anyone on this.

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How to do a Domain Traffic Test - Assembling the Data

How to do a Domain Traffic Test - Assembling the Data

When I was speaking at NamesCon in January I said that I would like to show the attendees the best computer game I’ve ever played. It has all the aspects of both a tactical and strategic game with a bit of time travel for good measure. Everyone leaned forward with expectation…

I then put Excel up on the big screen in the room. It’s safe to say there was a bit of laughter. Let’s think about it for a second, Excel allows us to answer questions about the performance of our domains like no other application can. We can view the past, compare it to the present and even predict the future.

Right now we are going to mobilise the data that we have arrayed from the previous articles in the series so that we can understand what is happening with our domain traffic. This will be a VERY high level view of our traffic test but I believe that it will help get some answers to our questions.

The first thing we need to do is to ensure that all of the baseline data is in the same currency as the testing monetisation source. Once this is done then we then need to convert everything to daily data. The reason why we need daily data is that it gets rid of the problems associated with 28/30/31 days in a month and also allows us to later compare the data against daily from the new testing source.

Next, create another tab in Excel and call this “Latest Data”. When capturing data make sure that you have multiples of 7 days so that any variability caused by the weekends can be minimised. All of this data needs to be brought back to a daily format so that we can then compare it to the baseline.

Make sure you check the DNS settings of EVERY domain in the test so that domains not pointed correctly can be removed. There’s no point in penalising a test by having domains with baseline data and no data from the testing source.

Now create a tab called “Analysis”. In this tab you need to add you complete list of domains in column A, Column B, C and D are for the baseline views, revenue and RPM. Columns E, F and G are for the new monetisation company’s views, revenue and RPM.

Now that the data is sorted out you are now in a position to conduct some analysis.

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How to do a Domain Traffic Test – What are you measuring?

How to do a Domain Traffic Test – What are you measuring?

“What are you measuring” seems like an obvious question when you are conducting a traffic test with a new monetisation company. From experience, most people get the answer to this question completely wrong.

When you are running a traffic test you are NOT seeing if you can earn more money. This may sound strange but it’s the simple truth. What you should be actually measuring is the capabilities of the new company to optimise your traffic for a better result. More money (although important) is merely a by-product of the optimisation activity.

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For example, we recently had a client place their domains with ParkLogic for optimisation and as time went by we just couldn’t beat their numbers. In fact, it seemed that the more effort that we put into the optimisation the worse thing became.

It was at this time that I had an epiphany (ie. a brainwave!). It just so happened that the client provided their baseline data in Euros from back in August and we were being benchmarked against these numbers. Since the ParkLogic system uses $USD we dutifully converted the baseline data from Euros to $USD when we received it.

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