So what does it mean to properly manage your domain assets? Some people believe that as long as you're earning PPC revenue, renewing domains and getting sales then all the bases are covered. These are important things to consider but let's unpack things a little.
Traffic revenue is money generated from the people that are going to your domains and clicking on advertising. There's a few things here that needs to be nailed down on a daily basis:
1. Aare the nameservers pointing correctly? These are often changed at renewal time by registrars.....especially if you are slightly past the renewal date.
2. Do you need to set cNames for routing traffic? cNames are used to route traffic to Google parking companies if you have a traffic routing system.
3. Are the domains in your parking account? Conflict resolution is a huge issue for parking companies and domains can often be inadvertently removed from your account if someone else believes that the domain is owned by them.
4. Keywords - are they the best ones and do they need to be updated?
5. Are there any other optimisation levers that you can use to extract more value from the traffic?
6. Is there are way to aggregate your traffic with others to get a better deal?
So this is just a few of the things that you need to consider to manage your traffic domains.....now let's look at sales......
1. Have you responded to all the sales offers? Most offers are SPAM so you need to spend some time wade your way through the good and the bad.
2. You've had a successful sale, now there is the whole Escrow and transfer process. Sounds easy but you need to remember to do it.
3. How do you work out the sales price for you domains? Is there an automated system or should you use your experience?
I could go on and on with the sales list but here's the really big one and it's often the most ignored......asset management.
1. What did you buy the domain for?
2. What did you sell the domain for?
3. What is the inventory carry value for the domain?
4. What system are you using to appraise the acquisition of a portfolio of domains, individual or average cost pricing?
5. What is your capital gains tax position at any point in time?
6. How are the domains locked down and where are they?
7. Renewals and on what basis is a domain renewed?
This last category is just as big if now bigger than sales and traffic tracking and it can have an even bigger impact upon your earnings then the first two. If you don't get asset management right then you could end up in trouble with the IRS (tax authorities).....so don't ignore this one.
I can only speak about the fact that at ParkLogic we track over 250 different metrics every single day for our clients. It's a true domain asset management platform that also optimises the traffic and helps you increase sales. What I've learned over the last decade in this industry is that effectively managing your assets can provide huge dividends for your business.