Featured domains is a new segment for whizzbangsblog where I will endeavour to unpack the statistics and my thoughts for a particular domain to provide some insight into its risk profile and value from an investment perspective. In this case, the current owner of voodoo.com is auctioning the domain at “Domainer Mardi Gras” in New Orleans and he has asked if I would like to provide my thoughts on this premium generic domain. Given the location of the conference I’m sure that voodoo.com will attract a lot of attention!

A few comments about the domain itself.  Voodoo is an immensely popular term on Google with over 23 million entries. The content for the entries varies widely from PC components, bicycles, Voodoo religion to music. This potentially provides a wide range of end user businesses that could see value in the domain itself. This would then impact the potential sales price in a positive direction for the seller.

For the past 30 days voodoo.com has seen a consistent level of traffic of between 300-350 uniques per day with average revenue of $22.01 per day (over the last 14 days). These relatively constant numbers would contribute to de-risking the domain from an investment perspective for any pure-play PPC investor.

Although the traffic levels and PPC revenue for voodoo.com are reasonable and appear to be sustainable the real value in the domain is the result of its brandability. This is the reason why the current owners of voodoo.com have placed a reserve of $300,000 at the upcoming auction. Let’s face it, voodoo.com is a great domain and even at the current reserve it’s a bargain for some of the companies that are already using voodoo as a part of their branding strategy. Then again, who knows in this economic climate?

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