Optimising by geographic region is an obvious solution to maximising revenue that many of us may have still not as yet considered. Geo-targeting is common in online marketing and both Google and Yahoo provide advertisers with an easy ability to more accurately reach their target geo-markets.

What we have found is that different parking companies perform better in different regions. Without being privy to the individual contracts that the parking companies have with their upstream advertising provides I'm not sure the exact reason for this differentiation but it definately provides a potential opportunity for domainers.

For instance, both Sedo and NameDrive generally perform quite well for European traffic but not as well for other traffic and the reverse it true for US based parking companies like Domain Sponsor.

Geo-targeting is accomplished by looking up the IP-address of the user going to your parking page and relating it to a particular geographic region.  That means that when a user reaches your webserver you'll need to look up their IP-address relate it to a geographic region and then send the traffic to the parking company that statistically performs better for that country of origin's traffic.

This process sounds simple but can be quite daunting on a mass scale. You will also need to to keep accurate records of the results of every country for each parking company and monitor the performance of each. It's a challenge but can often be well worth the effort. We are looking at refining the way that we do this at ParkLogic so that we can get a better resolution into this optimisation strategy.

As usual, the best way to geo-target is to point the unique user to the appropriate parking company on a user-by-user basis rather than just point a domain to a parking company. Many domains may have 50% European and 50% US traffic. If you don't split this traffic on a user-by-user basis you'll be losing revenue, which is never good!

Wiki: Domain Sponsor, NameDrive, Sedo

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