Why Zero Click Matters

I received an email the other day inviting me to spend some time on a panel at a conference discussing the impact that Zero Click has had on the domain monetisation industry. It should be said that I like data…..touchy feely stuff is all well and good but getting a return from your domain investments is all about getting dirty in the numbers.

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First of all….what is zero-click? Zero-click advertising networks bid in real-time to get access to traffic. In the case of ParkLogic, there may be a dozen or more companies bidding for each piece of traffic every hundred milliseconds or so. The winning bid must outbid every other bidder AND also the best traditional parking solution to receive the traffic. This is all good news for domain investors.

So after receiving the email about the conference I decided to do a dumpster dive into the data and out popped the following chart about the impact Zero Click advertising networks have had on domain monetisation. The data goes from 1 November 2017 to 25 July 2018. I should say that we deal with many traditional parking solutions and zero-click companies and the numbers are aggregate of all of these.

Zero click

 
The chart comprises of three lines with two trend lines on the orange and grey series. The orange line represents the percentage of revenue that is now going to zero click companies and uses the right-hand axis. The trend is clear….it’s headed upwards.

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Wolftalker
..as always.
01 August 2018
mgilmour
I agree that there has definitely been problems of this nature in the past. We have seen that many of the zero-click networks have... Read More
03 August 2018
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Saturday Musings - When the Cats Away...

For the last thirty-six hours I’ve been in a state of wifelessness. It just so happens that Roselyn went away on Friday afternoon to attend a conference with one hundred and sixty other women. It’s fair to say that when the cats been away the mouse has been playing…..playing some old school PC games that is!

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Just to reassure you, I made sure that I wore an appropriately dejected face as I kissed her good-bye and watched her drive off into the sunset. Once I was sure it was safe that I was out of her view I threw a few fist pumps into the air and immediately texted a bunch of friends that the LAN party was on!

Some may mistakenly believe that LAN stands for Ladies Away Night but in reality, it’s actually, Local Area Network. For those of you that have not experienced the joy of hosting a LAN party then let me assure you that it really should be on your bucket list.

At a LAN party everyone brings their laptops (used to be desktops but they’re just a pain to carry around), plugs them into a router and downloads whatever game we plan on playing.

Before the frivolity begins, drinks are brought out (always makes the evening better), pizzas ordered, and copious amounts of junk food littered around the table. Basically, we're systematically loading our bodies with as much sugar as we can possibly take so that we're wired for the nights entertainments.

So after we devoured the necessary calories we fired up Quake Arena 3. For those of you that don’t know what Quake is then I suggest you tear up whatever degree you have earned at college and get a real education. Quake was the foundation stone upon which all other first-person shooters have been built. If you like Call of Duty or Gears of War then you have Quake to thank for that.

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vanclute
Ahhhh the LAN party! I haven't done one of those since... oh jeez probably around 1986 or so? I don't count times I was at work ... Read More
22 July 2018
mgilmour
I don't know whether I can move over to the dark side of the PS4......LOL! You'll have to head downunder and we'll host a LAN part... Read More
23 July 2018
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Where is the Development Magic Bullet?

For quite some time now I’ve been digging through the different domain development platforms to determine which one is best. Is it Joomla? Wordpress? Or how about Weebly or Wix? What I’ve found is that they all fall short for domain investors.

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Developing a domain into a business is one of the four principle business models that domain investors use to extract value from their assets. The other three are monetising domain traffic, selling domains as stock items and selling domains as high value items.

Each of the development platforms are excellent for building a single website but what I've continued to find is they still fall down is when a person tries to build more than one. Although it’s quite simple to spin up another instance in any of the platforms it takes a long time to set them all up…..and time is money.

Anyone that has embarked down the development path learns that building a single domain into a business is a challenging task…let alone many domains. Once you get over the hurdle of building a few websites you quickly discover that there isn’t a simple way to view how each of them are performing in their various business models.

Although Google Analytics provides some insight into your traffic the cost of using it for domain investors can be prohibitive. What are the costs on this “free” product? Do you honestly think that by providing Google end-to-end visibility on your traffic that they won’t take advantage of the data? Let me give you a hint, at its heart Google is an analytics company….. I think Google has enough of my businesses information without handing over the crown jewels for free.

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mgilmour
Couldn't agree with you anymore.....development isn't the challenge....it's the management and business aspects that become increa... Read More
12 August 2018
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My Business is Failing….What Now?

Have you ever had a time when you feel like your helpless? No matter what you do nothing seems to work and yet, those around you seem to be doing incredibly well. This is what it’s like to be in the grip of a business failing.

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Running a failing business is a scary proposition. There isn’t enough cash to pay all the bills and creditors start hounding you for money. You never know whether you should answer the phone or not because you’re not sure if it’s someone about to bring some business in or someone chasing you for an outstanding debt.

The stress levels at work increase dramatically and this often impacts loved ones as the days disasters spill over into home life. Is running a business supposed to be like this? Isn’t the reason why you’re working so hard is to provide a better life for your family?

If the business completely fails, then what is the outcome? Many people (especially males) tie their self-worth to their businesses and they end up getting more and more depressed as they scramble to save what is often unsaveable.

The first thing a business owner needs to realise is their self-worth has NOTHING to do with their business but has a LOT to do with their personal integrity while going through the tough time. The measure of a person is how they behave during adversity not how they act when things are going well.

Over the years I’ve helped a lot of business owners out and without exception they believe either;
1. A big deal that’s just on the horizon will solve their problems OR
2. If that investor just put a lot of money in then all will be good.

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Wolftalker
Good advice.
14 July 2018
Rawgi
I will agree Good advice. Can't ever feel too good to eat some humble pie and roll back to square 1. It actually makes you stron... Read More
14 July 2018
mgilmour
Robin, great to hear from you. I hope your colleagues come through their troubles and that I was able to help out in some small wa... Read More
15 July 2018
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Getting Into the Numbers...

I had a discussion with a domain investor today that went like this….."Michael, ParkLogic isn’t performing for my portfolio so I’m going to stop the test.” I replied, “Let’s take a look at the numbers and understand what they are saying.”

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We have a standard report that compares a baseline for domain names versus the most recent data. It only took a few minutes to identify the problem….it just so happened that out of over one hundred domains there were five that were pulling down the results for the portfolio.

Without the five domains there was an overall 63% performance increase. Our recommendation was to move the five domains that were pulling down the results and re-baseline them to see if it just so happens an advertising has gone missing during the USA summer period. If the domains popped back up then it was a great win for the client.

Getting into the numbers is key to assessing the performance of a domain portfolio and yet, so many domain investors don’t understand how to do this. The question that I constantly ask is “Why?”. Why are the domain not performing? Why are the domains performing? Why is company X winning the traffic? Why is the traffic going down? Why is the traffic going up? Why are/are not direct advertisers bidding on a domains traffic?

It’s asking the “Why” which leads to a fuller understanding of the overall portfolio performance. For example, without those five badly performing domains there was an overall revenue increase of 75% for domains that had at least 80% of the traffic compared to the baseline. Anyone would have to agree this was a great result!

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