Part 1 - Traffic Test - Baseline Data

Running a Traffic Test

Getting your hands around the data is paramount when it comes to working with domain traffic monetisation. I’ve had a number of readers ask me to write further about how ParkLogic conducts a traffic test and whether it really is worth all the hassle.

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The first thing we ask for is baseline data from where the domains were previously being monetised. Some people get suspicious with asking for this information and take the approach that we should just perform as “good as we can” so I thought it would be good to unpack why we ask for this data.

There are three primary reasons:
1.    Focus
2.    Accountability
3.    Trust

By having data prior to starting the test helps us immediately focus immediately on where the effort will have the most impact. Without baseline data we end up spinning our wheels for the first part of the test and this is not worthwhile for either ourselves or the potential partner.

Accountability is crucial in any transparent relationship. We take managing domains very seriously and we believe we need to be held accountable against the baseline data at the very least. Let’s face it, the revenue from these domains goes to paying mortgages and putting food on the table for many domain investors.

The last reason is trust and, in many respects, this is the most important reason out of the three. ParkLogic has a stance that we do not have people who use our service, but partners and these relationships are built upon a solid foundation of mutual trust.

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Which is the most important domaining metric?

What's the most important traffic metric?

Most people would answer this question with a smirk on their face and that the obvious answer is “revenue”. Although revenue is vitally important to any business, I would like to say that when it comes to domain traffic monetisation it is not THE most important.

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The problem with revenue is that it’s a very one-dimensional number that doesn’t tell you how your domain traffic is actually performing. If you only pay attention to the revenue, then it is very likely to be buffeted by traffic volume and this will distort your perception of performance.

Some people may leap to Earnings-Per-Click (EPC) and Click-Through-Rate (CTR) as being the most important metrics…..but they would also be wrong.

EPC is a representation of advertiser demand and CTR represents user engagement. The problem with both these numbers is they are dependent upon how a click is counted….and this varies between every different monetisation provider in the world!

You then have Revenue-Per-Thousand visitors (RPM). The definition of this metric is revenue / visitors x 1000. Although this is a better number that incorporates both revenue and views the question that immediately comes to mind is, “Who’s version of a view?”

Due to lack of standards in the domain industry there isn’t a single “view” definition that has been adopted by everyone. This means that I can claim to payout the highest RPMs simply by discounting back the number of views I count…..which makes RPM a bit of a meaningless metric when you’re trying to compare one company versus another.

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ParkLogic Next - Part 3

The first two articles in this series discussed the different aspects of the exciting new ParkLogic Next platform. Below is a video that demonstrates a number of the features of Next in the client interface.

Don't forget to catch-up with a ParkLogic representative at the Merge conference in Orlando over the next few days. I'm sure they will be happy to answer any additional questions you may have.

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ParkLogic Next - Part 2

Part 1 in the series on the new ParkLogic Next platform covered a number of the innovations that have been built into the new platform. In this article, I'm highlighting some of the new features in the client interface that greatly assist in managing a domain portfolio.

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On top of the revolutionized backend the ParkLogic team have poured a huge amount of effort into providing a client interface that is full of invaluable easily accessible information. The ultimate goal is to make downloading statistics into Excel a thing of the past. Right in the interface, clients can sort, filter and manipulate their domain traffic data…..but of course, CSV files will always be available.

The dashboard provides a slider for expanded viewing of date ranges and you can even drop trend lines right on a chart. At a click of a button, any data in a graph can be instantly displayed in the table below. It’s all about making the data both accessible and actionable.

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ParkLogic Next - Part 1

It’s not often that I directly highlight what my own company, ParkLogic, has been working on to better monetise domain traffic. This time I’m going to make an exception. We’re really excited to announce that several weeks ago we completed the migration of the last of the ParkLogic clients onto our new Next platform.

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Around 3 years ago, based upon all the knowledge we’d gained monetising domain traffic over the previous 8 years we made the decision to completely redevelop the ParkLogic platform from the ground up. At the time we had huge aspirations about the development being a 12 month project but like many things involving technology it took a little bit longer…..like just over 18 months longer. This was largely the result of an unending stream of awesome ideas!

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