This week’s update is full of great data and statistics that will tantalize as well as inform domain monetization investors about what is really happening in the wider industry. I find myself looking forward to creating the data each week as it gives me a snapshot of what’s really going on.

One highlight from this week’s video is the continued surge in the Google normalized RPM. When you compare where they’ve come from earlier in the year it is really quite astounding their willingness to pay more and more for quality domain traffic.

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I must admit that I really look forward diving into the data to pull out a few gold nuggets from the statistics each week. This week is no exception. Google is continuing to pay more for traffic and the direct advertisers are winning more of the traffic even if they are paying less for it!

This vitally important data for domain investors is often the difference between being successful and operating at a loss. The numbers aren’t just interesting but often show the way to future seams of gold that others miss out on.

If you haven’t done so already then I would also highly recommend you check out MasterClass Lessons (https://mcl.club). I’ve uploaded a complete training program on Domain Monetization that many investors are just loving! I’m not charging a penny to get access to it, so you’ve got nothing to lose.

Also….don’t forget to subscribe on the video or leave a comment or question.

This week I do another dive into the data to pull out some great insights that will help you and your business. All of the regular charts are in place, including RPMs, revenue trend and volatility for both Google and Direct Advertising….all awesome stuff!

What’s interesting about the current week’s data is how both Google and the Direct Advertising community are reacting to the continuing COVID saga. Numbers have skyrocketed for some, fallen for others and the whole time domain investors are getting the benefit.

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This is the third in the series on running a traffic test. The first three articles in the series can be viewed at:
Part 1 – Baseline Data
Part 2 – Focusing on Performance
Part 3 – Improving the Revenue

In the previous three articles I’ve been taking readers through an actual traffic test that a real prospective client is doing with ParkLogic (I'm a co-founder). I have not doctored the numbers or done anything to make them look better. They’re the real deal.

The traffic test is now at the stage where we are looking at really putting the foot down to maximise the revenue. Overall, there has been a 36% uplift in revenue, which for most people this would be an outstanding result. Once you begin to dig into the numbers the results look even better.

The following chart compares the performance of the latest week’s data versus the baseline as a percentage for various traffic levels. For instance, for domains where we saw at least the same level of traffic as the baseline there was a 46% uplift in revenue, for domains with at least 80% of the traffic, an overall 43% uplift. This continues on until for all domains it’s just shy of 36%.

 All domains will have varying traffic levels over time and what this chart displays is the performance of the traffic test at the different traffic levels. Since domains with less traffic take longer to optimise then it also suggests that the low traffic domains still have potential upside that is yet unrealised.

In this blog I’m going to be a little like Rick Schwartz and have a rant. Many domain investors make the mistake of assuming that domain parking is dead and the only real business model is available to them is domains sales. Is domain parking dead? No, it’s not dead but for a growing number of investors it’s morphed into something a lot more sophisticated.

One of the strengths and weaknesses of traditional domain parking is that behind all the smoke and mirrors lies Google. Google buys a lot of the domain traffic because they have a huge breadth of advertisers. If you have a website that is about "Norwegian Knitting" then it’s likely Google can put relevant advertisements on the page.

The weakness of traditional domain parking is that Google has manoeuvred itself into an unassailable position and has then exploited this position by continually reducing pay-outs. Domain investors shouldn’t be surprised by this behaviour as it’s economically rational in a world that is driven by quarterly earnings calls….so stop complaining and just get over it.

Notice what I said earlier…..Google buys a lot of the traffic. Just because Google is wanting to buy your traffic doesn’t mean you have to sell everything to them. It would be far more sensible to only sell to Google what Google is paying fairly for and then sell to other people what they want to pay more for.

What I've found is the majority of domainers are like a person selling a bucket full of oranges. The buyer (ie. Google) asks if you can throw in your car with the deal and with a grateful smile you say “yes”. In fact, it’s a bit worse than that. Domain investors are selling oranges and Google takes the car without asking because they believe they deserve it. Remember they still only paid orange prices for your car.