Effective Domaining Strategies

Dec 5, 2007 - 4:30 pm 0 by
Filed Under PubCon 2007

Brett has each person give a background on themselves. Each quickly does so. Monti plugs the domain auction @ 3PM later today.

Domain names as a marketing tool

Mark Klein - Sedo

Background: - descriptive "direct navigation" - this is where people type a domain into the search bar and not google

About 10% of PPC traffic is "direct navigation" type traffic

Shows a Comscore study.

Why should marketers buy domain names? - brand - traffic examples: pc.com, laons.com - vertical ex: baby.com

Baby.com - a well-implemented advertising portal - premium domain add to credibility

Better organic search engine placement

Why use campaign specific domains - I have a headache.com could be an example

Ends the presentation with a few slides aobut the company and what they do at Sedo.

Monte Cahn - Do

Goes over who and what Moniker does. Manage over 2.7 million domains now.

Ways domain names generate profit - ppc, cpa, affiliate sites, search revenue, and selling domains - annual advertising is estimated to grow by billions - domains contribute 15% of Google/Yahoo's total revenue

Domains owned - shows upward trend of owners of many many domains. 15 in 2006 had 100k+ domains

138 million domain names are registered in the world, 31% increase over Q2 year over year

88% of pages are live (standard and parked), 76% renewed

More then 310 ccTLD extensions globally but 10 make up more then 66% of the total. Germany with .de is number 2.

What makes a good domain name? - natrual and generic brand - easy to remember - clear, concise and descriptive - commercially oriented - industry segment - visually pleasing - existing type in traffic - look at if a domain is blacklisted - use the way back machine to see if a domain had content on it in the past aka archive.org

Mistypes - Go home and have loved ones or coworkers type your brand name/company name as fast as they can. Go and register all the misspellings

How do you generate revenue - domain traffic (direct navigation) - domain sales - domain development

Creating your profile - look at aftermarket - watch domains dropping

Examples - asthma.com - company sells medicine for asthma

Look at other langues - Spanish is growing and big already.

Has a list of useful links

Jeff - moderater on wmw (webwork) - 13 domaining strategies in 2007

Asks some questions - domain name portal and webmasterworld domain forum plug

1. Creative domain acqusition finance - letting the ppc revenue pay the costs - your revenue isnt their revenue 2. acqusition of underperforming (parked) domains - buy cheap, fix it and use the new found money to pay for the domains. - auctions - you can find steals 3. auction sniping 4. bottom fishing at certain resellers - Jeff has personally been a bottom feeder for a long time. 5. diversification of revenue stream - test different services 6. macroeconomic adjustments (foreclosures, debt, etc) - the market is dicey, debt and forclosure domains are hot right now 7. tracking the buzz in the forms and emerging buying opportunies - if people are crabbing about income, it may be the time to buy some domains. 8. dailychanges.com and observing domaining trends - domain tools has some nifty tools. Dailychanges is great for research/intellegence. Watch the big guys and see some trends that they are showing. 9. intelligent proactive acquisition vs waiting for doamins to drop - reach out to owners of dropping domains and see if you cant just buy it. Its easier then fighting with the big guys once it drops 10. business owners acquiring keyword traffic domains 11. domainers focusing on the value of converted leads from KW domains 12. domain parking experimentation: images, rotating companies, etc. 13. specilistion, tasting, patent, and informed domaining.

Lists some of the domains he picked up just recently. There are still good domains available right now.

20 unregistered domain bets likly to pay better then Vegas odds. - all were available this morning.

Tom Murphy - State of Aftermarket and Effective Domaining Strategies

Baiscs 1. Buying Domains (primary or secondary market) - concentrate on areas you either understand or that you believe will increase 2. Selling domains - take profits as you see fit 3. Maximizing the revenue from your portfolio 4. Test

12 Drivers of valuations - traffic, popularity, vertical, comparable sales, language, and so on

Everyone is getting into the after market sales (Godaddy just added it)

Buying domains - if I had 5k or 50k - what should I buy is a question he hears often. Treat domain names like stocks and mix it up.

Selling - people should have domains for sale at all times - parked domains sell 5x better then non parked

Contributed by DaveR.


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