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Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
Domaining and Address Bar Driven Traffic
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Domaining and Address Bar Driven Traffic

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How domain owners, web developers and businesses can increase revenue by owning a portfolio of domain names. This program examines the various strategies for domain traffic monetization.

How domain owners, web developers and businesses can increase revenue by owning a portfolio of domain names. This program examines the various strategies for domain traffic monetization.

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  • GROWING MARKET - Overall, 70 percent of Internet surfers type a name in an address bar to reach a destination (WebSideStory). That's up from 53 percent four years ago. Includes visits to sites known to users. Most of the rest use search engines. Susquehanna Financial - Direct Navigation: Search Without a Search Engine - A $1 Billion Business by 2007. (on track to surpass $1.2B) Direct Navigation comprises 8-10% of the U.S. and U.K. search advertising markets - roughly $600 mln-$800 mln this year. VeriSign indicates approximately 10% (30,000 per week) of its new domain registrations are likely related to pay-per-click advertising. Domain valuations have increased 20% on average over the last 3 years due to direct navigation revenue generation. Public companies such as Marchex, Livedoor, and ValueClick own portfolios of Direct Navigation websites, as do numerous private equity backed companies such as iREIT, Demand Media, and NameMedia. PPC advertising is only the beginning for the Direct Navigation industry as new ways to monetize visitors to Direct Navigation websites evolve.
  • Transcript

    • 1. Domaining and Address Bar-Driven Traffic Monte Cahn Founder / CEO [email_address] Toll Free: 1-800-688-6311
    • 2. Monte Cahn Founder and CEO Moniker.com TrafficClub.com, Marketplace, Live Domain Auctions, Silent Auctions Host of Domain Masters, every Wednesday at 7 pm EST –WebmasterRadio.fm * Domain Experience Since 1995 * Moniker.com - more than 1.9M Domains under management – 9 th largest Registrar * 12 ICANN Accredited Registrars, Domain Sales, escrow, appraisal, Traffic Monetization * First to sell a domain for more than $1M and $2M (Wallstreet.com, Autos.com) * Stealth Acquisition specialist * Invented the Domain Appraisal - 460K appraisals to date, IRS Accepted, used for lending and donation * One of the first to monetize domain traffic in 2000 * Focus is on Domain Asset Management – Average Client owns 100+ domains * Clients include – Major League Baseball, NHL, Lions Gate Films, Incisivemedia/Jupitermedia, Marchex, and Yahoo!
    • 3. Professional Domain Portfolios
      • ICANN regulates the domain industry
      • Empowered by the US Department of Commerce
      • Following regulations –innovative entrepreneurs invested
      • Many risked $100,000+ per year with unknown future
    • 4. Domain Marketing Became Extremely Profitable
      • Domain revenue sources were not originally known
      • Revenue = Search revenue, PPC, CPA programs, affiliate sites, and Selling Domains
      • $850 million in annual advertising revenue and domain sales
      • Potential to reach $2 billion by 2010
      • Domains contribute 15% of Google/Yahoo Search revenue
      • Market includes approximately 6 - 8 million domains out of 112M registered and growing
    • 5. Revenue drove Domain Portfolio Creation BuyDomains.com has 660,000 investment domains
    • 6.
      • A record 112 million domain names are now registered, a 30% increase in the past year
      • 9.4 million new domains were registered during Q3 of 2006, the third highest number of registrations ever in a single quarter
      • 86% are live, 77% are renewed, 40M are ccTLD’s
      • In the past year, aftermarket sales have increased by an estimated 58%, with total private and public transactions reaching more than $300 million.
      • At least 57 domains sold twice between 2004 and 2005. The value of these domains increased an average of 288% over just 230 days.
      The industry is healthy
    • 7. What makes a good domain?
      • Natural Generic Brand (search volume = mindshare)
      • Easy to Remember (radio test)
      • Clear, Concise and Descriptive (what does it say to the user)
      • Commercially Oriented (existing search bids)
      • Industry Segment (is the industry hot/cold, new/old)
      • Visually Pleasing (what will it look like on a business card?)
      • Existing Type-In Traffic (marketing benefit)
      • Back links, Page rank, Alexa Rank, etc.
      • Mistypes? (generics vs. trademark)
    • 8. How Do Domains Generate Revenue?
      • Domain Traffic (direct navigation) – ad revenue from CPC, CPA, CPM, Selling Traffic directly to companies or advertisers
      • Domain Sales – sale of domain names directly or portals
      • Domain Development – individually or in partnership domain owners add content, diversify advertising and build web networks
      • Vertical Dominance – to monopolize groups of domain names in category verticals. Dominance means more power and revenue.
      • Other Sources of $$$ - leveraged value for financing/loans, charitable donations/tax deductions
    • 9. Domain Traffic – Recent Articles, Studies, Facts
      • GROWING MARKET - 70 percent of Internet surfers use direct navigation, up 53% from four years ago (WebSideStory). Rest use search engines.
      • Direct Navigation a $1 billion business by 2007, on track to surpass $1.2B (Susquehanna Financial)
      • Direct Navigation comprises 8-10% of the U.S. and U.K. search advertising markets - roughly $600-$800 million this year.
      • VeriSign indicates approximately 10% (30,000 per week) of its new domain registrations are likely related to pay-per-click advertising. 24% parked
      • Domain values have increased 20% on average over the last 3 years due to direct navigation revenue generation.
      • Public companies such as Marchex, Livedoor, and ValueClick own portfolios of Direct Navigation websites, as do numerous private equity backed companies such as iREIT, Demand Media, and NameMedia – all planning IPO this in 2007.
      • PPC advertising is only the beginning/foundation for the Direct Navigation industry as new ways to monetize visitors to Direct Navigation websites evolve.
    • 10. Domain Traffic – CPC page (2 Click Revenue) TrafficClub.com – PPC Monetization
    • 11.  
    • 12. Domain Traffic – CPC page (2 Click Revenue)
    • 13. Domain Traffic – “2 Click” Second Page The company does NOT get paid for this click The domain owner gets paid when a visitor clicks one of these links Domain owner gets paid when users click on the second page. First page clicks are strictly navigational links.
    • 14. Generic Domains Search Volume vs. Type-In Unique Visitors Search Volume Annual Uniques There is a direct relationship between domain phrase search volume and domain traffic volume
    • 15. Domain Sales – Live Auctions catching on
      • Sales at Moniker’s Live Domain Auction at TRAFFIC East topped $5.4 million in gross sales
      • More than $10 million sold at auction by Moniker since Jan. 2006
      • Market interest warrants expansion into vertical niche auctions: First-ever live “adult” auction in January at Internext - $1.9M
      • Premium domains generate industry buzz AND revenue: Cameras.com ($1.5 million), Sex.net ($454,000), Flowers.mobi ($200,000), Shemales.com ($520,000)
      • Fosters expansion into satellite services, such as monetization, domain financing, appraisals and escrow, and more
    • 16. Creating Your Own Portfolio
      • Who?
        • Anyone with moderate capital, intelligence, patience and time
      • Where?
        • Aftermarket domain web sites, WhoIs, search databases, trademark exclusion tools, search bidding tools, creative thinking, expired/drop names
      • When?
        • Today, you are a little late but not dead!
      • Why?
        • Growth is incredible, high return on capital employed, advertising revenues are escalating, capture your market
      • How?
        • Find the search phrases that define your market segment
        • Identify domains that are commercial, rare and valuable
        • Register domains that are still available
        • Use Expired name and Drop Services
        • Contact those who own the rest or Stealth Acquire them
        • Define your strategy, budget, and time frame
        • Execute Immediately!
    • 17. Domains – Brand Identity of the Internet
      • Choosing the proper domain names is crucial to success.
      • The winners will see an increased market share among a generation that spends their lives online.
      • Losers will cling to decreasing audiences, especially among the youth demographic.
      Total Online Ad Spending % of Overall Ad Market
    • 18. Case Study – The US Healthcare Industry (Corporate market is catching on)
      • The US Healthcare Industry – $1.7 Trillion dollars per year
      • The Players: Pharmaceutical Companies, Physicians, Hospitals & Specialty Clinics, Insurance Companies, medical related advertisers such as health supplements
      • What changes has the Internet brought:
        • GenX and younger distrust doctors and traditional media turn to Internet for information
        • Internet enables easier comparison shopping
        • “ Direct Navigation” provides targeted traffic to generic .com’s creating potential for new brand names
    • 19. Pharmaceutical Companies – “Buy” the disease
      • Asthma is an $11Billion dollar industry – 60% going to prescription drugs.
      • GlaxoSmithKline (“GSK”) created a ‘soft branded’ portal.
      • Able to control what visitors learn about asthma.
      • Information about where visitors are coming from (IP tracking), and going to (cookies).
      • Appeals to GenX patients who are more likely to research an ailment online.
      • GSK’s competitors will be forced to constantly spend money on search engines and portals to reach potential customers online – expensive for a disease that grew by 35% since 1997.
    • 20. Physicians – What Domains work?
      • Heart Disease cost $68 Billion per year in the US.
      • Medicine is an increasingly competitive industry – yet traditional advertising methods are expensive and ineffective
      • Texasheartsurgeon.com is easy to remember and tells a potential patient everything they need to know.
      • Dr. Ott does not need to worry if referrals will forget or misspell his name, lost his card, or use an old phone number – an $8 investment per year prevents this.
      • Dr. Ott also owns Houstonheartsurgeon.com
      • Miamiheartsurgeon.com was only registered in July 2006
    • 21. Hospitals & Specialty Clinics – Attracting Lucrative Procedures
      • Gastric Bypass is a $50,000 procedure largely uncovered by insurance
      • This clinic gains new patients from this domain, and generates revenue by referring out of state queries to other clinics
      • Gastricbypass.com is easy to remember and tells a potential patient everything they need to know.
      • Gastricbypass.com ranks high in Google and Yahoo search rankings.
      • Competitors have bought domains like thinnertimes.com and stopobesityforlife.com
      • Dr. Oliak, a gastric bypass innovator is now buying traffic on Google for doliak.com – a bad domain choice
    • 22. Insurance Companies – The Lead Generation Portal
      • With a domain name and a web developer this company partnered with an offline insurance broker to become one of the largest independent health insurance brokers in the US.
      • Insurance companies spend money on advertising to create an image that distinguishes themselves from the competition
      • Insurance companies now face having their offerings compared against competitors on functionality alone.
    • 23. Health Industry Advertisers – How to Lose Your Brand
      • Hispanic Americans are the largest, youngest and fastest growing minority group in the country – they also have the largest purchasing power of any minority group in the country.
      • A younger generation raised on the Internet as well recent immigrants will not have brand allegiance to established US diet companies
      • WeightWatchers or Jenny Craig spend $5 – $10 for each new customer sign-up they get from affiliate networks – can they afford to pass on a domain receiving 200,000 unique Hispanic Americans per month?
    • 24. Domain Purchase Potholes
      • Trademark Search
      • Consider having a valuation done for high value domains
      • Use a domain escrow service
      • Financing is NOW available
      • Domain Statistics – Are they artificially inflated ?
      • You may have to Stealth Acquire to avoid artificial inflation
      • What other information can you get?
    • 25.
      • Phrase Data – WordTracker.com, KeywordDiscovery.com
      • Bid Price Data – Yahoo Search Marketing Bid Tool searchmarketing.yahoo.com/rc/srch /
      • Ownership WhoIS Lookup – DomainTools.com, WebHosting.info
      • Aftermarket Domain Sales and services: Moniker.com , BuyDomains.com, Sedo.com,
      • Expired Name/Drop Services – Snapnames.com, Pool.com, ClubDrop.com
      • Trademark Tools
        • United States Patent & Trademark Office www.uspto.gov
        • Microsoft Research research.microsoft.com/URLTracer/
        • WIPO arbiter.wipo.int/domains/
      • Domain Masters, Wednesday’s at 4 PM PST – www.WebmasterRadio.fm
      • Forums and news – dnforum.com, domainstate.com, namepros.com, dnjournal.com
      • Conferences – TRAFFIC (targetedtraffic.com – live domain auction), DomainRoundTable.com, WebmasterWorld.com, SES
      Useful Links
    • 26. Monte Cahn
      • Founder and CEO
      • Moniker.com
      • TrafficClub.com
      • Host – Domain Masters, Wednesday’s at 4 PM PST – WebmastersRadio.fm
      • [email_address]
      • Experience Since 1995
      • Moniker.com - more than 1.9M Domains under management – 10 th largest Registrar
      • 12 ICANN Accredited Registrars, Domain Sales, escrow, appraisal, Traffic Monetization
      • First to sell a domain for more than $1M and $2M (Wallstreet.com, Autos.com)
      • Stealth Acquisition specialist
      • Invented the Domain Appraisal - 460K appraisals to date, IRS Accepted, used for lending
      • One of the first to monetize domain traffic in 2000
      • Focus is on Domain Asset Management – Average Client owns 100+ domains
      • Clients include – Major League Baseball, NHL, Lions Gate Films, Incisivemedia/Jupitermedia, Marchex, and Yahoo!

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