Fabulous Research Articles
Fabulous research is the research extension of Fabulous.com. The articles presented here are opinions related to the Internet marketing industry with a specific interest in the domain marketing channel. Please feel free to send us comments or suggestions on future articles.
Traffic Targeting and Wastage
Why does the traffic from some domains convert into sales, while traffic from a similar domain fails miserably? How can traffic coming from the same search phrase vary so wildly between traffic sources? The answer lies in the match between the intent of the user and the intent of the advertiser being aligned.
The key to traffic conversion is the balance of two things; revenue generated for the traffic provider and sales generated for the advertiser. The Internet traffic available to advertisers is a scarce commodity. There are more advertisers wanting traffic than there is traffic available for them to purchase. This scarcity drives a need to maximize the use of all traffic to its fullest potential, as advertisers need volume in addition to conversion rates. The enemy to advertisers and traffic affiliates alike is traffic wastage. Traffic wastage is caused by a misalignment between the exact intent of the user and the match with an advertiser’s intent.
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Branded Intent Domains
What is a user actually looking for when they type in a domain name? Most of the time people are looking for web sites that they have seen on television, heard on the radio, read off the back of a cab, or have been exposed to through some other form of media. All of these are examples of branded domains.
Branded Domains are domains that people type into the address bar because they have heard of the domain before. Most branded domains are associated with existing business names, products, or popular web sites - which may or may not have a trademark. However, the user’s primary purpose when they type these domains into the address bar is to find popular web sites. Examples include: DellProducts.com, Yahoo.com, ToyotaTrucks.com, and FitnessFirst.com
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Domain Power - The Value, Tools and Trade of Domain Names
Ad-Tech Chicago 2006
Monday, July 24, 3:15pm - 4:15pm
Jointly presented by:
Dan Warner, Chief Operations Officer, Fabulous.com
Ari Lee Bayme, Vice President, Milbank Roy & Co., LLC
Did you know that only a few hundred professional domain owners control more than 5 million Web sites? These land barons of the Internet earn $750 million in search revenue each year and actively trade domains as real estate. It’s all about location, location, location. Collectively they represent a search value in comparative size to 20% of Google, yet few people know or understand this unique market.
Most of the best domain names have been registered, but the reality is that many of the most targeted generic domains in the world are available for purchase in the aftermarket. Learn how to create, seek and secure domains that create traffic volume, brand and business impact. Gain an understanding of the competitive advantage that domains represent in long-term traffic and search engine optimization. This session with demonstrate how to create and manage a marketing portfolio of domains; perform research, negotiate and acquire the ideal domains, avoid domain catastrophes and recover domains that infringe on your registered trademarks for little cost. Stop renting and start buying the real estate of the Internet!
click here to download the full presentation (pdf)
Dan Warner, Presentation to Domainer Meeting, Paris 2008
The following is a presentation by Dan Warner to the Domainer Meeting in Paris during 2008