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Direct Navigation Nora Nanayakkara Business Development Director Sedo.co.uk A4U Expo London “ The Largest Untapped Market for Paid Search Advertisers and Affiliate Marketers”
So what is the Secondary Market? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Seite:  7. Juni 2009
Secondary Market Statistics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Domain Names as a Marketing Tool? Should domain names be part of your marketing mix?
“ Direct Navigation is the largest untapped market for paid search advertisers and agencies.” “ The best kind of traffic for websites.”
Why are “Direct Navigation” Domain Names important? ,[object Object],“ Approximately 10% of all PPC traffic* derives from Direct Navigation portals” *Or a total of about $1 billion in 2007...
So, what is Direct Navigation anyway? “ Searching” via descriptive domain names Keyword search = Keyword Domain + Extension
Direct Navigation Domain Names:  A Spectrum of Uses Domain Traffic via G/ Y! Rent Domain Traffic Buy Domain & Redirect Develop as Mini-Vortal Rebrand on Generic Traffic Only Traffic & Brand
BRAND Shopping.com    DealTime & Epinions Diamond.com    Ice.com WebHosting.com    DynamicWeb.com Why do Marketers Purchase Domain Names? TRAFFIC Books.com    B&N PC.com    Intel Loans.com    B of A RentalCar.com     Enterprise VERTICAL Lycopene.org    Heinz Ketchup Baby.com    P&G Meningitis.com    Chiron Vaccines
The Economics of Domain Traffic The “Old Way”: Buy the Traffic via Google AdWords WiFi.com 15,000 visitors 10% CTR 1,500 visitors Google $1,500 Sedo $1,200 Domain Owner $700 Advertiser pays $1,500 for 1,500 visitors Domain Owner gets $700, Sedo $500, Google $300
The Economics of Domain Traffic The “New Way”: Buy or Lease the Domain via Sedo WiFi.com 15,000 visitors 10% CTR 1,500 visitors Google $1,500 Sedo $1,200 Domain Owner $1,000 Advertiser pays $1,500 for  15,000  visitors Domain Owner gets $1,000, Sedo $500, Google $0 $1,500 $1,000 Option 1: Lease : Option 2: Buy the domain for $350,000: - ROI in about 2 years - Domain is an asset, not an expense - You’ll have the domain forever
[object Object],Role of Descriptive Domains in Purchase Funnel - Branded - Product-specific Keywords Used :
Generic Terms Account for Majority of Search Activity ComScore Study: “Generic product search terms (e.g. “camera,” “plasma television” or “PDA phone”) accounted for more than 70 percent of total search volume, while trademarked retailer terms (e.g. “Best Buy,” “Gateway.com”) accounted for 20 percent and specific product terms (e.g. “Canon digital camcorder,” “HP notebook nx9010”) accounted for 10 percent” ,[object Object],[object Object]
Baby.com: A Well-implemented Advertising Vortal ,[object Object],[object Object],[object Object],[object Object]
Rebrand on a Generic Descriptive Domain? “ By 1999, within 15 months of changing our name to WebHosting.com, we had registered over 150,000 domain names for tens of thousands of hosting customers in over 140 countries around the world. We were on track to surpass $10 million in annual sales, handily exceeding my predictions of 2 1/2 years earlier. Our headcount grew to approximately 100 staff and we were moving offices on an annual basis to accommodate our constant expansion.” ,[object Object],Example of DynamicWeb.com rebranding as Webhosting.com:
[object Object],[object Object],[object Object],“ ClubMed had a 33% lift using keyword sub-domains...” Instant Recognition: Which ad would you click on? BONUS # 1
[object Object],[object Object],[object Object],[object Object],Why use campaign-specific domains? BONUS # 2 ClickZ: “78% of Ad Agencies preferred Campaign-Specific URLs...”
[object Object],[object Object],[object Object],[object Object],[object Object],It’s not a guarantee, but there is solid evidence it helps! BONUS # 3 Better Organic Search Engine Placement
Putting it all together: A Portfolio of “Direct Navigation” Domains ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some Quick Facts about Sedo
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Start Building your Domain Portfolio Today! ,[object Object],[object Object],[object Object],[object Object]

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The Power of Direct Navigation

  • 1. Direct Navigation Nora Nanayakkara Business Development Director Sedo.co.uk A4U Expo London “ The Largest Untapped Market for Paid Search Advertisers and Affiliate Marketers”
  • 2.
  • 3.
  • 4.
  • 5. “ Direct Navigation is the largest untapped market for paid search advertisers and agencies.” “ The best kind of traffic for websites.”
  • 6.
  • 7. So, what is Direct Navigation anyway? “ Searching” via descriptive domain names Keyword search = Keyword Domain + Extension
  • 8. Direct Navigation Domain Names: A Spectrum of Uses Domain Traffic via G/ Y! Rent Domain Traffic Buy Domain & Redirect Develop as Mini-Vortal Rebrand on Generic Traffic Only Traffic & Brand
  • 9. BRAND Shopping.com  DealTime & Epinions Diamond.com  Ice.com WebHosting.com  DynamicWeb.com Why do Marketers Purchase Domain Names? TRAFFIC Books.com  B&N PC.com  Intel Loans.com  B of A RentalCar.com  Enterprise VERTICAL Lycopene.org  Heinz Ketchup Baby.com  P&G Meningitis.com  Chiron Vaccines
  • 10. The Economics of Domain Traffic The “Old Way”: Buy the Traffic via Google AdWords WiFi.com 15,000 visitors 10% CTR 1,500 visitors Google $1,500 Sedo $1,200 Domain Owner $700 Advertiser pays $1,500 for 1,500 visitors Domain Owner gets $700, Sedo $500, Google $300
  • 11. The Economics of Domain Traffic The “New Way”: Buy or Lease the Domain via Sedo WiFi.com 15,000 visitors 10% CTR 1,500 visitors Google $1,500 Sedo $1,200 Domain Owner $1,000 Advertiser pays $1,500 for 15,000 visitors Domain Owner gets $1,000, Sedo $500, Google $0 $1,500 $1,000 Option 1: Lease : Option 2: Buy the domain for $350,000: - ROI in about 2 years - Domain is an asset, not an expense - You’ll have the domain forever
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