Domain Parking & PPC

August 2006

Jon Lisbin – Chief Strategist and Founder, Point It!, Inc.

Jonl@pointit.com

206 525 3000

“It’s a lot Money”

• Estimated 15% of Web Traffic is Type-In Traffic Washington Post

• Domain Parking Industry could be worth “a little under $1 billion. Red Herring

• How much does Google make from Domain Traffic?

“It’s a lot of money” Eric Schmidt CEO Google

Partner Sites : ½ of Google’s 6 Billion in revenue last year.

Quality, Relevance, User Experience

Source: Atlas Search

9/1/2005 - 6/21/2006

ReportBy TOTAL VISITORS TOTAL CONVERSIONS TOTAL COST CPA Index

www.google.com 242,114 10,949 $ 286,170 $ 26  

landing.domainsponsor.com 2,202 198 $ 5,017 $ 25 1.0

search.aol.com 9,401 199 $ 5,782 $ 29 1.1

aolsearch.aol.com 47,092 1,286 $ 37,747 $ 29 1.1

lb5.netster.com 230 6 $ 232 $ 39 1.5

websearch.cs.com 1,006 24 $ 1,082 $ 45 1.7

www.sedoparking.com 380 11 $ 807 $ 73 2.8

searchportal.information.com 3,858 64 $ 5,240 $ 82 3.1

lb1.youbettersearch.com 438 8 $ 680 $ 85 3.3

www1.sedoparking.com 127 3 $ 291 $ 97 3.7

sedoparking.com 1,757 22 $ 2,290 $ 104 4.0

Others/Unknown 36,095 514 $ 54,486 $ 106 4.1

apps5.oingo.com 6,716 66 $ 11,697 $ 177 6.8

www4.zapmeta.com 334 4 $ 1,076 $ 269 10.3

lb3.netster.com 409 2 $ 695 $ 347 13.3

lb1.netster.com 1,355 6 $ 2,397 $ 400 15.3

www.gogogo.com 178 1 $ 462 $ 462 17.7

www.netster.com 233 1 $ 512 $ 512 19.6

www5.zapmeta.com 212 1 $ 682 $ 682 26.1

www.parkingsite.com 94 - $ 224 #DIV/0! #DIV/0!

Oingo.com / Applied Semantics

Quality and Relevance Matters

9/1/2005 - 6/21/2006

ReportBy TOTAL VISITORS TOTAL CONVERSIONS TOTAL COST CPA Index

www.google.com 242,114 10,949 $ 286,170 $ 26  

landing.domainsponsor.com 2,202 198 $ 5,017 $ 25 1.0

search.aol.com 9,401 199 $ 5,782 $ 29 1.1

aolsearch.aol.com 47,092 1,286 $ 37,747 $ 29 1.1

lb5.netster.com 230 6 $ 232 $ 39 1.5

websearch.cs.com 1,006 24 $ 1,082 $ 45 1.7

www.sedoparking.com 380 11 $ 807 $ 73 2.8

searchportal.information.com 3,858 64 $ 5,240 $ 82 3.1

lb1.youbettersearch.com 438 8 $ 680 $ 85 3.3

www1.sedoparking.com 127 3 $ 291 $ 97 3.7

sedoparking.com 1,757 22 $ 2,290 $ 104 4.0

Others/Unknown 36,095 514 $ 54,486 $ 106 4.1

apps5.oingo.com 6,716 66 $ 11,697 $ 177 6.8

www4.zapmeta.com 334 4 $ 1,076 $ 269 10.3

lb3.netster.com 409 2 $ 695 $ 347 13.3

lb1.netster.com 1,355 6 $ 2,397 $ 400 15.3

www.gogogo.com 178 1 $ 462 $ 462 17.7

www.netster.com 233 1 $ 512 $ 512 19.6

www5.zapmeta.com 212 1 $ 682 $ 682 26.1

www.parkingsite.com 94 - $ 224 #DIV/0! #DIV/0!

Google’s ExplanationThank you for your request for an invalid click investigation. My team and I have completed our review of your report. We appreciate your patience as we looked into this matter.

Please be aware that the landing.domainsponsor.com sites that you mentioned are members of our Google AdSense for domains ( http://www.google.com/domainpark/). Using Google's contextual targeting technology, AdSense for domains shows AdWords ads on parked domain name pages.

We've found that AdWords ads showing on parked domain name pages often receive clicks from well-qualified leads within the advertisers' markets. As a result, the return on investment for these pages can be comparable to that of search pages. To determine the value of traffic you've received from parked domain name pages, we recommend you monitor your conversion rate.

We have reviewed the traffic you received from these sites. The clicks you received appear to be typical of normal user behavior. We were unable to find any evidence of invalid clicks.

Please be assured that we take invalid click activity very seriously Kalena. We will continue to monitor the traffic on your AdWords ads to ensure that you are receiving the most effective advertising available.

Thank you again for your patience. Please let me know if you have any other questions or concerns.

Sincerely,The Google Click Quality Team"

I understand that your campaigns are only opted in to our search network. Some parked domain partners are a part of our search network. These partners are classified as AdSense for domains. The way it works, is our system uses powerful semantic technology to dynamically analyze a domain name and match its meaning with ads and related searches that are related to the domain name subject. This provides users with highly relevant information in a user-friendly format, encouraging them to click.

Please let me know if you have any other questions. We look forward to providing you with the most effective advertising available.

Sincerely,

The Google AdWords Team

Domain Parking & PPC August 2006

Jon Lisbin – Chief Strategist and Founder, Point It!, Inc.

Jonl@pointit.com

206 525 3000

Insidious Links:

•Domain Kiting (Bob Parsons CEO of GoDaddy) http://www.bobparsons.com/DomainKiting.html

•Dotster Lawsuit: http://news.zdnet.com/2100-9595_22-6079567.html

•Typo Traffic article (requires registration) http://archives.seattletimes.nwsource.com/cgi-bin/texis.cgi/web/vortex/display?slug=google30&date=20060430&query=typed+too+fast

•Search Engine Watch Blog: http://blog.searchenginewatch.com/blog/051220-153537

•Netster Spyware: http://www.symantec.com/security_response/print_writeup.jsp?docid=2004-112213-4204-99