Webwork - 12:24 am on Jan 5, 2006 (gmt 0)

I'm the registrant of quite a few keyword and keyword phrase domains.

The problem I see with type-in traffis is the domain landers - the pages that appear in your browser upon hitting "go" next to the browser address box - are not being appropriately optimized for the keyword or keyword phrase imbedded in the domain.

If my domain is LocationHotel.tld I would hope that the lander would function like this:

A - If it's a single click lander (you type in the domain/URL) the browser loads a page populated with 10+/- paid website links, hopefully with understandable verbiage associated with each link. A single click on any of the displayed links leads the "direct navigator / type-in navigator" to your advertised hotel information or hotel registration site.

Concrete example: MiamiHotels.tld (not mine). Someone looking for hotels in Miami types in MiamiHotels.tld. That's likely someone very focused on finding a hotel in Miami. They might not register a room on the spot, but chances are pretty good that they're in the hunt. Just like any other click - AdWords or SERPs - they might just be looking.

IF the lander that appears in the browser is nicely populated with links to Miami hotel sites then you have your best shot at a visitor conversion:

Concrete example of good link on lander: "LinkToHotelWebsite - Lowest rates of the season for XYZ hotel in the heart of Miami on the beach".

2 Click landers are a different matter.

Example of 2 click lander: Person types in MiamiHotels.tld.

FIRST PAGE LANDER: Loaded with off topic links: "Free Music Downloads" "Mortgage Refinancing" Etc. AND MAYBE 1 or 2 links to hotels in general. I've seen many such landers. I'm certain they're less productive of conversions. THE ESSENSE of domain landers working is that they should have relevant, directly on domain topic links.

Here's the rub: Not all PPC domain monetization firms do it well. Some are better than others. The industry is actually getting better, but they appear to advance in jerky motions. The firm I'm not using is playing with their landers. It's a debacle: The links are on topic (I hand optimize the lander for links that are relevant) BUT the images and the "generic verbiage" they are playing with are totally off topic. Still, one can only hope that the direct navigator will focus on the on topic first tier links and will click through to the related ad feeds.

Domain PPC, like any other form of PPC, provides an opportunity for fraud. Frankly, a domain PPC firms that accepts all manner of domains, such as typos of trademarks and the like, is opening the doors to corruption. What do I mean?

Well, the person who has no qualms about making money off of typos of other peoples trademarks - or websites - might not have qualms about using click bots or having his/her friends click a few links every day or hour. It's all a matter of conscience.

Click fraud is a serious issue. There's a lot that needs to be addressed. The "take all comers" approach to domains - or AdSense membership - isn't the best approach IMHO. However, I believe in the underlying intelligence of the system - be it domain parking or AdSense - in that they are designed to work and do actually work. Google and others are in the hunt for good domain portfolio providers for good reason. The conversion stats are pretty good.

The real issue is the people participating in the programs. Are they focused only on making money for themselves or are the equally focused on helping the advertiser? Win-win is pretty good stuff when you can make it happen.

Believe or not - in October/November 2005 - the PPC feed providers did the same thing with the domain parking services that they've been working on with AdSense and "smart pricing": They upgraded or downgraded the domainer's revenue payout based upon the indicia of domain quality and domain conversion data.

I'm a happy little camper, pleased to report that I got a gold * on my domain ROI report card. Success, however, isn't quite the same without a hug from mom, her pat on my head and her making me a chicken salad sandwich as a reward. :) I work extra hard to hugs, head pats and chicken salad sandwiches.

You listening AdSenseAdvisor? Chicken salaaadddd . . .

[edited by: Webwork at 12:31 am (utc) on Jan. 5, 2006]