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07.16.08 How To Invest In Domains  By
Dave Davis One thing we have been helping more and more clients with recently is domain acquisition for conversions. We are by no means hard core domain investors and our experience of the domain industry is intermediate at best. However, one of the often overlooked benefits of PPC marketing is the conversion data from the different sources the networks use... For this example, we'll use the trusted Google Content Network. For those unfamiliar, Google allows you to advertise using Adwords on three different "networks". These are "categories" are the Google Search Network, which AdWords advertisers will be most familiar, The Search Partners Network which includes AOL and various other "trusted sources" and the Google Content Network which consists of hundreds of thousands of websites and domains running Google AdSense. For the sake of simplicity, I am leaving out print, audio and TV. What we will be focusing today is the Google Content Network. Many advertisers either fail to consider buying additional domains to compliment their main one or don't want the trouble of researching the value of the domain. With the Google Content Network, this is already being done for you behind the scenes. The content network is, by default, run on all sources. This includes a plethora of relevant publisher websites as well as social networks, video portals and parked domains. We want to take a closer look at the latter. It should be noted that Google give options to exclude most of these sources from within the AdWords console.
Assuming you are advertising on the content network and have your conversion tracking set up (you do have it set up don't you?) you can use a rarely spoken about AdWords report called the "Placement Performance Report". This report gives you insight into how your ads are performing on the different sources and gets as granular as the domain and URL of where your ad was served from.  When you run this particular report, you can choose to report and view on a variety of metrics. For the purpose of this post, we will only be looking at the domain, URL impressions, clicks, conversions and Value/Cost (Return On AdWords Ad Spend). Continue reading this article. About the Author: Dave Davis is the managing director and founder of RedFly Marketing, a full service search marketing agency based in Dublin, Ireland. Dave's thoughts on search engine marketing from a European perspective can be found on the Redfly Search Marketing Blog. |
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