Home / Blogs

Domain Ads Generating Twice the Conversion Rate of Search Ads

A case study by Efficient Frontier mentions how using the Google Adsense for Domains network doubled the conversion ratio of search ads for their clients. According to their website, “Efficient Frontier manages more than $400 million in annual PPC spend under management, counts 80 of the top 500 search advertisers as clients and manages over 30 million keywords”.

Tommy Hanson, Efficient Frontier’s Director of Partner Relations:

“Our clients’ conversion rates with domain ads are double their conversion rates on search. Domain park sites generally convert at a rate of over 5%, while search and content conversion rates are at about half that.” Furthermore, Efficient Frontier’s clients are paying for cost-per-clicks that are equal to that on search for conversions that are coming in at twice the rate. “When we analyzed the results, we were shocked. We didn’t expect to see that domain park sites can bring in the quality of traffic necessary to result in twice the conversion rates, at a cost-per-click that’s equal to that on search.”

Finally there is some public statistical data on the conversion of domain parking ads. You can read the full study in PDF format. Interesting that the sidebar mentions that Adsense for Domains is part of the Google content network, which I don’t think is the case.

By Frank Michlick, Founder at Domain Cocoon

Filed Under

CircleID Newsletter The Weekly Wrap

More and more professionals are choosing to publish critical posts on CircleID from all corners of the Internet industry. If you find it hard to keep up daily, consider subscribing to our weekly digest. We will provide you a convenient summary report once a week sent directly to your inbox. It's a quick and easy read.

I make a point of reading CircleID. There is no getting around the utility of knowing what thoughtful people are thinking and saying about our industry.

VINTON CERF
Co-designer of the TCP/IP Protocols & the Architecture of the Internet

Comments

Simon Waters  –  Jun 7, 2007 8:22 PM

I think the SEO rockstars covered a related point once.

They had a site with database driven content, and when the database was down but the Google ads still worked, the ads got a much higher click through rate.

If the ads are the most interesting thing on the page, people will click on them. The problem is how to get people to visit boring pages with nothing but adverts, catching when they guess or mistype a domain name is one way. Many of these parking folk are daft enough to put a search engine box on the parked pages - doh.

Comment Title:

  Notify me of follow-up comments

We encourage you to post comments and engage in discussions that advance this post through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can report it using the link at the end of each comment. Views expressed in the comments do not represent those of CircleID. For more information on our comment policy, see Codes of Conduct.

Related

Topics

Domain Names

Sponsored byVerisign

Cybersecurity

Sponsored byVerisign

Threat Intelligence

Sponsored byWhoisXML API

IPv4 Markets

Sponsored byIPv4.Global