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New (Lower) Click Pricing Coming to Yahoo Parking Next Quarter

December 8, 2009Domain Parking, Domaining, Domainnamewire, yahoo domain parking, yhooComments Off on New (Lower) Click Pricing Coming to Yahoo Parking Next Quarter

Changes at Yahoo! are just around the corner.

YahooA new categorization of types of Yahoo advertising traffic, thanks to a class action lawsuit, is on tap to start early next quarter.

With the release, Yahoo advertising customers will be able to choose between only getting Yahoo Search traffic or getting traffic from partners as well. Customers will be able to place premiums or, more likely, discounts on partner traffic.

While this is no different from what Google offers right now, the class action lawsuit Yahoo settled will require it to forbid parked domain names from showing up in its “premium” network.

How much this affects domain parking revenue depends on how Yahoo implements it. If it make the “premium” network only Yahoo search, and lumps everything else together in its partner network, then parking shouldn’t take too much of a hit. If it allows advertisers to adjust bids based on “premium” content sites versus parking sites, then it could be dramatic. Yahoo’s latest announcement about the changes, sent to advertisers this morning, hints at the former. That would be a good thing.

As I’ve said before, smart search advertisers know how to leverage domain parking to get a better ROI than paid search. But most of them throw the baby out with the bathwater.


© DomainNameWire.com 2009.

Review and rate domain name parking companies at Parking Judge.

Related posts:

  1. Yahoo Class Action Settlement May Lead to Lower Domain Parking Earnings
  2. Yahoo Cost-Per-Click Prices Down 29% in One Month
  3. Variable Pricing Hits Yahoo Search Partners

Yahoo Cost-Per-Click Prices Down 29% in One Month

November 24, 2009covario, Domain Parking, Domaining, Domainnamewire, yahoo, yahoo domain parkingComments Off on Yahoo Cost-Per-Click Prices Down 29% in One Month

Marketing analytics firm reports steep drop in Yahoo click costs.

YahooAccording to marketing analytics company Covario, Yahoo’s cost-per-click prices were down 29% after instituting widespread variable click pricing in September. Although it’s unclear what universe of click data Covario used to calculate this, Yahoo is happily quoting it. Covario says the typical CPA is down 11% since the change.

Although initial estimates among parking companies were that parking click revenue would decline anywhere from 2% to about 12% following the change, individual publishers are seeing wide variances as their traffic quality scores change.

A bigger drop may be in store once Yahoo implements its new “premium” channel segmentation as part of a lawsuit settlement.

But there are a couple bright spots in the news. First, if CPAs are falling as Covario suggests, advertisers might start moving back to Yahoo and push CPC rates back up. Second, Covario reports that click through rates were up 46% after making the change (a correlation that doesn’t make immediate sense to me).


© DomainNameWire.com 2009.

Review and rate domain name parking companies at Parking Judge.

Related posts:

  1. Yahoo! Pay-Per-Click Rankings to Change in February
  2. Will Cost Per Action Replace Cost Per Click?
  3. Yahoo May Outsource Pay-Per-Click to Google