Post title comes courtesy of some European banker friends of mine… They sound like Henry Kissinger when they talk It was the thought that rushed through my head after reading the domain related story linked below. It’s an IPO color piece re: Name Media’s offering. I enjoy reading domain related stories viewed through fresh eyes:
Danny Sullivan of Search Engine Land gets the crispest quote of the piece:
“”There are an amazing number of people who simply guess that if they want a particular product, such as ‘running shoes,’ they need only put those words together and slap a dot-com on the end to find something relevant,” … “Sometimes that works, where they get to good, solid, editorially-driven sites making use of a generic name. Sometimes, they end up at a page full of ads.” Either way, Sullivan figures, they’re getting something useful.”"
It amazes me too Danny.
Also nice succinct quote by author:
“”Click-through rates for ads on direct navigation sites are higher than those for ads on search-result pages. Even more importantly, the “conversion” rate—that is, the percentage of click-throughs that result in actual purchases—is, for some reason, almost twice as high at direct-navigation sites (4.23 percent) as it is at conventional search sites (2.30 percent), according to a three-month study conducted in 2005 by WebSideStory. Aggregated over thousands of visitors, an advantage like that adds up to real money, which explains why advertisers who use keyword-based programs like Google’s AdWords and AdSense are, for the most part, happy to have their ads show up on parked domains.”"
From your lips to God’s ears baby.