Comment on The TechnoPinkos Are At It Again
Sahar, I think Google and Yahoo have created a problem for the domaining industry. Think about this from the other side - who is ultimately paying domainers? Yes, PPC advertisers. Here's the problem, though. PPC advertisers have no idea their ads are being placed on parked domains. Google AdWords has a "search network" and a "content network" while Yahoo! Search Marketing has "sponsored search" and "content match" but no mention of parked domains. You have to read the fine print (and/or log files) to find the truth.BTW, read Domain Speculation: Attack of the TechnoPinkos for background on the "technopinkos" meaning. Much like Google and Yahoo! now make it possible to separate search advertising from contextual advertising, I think they both need to take the additional step and separate domain parking traffic as a new distribution option. Arbitrarily deciding that some parked domains qualify as search advertising and others as contextual advertising doesn't cut it. It's neither. Slapping a search box on a parked domain certainly doesn't make it eligible for AdWords search network distribution. I think it's worth reiterating the fine print in the Google AdWords help page that answers the "What are parked domain sites? Will my ads show on them?" questions:
PPC ads running on parked domains are not contextual advertising. There's not content on these sites. A domain name in and of itself is not sufficient content for their algorithms. PPC ads running on parked domains are not search engine advertising. Yes, you can make a case that some generic keyword domains are essentially the same as a search. However, much of the PPC traffic I see is NOT from generic keyword domains.
Google needs to create a "domain network" and Yahoo! needs to create a "domain match" so the parked domain traffic can stand on its own. If advertisers want it, they can choose it. If it converts well, they will keep it. To distribute search engine ads or contextual ads on parked domains is distribution fraud. This fraud makes domainers look bad, but the real culprits here are Google and Yahoo! themselves. It is in the best interest of both PPC advertisers and domainers to increase the transparency of parked domain traffic.
Somehow, though, I doubt most domainers welcome the idea. What do you think?
Users are brought to parked domain sites when they enter a search query or unregistered URL in a browser's address bar rather than in a search engine such as Google. Previously, parked domain sites were blank pages, which meant that users arriving at one of these sites had to renew their search query.The problem with this approach by Google is that parked domains should not be classified as a search site nor a content site. They simply don't fit into the current design of AdWords. Because of this, Distribution Fraud is the Real Click Fraud. The creation of a domain network, distinct from both the search and content networks, would solve this problem. It would fix AdWords which is currently broken.
Now, parked domain sites offer ads that can be relevant to a user's search query. Some parked domain sites also include a search box, which allows users to further refine their search.
Depending on the design of the site, a parked domain site will be classified as either a search site or a content site. That means your ads may show on parked domain sites if your campaign is opted in to the search or content networks.
Reading Putting users in charge on the Google blog today reminds me that Google forgets who their primary customers are. PPC advertising accounts for 99% of Google's revenue. Google should think about putting advertisers in charge. At the very least, let them choose whether or not to display ads on parked domains. Let them track parked domain traffic in campaigns separate from search ads and contextual ads. No, I'm not a TechnoPinko, but I can see what has them all worked up.
TechnoPinko Tags (byo w/ TagBuildr): google adwords, yahoo search marketing, ppc advertising, adsense for domains, distribution fraud, domain parking, domainers, sahar sarid, technopinkos