Domain Parking: PPC Improvements at Uniregistry

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Uniregistry offers a versatile Pay Per Click (PPC) program for parking domain names on its platform.

By combining the PPC program with domain sale offerings at the Uniregistry Market, domain investors can reap the best of both worlds: passive income through domain parking, and domain sales revenue.

The PPC program at Uniregistry has matured a lot in the past decade. In 2012, Domain Name Sales (DNS) opened up to the general public after several years of private use for founder Frank Schilling's portfolio of domains.

Eventually, Uniregistry transformed the platform into its renowned brand, merging the PPC platform into the back-end management system of the Registrar.

In February, Uniregistry became an important part of the GoDaddy family of brands, and since then, the convergence of its services with existing services at GoDaddy has led to many improvements.

These improvements with the Uniregistry PPC program involve visual changes and invisible changes that are there to improve the user experience, the system's performance, and the revenue generated for the platform's users.

Let's touch on some of the improvements on the PPC program at Uniregistry that took place in recent months:

GoDaddy and Uniregistry engineers worked closely with the upstream providers for ad content (Google) to establish the best performing landers for PPC content (ads). By running A/B tests and gauging their performance, significant increase in revenue was achieved using a new ad layout.

As an example, let's take a look at the landing page for LocalBags.com, a domain name from the GoDaddy portfolio at NameFind:

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The new landers for domains parked at Uniregistry performed much better by decreasing the number of available category links from 10 down to 6, and the number of resulting ads from a dozen down to 3 ads.

By including only the highest paying links as clickable options on a landing page, the visitor can select from the top-paying links to click on, as opposed from a pool of links that pay less.

As part of improving the user experience, the hot map (clickable area) of the links was expanded into a rectangular container that requires less movement of the mouse pointer and makes tapping on a tactile device such as mobile phones considerably easier.

Google sets strict standards for desktop and mobile ad layouts and the engineers made the decision to unify the two layouts into one, dropping any graphic elements such as headers that might distract visitors; the overall click-through rate conversion (CTR) increased, leading to an optimized user experience and a considerable increase in revenue.

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Once a click is made, the "inner" lander consists of up to 3 ads that adhere to the Google standards.

The choice of text colors, sizes, and elements were tested extensively, and the current green theme performed the best. The additional button with the "Visit Website" prompt serves as a call to action for those visitors that are looking for a definite clickable element.

Improvements on the PPC platform at Uniregistry and the GoDaddy Cash Parking platform don't stop.

The engineers are working behind the scenes, running tests to improve the platform's performance and maximize its revenue. From running split tests to tweaking the visuals, such tests can span 2-3 weeks and the results are then evaluated for performance and potential implementation of improved features.

In summary, the following two elements of the Uniregistry PPC service were successfully improved:

  • Optimized experience: The mobile and desktop experience were optimized by testing with Related Search and Ad styling to improve revenue conversion.
  • Search Box display: The user experience was enhanced by making it simpler, resulting in higher click-through rate (CTR) and pay-per-click (PPC) terms.

In a nutshell: The magic at Uniregistry occurs in the back-end and its improved results are seen right at the domain owner's wallet with increased PPC payouts.

The information contained in this blog is provided for general informational purposes about domains. It is not specific advice tailored to your situation and should not be treated as such.

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