Surveying the Domain Parking CPA Landscape
Tuesday, June 7th, 2011
There are a number of options for CPA on parked pages, but we’re still trying to figure out what works best.
Last week TheParkingPlace.com, which had been in beta for a while, opened its doors. The sample sites I’ve seen on its parking platform primarily use CPA offers to monetize traffic.
But my headline for the launch — “New Service Brings CPA To Domain Parking” — may have suggested that this was the first attempt to bring CPA to domain parking.
This isn’t the case, although they’re certainly doing it in a different way.
A number of parking companies do CPA in the background, but some of them do it prominently. For example, TrafficZ has been running CPA ads directly on certain parked pages for a couple months. Octane360′s landing pages include multiple monetization options including cost-per-lead, a form of CPA. SmartName has a number of shopping template options, although they pay out on PPC. But they also have modules that let you insert your own ads. Ditto for WhyPark and Epik.
The challenge of CPA on parked pages is scaling. It’s easy to find PPC ads to match a domain name but finding CPA offers is more difficult to automate. TheParkingPlace.com is running offers with a goal — such as getting an email address — and finding a way to make them seem targeted. This is one way to solve the scaling problem, and it will be interesting to see what happens.
We’ve seen quite a bit of innovation in the parking space over the past year or two. As with all innovation, some of it works and some doesn’t. It takes trial and error to figure out what really works. And what works today might not work tomorrow.