Advertisers can exclude ads from showing up on parked domains; lower revenue ahead?
Google Adwords has added a new feature that allows advertisers to exclude ads from showing up on domain parking sites. This will affect parked domains on any of Google’s ad feeds, regardless of whether it is the “search” feed or “content” feed. Examples of domain parking companies using Google include DomainSponsor and Sedo.
To opt out of domain parking pages, advertisers use the “Site and Category Exclusion” tool in their account (see picture below). In addition to being able to opt out of parked pages, customers can opt out of error pages, forums, social networking sites, image sharing sites, and video sharing sites. Forums and social networking sites are known to have low click through rates, and conversions can also be low.
Earlier today I wrote about the importance of domain parking companies policing their traffic and suggested that the major ad networks would start letting people opt out of domains. I guess this was all too right.
On its web site, Google states that it has found results from domain parking pages to perform as well as similar types of ads. And its opt out tool lets users see their conversions on each type of page, too (a change from previous transparency). But let’s face it: the idea that domain parking ads convert well doesn’t make sense to many advertisers. Couple that with the amount of fraud, and you can bet that a number of big advertisers will opt-out of domain ads. (Previously, advertisers could opt out of the content network, but many parked pages are in the search network.)
Bottom line: lower results for Google domain parking customers in the short run.
In the long run, if domain parking companies police their traffic, then advertisers will see higher conversions on domain parking. Maybe I’m dreaming, but perhaps Google would let advertisers bid more for domain ads.