A couple of weeks ago, someone inquired about CiaoBella.com, a domain name I acquired last year. I did a bit of research to see who owns CiaoBella domain names in other extensions, and I saw that BuyDomains owns both the .net and .org. I visited the domain names to see their asking prices, and I moved on to look at other domain names of interest.
When I was visiting a popular mainstream news website a day or two later, I came across a BuyDomains advertising banner. The reason the banner was special was because it had CiaoBella.net listed along with a special promotion offering me a 20% discount on if I purchase the domain name.
I regularly see targeted Adsense advertising based on various product searches I have done, but I have never seen any focused on specific domain names I previously looked at. Had I been a real prospective buyer for CiaoBella.net, I might have been induced into making an inquiry, especially with the special discount the company offered.
After seeing the banner, I connected with Karen Dixon, Vice President of Marketing at BuyDomains, and I asked her for some more information about the banners. Here’s what she told me:
“We’ve been running this retargeting campaign since November, and it’s been really effective in generating leads for our sales team. Retargeting/remarketing is a big focus of our marketing plan and has grown as options for remarketing have grown. As you know, It’s difficult to generate demand for a specific domain name through traditional broad advertising. So we focus on individuals who have expressed interest in our domains, whether it be an inquiry through a web form or a visit to a domain landing page.”
As you can see below, Karen shared two of the creatives they have been successfully running (not specific to the domain names I searched). I like how they look, and think it’s neat that the company is able to target prospective buyers in this manner.
It amazes me that other marketplaces don’t do this.
Generally other marketplaces don’t do this because they don’t own the inventory they’re selling.
Good point, although some of them do.
They been doing this coupon thing for years, after a few weeks pass, they say if you buy within 48 hours here is a coupon code.
Other exchanges don’t do this, because they do not own their inventory.
They have been sending targeted emails if you leave your contact information.
I do not think they have been using targeted banners like this for people who didn’t fill out their information.
It seems like a great passive way to reconnect with people who did not actually inquire but only visited a BuyDomains landing page.
Please stand by while we temporarily raise our asking price 20 percent to compensate for your coupon. 🙂