The Australian domain name aftermarket is slowly growing following
the relaxation of rules allowing for the transfer of com.au and net.au
domains. This week there is the timely auction underway of
mothersday.com.au, as well as yes.com.au, and more than 50 other premium
com.au and net.au domain names.
Of the premium domain names, mothersday.com.au has met its reserve of
A$7,500 so it will be sold this week while the reserve for yes.com.au is
$20,000.
"We are extremely pleased that MothersDay.com.au has met the $7,500
reserve bid," said George Pongas, Business Development Manager at
Drop.com.au. "It shows that the secondary domain market is certainly
maturing in Australia."
"Once you own mothersday.com.au, you basically own the direct navigation
traffic it generates too. With approximately 18,100 Australian local
searches for 'Mother's Day' in March 2010 and a Cost Per Click (CPC)
rate on Google circa $1.20, you can quickly see the business case for
acquiring this domain name.
Pongas says "It will be an exciting to watch the auction close time this
Thursday, because most bids at auctions are placed in the closing
minutes. With a little luck, OPTUS will join the auction too. With all
the money that Optus has spent over the years marketing YES OPTUS, you
would expect that their brand managers will want this domain."
"After acquisition, the ongoing costs are just $49.95 every two years
for the registration licence renewal. As a long-term investment it makes
perfect sense for an e-tailer to add this domain to their portfolio.
Once sold, it is unlikely to be listed for sale again for a very long
time, if ever."
Fabulous.com Domain Broker, Andrew Wright, suggests that generic keyword
focused domains are ideal for search engine optimisation (SEO) and
pay-per-click (PPC) marketing purposes.
"Generic keyword related domains appear higher in organic search
listings and generally receive a higher quality rank when running paid
search campaigns," Wright explained.
Wright goes on to cite the famous case of Tennis Australia acquiring
'tennis.com.au' for what was reported as a hefty fee of just less than a
six-figure sum. Also referring to Fosters owned 'beer.com.au', ING's
'mortgage.com.au', and National Foods Milk Limited's domain
'milk.com.au', as good examples of corporate brands that understand the
value of using generic domain names for online marketing.
The auction is now open at www.drop.com.au/fabulous,
and ends Thursday May 6th, 14:30 (AEST). Anyone can watch or participate
in the auction with prices dynamically changing on the auction site in
real time to make for an entertaining spectacle.
Importantly though, any successful bidder must satisfy auDA eligibility
policy to hold a com.au or net.au domain licence. During the sign up
process the Drop team will clear you for registration compliance and
assist you to participate. Interested bidders, international companies
included, should contact Drop at support@drop.com.au, or visit www.drop.com.au/fabulous/join
to get started.
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