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CouponPages Domain Asset Portfolio
CouponPages.com is divesting from certain assets that are no longer critical to it’s core business and as such is seeking offers from interested parties for the following keyword match domain names.
PrintableCoupons.com (1997 Original Registration Date)
Printable-Coupons.com (1997 Original Registration Date)
OnlineCoupons.com (1997 Original Registration Date)
Online-Coupons.com (1996 Original Registration Date)
InternetCoupons.com (1996 Original Registration Date)
Internet-Coupons.com (1996 Original Registration Date)
BabyCoupons.com (1997 Original Registration Date)
Baby-Coupons.com (1997 Original Registration Date)
Coupons-Online.com (1996 Original Registration Date)
It should be noted that these domains in total receive more than 20,000 type-‐in (direct navigation) visitors a month, which might seem insignificant but to provide a metric regarding the value associated with the type-‐in traffic, it valued at more than $30,000 a month. This was calculated by taking the aggregate search volume multiplied by the average keyword cost-‐per-‐click and then multiplied by 0.25%.
Search Data Associated With Coupons
• According to data provided by various keyword search tools such as SEMRush, SpyFu and Google Keyword Tool, the portfolio has an exact match keyword score of more than 300,000. By comparison, coupons has a score of approximately 800,000. (All data is reflective of Google search, these do not include other search engines)
• However it should be noted that because of the fact that four of the domains have accompanying hyphenated versions of their matching url, the organic and paid search exact match market share opportunity exceeds more than 1,000,000. In total just within the Google search engine on a monthly basis, there are more than 27,000,000.
• Printable Coupons is the second most searched term that has any relation to the coupon industry. Total monthly search volume for the top 100 keywords that are (long tail) terms associated with “printable coupons” exceeds more than 1.2 million monthly searches.
The top 1,000 keywords receive more than 2.2 million monthly searches.
• There are more than 1,000 consumer packaged goods (item specific) related search terms that account for more than 1 million searches done each month. Examples would be, “Tide Printable Coupon” or “laundry detergent printable coupon”. There are more than 2 million searches performed each month for retailer related terms. Examples of which would be “Kohls printable coupons” with more 60,000 exact match searches per month and more than 135,000 broad match searches a month.
Paid Search Data Related To Coupons
It is estimated that of the small sampling listed below of online retailers, consumer goods producers and printable coupon websites more than $2 million dollars is spent on Google paid search (pay per click ads) each month on keyword terms that are related to the five keyword match domains associated with this portfolio.
It is estimated that Coupons.com spends approximately $15,000 each month on paid search advertising for the keyword term, “printable coupons”.
Websites, companies and brands sampled in this metric include but are not limited to: ShopAtHome.com, RetailMeNot.com, Coupons.com, Savings.com Huggies, Gerber, Walmart, Publix, Kohls and Amazon.
Paid Search Cost Savings Potential
In addition to the value of the direct navigation traffic and the potential organic traffic, it has been well established that keyword match domains provide additional value to any online paid search campaigns.
Consumers are more likely to click on a paid search ad that has a url that matches exactly what they just searched for than one without. In the example below you will see two example ads, one without a keyword match url and one with. The advantage in this is that it will allow one to pay substantially less than their competitor but still draw the majority of the clicks.
According to a report published by NameMedia, a UK company conducted a test where an electric bicycle company ran three ads with the same ad copy directed to the same landing page. The only difference was the display URL.
The domain names used in the test were: ElectricBicycles.co.uk, YourBikes.co.uk, and InAHurry.co.uk. The data found that ElectricBicycles.co.uk received significantly more clicks than the others.
Not only do consumers respond better to keyword match domains, but search engines do as well. In the same study the researches went on to find that the ad campaign that used the keyword match domain had an overall higher quality score, which resulted in lower costs per click.
In the same report by NameMedia it was calculated that by having a quality score of 10, it will reduce CPC costs by 30% per click. A score of 9 reduces costs by 22%, a quality score of 8 nets a 12.5% discount and a score of 6 increase your cost per click by 16.7% more than the baseline quality score of 7. In the world of online marketing, particularly with paid search marketing, a top quality score is essential unless one wants to over-‐spend and be in the red from their efforts.
Even more common in online marketing by large corporations is the methodology of using affiliate sites to gain additional market share. In some cases a company will build out “sister sites” or put another way, a site that offers the same products and services with just with a different design and original content.
By leveraging these domains, a company could easily have not just one or two placements on the home page of Google but instead have four or more listings for each keyword.
In this example we are using the domains PrintableCoupons.com along with the hyphenated version of the url. As long as the sites have unique content and a good experience for the user this is in compliance with all search engine TOS.
What is truly unique about this opportunity is that a company could easily build out all 9 of the domains within the portfolio into independent sites, all with unique content and designs. If an effective development and SEO strategy were implemented it is possible that all of nine domains could have organic and paid search listings on the first page of all search engines for their respective top 25 keyword match terms.
We estimate that by simply accomplishing that goal, it would result in combined traffic in excess of more than 2 million visitors a month.
If each site had organic and paid search ranking within the top three positions for their keyword match terms, along with first page ranking for the top 1,000 terms related to their core keyword, it would result in more than 5 million unique visitors a month. We estimate that the entire network had top five ranking for all major as well as long tail terms, the entire network would receive in excess of 15 million visitors a month.
Some Additional Facts Regarding The Coupon Industry
• Last year, 305 billion coupons were distributed across the United States.
• 3.5 billion coupons were redeemed in 2011, an increase of 6.1% over the previous year and 34.6% over 2007. (Source: NCH Marketing Services)
• Coupon shoppers saved a combined total of $4.6 billion in 2011 (source:
NCH). Savings were measured as the difference between the regular retail price and the price attained with the coupon. This figure includes digital / printable coupons, as well as direct-‐mail and in-‐store coupons.
• Digital coupon redemption grew by more than 100% from 2009 to 2010.
(Source: ProLogic)
• Today, there are more than 50 million shoppers in the U.S. who regularly use online / digital coupons. Analysts expect that number to reach 97 million by the end of 2013. (Source: eMarketer.com)
Interested parties should contact Sean Sullivan who is handling the marketing and sale of these assets.
A complete dossier with additional details is available at DNSR.com/printablecoupons
About DNSR:
DNSR is not a domain brokerage company, but instead acts as a third party that can often help companies and intellectual property owners find the middle ground to
increase the probability of a sale. Most often using quantifiable research data and analysis to determine the most accurate price range for a domain name and or website.
DNSR will connect the buyer and seller and in some cases work with domain brokers on both the buyer and sellers side and then assist in the logistics of completing the transaction.
DNSR also provides clients with legal support and has full time in house counsel to defend domains from UDRP. It has successfully defended clients from several Fortune 500 companies against UDRP, Domain Name Hijacking and TM applications for the purpose of UDRP.
DNSR is based out of Delray Beach, Florida
Original Press Release:
TITLE:
Coupon Industry & Retailers Set To Battle Over CouponPages Domain Assets In Upcoming Private Sale
SUMMARY:
In what is sure to be a heated battle by many titans of industry, some of CouponPages.Com’s most coveted coupon domains are going up for sale to the highest bidder. The company owns some of the most valuable and heavily searched coupon related internet real-‐estate in the world including PrintableCoupons.com, CouponsOnline.com, BabyCoupons.com and InternetCoupons.com.
Release:
In 1996 Joe Crescenzi, owner of CouponPages.com, a local advertising solutions provider saw an opportunity to further strengthen his position within the advertising industry by scooping up all of the generic keyword match domain names that might one day pose a threat to his business.
He quickly bought up more than one hundred coupon related domains in total. Domains such as PrintableCoupons.com, CouponsOnline.com, BabyCoupons.com, InternetCoupons.com and in an even more wise move, he bought the hyphenated versions of each domain as well.
He’s been using them to generate additional traffic and ultimately revenue for his company CouponPages.com. However, after redirecting the domains to CouponPages.com for years, he has decided to sell the most valuable domains that
have received more than 500 unsolicited offers over the last 15 years as an alternative to seeking venture capital.
Most would question this move, after all couldn’t that cause problems for his main business CouponPages.com later on? As it turns out, not really.
Most coupon sites focus on offering printed coupons and or digital rebates for household items produced by large brands. CouponPages.com is different in that they focus only on local businesses. They connect local shoppers with local merchants, their model established in 1996 has more in common with Groupon than Coupons.com. So, rather than posting coupons from dozens of big companies, their goal is to have coupons for thousands of local merchants.
Not wanting to just sell them off piece by piece, Joe instead decided to retain the services of DNSR or Domain Name Sales Report, a company that monitors the domain industry and helps create opportunities just like this one for end users outside of the domain industry.
Sean Sullivan, founder of DNSR said the following about the sale of these incredible assets, “I have never seen an opportunity like this come up, ever. Joe was really a visionary all the way back in 1996 by acquiring all of these incredible domains. He was not only locking up nearly all of the most valuable domains in an act of self preservation, but he ultimately ended up creating the most valuable portfolio of domains for this industry ever. For any company that is serious about the coupon business, this is a game changer.”
For those unfamiliar, internet commerce is driven almost entirely by consumer search. Having good ranking for the exact keyword terms that consumers search for is critical. Having an “exact match keyword domain” is great for branding purposes with the goal ultimately creating brand awareness, but as an added bonus, keyword match domains make ranking for that term and other related terms significantly less difficult.
According to Sean Sullivan, “Trying to create a brand within the highly competitive coupon industry at this time with just any domain is going to be incredibly difficult and expensive. Even with one great domain it is a challenge. This portfolio of domains is going to allow a single company in one fell swoop to have a very large footprint within the business immediately and reduce their risk of putting all of their eggs in one basket.”
It is certainly no secret that many companies have spent millions to acquire great exact match keyword domain names. Many of those companies such as CreditCards.com, Diapers.com and Wine.com have gone on to see massive growth and exits for hundreds of millions of dollars.
So who might be willing to spend millions on this collection of URLs? Sullivan thinks the list will be pretty significant.
Said Sullivan,
“Well considering that major retailers such as Walmart and Target spend millions on online marketing each month and millions more for printed coupon advertising, I would say they’re a good fit. We can’t forget about consumer goods producers like Procter & Gamble who spend an estimated $10 billion on marketing each year, much of it online, a lot of it on sites like Coupons.com. In fact they already have their own P&G coupon site, www.PGEveryday.com that they could just plug right into PrintableCoupons.com and reap much greater rewards from their efforts. TLC has a hit show with Extreme Couponing, averaging more than one million viewers each week, this is a great opportunity and seems like a great way for them to further monetize that loyal audience.
Of course there is always Coupons.com Inc, which wisely paid $2.2 million for the Coupons.com domain back in 2000. That might seem like a massive amount of money for a domain, but keep in mind that company is now on a pace to generate an estimated $100 million in revenue in 2012 and recently raised $200 million in funding at a $1 billion dollar valuation.
For years, Joe has had two significant standing offers just for PrintableCoupons.com itself. Now we’re bringing an even better opportunity to market, this is a turn-‐key solution for any corporation to grab a major share of this market. I think that we are going to see even more serious interest very quickly.”
According to data provided to DNSR, the Google exact match search volume exceeds a score of more than 300,000. For comparison the search term “coupon” has a score of 800,000. Keep in mind is that thanks to Joe Crezeni’s wise move of registering the hyphenated domains as well, the exact match keyword score opportunity more than doubles. It also protects the buyer from having to worry about one less domain and or competitor showing up in the search results.
Sullivan added, “These domains have been redirecting for years without any real content, that being said, they still receive a significant amount of type-‐in traffic and amazingly some of them even re-‐directed actually have some ranking. Any development and SEO professional will tell you that this is incredibly valuable. What is also extremely valuable is the registration dates of the domains, which go back to 1996. The age of a domain can make a very big difference with regard to getting it ranked within the search engines, especially when it is a .Com domain in a very competitive industry.”
• The real advantage for the company that acquires this portfolio of names, will be that they now have a better chance at attaining first page ranking for 9 individual sites. This is a very common strategy and practice for many large corporations. By creating unique websites, with original content and designs, it allows them to collectively obtain a much larger audience. In total just within the Google search engine on a monthly basis, there are more than 27,000,000
If a company has a choice to have one billboard on the side of a busy interstate or 9 of them, it seems logical that they would most likely choose the latter.
According to Sullivan the founder of DNSR, this portfolio could be used to gain a massive footprint through organic ranking as well as paid search quickly. DNSR analysts estimate that over time, if the buyer were to gain top 5 organic ranking for all related keyword terms which collectively represents million of searches, as well as run paid search ads for each domain, they could ultimately control 65% of the total amount of search traffic, or put another way, the network of sites would have more than 15 million visitors a month within three years.
A long term investment for certain, but considering that there’s hundreds of millions of dollars at stake, there’s no doubt that there will be many up to the challenge.
Interested parties should contact Sean Sullivan who is handling the marketing and sale of these assets.
A complete dossier with additional details is available at DNSR.com/printablecoupons
About DNSR:
DNSR is not a domain brokerage company, but instead acts as a third party that can often help companies and intellectual property owners find the middle ground to increase the probability of a sale. Most often using quantifiable research data and analysis to determine the most accurate price range for a domain name and or website.
DNSR will connect the buyer and seller and in some cases work with domain brokers on both the buyer and sellers side and then assist in the logistics of completing the transaction.
DNSR also provides clients with legal support and has full time in house counsel to defend domains from UDRP. It has successfully defended clients from several Fortune 500 companies against UDRP, Domain Name Hijacking and TM applications for the purpose of UDRP.
DNSR is based out of Delray Beach, Florida
