In this blog post, I’d like to delve into the difference between 1-Click and 2-Click templates. For those readers that don’t know, 1-Click templates are parking templates where the advertisements are presented on the home page. This means you’d see the ads on the page as soon as you type the domain into your address bar. 2-Click templates on the other hand would show only keyword links on the home page, but no ads. Clicking on a keyword or typing a search term into the search box would then take you to the results page where the advertisements would be shown. This is known as a 2-Click template.
Examples of each are provided:
1-Click template: www.simplegreen123.com
(notice ads on home page)
2-Click template: www.finejewelry123.com
(notice NO ads on home page)
Some would assume that the 1-Click templates would outperform 2-Click templates every time. That is not always the case. Generally, the CTR (click thru rate) on 1-Click templates is higher. That means that on a 1-Click template you will likely receive more clicks on the advertisements. However, even if 1-Click templates generate more clicks, this doesn’t always equate to higher revenue! As a matter of fact, many times it will result in much lower revenues.
Depending on the country, the types of ads we serve on 1-Click templates and 2-Click templates are not the same. Our primary upstream ad provider [?] allows us to serve advertisers from their “content network” on both the 1-Click and 2-Click templates. However, they allow us to serve advertisers from their “search network” ONLY on the 2-Click template. These “search advertisers” will typically look for a more highly qualified click, which means they will be paying much higher CPC (cost per click) prices than the “content advertisers”.
As an example, an advertiser that opts into our primary upstream ad provider’s “content network” may bid $1 per click. However, a competing advertiser with a similar product or service might opt into the “search network” bidding $5 per click in hopes of getting a highly qualified click that may result in a higher conversion rate. In such cases, it’s advantageous to set a domain to a 2-Click template at the sacrifice of a few clicks.
For demonstration purposes, let’s pretend your domain receives 100 visitors. On a 1-Click template your CTR may be 50% and a CPC of $1. Your total revenue would be: 100 (Visitors) * 0.50 (CTR) * 1.00 (CPC) = $50
However, if setting it to a 2-Click template, your CTR may be 25% and a CPC of $5. The result: 100 (Visitors) * 0.25 (CTR) * 5.00 (CPC) = $125.
If this was a true scenario, the 2-Click template would be a much better option than a 1-Click template.
By default, any domain added to your Bodis account is set to “Auto Optimize”. This setting uses an algorithm that sets your domain on 1-Click or 2-Click based on certain factors such as country of visitor, adult vs non-adult domain, and so on. For instance, visitors from certain countries such as USA are very likely to generate more revenue on 2-Click templates, but the same would not be true for visitors from Eastern European countries. Thus our system already takes all these factors into account and sets your domains automatically to optimize between the two template types.
You can take matters into your own hands, as you can remove the auto optimization setting and set a domain to either 1-Click or 2-Click template. We don’t recommend this option. However there may be certain domains and circumstances where this setting can help you fine tune your domains and revenue performance.