A day after the most wanted man in the world was killed by the Navy Seals, the domain name NavySeals.com went up for sale.
“NavySeals.com just went on the market for sale with Internet Venture Holdings, Inc. (IVH) a domain name investment and online advertising management company in Arlington, Virginia, just a stone throw from the Pentagon.”
“The NavySeals.com domain name has a seven figure price tag and the ROI (if purchased) for finding new Navy recruits and future soldiers for years to come could be the best investment our Navy ever made.”
“Ted O’Keefe, a Managing Director with IVH said: “The immense amount of visitor traffic to the website and high number of Google searches for Navy Seals, make the domain name asset more valuable than the current NavySeals.com e-commerce business.”
The NavySeals.com domain has upwards of 17,000 direct navigation unique visitors per month.
According to the owner of the domain, the 2011 U.S. Military budget for recruiting advertising is approximately $1.7 billion and has more than tripled in just the past 10 years. The Navy’s current share of the 2011 budget breaks out to around $253 million for 2011.
More importantly, says the owner, the exact keywords “Navy Seals” according to Google, are searched more than 74,000 times per month and the broad search in Google using the keywords “Navy Seals” (broad search is when a searcher uses the keywords combined with other words – for example “’United States Navy Seals”) is more than 300,000 searches per month.
“The current NavySeals.com e-commerce website attracts almost 5,000 visitors per day. Despite being a profitable online store that sells everything from vitamin supplements to scuba diving gear, the current owner admits, “65 percent of the people who visit the site are just looking for information about joining the Navy SEALs”.
Right now the CPC also referred to as the cost-per-click to purchase the keyword ‘navy’ in Google’s Adwords advertising system will cost you on average nearly two dollars per click. To buy the keyword ‘navy seals’ will cost you on average almost $2.50 per click.
How much does the Navy spend per day to advertise online with Google Adwords? According to a reverse look up tool called KeywordSpy.com that tracks online advertising spending in Google Adwords pay-per-click ads, the Navy.com and NavyReserve.com websites daily ad budget was more than $4,000 per day combined for the month of March.
In 2009, the Navy signed an “$800 million” dollar five year contract with Campbell Ewald an advertising firm with offices in Detroit, Los Angeles and San Antonio to manage their advertising campaigns including their multiple recruiting websites. The Campbell Ewald advertising firm’s main goal is to find young people with target marketing and this includes developing creative advertising campaigns to meet the recruiting goals for the U.S. Navy. The Navy has renewed their multi-million dollar contract every year since 2000.
Although their contract continues to be renewed, using a domain name like NavySeals.com in their campaigns would certainly help Campbell Ewald surpass their yearly recruitment goals and probably reduce the very costly TV ads and event sponsorships. The U.S. Navy was one of the premier gold sponsors in 2009 of the Winter X games at a cost of over $2 million dollars. And again in 2010, the U.S. Navy was a premier media sponsor of the X games and had U.S. Navy banners posted on the sides of the snowboard half pipes.
Despite the millions Navy spend on advertising, their advertising contractor Campbell Ewald currently has no interest in bidding on NavySeals.com. Kathleen Donald, Campbell Ewald’s Managing Director for the Navy account had no comment about this article nor did their public relations office.