Quick Chat with Paul Nicks, Director, Product Development – Aftermarket
What is your role at GoDaddy?
Paul) Director of Go Daddy’s Domain Name Aftermarket. I oversee the future of Go Daddy’s domain name parking products and the domain name aftermarket. I work closely with our product development teams, customer care and marketing to ensure Go Daddy’s customers’ needs are understood and addressed.
What is the usage of Go Daddy Auctions by those outside of the domaining industry? Would you say many companies use the platform to buy domains ?
Paul) When we first started in auctions, we were really focused on domainers. The more we investigated, the more we knew we needed to bring end users into our auction platform while keeping domainers happy.
We were able to blend the two segments seamlessly by adding auction listings into the domain registration path, giving customers a way to purchase domain names they didn’t know might be available.
My goal at Go Daddy is to use the power of GoDaddy.com as an Internet on-ramp for end users and to expand their knowledge and confidence in the secondary domain name market.
As more and more customers learn the exact domain name they want to register can often be purchased from the current registrant, an overall understanding of how the primary and secondary markets work together will develop. With this understanding, more end users will start purchasing more domain names from the aftermarket.
Many users who bid daily, would love to know who they are bidding against, any plans to change the bidder id system?
Paul) In talking with Go Daddy aftermarket users, many of the frequent bidders want their identity hidden. We adopted the mindset that a person needs to know how many people they are bidding against, but not necessarily the identity of those people.
Do you guys pay attention to those who exploit loopholes in the auction system. For example we have written about how there are people who see an auction close for four figures, then contact the previous owner to get them to renew and buy the domain from the previous owner. Do you follow this, we read on Namepros one member said their account was suspended. What is the Go Daddy policy on this?
Paul) We have sophisticated fraud checks in place to ensure that our platform remains fair to both bidders and sellers. Although I can’t discuss our policies publicly I can say that we are doing everything we can to uphold the integrity of the auctions.
Another source of frustration for many bidders is winning and waiting for the name. Sometimes the name gets renewed and they are out the name and have to wait for the refund. Could you make a system where when the auction ends the bidders wins the name with no possibility for the previous owner to renew the name ?
Paul) Go Daddy’s system was created to give our existing customers the ability to keep their domain name as long as possible. In the same vein, we created our system to give the aftermarket a way to bid on these expiring names. Go Daddy allows the original registrant the ability to redeem their domain up to the final drop date. As a result, we can’t immediately transfer a domain to the auction winner.
Go Daddy is aware of the inconvenience this could cause to auction bidders, but we tried to be as fair as possible to buyers and sellers.
What is the current wait time to get paid for a premium listing sale, and why is the premium listing commission still so much more than the auction sale commission?
Paul) Premium Listing payments are made within 45 days after the last day of the month in which the sale occurred. For instance, if a domain name sold August 25, it would be 45 days after August 31.
Go Daddy believes domain names are 21st century real estate and just like real land, it’s location, location, location. According to Google Ad words, the term “domain name” is searched 1.5 million times each month. “GoDaddy” on the other hand iis searched more than 4 million times each month.
The 30 percent commission on Premium Listings is due to the far higher sell-through rate of and the benefit the seller receives from Go Daddy’s marketing presence versus a straight auction listing.
End users who use GoDaddy.com for domain name registration are used to selecting the domain name they want, adding additional products and services and checking out. Integrating Go Daddy’s secondary market domain names into the purchase flow is what makes our Premium Listings product so powerful.
I would like to thank you for taking the time Paul to do this interview and continued success to you and Go Daddy.
Paul) Thank you, Raymond. I’m always happy to chat via email or in person at the various industry conferences. Have a great day.