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How Will Google Banning Payday Loan Ads Affect Domain Owners ?

Posted on the 12 May 2016 by Worldwide @thedomains

Google dealt a blow to Payday lenders and domain investors who have invested in payday loan type domains. A few years back I knew some people getting big parking clicks with Payday loan domain names. From a parking or developed site monetized by AdWords, it is a negative, but since the industry is still in business it could mean owning the very best names in the niche have gone up in value.

The Washington Post published an article on the industry crackdown and how lenders were getting around the backlash.

According to

Payday lending is not specifically authorized and is defacto prohibited by several state small loan rate caps. These states includeArizona, Connecticut, Maryland, Massachusetts, North Carolina, Pennsylvania, Vermont, West Virginia, and the District of Columbia.

In a post on the Google Public Policy blog, they informed the world they will ban payday loans. Loans is certainly a very popular keyword category for Google so this decision will hit their bottom line. took a look in 2012 at Google profits from Payday/Cash Advance Loans,

using Google’s own conservative Traffic Estimator data, Google could be earning $34 million a year from these keywords. Veteran PPC marketers know that Traffic Estimator isn’t totally accurate. SEMRush shows an average CPC of $15.97 for “payday loans,” $12.04 for “cash advance,” and $9.11 for “fast cash,” meaning Google’s earnings are likely significantly higher. Can Google live without this revenue? Certainly, but it’s not going to give it up unless it is forced to do so.

From their blogpost:

In that vein, today we’re sharing an update that will go into effect on July 13, 2016: we’re banning ads for payday loans and some related products from our ads systems. We will no longer allow ads for loans where repayment is due within 60 days of the date of issue. In the U.S., we are also banning ads for loans with an APR of 36% or higher. When reviewing our policies, research has shown that these loans can result in unaffordable payment and high default rates for users so we will be updating our policies globally to reflect that. This change is designed to protect our users from deceptive or harmful financial products and will not affect companies offering loans such as Mortgages, Car Loans, Student Loans, Commercial loans, Revolving Lines of Credit (e.g. Credit Cards). According to Wade Henderson, president and CEO of The Leadership Conference on Civil and Human Rights, “This new policy addresses many of the longstanding concerns shared by the entire civil rights community about predatory payday lending. These companies have long used slick advertising and aggressive marketing to trap consumers into outrageously high interest loans – often those least able to afford it.”

WordStream placed Loans as number 2 in most expensive keywords on Google.

Top 10 Most Expensive Google Keywords

The Top 10 Most Expensive Keywords are:

  1. Insurance
  2. Loans
  3. Mortgage
  4. Attorney
  5. Credit
  6. Lawyer
  7. Donate
  8. Degree
  9. Hosting
  10. Claim

There have been some five figure sales related to payday loans and I have included the top domain sales. Data courtesy of Namebio. You can see by the dates that activity was stronger years ago, PPC rates were higher years ago as well. 24,160 USD 2006-08-08 NameDrive 24,000 USD 2010-03-17 Sedo 16,900 USD 2013-06-30 NameJet 16,748 USD 2011-09-21 Private 13,500 USD 2006-08-15 SnapNames 11,665 USD 2012-01-11 Nokta 10,000 USD 2012-02-01 Sedo 9,500 USD 2011-08-24 Afternic 9,375 USD 2010-10-06 Private 6,425 USD 2010-10-06 Private 4,900 USD 2010-03-31 Sedo 4,150 USD 2013-08-02 GoDaddy 4,004 USD 2012-03-21 Sedo 3,777 USD 2011-07-13 Afternic 3,188 USD 2009-12-09 Afternic 3,000 USD 2010-09-28 Sedo 2,888 USD 2009-07-27 Afternic 2,800 USD 2011-01-13 Sedo 2,702 USD 2014-12-19 GoDaddy 2,499 USD 2015-02-05 Sedo 2,488 USD 2010-01-13 Afternic 2,400 USD 2011-06-21 NameJet 2,115 USD 2009-06-16 Sedo 2,000 USD 2014-08-13 NameJet 1,995 USD 2008-05-08 Afternic 1,850 USD 2011-12-07 Sedo 1,825 USD 2014-11-01 GoDaddy 1,691 USD 2010-07-15 Sedo 1,500 USD 2011-01-10 Sedo and are both reserved by their respective registries.

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