PPC

PPC ads 'benefit most from generic domain names'
09/04/2009


Generic domains best for PPC

Pay per click services
Retail Marketers could enhance the effectiveness of their pay per click (PPC) ads by using ideal match generic domain names, it has been suggested.

These domains are those that match the item the web user is searching for and can bring a click-through rate that is between 15 and 42 per cent higher than that associated with other domains, according to research by Memorable Domains.

According to owner of the company Edwin Hayward, the higher click rate is partly down to the fact that there is a close match between the product the user wants and the domain name being displayed.

Furthermore, the fact that the keyword is highlighted in bold in the URL because the domain name is generic is also an important factor, he stated.

"Businesses looking to improve CTR and clicks from their PPC campaigns now have a proven and simple technique for doing so: use a targeted generic domain name in your ads," Mr Hayward remarked.

Including keywords in PPC display URLs can also serve as a reassurance for web users that the site in question stocks the product they want, according to Saad Kamal of Search Engine Journal.