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Generic Domains Improve PPC Campaign Results

Many internet marketers have speculated that generic domains are favorable for pay-per-click marketing because of their increased relevancy, however one domain name reseller has decided to prove it.

MemorableDomains.co.uk, a seller of high quality generic domain names, has released a study comparing three identical PPC ads featuring different domain names — one generic name with an exact match to the product, one alternative generic, and one non-generic — to measure which style of domain name attracts the most clicks.

First, the company developed and published an 11-page information-based minisite dedicated to electric bicycles, a popular product group among environmentally-friendly travellers. It then used three domain names to compare the results:

  • ElectricBicycles.co.uk: an “ideal” matching generic domain.
  • YourBikes.co.uk: an alternative generic domain with some keyword benefits.
  • InAHurry.co.uk: a “traditional” coined, keyword-poor domain.

After some keyword research and so forth, Memorable Domains set up a Google Adwords campaign with two Ad Groups (one built around “bicycle” and “bicycles”, the other built around “bike” or “bikes”) and tested three things:

  1. The overall Adwords performance of each domain name…
  2. The comparative Adwords performance of an “ideal” generic name when it closely matches a set of relevant search terms…
  3. The comparative Adwords performance of an “ideal” generic name for a set of search terms where other generic domains might be appropriate (such as “electric bikes”)…

Each website featured identical landing pages and minisites while each PPC ad used the exact same copy and headline, only with a different display URL. The destination link for the ad headline matched the display URL.

The campaign ran from February 10 to February 22, 2009 and produced the following results:

Featured Domain Impressions

Clicks

    CTR 

   CPC ($)

ElectricBicycles.co.uk 38,404 907 2.36% 0.2504
YourBikes.co.uk 30.222 624 2.06% 0.2531
InAHurry.co.uk 26,718 443 1.66% 0.2589

Even without optimizing the ad rotation within the campaign setup, Google favored the generic domain by giving it 27% and 44% more impressions than the alternatives. This, added to producing a higher CTR, meant that the generic domain produced 45% more clicks than the alternative generic and 105% more than the keyword-poor domain names while also having a lower cost per click.

Read the full report.

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