So you have decided it’s time to embark on a pay per click campaign to advertise your website and business. Wonderful! PPC has proven to be a cost effective, highly visible method of marketing products and services. Depending on the scope of your business, it is possible to bid for high positions in Google Adwords and Yahoo! Search Marketing for pennies a day. The question of whether or not Internet users will click through your ads, however, depends on a number of factors – the primary being the name you wish to present to visitors.
Do a search in Google, and take a look at the ads that appear on the right hand side. Let’s say somebody is looking for baseball cards and uses that exact phrase to find a dealer. The results that show in search may range from strict card dealers, to collectibles shops that buy and sell all types of card, to even major auction sites like eBay. A look at the URLs presented is a good exercise in determining whether or not you should use a generic URL name – one that utilizes you preferred keywords – as opposed to a more business-oriented domain.
A recent PPC study on URLs found that users are more likely to click through an ad with a generic domain. The repeated use of the keywords, in the ad text and URL, may be factor in a user’s decision to explore said sites. That the click-throughs eventually convert visitors to buyers remains to be seen, but in order to have buyers the site must bring in the traffic.
Businesses may buy generic domain names as a means of improving organic SEO, and use of said URLs in pay per click advertising can prove beneficial. Even if the URL is not connected to your main page, but set up as a satellite site for the purpose of catering to PPC traffic, you have the opportunity to gauge the success of your campaigns. If you sell baseball cards, or offer accounting or housecleaning services, purchasing a domain name relevant to your line of work can help improve the performance of your online advertising.
If your business targets a local or regional audience, the addition of localized keywords may especially boost interest of the people you want visiting your site. The accountant interested in serving clients in his immediate area may want to purchase a domain that combines his city and job. He might find a boost in his PPC traffic in addition to organic SEO efforts.
Before you implement your PPC ads, take the time to consider the name you’ll present to potential clients and customers. If you have a brand not yet as recognizable as major companies, defining yourself with a keyword-driven URL may be the ticket to bring traffic to your site.