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Generic Domain Names Get More Clicks

Posted on 5.04.2009

A study by MemorableDomains.co.uk finds that generic domain names within online ads get significantly more clicks than branded names. The company tested the theory using an AdWords PPC campaign, testing electric bicycles. They used three identical ads, with different domain names: ElectricBicycles.co.uk, YourBikes.co.uk and InAHurry.co.uk.

The results show that the most generic name (ElectricBicycles.co.uk) had a click-through rate 15 percent higher than the next alternative (YourBikes) and 42 percent higher than the brand name (InAHurry). Total clicks were even higher, with the generic name getting 105 percent more clicks than the branded name.

The results of this experiment make sense. When consumers are searching for a product, they will likely be more inclined to click on the domain that most closely matches that product. Judging by the study (bearing in mind this is one experiment), businesses that do not have an instantly recognizable brand name, like Amazon.com, might consider buying domains for individual product campaigns. Start with some keyword research, then try to find the closest matching available domain name. The traffic can be redirected, or a very specific landing/checkout page can be erected.

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