Domain Manage

Generic or Branded Domain...some research from 2009

Discussion in 'Domain Research' started by lwoody, Jan 15, 2010.

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  1. lwoody United Kingdom

    lwoody Active Member

    Dec 2009
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    Here's some research i did for a project last year, might be of interest when deciding on whether to go generic or brand:

    The choice of domain name is critical for business. The generic domain name is something that a lot of people strive for and for good reason. Depending on the market the decision to go with a generic or a branded domain is a tough call to make. In a lot of markets the generic domain name offers instant product or service recognition and will give confidence to the user as to what content they will find when they click on the link. This helps to improve click through rates on a multitude of on-line areas from organic SERPS, PPC listings and blog links amongst others.

    The ranking benefits of having a generic domain cannot be underestimated either. Search engines rely on text links from external sources as a voting mechanism to credit sites as being authentic high value sources of information. When an author of content links from one website to another the text that is linked is known as the anchor text.

    When read in context the links give the user a very clear guide as to the subsequent content they will find. Search engines use this text in helping them to better understand what information the linked too site is about. This helps improve rankings for the keyword phrases in the anchor text for the linked to website.

    The decision to go with a generic or a branded domain is a tough call so testing the performance of both would be useful. The internet franchise team conducted tests to see the performance differences in branded versus a generic domain through the Google Adwords platform. This allows an advertiser to bid on terms that users search for in the Google Search Engine. After submitting an initial bid, Google will then give a quality score (a list of variables that affect the cost per click aka CPC) for the keyword selected. The higher the click through rate on the advert the higher the quality score the lower cost to bid in the higher positions. So there is a direct cost implication in an advert not performing well in its click through rate.

    The platform is (was) an affiliate of the Vue Cinema network and one of the revenue channels is selling cinema tickets. So the test also encompassed a feasibility study to see whether bidding on these terms was cost effective in achieving a target CPA.
    Shows an advert displayed around the keywords “Vue Cinema Swansea” and Vue Cinema Cardiff”


    Shows what the search results pages looked like at the time of the trial for the version of the test.


    The adverts were run simultaneously over a 3 week campaign and the results were vastly different, the two domains and were run with the same advert creative and a maximum cost per click of £0.10. received a CTR rate of around 13% where as was consistently receiving a CTR of 56% which is an almost unheard of figure in any main stream PPC campaign.

    Given the exact wording and exact same levels of competition that both adverts received the only conculsion that can be made from the test is that the domain name played a very important part in securing the click from the user resulting in a quality score of 10/10 on and 7/10 on
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    Last edited: Jan 15, 2010
  2. Domain Forum

    Acorn Domains Elite Member

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  3. zaclondon

    zaclondon Active Member

    Oct 2009
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    Nice research to back up something that is widely acknowledged. Still interesting to see the numbers. Rep added.
  4. julian United Kingdom

    julian Banned

    Aug 2007
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    and your point is?
  5. RSK3000 United Kingdom

    RSK3000 Active Member

    Sep 2007
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    The point is ...........

    Further proof of the massive potential of pure geos regardless of extension.
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