Google AdWords Tip: Direct Navigation via Search
I was curious to see, in the hours and days following the Super Bowl, how many people would perform searches like www.salesgenie.com and salesgenie.com/tv (the URL provided at the end of the TV ad). A few interesting data points:
- 41% of impressions from domain name keywords
- 67% of clicks from domain name keywords
- Lower impressions but higher CTR for keywords that would display for a salesgenie.com/tv search
- Poor quality score on some domain name keywords
Next time you're performing some keyword research on your competitors, consider taking advantage of direct navigation via search engines. Buy pay per click keywords related to their domain names. Unless trademarks are an issue, include (at least parts of) the domain name in the ad text and the landing page to improve quality score and reduce minimum bid. Pay attention to URLs used in commercials. Make sure your competing ad will display when the URL is typed directly into a search box. Let your competition buy expensive TV ads. Get some exposure via a more economical route, by "piggybacking" on their TV exposure via PPC ads.
Honestly, I can't decide if this is a brilliant strategy or an unfair competitive practice. What do you think?
Blog Tags (byo w/ TagBuildr): salesgenie.com, sales genie, super bowl commercials, tv ads, google adwords, ppc advertising, search engine marketing, direct navigation, type-in traffic