Google AdWords Tip: Direct Navigation via Search
Dealing with Google AdWords distribution fraud lately (Yahoo! Search Marketing has the same sausage problem), I've been thinking about type-in traffic, a form of direct navigation. Usually, this involves someone typing domain names (or keywords) directly into the browser address bar. However, many (most?) people use search engines these days as a starting point for web navigation. I've been noticing people typing domain names into search engine boxes instead of the address bar. While watching Super Bowl commercials this year, I decided to run a PPC test to see how prevalent this practice is. I ran a test for 4 days, starting the Monday after the Super Bowl, related to the SalesGenie.com ad. Here's a screenshot of the AdWords ad group:
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:
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
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
posted by Richard at 12:00 AM
3 Comments:
see http://doted.info
Why don't you just post ways to rob a bank? You are actually advising people to buy TM domains or to steal TM designated keywords to piggyback off their commercials.
Real domainers don't look for "quick tricks" to cheat some company out of their ad returns. Use generic keywords and content if you want to build out your domain. I don't know how you tested the domains you tested unless you BOUGHT a TM domain.
You're doing a great disservice to legitimate domainers who are moving forward to establish domains as a pure marketing vehicle.
No tricks, just straight generic domains and SELL the public on the value of browser searching to find what they want instead of being bombarded with too many results, many of them irrelevant, by doing a search engine find. Type your search terms into your browser field (not your google or whatever search field) and add your preferred extension, whether it be .com, .net. .org, .info, .biz, .co.uk, .de, whatever... you will most likely find a webpage with relevant links or a website of a company that probably is the most qualified to offer you the product/service you're looking for.
Stephen Douglas
Successful Domain Management™
DomainRelevance.com
"Own Your Competition™"
Executive Producer
Domain Roundtable Conference
NameIntelligence.com
Sigh. Stephen, I don't know what you mean by "You're doing a great disservice to legitimate domainers who are moving forward to establish domains as a pure marketing vehicle." This blog entry wasn't written for domainers. I'm not a domainer.
You seem to be against search engines. I also don't understand what you mean by "straight generic domains and SELL the public on the value of browser searching to find what they want instead of being bombarded with too many results." Why do you need to "SELL" the public on anything? The public will do what the public does. And, the public uses search engines. That's my point. I think they're just as likely to type a domain name into a search engine box as they are to type it into the address bar.
If that really is the case, then why wouldn't you want to run PPC ads for your competitors' domain names? In the U.S., you can buy trademarked words, you just can't use them in the text of your ad. Seems odd for someone with a slogan of "Own Your Competition" to be against this idea.
Notice, though, my question at the end of this post: "I can't decide if this is a brilliant strategy or an unfair competitive practice. What do you think?" Just because Google allows this practice doesn't mean it should be done. Anyway, thanks for your viewpoint.
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