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Tuesday, April 17, 2007

Webhealth.com Domain AdWords Experiment Results

Hey Frank and Frank, this screenshot is for you (squint):

webhealth.com adwords ad group

For everyone else, my domain name reputation management post might provide some context. A few notes:
  1. Date range is Apr 6, 2007 to Apr 12, 2007
  2. Content network is turned off
  3. No broad matching (expanded matching, really) is used
  4. Campaign is only set for United States and Canada
  5. Low minimum bids due to "relevant" landing page (webhealth.com blog post)
Even with these restrictive settings in mind, I'm not sure that 167 impressions are all that significant. I'd have to have a look at the webhealth.com server logs to see whether or not this is a meaningful number. Still, add it up over 52 weeks and you're talking about thousands of people who likely intend to go directly to webhealth.com but are routed through a search engine (either by choice or ignorance) and might end up somewhere else.

Somehow I think it's funny that I spent 50 cents on this experiment. Note that the bulk of the impressions (157) and clicks came from the domain name without the leading "www" and was this exact match (punctuation marks are not necessary):

[webhealth com]

That exact match triggered an ad for a webhealth.com Google search. (I'm no longer running webhealth.com PPC ads - this was a quick experiment). That's the most important keyword you'll need in an AdWords ad group if you want to measure impressions for your own domain. Do you need domain name reputation management? You can always run a PPC test via AdWords to see how much direct navigation via search happens for your domain. Won't cost you much, as long as you have a quality landing page. Feed AdsBot-Google something yummy. ;-)

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2 Comments:

Anonymous Frank Michlick (DomainEditorial.com) said...

Richard,

Thanks for sharing the results of the experiment. Very interesting.

Is this a normal click through rate you would see on similar campaigns? It seems really low to me.

For this specific domain, the number becomes more significant if you add the additional domains that Frank Schilling is pointing to specific pages within the webhealth.com wiki.

Talk to you soon :)
/Frank

Tue Apr 17, 10:59:00 AM EDT  
Blogger Richard said...

No problem, Frank.

This ad campaign was designed to measure impressions, so the CTR was low. Ads designed to drive clicks and/or by the actual domain name would likely have a CTR 5-10x higher. Good point.

Tue Apr 17, 01:44:00 PM EDT  

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