Paid Search: Testing Domains in the Ad Creative
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. I want to talk about testing domains in your ad creative.
Out there on the search engines and contextual advertising campaigns. You have a URL – it’s called the display URL in most cases. What you may not realize is that you should test your domain (especially if you are a new start up). One will always work better than another.
In fact – just last week I did a campaign for a medical company. The medical company had a domain name that was – frankly – a little bit scary. Now on the other side there was a domain name that is a little bit more positive. I put those against one another. It was a 25% improvement in click-through rate. It not only effects how much you are going to pay, but it also affects the volume that you are doing. If you are producing and your volume has plateaued off. Would you like 25% more? I sure would.
You can’t do this on Google any more. Which is one of the many things that irritates many about how Google has progressed. They’ve gone away from the advertiser over the past few years. Run these campaigns on Bing. Run them on Microsoft Bing and then port your results over to Yahoo. And then take the results to Google.
Run it on Bing and port it over.
My name is Charles Lumpkin. I hope you take that tip straight to the bank. You can find more of me at CharlesLumpkin.com.