How We Leverage Niche Domains to Lower CPCs & Increase Conversions on Google

so here we go the case study which we.
promised so the team back at it. com has.
run a case study using two domain names.
one domain name we call it in this case.
study example. com.
and the other domain is example. it. com.
so example is a fixed variable however.
the extension is different one is. com.
the other one is it. com.
and now the campaign on Google AdWords.
Google ads started in August last year.
and we could see that it's the same ad.
by the way just having a different URL.
in it same exact content targeting the.
same keywords.
the. com ads got more impressions.
they converted better initially.
the project by the way the newcomers.
website selling online products for the.
it Market it's about its first computer.
spares however dot it. com clicks were.
cheaper you know the algorithm was.
learning the domain name data was coming.
in conversion data was floating in so.
we'll have this running over time in.
December of last year we've noticed that.
you know the campaign the results of the.
campaign started to fade out because the.
campaign has been running with the same.
keywords and the same data for over some.
time which is a natural effect when you.
run a campaign for long term however.
later on when this campaign was.
restarted because Google already has.
data and optimization data in the same.
account the it. com websites links.
started to perform better they converted.
better than before however still at a.
much lower CPC you might wonder what's.
the reason what's the big deal what's.
the secret well there is no secret the.
idea is that this company has been using.
a keyword Rich domain name so not only.
the keyword.
of the domain name by itself is unique.
with the it. com domain name they implied.
to Their audience that it's it related.
and it's in the. com zone which is the.
king.
so visitors to this website were highly.
targeted they knew that they are.
accessing a website which involves an.
I. T service and it's trusted.
when we speak about trust trust is.
everything online without trust nobody.
will transact online nobody will pay.
online and again we've run several.
studies and there are lots of studies.
out there explaining that Trust online.
leads to better CTR you'll say yes of.
course that's a well-known fact it is.
but again many people miss out on this.
fact.
so domainswith. com in general they are.
more trustworthy just think about.
yourself every day you transact online.
you might visit your online banking.
website you might go to your kids school.
website or anything of this just to be.
sure that they are trustworthy that's.
a. com domain name most of the.
trafficism. com you've got many other.
extensions famous Brands using other.
extensions that's totally fine but if.
you are developing a new product you are.
trying to remain and be trustworthy. com.
is still the choice.
and then there is one you know.
interesting fact that the research has.
uncovered domain names just like the.
Arabic language.
I read right to left so people when they.
see a domain name they like monetize. com.
over there they don't they see the. com.
part first I'm talking about the tech.
savvy population here so you look at the.
Domain extension on the right and then.
you read the brand name so when.
peoplec. com then they see it and then.
the brand name they realize that this.
domain name is on. com it implies it or.
Italy depending on who you're targeting.
and it's it's it's already in the main.
well-known zone so you already set the.
correct expectations to your audience.
the audience believes that they are.
visiting a legit website offering a.
legit service.
people trust. coms more and more.
especially with the vast availability of.
new domain extensions it became an Open.
Sea out there people are lost in.
choosing their names everyone still.
tries to be on the. com this is why if.
you look at data after market data you.
have so many domain names so many.
premium domain names being sold every.
single day people pay millions to.
acquire catchy generic domain names.
so it makes your website authoritative.
this we know and then there is another.
you know interesting fact it's a.
technical fact.
I've recently seen a user activate using.
an antivirus tool on his computer and he.
activated the you know the optional.
settings where it would block websites.
which are of high risk and guess what.
that user had a plugin in his browser.
which would warn him every time he would.
visit a website that's not trustworthy.
and this tool for some reason classified.
most of the domain extensions which are.
known to host you know like a Spam.
websites phishing websites for instance.
the DOTA XYZ extension that plugin would.
warn the user every time he would visit.
a website ending with DOT XYZ saying.
that hey be aware that website might not.
be safe.
and this is a big problem because we are.
tech savvy people you know we can.
understand what's happening but for.
someone who is behind the firewall using.
a corporate Network.
um dealing with different clients maybe.
in some public sector he would be scared.
to proceed when they see such warning so.
if it's a. com it would let it pass but.
XYZ and others because XYZ for instance.
had a very bad record of fishing and.
spam hosting spam websites that's a.
problem.