How to Build a Domain Name Campaign

Note: If you’re new to building campaigns in SpeedPPC, you may want to check out our help articles on building Single Keyword Ad Group campaigns first, as this article will skip some of the more basic steps covered there.

Quick Start Video

Detailed Instructions

A domain campaign is an interesting form of expansion that taps into the common behavior of searchers where users type a domain name into the search box, rather than into the address bar of their browser. It’s a silly little quirk of internet behavior, but you can use it to your advantage.

For example, if they are looking for a date they might type in:

dating site com

dating site

This often works for people who are either just guessing domain names, or else know the domain name they are after but type it into the search box. You can tap into this lower-competition traffic by creating campaigns around this search behavior. Hooray for cheap clicks!

It may sound like a simple matter to throw a few domain variations into your keyword list, but if you think about it, there's a huge number of alternatives a searcher could enter. Multiply this by the number of keywords you want to bid on and what sounds simple at first has turned into a tedious manual task that could take hours. By choosing SpeedPPC’s Domain Campaign option, you can save yourself a lot of work and easily cover a vast number of possible search variations. Basically, you just need to tell us what specific domains you want to target, and we’ll do the rest!

To start your Domain Campaign, you’ll want to start on the first Campaign Setup screen by choosing “Domain” as your Campaign Type. You can only combine two lists in this type of campaign. 

save image

Now it’s time to enter your keywords on the next screen. For this type of campaign, your seed list will consist of a list of the specific domains you want to target (the phrase “example” in, and the extension 1 list will be different variations of what searchers might type in to find a particular domain. So when preparing your campaign, you only need to make a list of the specific domains you want to target. This will all make more sense in the example presented below, so we recommend that you read that first before you start creating your keyword list.

The screenshot below shows completed keyword lists for a user who wants to target the domains and

Note that you want to leave the spaces between the words in your seed keyword list. Since SpeedPPC will automatically create final keywords without spaces in the URL, by leaving the spaces in you can use the {seed} token to use these phrases as natural language in your ad.

Similar to a Thematic Campaign, SpeedPPC will create an ad group for each seed keyword, placing all final keywords with that seed (including the same keyword in a different match type) in the same ad group.

You can see that the expansion 1 box is pre-filled with domain variations. Each seed keyword will be inserted in the place of the {seed} token to produce each variation.

Click on the drop-down list above this box and you'll see many expansion lists for different countries and top-level domains. To select all top-level domains available, just choose the country name + "All Variations" as you see in the top options here.

The Keyword URL’s tab does not have any additional concerns for Domain Campaigns compared to other types of campaigns in SpeedPPC. For the Advanced Options tab, note that you don’t have to elect to remove spaces. The Keyword Combining Options can remain the same as the default.

The Bid Setup tab works just as it does for any campaign in SpeedPPC. You may want to consider avoiding broad match, as you might not want to target searches with the parts of the domain in a random order (such as com datingsite). Avoid phrase match as well if you just want to target searchers typing in domains and not queries like reviews. 

On the Ads Setup tab, note that you can still use {seed} in the creative since this token displays the seed keyword, not the domain variations. The {seed} token is the only token used in the ad copy and URLs since each ad group is based on a seed keyword and this is the identifier (use of {expansion} will show the same value as {seed} just in case you change the campaign type at a later stage). Otherwise, you’ll create ads the same as you would for other campaigns.

Once you’ve completed your ads, hit Finish and your campaign will be ready for review and export. Notice that where seed keywords contained a space, SpeedPPC has automatically created variations with and without a space between the words.

Also notice in the example above that despite there being only four seed keywords, the keyword output is quite extensive, as each of those seed keywords has been expanded with multiple domain alternatives. Scroll down and you'll see the sheer amount of variations. It's not a task you want to try and tackle manually!

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