If you’ve read my previous post you’ll have seen that I’m most likely to get CPC closest to what I’m expecting if I build out minisites on domain names in the low competition niches.
Next up I am looking into the effect of the domain industry / type on the CPC and CTR achieved. I included six minisites within each industry / area below for my analysis – with a mixture of high, medium and low competition sites to get as rounded a view as possible.
Here are the results (ranked by ‘actual versus expected’ CPC) –
% CPC Actual V Expected
As you can see, the winner by quite some distance is the niche product domain name type (77%). An example of a domain name in this area would be something like ‘inflatable palm tree’ (this isn’t one of my domains but is a good example of one that would be niche enough to fit into this category).
Something interesting to note here is that whilst these domains have the highest % of CPC (actual versus expected) they also have the lowest CTR. Perhaps this is because domains like this are being landed on by people who are searching for niche, detailed and specific information about a particular product and when they realise the site is not ticking that box for them they click away (perhaps because it is not in-depth enough / doesn’t have content of a high enough quality). So this tells me that I am most likely not including detailed enough information on these sites to give the users what they are looking for… noted!
The winner for CTR is the travel and tourism industry (16.39%). As mentioned above, the best CTR industry has the worst actual CPC as a percentage of expected. This is probably because this industry is extremely competitive i.e. ‘super high’ comp rather than just ‘high’ comp (but in Google’s keyword tool both extremes of comp would show as ‘high’ comp). Also, it is probably the case that the ads displayed for these kinds of industries are more likely to contain brand names within them which is known to encourage greater CTR from users as a result.
Key takeaway point from this analysis –
- Find niche product domains for highest ‘actual versus expected’ CPC but make sure that site content is rich enough to encourage user interaction and a better CTR.
- Find domains related to the travel and tourism industry for best CTR but try to find these for lower competition keyword phrases to increase the actual amount of CPC versus that expected.
original image by hsingh