From what i read , creating a word that does not already exist is called Neologism. Supposedly, These made-up names are popular with companies because they allow them to truly start from scratch. They can build a brand voice and message that is free from any existing idea or opinion that a customer may already have. Maybe they are also easier to trademark, and there is less competition for the domain name, social media handles and search engine visibility. For Example - rethrill.com is a made up name and i believe it can be used by a viagra competitor Did anyone have success with made up names or is it still all about exact match keyword?