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here is an interesting excerpt from yesterdays comscore's press release,
seems to confirm what Rick S. as been saying for many years now apparently, how traffic from generic domain names converts better than other domains (brandable etc.)
"Generic Paid Search Terms Yield Highest Rate of Quote Requests
The study also examined the impact of branded versus generic search terms as well as the impact of paid versus organic links on the number of auto insurance quote requests. It revealed that clicks on paid links from generic search terms were most likely to result in a completed quote request. In fact, 33percent of search-referred visits from generic paid search resulted in a completed quote request compared to 22 percent of generic organic search and 19 percent of branded paid search.
Percent of Search-Referred Visits Resulting in a Completed Quote Request by Search Type
Full Year 2007
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
Search Term Type
% Resulting in
Completed Quote
Branded Organic
11%
Branded Paid
19%
Generic Organic
22%
Generic Paid
33%
Consumers More Likely to Use Search after Seeing an Ad
In addition to analyzing their actual online behavior, comScore also asked consumers what action they would take if they wanted more information after seeing an auto insurance advertisement. The survey found that second only to visiting the Web site specified in the advertisement (26 percent), respondents reported they would most likely use search (22 percent) to find more information about a company. The percentage of respondents that said they would use search to find a Web site or company jumped 8 points versus last year to 22 percent, underscoring consumers’ increasing reliance on search. "
source: http://www.comscore.com/press/release.asp?press=2164
seems to confirm what Rick S. as been saying for many years now apparently, how traffic from generic domain names converts better than other domains (brandable etc.)
"Generic Paid Search Terms Yield Highest Rate of Quote Requests
The study also examined the impact of branded versus generic search terms as well as the impact of paid versus organic links on the number of auto insurance quote requests. It revealed that clicks on paid links from generic search terms were most likely to result in a completed quote request. In fact, 33percent of search-referred visits from generic paid search resulted in a completed quote request compared to 22 percent of generic organic search and 19 percent of branded paid search.
Percent of Search-Referred Visits Resulting in a Completed Quote Request by Search Type
Full Year 2007
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
Search Term Type
% Resulting in
Completed Quote
Branded Organic
11%
Branded Paid
19%
Generic Organic
22%
Generic Paid
33%
Consumers More Likely to Use Search after Seeing an Ad
In addition to analyzing their actual online behavior, comScore also asked consumers what action they would take if they wanted more information after seeing an auto insurance advertisement. The survey found that second only to visiting the Web site specified in the advertisement (26 percent), respondents reported they would most likely use search (22 percent) to find more information about a company. The percentage of respondents that said they would use search to find a Web site or company jumped 8 points versus last year to 22 percent, underscoring consumers’ increasing reliance on search. "
source: http://www.comscore.com/press/release.asp?press=2164
