What are the Bennefits of owning the Search Keyword .com's?

[Spade]

Im working on a write-up right now for the importance / bennefits of owning the keyword .com that your advertising for. I'd like to get everyones opinions on the bennefits and possibilities of having those keywords if your an advertiser.

Obviously type-in traffic is the initial benefits. Giving the owner free traffic based on natural type ins which can be redirected to their main site.

What else?

Justin

 

[-NC-]

They can also be descriptive and memorable - excellent for use in other medias such as print, billboard, tv...

 

[Jeff]

Highly targeted, easily memorable, and traffic from direct navigation! :gl: :talk: :imho:

All the best!
-Jeff

 

[Traveler]

If you have the keywords used in a google search, they are shown in bold. That is true for the paid ads as well as regular listings.

 

[Spade]

If you have the keywords used in a google search, they are shown in bold. That is true for the paid ads as well as regular listings.

Hadn't noticed that, thanks for pointing that out.

 

[Michael]

All of the above plus better ranking in the SERPS without as much effort on the SEO front. One method I use to approach end users is to search for the term in Google and note all of the companies bidding on the keyword in AdWords. When I approach them the pitch mentions the advantages above along with something like "Why bid on the keyword when you can own it?" Can't wait to see if you come up with any other advantages in your write-up as it'll improve my pitch

 

[Sufyan]

Hadn't noticed that, thanks for pointing that out.

Sent you a PM about the same.

 

[Spade]

Sent you a PM about the same.

Yes, thank you. I will incorporate that

 

[Damion]

A nice way to describe one considerable benefit is Secondary Branding - Stephen Douglas blogged about this, and i think it's a very valid point.

EXAMPLE: If a company installs “oil derricks”, and the company name is “XBAFF Products, Inc.“, then that company’s “name brand” does not instantly make a potential customer “aware of” nor “recognize” the product XBAFF sells (oil derricks) without XBAFF doing significant marketing to their demographic base about that product. Online, the company chose its name for its website domain address, XBAFFProductsinc.com. This company’s “primary branding” is weak, and does not focus on the product they sell.