How to Build a Domain Name Campaign
A step-by-step guide to building a domain name campaign in SpeedPPC

The domain campaign is an interesting form of expansion that taps into the common behavior of searches where users type a domain name into the search box, rather than into the address bar.

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

dating site com
dating site
datingsite com

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.

For example, if they knew there was a famous dating site called “Date Me” then they might type in:

date me com
dateme com

You can tap into this lower competition traffic by creating campaigns around this search behaviour.

It may sound like a simple matter to throw a few domain variations into your keyword list, however if you think about it, there's a huge amount 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.

If you selected the Domain option, you would put a list of domain names (without the extensions) into the seed keywords.

This would produce an output of every common variation of this type of search, there are many more than you would think!

Let's try an example based on a company that owns two domains and :

Open SpeedPPC and click New to start a new campaign which we'll name "DatingApp Domains"
Select Campaign Type – Domain
In the Ad Groups tab, select the grouping method by seed (other grouping options are also available to you, seed, keyword theme and assigned names will be the most common)
Then select the target search engine/s.

In the Keywords tab, type these search terms into the seed keyword list:

dating site
dating sites
dating app
dating apps

(Leave spaces between as SpeedPPC will use this exact match and automatically create variations without spaces)

Notice the expansion is pre-filled with domain variations. Each seed keyword will be inserted in place of the {seed} token to produce each variation.

Click on the drop down list at the top 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 in the top options here.

The keyword combining options can be left as default on List Order with space.
Under the Bids tab, tick your keyword match types and enter your maximum CPCs.

For your Ads tab, you can use both expanded and advanced ad builders to build your text ads as normal. If you grouped by seed, you also have the option to use the {seed} token within your ads where appropriate.

For the URL Template let's use{seed}

Then hit either Preview or Build Campaign.

If you are happy, then export and upload to Adwords or Adcenter.

There are a few things you should notice:

The Keyword Output is quite extensive, each of the four 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!
Where seed keywords contained a space, SpeedPPC has automatically created variations with and without a space between the words.
You can still use {seed} in the creative since this is displaying 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)
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