Campaign URLs: Readers Respond
Master of which domain? Is it better to use a dedicated campaign URL or the client's brand URL?
Master of which domain? Is it better to use a dedicated campaign URL or the client's brand URL?
What’s the best way to manage campaign URLs in broad-based communications? Lacking real-world research, I asked in my last column for your collective wisdom on the issue. Is it better to use a campaign URL, such as www.newcampaign.com, or an extension of the brand URL, such as www.client.com/newcampaign?
You sent a wealth of input and advice. As promised, I’ll share the booty. Advertiser and agency staffers sent a total of 78 responses. Overall, they reflect a preference for campaign URLs (61 out of 78).
In summary, the reasons were:
Names and specifics were removed, as promised. Here’s what you had to say.
Extend the Brand URL
Use Campaign-Specific URLs
“If the company is not a household name, they have to decide whether the campaign or brand-building is their first priority. It’s hard to imagine a situation where brand-building is more important that selling goods or services. Unless driving traffic to the company’s main site is the purpose of the campaign, then the marketing manager ought to focus on campaign results, not company home page traffic numbers.”
It Depends…
“What we did to solve the conflicting issue of branding and [an easily recalled domain] was register [www.newcampaign.com.au]. We got the message across, and we made sure it was landing at [the brand] so no one could miss the connection. Seemed to work. Traffic lifted significantly, and [the brand] sold a heap of cars.”
“If you want to get visitors via search, you need to create new URLs based on the search terms people will use in the search engines. Not only does a match between search term and site name increase click-throughs, search engines tend to give higher ranks to URLs containing the search terms….
“If you’re promoting via radio, then people will search under the key terms the radio ad pushes. Here, too, you need to ensure those terms are the URL. TV is a bit of a mix. Some [viewers], but not all, write down full URLs seen on the ad. Many search as well.”
“If the majority of marketing is done via the Internet, then www.client.com/newcampaign is fine. Most users are going to click on the link instead of typing it in the browser.
“However, [when] the majority of marketing is offline and the company is mature and branding isn’t key, then www.newcampaign.com is acceptable. Regardless, if the company is in its early stages of development, I would encourage brand building by driving all traffic to client.com.”
This is some interesting feedback. Though I see some directional promise in campaign URL use, we really need some hard research to determine the most effective path.
Thanks to all everyone who responded. This should help those of us who must tackle the problem.