B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

25%

25% -- click through rate change for PPC ads with keywords added in front of domain name in display URL (2011)

Name: Click Through Rate Change Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-19

2011 · User Centric

Adding keywords in front of the domain name in a PPC display URL decreased clicks by over 25%.

ISP charged a fee for an extra top level domain name

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Attribution: User Centric View source

Lighthouse Research Team

Last verified: 2026-09-19 · How we verify data →

Source verified Evidence graded

Value

25%

Unit

Percentage

Data Vintage

2011

Entity

PPC ads with keywords added in front of domain name in display URL

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

User Centric Primary Tier B

https://thecatalystpartnership.wordpress.com/2011/12/12/why-display-urls-in-ppc-ads-are-important/ ↗

Confidence: 53/100 Vintage: 2011 Channel: Deep Crawl

Source Article

Why Display URLs in PPC Ads are Important?

When creating a pay-per-click ad (PPC), it is easy to overlook the importance of the display URL. This post summarises the results of an eye tracking study and reviews the findings of two other tests of display URLs conducted by user centric. The eye tracking study confirmed that the display URL is …

Original Research

User Centric · Original study ↗

Methodology

A/B test of three display URL variants by User Centric

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

PPC ads with keywords added in front of domain name in display URL: 25% click through rate change. Source: User Centric (2011). Via Lighthouse Intelligence -- https://lighthousedata.io/data/keyword-prefix-display-url-ctr-drop

HTML Embed

<blockquote cite="https://lighthousedata.io/data/keyword-prefix-display-url-ctr-drop" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25%</strong> -- click through rate change for PPC ads with keywords added in front of domain name in display URL<br><small>Source: User Centric (2011) · <a href="https://lighthousedata.io/data/keyword-prefix-display-url-ctr-drop" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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