B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
20%
20% -- click through rate change for iNest Realty PPC ads using RealEstate.com display URL (2011)
Using RealEstate.com instead of iNest in the display URL of PPC ads resulted in a 20% higher click-through rate.
- Although CTR increased by 20%, the conversion rate dropped significantly due to landing page brand mismatch.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2011
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
User Centric
Primary
Tier B
https://thecatalystpartnership.wordpress.com/2011/12/12/why-display-urls-in-ppc-ads-are-important/ ↗
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 comparing recognizable vs lesser-known domain in display URL
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
iNest Realty PPC ads using RealEstate.com display URL: 20% click through rate change. Source: User Centric (2011). Via Lighthouse Intelligence -- https://lighthousedata.io/data/realestate-domain-ctr-increase
HTML Embed
<blockquote cite="https://lighthousedata.io/data/realestate-domain-ctr-increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- click through rate change for iNest Realty PPC ads using RealEstate.com display URL<br><small>Source: User Centric (2011) · <a href="https://lighthousedata.io/data/realestate-domain-ctr-increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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