Only when the number of customers goes up does a business continue expanding itself. This is more so for businesses that thrive on volume in competitive markets. Expansion of a business is possible through effective marketing strategies to promote a brand, product, or business.

What does effective marketing mean? In simple words, effective marketing is the art of providing maximum exposure to a product or brand name to the specific target audience. If someone needs to send a package to a friend, they think of FedEx without a second thought.

Search engines Google and Bing are among the most popular sources of information on the web and their utility as automatic answering machines will keep increasing in the future. Be it a search for a food joint or for a space shuttle manufacturer, search engines are the go to solution for all queries.

It is usually the top 10 results on a search engine that get any attention, and only the first 3 to 5 results that get the most number of hits. It's quite obvious that every business owner would be willing to stay on top of this list when a search for a relevant product or business is made.

Studies conducted by a number of private agencies demonstrate that having the right domain is the key to move your business to the top of this list.

So far so good! Now we need to understand what exactly right domain means?

Objectively, the right domain is one that gets your business to the top of the search engine results page. How do you get the right domain name for a business establishment?

A web search is based on the matching of exact words that you search for and the domain name instead of all the keywords targeted by the portal or associated pages and other information; the same is testified by a number of correlation analyses as well. This means that the domain name has to be exactly right in terms of the product or the business one is marketing.

It has also been studied that having a keyword covering a broader spectrum of the business or product is more effective, as it figures in a larger number of searches. A general keyword such as pizza covers a number of other keywords that consist of pizza in them.

There are various ways in which one can figure out the right domain name, and not all are scientific and organized in their approach. The best way to know if you have arrived at the right domain is to let it out and face the real test. This, of course, will have to be done after suitable homework has been conducted on selecting the potential domain name.

To narrow down the list to the best domain name, the potential domain name will be used as the headline with the advertisements and will be posted as Pay Per Click (PPC) links.

The one that gets the maximum Click Through Rate (CTR) will be the winning choice for domain name. Click Through Rate is defined as the total number of times the posted link was clicked against the total number of times advertisement has been displayed. CTR is generally expressed as percentage.