Having a domain name line up with a search term for an ad campaign can help a marketer garner 10,000 to 30,000 unique monthly visitors for a microsite, according to Jeremiah Johnston, chief operating officer at Sedo, a domain-name trading platform. Domain names such as Vodka.com that leads users directly to a site can sell for as much as $3 million, but the average moniker goes for several thousand dollars, Johnston said.

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