With Bit.ly, you can use your own web domain for serving shortened URLs. News sites like WSJ (on.wsj.com) and TechCrunch (tcr.ch) use custom short domains powered by Bit.ly and this helps the visitors as they can get an idea of the destination website by just looking at the short URL.

To create own your short URLs using Bit.ly, you just need to create a custom A record in your DNS records of the domain and point it to Bit.ly’s IP address.

If you are hosting a short domain on a sub-domain, you need to set the CNAME Record for that subdomain to point to cname.bitly.com.