Doing Pay Per Click?
Why you should bid more for “long tail” terms
In the last few years, there has been quite a bit of “noise” about the benefits of using “long tail” keywords in your PPC and SEO strategies.
If Long Tail does not mean much to you, then read:
What is the Long Tail of Search?
One of the benefits of these long tail Keywords was that often it was relatively inexpensive to bid on these terms - certainly a lot less expensive than bidding on the Top Generic terms
However, of late, I have been noticing something else, in that some advertisers are now starting to bid as much or even more on some “long tail” converting keywords.
Going back to the Home Improvement Industry as an example.
Which of the following searches is most likely to have been made by a buyer?
A search for “Kitchens”
A search for “Kitchens Essex”
or a search for “Kitchen Supplier in Brentwood Essex”
I would suggest the person who searched “Kitchen Supplier in Brentwood Essex” is more likely to be a buyer, and as such, it is as valuable a term to bid on as say “kitchens”
Ranking high for Kitchens or Kitchens UK is of course great, but it is more of an EGO THING. If you want to make money - then those Long Tail Keywords are just as important.
Another useful webpage:
Keyword Strategies - The Long Tail
In above article - Matt Bailey discusses a client for whom he created a report.
The report showed that his top 10 terms brought in over half of the site’s overall search referrals. However, when looking at sales generated by search terms,18.6% of conversions were from top 10 keywords. Conversely, 81.2% of the conversions were from hundreds of other search terms outside of the top 10. The 80/20 rule works in reverse, providing a ’sweet spot’ of opportunity.
By the way, credit, where credit is due, the above is just one of the many Big Ahas! I received from being a member of the Yanik Silver’s Internet Mastermind Group
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