PPC – Better Value In Long Tail
There has been a lot said about long tail searches in paid search engine marketing. Long tail search uses a highly specific or targeted search term.
Long tail searches generally have a lower cost per click (CPC) as there are less advertisers bidding on them. They do however generate much lower traffic levels – that traffic is far more targeted than if generic keywords were used so there is a much higher conversion ratio. Professional PPC campaigns find the most appropriate long tails and use them to great affect.
The danger is that you can become far to specific with your long tails and so generate little if any traffic. Finding long tails that have a little search history and have some competitive value can be a better option. The conversion rate may be a little lower, however this is better than getting 100% conversion of zero traffic.
Querying potential customers can be a good way to find out what sort of search terms they would likely use. Care should be taken when polling customers in an off line environment – if they are not internet savvy then their responses may not be accurate.
There is better value in long tails if you are prepared to accept reduced traffic. If you are looking for a heavy flow of traffic then be prepared to spend more and accept a lower conversion rate.
Recent Entries
- Why A Search Engine Googopoly Is Bad For The Internet
- Blogging For The Sake Of Blogging Is Not Blogging
- How To Create An Effective Social Marketing Tweet
- Internal Linking – Don’t Be Afraid Of The Long Tail
- Adding Your Scotland Based Local Business To AOL
- Don’t Be Too Quick To Dismiss Google Buzz
- Are Guest Posts A Bad Link Building Strategy?
- Can You Overdo SEO?
- Review Sites And SEO For Scotland Local Businesses
- What Effect Will HTML5 Have On Web Design And SEO