The Long Tail Of PPC - PPC Strategy
Finding it difficult to get clicks? Are your bid prices sky-high and you’re still not getting on the first page of results?
Now the paid-click search marketing is maturing, much of the low hanging fruit has been gobbled up. Prices are rising and many keyword areas are now highly competitive. One way to increase your chances of getting clicks, without bidding over your budget, is to go wide in your keyword niche. Dig out obscure keyword terms and use them in your campaigns. If you haven't done so already, I recommend that you become familiar with the concept of the Long Tail. Here's a good place to start: http://longtail.typepad.com/the_long_tail/
In essence, The Long Tail, when applied to search marketing, means there may be just as much traffic, if not more traffic, for the (low priced) minor terms collectively, than for the (high priced) popular terms. All those single clicks on obscure keyword terms can really add up.
So, how do you apply the long tail concept? Doesn't everyone use a wide range of keywords?
Yes, they do. However, people are often lazy. They use the keyword tools and cut and paste lists. What many overlook is that these keyword tools are popular; so many other marketers will be using the same keyword lists in their campaigns.
In order to get a jump on your competitors, you should trawl through you site logs looking for organic search engine referral terms. Use those terms in your PPC campaign. Publish as many pages as you can on your site, and use them to mine keyword data from the organic listings. If you see a few referrals for an obscure term, post an article on the same topic, and use those words and phrases. Then watch what other referrals this page catches. Incorporate these terms into your PPC campaign. Repeat the process. You'll get twice the exposure on the same results page.
Also, use associations. Incorporate dates, prices, and geographic regions into your keyword list, as appropriate. Use competitor names (if possible), use event names, book titles, the names of television programs etc.
Keep tracking the data. Run with the winners and cut the losers. Research. Repeat.
Now the paid-click search marketing is maturing, much of the low hanging fruit has been gobbled up. Prices are rising and many keyword areas are now highly competitive. One way to increase your chances of getting clicks, without bidding over your budget, is to go wide in your keyword niche. Dig out obscure keyword terms and use them in your campaigns. If you haven't done so already, I recommend that you become familiar with the concept of the Long Tail. Here's a good place to start: http://longtail.typepad.com/the_long_tail/
In essence, The Long Tail, when applied to search marketing, means there may be just as much traffic, if not more traffic, for the (low priced) minor terms collectively, than for the (high priced) popular terms. All those single clicks on obscure keyword terms can really add up.
So, how do you apply the long tail concept? Doesn't everyone use a wide range of keywords?
Yes, they do. However, people are often lazy. They use the keyword tools and cut and paste lists. What many overlook is that these keyword tools are popular; so many other marketers will be using the same keyword lists in their campaigns.
In order to get a jump on your competitors, you should trawl through you site logs looking for organic search engine referral terms. Use those terms in your PPC campaign. Publish as many pages as you can on your site, and use them to mine keyword data from the organic listings. If you see a few referrals for an obscure term, post an article on the same topic, and use those words and phrases. Then watch what other referrals this page catches. Incorporate these terms into your PPC campaign. Repeat the process. You'll get twice the exposure on the same results page.
Also, use associations. Incorporate dates, prices, and geographic regions into your keyword list, as appropriate. Use competitor names (if possible), use event names, book titles, the names of television programs etc.
Keep tracking the data. Run with the winners and cut the losers. Research. Repeat.
