Since the online advertising industry isn't immune to the effects of the economic downturn, search advertisers have been taking a well deserved closer look at long-tail keywords. Incorporating longtail keywords into a paid search program offers one of the most cost effective, no brainer strategies, especially given today's economic reality and need for greater accountability.
In fact, long-tail strategies should have played a role all along, because they can create healthy, long-term growth for search marketers.
Consumers use long-tail keywords, detailed four and five keyword or multi-phrase search queries, to find specific products, services, or information. These long-tail keywords, like "women's Lycra padded bike shorts," express much more specific consumer interest or purchase intent than general or category level keywords.
While more generic or category-level keywords offer marketers effective ways to engage consumers earlier in the purchase process or further a wide range of branding initiatives, long-tail searches convert into immediate sales far more often. The specificity of these queries often reflect consumers' efforts to seek out something they already know they want, so the length of consumer search queries continues to grow.
According to a recent study from Hitwise (PDF), longer search queries, averaging five or more words in length, increased 10 percent in January year over year. The same time period showed shorter search queries, those averaging one to four words in length, decreased two percent. This sweetens the long tail pot for search advertisers.
Although the traffic generated by a long-tail keyword pales in comparison to its short-tail counterpart, all the long-tail keywords in an advertiser's search program can produce significant traffic spikes in aggregate. Even better, the traffic generated from long-tail keywords is far more targeted and likely to convert. Since long-tail keywords tend to generate low click volume and cost far less per click than short tail terms, the increased spend can be controlled. So as advertisers target long-tail keywords, the cost per conversion decreases and ROI grows.
With all of these benefits in mind, advertisers can begin to tap the potential of long-tail keywords by following these four steps:
- Quantify the possibilities
- Upgrade bid management
- Keep it relevant
- Identify and overcome natural search obstacles
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