SEM managers talk about “long tail keywords” all the time… It’s been a hot trend for many years.
What are the benefits of using long tail keywords?
1. Showing Relevant Ads
People’s attention spans are short. They search because they want to reach the product/service with one click. Otherwise, they would have entered a website and started to browse around.
When someone searches for: “nike shoes for men size 11”:
– Show them an ad that contains all of those words, not just: “Nike Shoes”.
– Then, take them to the specific page, so all they’ll need to do is click “Add to Cart”.
You’ll have better conversion rates if you make your users’ lives easier.
Targeting that long tail keyword in a separate ad group, will allow you to create a targeted ad and targeted landing page for specific term. You’ll be rewarded with a higher conversion rate.
2. PLPC – Pay (Less) Per Click
Just like any other Jewish boy, I’ve been taught that getting a better price is better than paying full price. Google rewards you for helping them make search results relevant by offering a lower cost per click. The better your quality score is, the less you’ll need to bid to get a higher ad rank (and the prouder your boss/client will be).
Your quality score goes up when:
- You group tightly themed keywords in ad groups
- Create relevant ads/landing pages for these ad groups
- Get better CTR (as a direct result of point #1)
So taking that long tail keyword and creating an ad group for it will lower your cost per click.
3. Get More Control Over Your Bids
This is probably my favorite reason for adding long tail keywords.
Different keywords result in different conversion rates and thus, deserve to have different bids. Even though you can target long tail keywords with short ones (broad/phrase match), you won’t be able to separate their bids from other search terms of the same keyword.
The keyword: “kitchen remodeling”
May trigger two different search terms:
> Kitchen remodeling designs
> Kitchen remodeling contractors
Both search terms might be relevant, but have a different cost per acquisition. Targeting them as long tail keywords in separate ad groups will allow you to set different bids for each.
Be careful! Long tail keywords have a downside…
If you’ve already opened your search term report in AdWords and started isolating terms into new ad groups – hold on!