Long Tail Keywords and PPC Results
Are long tail keywords still important for PPC results? They get less search traffic, but will have a higher conversion value, as they are longer and more specific. Visitors are more likely to use them when they’re closer to a point-of-purchase.
Only a small percentage of traffic comes from 1-3 word phrases and the vast majority of traffic (around 70%) comes from the long tail (keywords that are four or more words in length). Regardless over 50% of PPC traffic is generated by single keywords.
Based on the analysis from both Clicteq and PPC Hero the best length for keywords is between 2-4 words long.
How to find mid-tail keywords?
- Use keyword multipliers.
- Utilise three different fields where you can add lists to be multiplied
- download the keywords that have at least 10 searchers per month to use in your campaigns
- Use Ubersuggest. This tool will help you with finding mid to long tail keywords by scraping results for Google’s autocomplete suggestions.
When the length of the phrase gets longer than four words, the product or service becomes more clear for the visitor and the user is more able to make decision by reading it. Long tail keywords make him realize whether this is exactly the thing he is looking for or not. If it is what he is looking for he will click otherwise not.
Low Search Volume is a Real Problem
However, AdWords users will know that most long tail keywords are ‘low search volume’. These are not available to bid on. So you are severely restricted in how many you can use.
Google has the most energy efficient servers in the search landscape, and perhaps one reason why is that they keep smaller databases of keywords that advertisers can target.
Because of the fact that low search volume search phrases are blocked to advertisers, the best way around this involves ‘scultping’. With broad match keywords of one to three words, where the traffic is available, you will need to sculpt traffic to the right destination page using negative keywords in each ad group. And this will normally require a lot of negative keywords.
So What Now?
Googles restrictions have however made their other products more attractive. Google Shopping network doesn’t work based on keyword bidding. Instead it tries to make sense of our of search queries and then match them to the description and title of products in your feed. Again, to get control over this, its all about negative keywords. A targeted Ad Group would have lots of negs, and higher bids. Then a Generic and group would be built for less refined traffic, at a lower bid.
On the content network again you are restricted in terms of long tail keywords. However there, the targeting is demographic, like Facebook. GMAIL ads can allow you to target people based on websites they receive emails from.
In conclusion, long-tail is a tougher area to refine and due to the low search volumes you need a large number to gain more than a few % of your overall traffic. Building large long tail keyword lists will only have a small impact on your campaign.