Consider the long tail
Written by Chris Barling
Friday, 03 June 2011 00:00
In recent years, a new expression – ‘the long tail’ has emerged in business circles. In the context of PPC advertising, this is about advertising on lots of keywords that are rarely searched for, but can collectively add up to a lot of traffic. Long, specific phrases tend to be used after a person has done research and is close to purchase. Companies have been known to use over 5,000 different groups of keywords because hard work pays off. Rarer keywords tend to be cheaper and convert better.