Effective Long Tail Targeting

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We Work Harder To EFFECTIVELY Target The “Long Tail”

You might’ve heard of the Long Tail by now. First made popular by Chris Anderson & Clay Shirky (through separate academic presentations) circa 2003; the long tail has been talked about throughout the industry & more recently in mainstream news.

The long tail always makes more sense when explained graphically. Take a look;

Benefits Of Long Tail Keywords

Each long tail keyword will have a relatively small search volume, however when combined with all the other long-tail opportunities the volume exceeds that of their “Head-Term” counterparts.

You may be asking “WHY” go after the long-tail; after-all, you can achieve (almost) the same sort of volume with the Head terms & there’s far less keywords to manage.

The reason of course, is because EVERYONE’s bidding on the “Head Terms”, so the costs are extremely high (due to the auction-style bidding system). In order to make PPC work for you, you have to be able to reliably buy traffic for less than you are able to monetize it. This is sometimes extremely hard (some would argue; impossible) to do with head terms.

Here’s an example of the difference in Bid Cost between head terms & long-tail terms:

As you can see, there are tons of great long-tail keywords that are relatively inexpensive. BIGLocal is well known in the industry as the most aggressive agency in the Long Tail. We pull every penny worth of profit out of the long-tail for our clients. This means building campaigns with 30,000-300,000 unique keywords; each with their own purpose, or sub-niche.

Better Conversions Through Long Tail Keywords

It’s not enough to just add these long-tail keywords. The searcher is telling us about their needs, so to effectively target the long-tail we need to customize the ad copy for each of our “mini-niches” (long tail keywords). At BIGLocal, We write custom ads for each of your thousands of keywords, to ensure that when someone searches any of these long-tail keywords, your ad is always the most relevant on the page.

Here’s Some Example Ad texts That Customize To The Searchers’ Query (Keyword).

*Despite peoples’ comments, the above ads are written in the exact same font type, size & weight. We utilize certain eye-tricks such as inter-capitalization & strategic use of special characters to make the ad actually look bigger & stand out. The ads above ARE formatted identically.

If you can go back and put yourself into the shoes of the searcher (pardon the pun); which of the two possible ads would you feel more confident in to deliver the result you’re looking for in each of the examples above?

If you’re like the vast majority of other searchers, you will agree the first set of ads clearly offers the prospect a better chance of finding what they’re looking for. Because of your drastic edge in relevancy, more searchers will choose your site from the list of results on the search engine results page… What does that mean to you? You Make MORE Money!