Should You Focus On Long Tail Keywords?

Writing by Brick Marketing on Friday, 6 of June , 2008 at 10:35 am

You’ll hear marketers often talk about long tail keywords. Many of them will recommend that you focus your PPC campaigns on the long tail keywords simply because they are less competitive. But should you follow this advice?

Think about this. A long tail keyword may be less competitive, but the reason it is less competitive is because fewer people are searching for it. It will also be less expensive to bid on. There are several things to consider before you decide to bid on those long tail keywords:

• Budget - How large or small is your budget? If you have a small advertising budget then the long tail keywords might be more affordable for you. They could be a good place to start. But if you have a larger budget then you might consider bidding on the general keywords to tap into their popularity.
• Importance - Importance of keywords to your niche is a very important consideration. If a long tail keyword doesn’t match your business model then it doesn’t matter how competitive or inexpensive it is. It makes no sense to target the wrong keyword. On the other hand, if a long tail keyword is the perfect keyword for your business where the generic keyword might be too broad then it really doesn’t matter whether you spend 10 cents per bid or $1 per bid, the right keyword is the right keyword.
• Business goals - What are you trying to accomplish with your PPC campaign? Are you looking for conversions or opt ins? What are you selling or promoting? Does it appeal to an audience that is more likely to search for the long tail keyword or the general keyword?
• Targeted repelling - It is just important to repel the wrong people as it is to attract the right ones. Does the long tail keyword do an effective job of convincing the wrong market not to click on your ad? If not then it may be the wrong keyword. If so, on the other hand, then it may be the right keyword to target provided that other factors are considered.

These are by no means the only considerations you should have, but these are important to consider when determining whether the long tail keywords hold value for you. It may be that you want to target some long tail keywords and the general keywords that are more expensive to bid on. Take a look at all the angles and make a decision based on what is important for your business.

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Category: PPC Bidding Strategies, PPC Keyword Research

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