Targeting the Long Tail
Why sponsor long tail searches? For one, they aren’t likely to have much competition, which means
lower costs per click. For another, by the time a searcher is using a long tail term, they are probably
closer to the end of the buying process.This makes long tail searchers a very desirable group.Look
again at the example:“motel”compared to “baltimore pool motel airport.”Maybe you’d get 15,000
clicks for “motel”and only 100 clicks for “baltimore pool motel airport.”But if you run a motel near
the Baltimore/Washington International Airport with a pool, you’re likely to get more reservations
from those long tail visitors.
Experiment with some long tail terms in your PPC campaign and you may discover some top per-
formers that become candidates for future organic SEO efforts.
PPC engines have their own tools to help you figure out which terms you want
to add to your campaign and how much you want to spend on each. However, we’ve
found that it’s often better to use our own simple spreadsheet, especially for small or
new campaigns. Using a spreadsheet to record your keyword choices cuts down on the
PPC interface learning curve, since everything you need is together in one document
rather than partitioned in various PPC reporting or admin screens. And spreadsheets
allow you a little more flexibility in manipulating parameters that matter to you, like
maximum bid price or predicted click-through rate. We’ve created a worksheet that we
think will be useful to you in the planning phase of your PPC campaign, called the PPC
Keywords Worksheet. You can download it from
The PPC Keywords Worksheet contains the following columns: Keyword, Cate-
gory, Bid for Top Position, Estimated Click-Throughs, Estimated Cost, Conversion
Value, and Landing Page URL. See Table 7.1 for an example of how Jason at Babyfuz-
zkin might fill out his worksheet.
Here’s how you’ll fill in your worksheet:
In the Keyword column, add your top-priority keywords and any additional key-
words you’re interested in testing. Review your long list of keywords from Chapter 6. Were
there any terms that caused a lot of debate but didn’t make the cut? Were there two terms
that seemed equally promising? Results of this test PPC campaign will be a great tiebreaker.
How many keywords should you have in your PPC campaign? That depends on two
things: your budget, and your desire to stay within the hour-a-day time frame. But
we’ll throw you a bone with this vague suggestion: somewhere between 10 and 50. For
the purposes of this PPC trial period, it’s best to keep your campaign smaller so that
you can give proper attention to the details.
and download the PPC Keywords Worksheet.
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