February 24, 2018

What Are Long Tail Keywords?

Since coined in 1994, a common term within the internet marketing world is “long tail.” Many search marketers now abide by the theory of the long tail keyword in order to display higher in the search results or improve the return on investment from pay per click marketing. As this phrase has been widely adopted, there is not universal agreement amongst pay per click experts as to what constitutes a long tail keyword or its associated metrics such as price, volume, competitiveness, etc.


Definitions of a long tail keyword vary greatly from individual to individual. There is a vague description of two or more words, three or more words, combination of 3-6 words or at least three words but as many as five words, depending on who you ask. For a more definitive definition, there are five characteristics of the long-tail keyword that have an impact on what it is including,

  • Number of words
  • Search volume
  • Competitiveness
  • Price
  • Purchase intention
Number of Words

It is clear that long-tail keywords contain more words than a short-tail keyword. Many definitions place an upper and lower limit on the number of words. In actuality, does the number of words in the keyword phrase actually matter? Probably not as it may be more important to define it under search volume and competitiveness within a pay per click campaign.

Search Volume

Those with low search volume are typically long tail keywords but what constitutes low volume? While the exact number is irrelevant, a conservative statement is that long tail keywords are searched for in a lower volume than more generic keywords.


How much competition is required before the phrase is no longer long tail. The Google Keyword Tool offers a scale of competition between 0 and 1 but do not have a great deal of use in distinguishing between generic and long tail keywords. Therefore, a blanket statement is that long tail keywords have less competition than generic keywords.


Long tail keywords are typically phrases that are extremely cheap. Since price is usually linked to competitiveness, long tail keywords should be cheaper than shorter Adwords keywords. Therefore, long tail keywords are generally less expensive than its shorter counterparts.

Purchase Intention

Finally, the purchase intention characteristic is interest. The theory behind the concept is that users who input longer and more specific queries have already conducted pre-purchase research and are more likely to convert. Therefore, longer keywords have a much higher conversion rate and many pay per click campaigns are developed around a large number of long tail keywords. Unfortunately this does not help with the definition.

Although it seems as if each of these factors plays an important role in defining long tail keywords, there are too many exceptions to be defining features. Perhaps long tail keywords should not be defined with regards to absolute metrics but instead used as a relative metric when compared to other keywords.

The Myths of Pay Per Click Marketing

Like any other type of developed skill, pay per click marketing takes practice, experience and knowledge to become an effective advertising tool.

There are many characteristics of Adwords that can make or break campaigns. In the end, it all relates back to consumer behavior and how the Internet marketing professional captures the buyer’s attention. There are many rumors or myths floating around about pay per click internet marketing that are perceived as factual.

Seven Myths

The most common seven myths of pay per click marketing include:

  • All broad searches are bad
  • All content network is bad
  • Deleting will delete all history
  • Pay per click is short-term
  • Pay per click optimization is a one-time deal
  • There is only a single search engine
  • You are required to be number one
All Broad Searches are Bad

When used correctly, broad matches can be an effective advertising tool. Prior to testing or implementing broad matches, it is important to run search query reports to better understand the queries behind each click. Then use a negative match to broaden your search while remaining targeted.

All Content Network is Bad

Similarly, when used in the correct setting, content networking campaigns can be successful. Although there are horror stories about the content network, it can perform well after tested and evaluated. One effective strategy is to utilize placement targeting on Google with site exclusion.

Deleting will Delete all History

All history is maintained within Adwords. If you delete a keyword and replace it in another ad group or campaign, your Quality Score will be unchanged. Only the individual advertisement history is lost upon editing but previous performance is factored in to future ratings.

Pay per Click is Short-Term

Many believe that pay per click is short-term until organic rankings are available. Instead, pay per click should be integrated into your SEO campaign through testing and measuring individual data. If it results in a solid return on investment, move forward.

Pay per Click Optimization is a One-time Deal

Similar to SEO, optimization and performance upgrades should be constant. Your campaigns should be developed, adjusted and evolve from the original.

There is only a Single Search Engine

Many Internet Marketing professionals believe that Google is the only search engine to be successful. Although Google has the highest volume, it may not provide the best return on investment. Therefore, it is important to test Yahoo, MSN, Bing, Overture, etc.

You are Required to be Number One

Finally, there is a myth inferring that you must be number one in search rankings to be successful. This is often not the case. Your focus should be on optimizing conversions and improving the return on investment and the rest will follow.

PPC Adwords Will Generate Sales

ppc adsWhen it comes to advertising with pay per click, Adwords is king. Google put out this program with the purpose being helping internet marketers get their sites seen by as many people as possible. This internet marketing program is really easy to get started with and is achieved by reading the Definitive Guide to Google Adwords. With the help of this guide, one can learn everything that is needed to generate enough traffic to your website. The guide will help you get started while making few mistakes and at the same time making the most out of your internet marketing venture.

Using Adwords increase the user’s visibility to people worldwide or in some cases, just a few countries depending on how your settings are done. It’s recommended that one should display to countries that you offer your products and services to. Using Google Adwords system greatly increases your sales in the sense that if you use the right campaign, the chances of having your ads clicked will greatly increase and the chances of the person clicking wanting to buy the product or service will increase also increase in your favor making this internet marketing system a must have.

The pay per click Adwords system can work on any type of business with any budget and in any industry. The system has special features that allow you the owner to dictate how much you are willing to spend; one can take advantage of this special feature by taking this program to the limit by improving the ads, your click through rate and the overall results that will make even more sales. Google Adwords is definitely a good way to get quick targeted traffic to your website. Since you are paying for an ad promoting your site or an affiliate link, those that click to your ad will be directed to your site.

The pay per click Adwords system is by far one of the best systems to immediate traffic to your site. It’s really easy to use and even easier to start getting traffic to your site. If you want to increase your sales, this is definitely the way to go.

Pay Per Click Mistakes To Avoid As A Newbie

One of the most effective methods of drawing new customers to your website is through pay per click (PPC) advertising. By utilizing Bing Ads, Google Adwords and Yahoo Search Marketing, you can display targeted advertisements within the sponsored results section of the search engine and a fee is paid each time the ad is clicked. While effective, PPC can also be risky if the strategies are not executed correctly. You can end up spending a large amount of money without acquiring the customer you want.

Top Mistakes

If you are new to Internet marketing and PPC advertising, it is possible to be profitable through experimentation and practice. By avoiding the following costly mistakes, you can save a great deal of time, money and effort:

  • Directing visitors to your home page
  • Ignoring negative keywords
  • Not split-testing your ad text
  • Only relying on “broad match” keywords
Directing Visitors to your Home Page

It is a huge mistake to set up an ad about a specific product or service and use a URL that directs potential consumers to the site’s home page. At this point, the user must navigate through the entire site to find the exact camera model. Most consumers will not take the time to do this so it is best to link directly to the product on the page.

Ignoring Negative Keywords

Many individuals do not take advantage of negative keywords which stops advertisements from display when specific keywords are searched for. Adding negative keywords to your campaigns is an excellent method of controlling relevancy without eliminating untargeted traffic as a result of a broad match. You must devote time to finding as many of these negative keywords as possible.

Not Split-Testing your Ad Text

To generate the most effective and targeted Internet marketing results do not run PPC ads without initially testing them. Instead, split-test your ads by creating several versions for each ad group to see what works. This will allow you to determine the exact wording that results in the most click-throughs and, therefore, conversions. Almost all PPC engines allow you to split-test but ensure the ads are displayed at random so they provide accurate information.

Only Relying on “Broad Match” Keywords

Utilizing broad match keywords displays keyword ads when part of or full keyword phrases are searched for thus providing the highest amount of traffic. However, these keywords are not typically targeted so they will generate a large amount of empty click thus costing you money. Unless you have a huge budget, it may be best to set your ads to phrase or exact matches which are most relevant to your company.

How To Improve Click-Through-Rates With Bid Management Strategies

Bid management is one of the most complicated aspects of PPC Internet marketing. As a result, many advertisers have decided to automate the process with bidding software in Google Adwords or through a third-party source. Both options have their pros and cons between financial and control.

Bid Management Strategies

There are many effective strategies for pay per click advertising bid management.

Do Not Bid for the Top Spot

First, it is important not to bid for the top spot. Although search engines recommend this as an effective bid, it is a foolish move because of the high cost and number of queries input by a potential customer prior to landing on one page. With most keywords, companies with the largest budgets spend the money to bid for the top sport. Unless you have a next-to unlimited budget, do not bother.

Exploit Bid Gaps

Also, when large advertisers blindly set a Cost Per Click (CPC) amongst a variety of keywords, they cause bid gaps. By identifying these gaps and filling them with a reasonable bid, you can jump several spots in the rankings for a low CPC.

Identify the CPC

Additionally, it is critical to identify the max CPC to determine the maximum amount you are willing to pay for a keyword. If you are unfamiliar with this value, take an educated guess. The max CPC will certainly change over time and can vary between search engines. For a more accurate approach, base the max CPC on your profit margin or revenue with a set percentage in mind.

Structure Plans to Different Search Engines

Another effective Internet marketing bid management strategy is to structure different plans for different search engines. Although there are many similarities to each platform, there are also many differences that must be accounted for. By adjusting the strategy for each engine, you can better cater to the platform’s requirements.

Prior to embarking on the journey through PPC advertising, follow the aforementioned tips to assist with your bid management strategies. This will help improve your CTR by lowering costs and ensuring you target specific online consumers with relevant keywords and associated bids.

Using Pay Per Click Adwords To Increase Traffic

The pay per click Adwords system is revolutionizing how thousands of people are improving traffic to their website.

This is the simplest and easiest way to improve traffic coming to your website on daily basis. Adwords do not only improve the traffic of your website but also is a must have tool for internet marketing to succeed. Adwords lets internet marketers place ads within Google search engine results and also place ads on websites that are based around the products and services relating to what the marketer is selling. Adwords is the most used internet marketing strategy since it has millions of users on both ends.

There are lot of people and institutions that are willing to let advertisers display their ads on their sites. It’s imperative to note that there are a lot of marketing techniques that can help internet marketers generate enough traffic to their sites. Techniques such as forum marketing and article marketing require a lot of time and effort before they start to work and generate traffic. With Adwords, you can immediately use it and start getting visitors as quickly as you launch your campaign.

Adwords have settings that can be changed in order to maximize the number of clicks that the marketer gets on their ads. You can get to learn the pros and cons of using Adwords through The Definitive Guide to Google Adwords which is a wonderful source of help for internet marketing and users can get to learn how best to utilize Adwords to its full potential. The pay per click Adwords system is the best internet marketing platforms that can help users generate as much traffic to their sites as possible. It’s easy to use and even easier to start generating traffic to your website. Internet marketers who want to increase their sales have this option to take that will guarantee the targets are met.

Best Methods Of Improving Your Adwords Quality Score

Google-Quality-ScoreAccording to Google, the Quality Score is the metric used to rate the quality and relevance of an ad to determine your minimum CPC bid for the search network. The score is calculated using each of your keyword’s Google click through rate (CTR) as well as the relevance of your ad text, landing page and keyword. Not only does the score affect your CPC but it also plays a major role in determining your position in the search results.

Types of Quality Score

Google further identifies two types of Quality Scores: Search Network Quality Score and Content Network Quality Score. When placing your ad in search results, the Search Network Quality Score is applicable. When the ad appears on the Content Network, the Content Network Quality Score is utilized. This is important as different Internet marketing methods of improvement apply to the type of advertising that is conducted.

Quality Score Improvement

There are a few basic but effective methods of improving your Adwords Quality Score including:

  • Account performance in the selected geographical location
  • Historical CTR of the display URL’s
  • Quality of your landing page
  • Relevance of your keywords
Account Performance in the Selected Geographical Location

This is a fairly new factor to the Quality Score calculation. When targeting consumers in specific geographic locations, it is critical to determine which areas are performing well and those that are performing poorly. This will indicate whether you should create an entire campaign or remove it altogether.

Historical CTR of the Display URL’s

ctrAnother new aspect of the Quality Score calculation is the historical CTR of the display URL within your ad group. When the campaign first begins, make sure to rigorously split test all ads and the display URL to ensure you find the one with the highest CTR. To improve the display URL, you can add keywords to the subdomain.

Quality of your Landing Page

With Google’s human “Ads Quality Raters,” it is more critical now than ever to ensure you pay close attention to your landing page. Simultaneously, Google has hired thousands of Search Quality Raters who rate pages for the specific classification within organic search results. Although these appear to be unrelated, there is a moderate amount of crossover between the functions. This tells you that Google finds landing pages to be critical.

Relevance of your Keywords

The relevance of your keywords within each ad group always helps. This includes using the base keyword in the ad text, title and display URL. Although it will not provide a significant jump in Quality Score, every little bit counts in Adwords.

How Effective Is Pay Per Click In Gauging Consumer Interest?

In the world of internet marketing, pay per click and Adwords is an integral part of the revenue generating process. This simple technique opened the door to a whole new generation of entrepreneurs. All they needed was a website half the job was already done.

Under the pay per click model advertisers pay the website owner to place ads on their web sites. Normally, the website carries or promotes products of similar interests. When someone makes a query about a specific product, search engines scour the net for possible matches and rank them according to relevance. When a web surfer lands on the website owner’s page, not only will he be confronted with invitations from the website owner, but banner ads from product advertisers. These ads carry unique signatures or embedded codes that communicate back to the advertiser the identity of the website owner and registers the click to his account.

The rate of pay is determined by how many times visitors to a particular website clicks on the ad. Normally, a single click by itself doesn’t generate a huge payout, say a penny or so, but when you consider that the number of visitors to a website can run into the thousands or tens of thousands per day the income generated by the aggregate of clicks could be substantial.

A modified version of PPC is the affiliate program. Under this model, the website owner agrees to host the advertiser’s banners on his site in return for a share of the revenue he generates. A website visitor must not only click on the ad, but make a purchase also. The website owner’s earnings depend on percentage the two parties agreed upon. However, should the website owner fail to generate any sales, the advertiser isn’t under any obligation to pay and therefore incurs no expense for placing his ads on the owner’s website.

It was a novel advertising idea at first and a lot of people made money. Now, however, there are so many websites out there carrying the same ads that some web surfers may be beginning to feel a little overwhelmed. But, that doesn’t mean that those web surfers don’t end up buying the advertiser’s product anyhow.

Admittedly, PPC is a great indicator of how well a product is received in certain geographic areas, but that interest does not translate into sales. Therefore, maybe advertisers should think about revamping the old model and have the visitor, after clicking on the ad, greeted with a short questionnaire asking whether or not he actually intends to buy the product. This would give the advertisers a better grasp of the ads’ overall effectiveness.

How Pay Per Click Internet Marketing Enhances Traffic

Pay Per Click (PPC) marketing is one form of internet marketing.

An advertiser offers a definite amount with the option of clicking, by an internet user, on their advertisement. Pay per click ads are generally placed on the right hand side and apex of the key search result listings. The internet has many pay per click and the best of them all is definitely Google Adwords. The advantage of using the pay per click programs includes speed, targeting and return on investment or ROI tracking. Pay per click programs ensures internet marketers have the most effective and fastest marketing activities. The user can link to client’s websites directly with just a single click. With this feature, any internet marketer can promote the product straight to the market.

The PPC program will save the user both time and effort. It uses very little time and easily eliminates the limitations faced by SEO. One can easily advertise products and services on the first page of the desired website. It will cost less money compared to other tools of internet marketing. One also increases the traffic of the website in a nutshell. The use of pay per click internet marketing is cost effective. Google Adwords can be used to develop offline businesses. This is achieved by the use of geographical parameters a good example being the fact that Google offers Geo-targeting alternative which is imperative especially if a visitor requires physical visitors to the business area.

There are a lot of internet marketing techniques that one can use to improve traffic generation to your site. Marketing tools such as article marketing, forum marketing and the like could take months before building a sizable amount of traffic to your website. The advantage of Adwords is that one can use it right away and start getting visitors as soon as the campaign is launched. Adwords have many settings that can be changed in order to optimize the amount of clicks one gets on their ads. The Definitive Guide to Google Adwords is a great learning resource that can be used in order to educate oneself on how to use Adwords to its full potential.