Industry study cautions search marketers not to get carried away by the seemingly endless possibilities of the "long tail" at the expense of the highest spending "short head" keyword phrases.
San Diego, CA (PRWEB) July 16, 2007 -- You've probably heard about the "long tail" in search engine marketing -- the numerous, highly specific, less popular keyword phrases that are a great source of targeted, low cost and high converting visitors.
Executing a "long tail" strategy is critical to campaign success, but don't let it distract you from the power of search's "short head" -- that handful of keywords that drive most of your cost and conversions.
Leading Search Marketing Software firm Engine Ready analyzed data from a number of Google AdWords accounts to find the average percentage of PPC spend that is generated by an account's top 10 highest spending keyword phrases.
Based on sample data from the Engine Ready study, the 5 highest spending keyword phrases in a typical account comprised 52% of the total account spend. The 10 highest spending keyword phrases meanwhile accounted for 60% of the total PPC account spend.
"The results of our study confirm that every search marketer should know what his top 10 highest spending keywords are and be aggressively testing, measuring and evaluating numerous ad creative and landing page variations," reports Engine Ready's VP of Marketing, Brian Lewis.
Engine Ready's CTO, Jason Miller, goes on to add, "A combined approach of appropriately managing the 'short head' and the 'long tail' of your accounts is obviously a sound strategy."
Mr. Miller's message to online marketers is, "Be sure not to get carried away by the seemingly endless possibilities of the 'long tail' at the expense of your highest spending 'short head' keyword phrases. Allocate your time and testing resources based on the potential return."
The entire study can be found at http://www.engineready.com/company/managing-search1.html.
About Engine Ready, Inc.
Engine Ready, Inc. has helped businesses of all industries succeed on the Internet by providing software solutions and services for strategic web marketing. Engine Ready was the first to combine search marketing with website analytics. Helping customers execute successful search engine marketing strategies and providing key web statistics, Engine Ready, Inc. makes it easy for companies to make strategic decisions about their web marketing campaigns to improve their return on investment.
For information: http://www.engineready.com or phone: 1 (888) 283-0882
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Do long tail keywords deserve much attention?
from AdWords-Articles.com on Jul 17, 2007
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Do long tail keywords deserve much attention? A study done by engine ready software concluded that short keywords and key phrases consume most of the campaigns budget.
Read more about long tail keywords
Executing a “long tail” strategy is c...
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