Keywords are the core element of any SEO campaign and are also considered to be the point of focus for any SEO decision. However, when any keyword research is conducted, the most vital things to be taken into account are its relevancy and the search volume. Subsequently, for any mall business or a startup for that matter are not recommended to use these high search volume keywords as it might take them years to even observe any pull.
Therefore, your best deal will be to focus on the keywords that lie somewhere in the middle and have search volume yet are not as competitive. So, here you can employ long tail keywords or the keywords that comprise of three or more words in a phrase. For that matter consider any company that is running a successful PPC Campaign, you will certainly find long-tail keywords as a part of their strategy. These are the phrases that generally have low CPC (cost-per-click) and low search volume. Still, they are at times they are neglected by many PPC marketers.
As discussed above, long-tail keywords are an inevitable part of any successful PPC strategy. Perhaps in almost all the PPC markets, it is always advocated to consistently look out for the advantages and create ads in relevant areas, where your competitors have not yet invaded or where cost and quality are inversely proportional. Moreover, the searches on the long-tail keywords are high as the searcher is quite specific in his search. Additionally, the level of competition is too low to help you fetch an opportunity to convert searches at real-time low-cost. So, let’s understand these concepts comprehensively, as to how important is the long-tail keywords research for PPC Campaign:
As a matter of fact, SEO and PPC have differences. SEO takes times and PPC can certainly help you drive more traffic to your site. Besides, PPC can be an expensive affair for you if you opt for competitive keywords. Here comes the importance of long-tail keywords. Since these terms are less competitive, they are inexpensive, yet effective in targeting your audience. As soon as you make out that your SEO campaign has started gaining some traction, you can minimize your efforts on PPC.
Although broad keywords have higher search volume, the number of sites considering these words is very few when it comes to rank them. Since, long-tail keywords are less competitive, as discussed above their prices per click are also lower than any other short-tail keyword or organic keywords for that matter. A very few numbers of people bid for such terms, as they are quite intricate to locate them manually and then create and optimizing them is even more complicated. Therefore employing long-tail keywords in your PPC campaign results in effective CPC (cost per click).
A substantial part of SEO is currently developing and sharing content. Thereupon it becomes highly important to infuse keywords into campaigns such as PPC, so as to make them appear within the search over a period of time. With the continuous usage of same keywords repeatedly, it may pose a threat to your social presence. Therefore using variations of long-tail keywords not only in your PPC Campaigns but also in your content will help you keep things organic and easily discoverable to your targeted audience. This will also directly affect your CTR (click through rate). This is because the searches for 1, 2 and 3 words have comparatively low CTR. Following which that CTR, significantly increases for the searches of at least 4 words. Consequently, CTR for long-tail keywords is considered to be stronger.
Now that we are aware of the fact that with long-tail keywords have considerable search volume, they also have strong CTR and they are often cost-effective as compared to the organic short-tail keywords. Since the searcher is specific about his search, the conversions on those particular products or services get higher. On average long tail keywords have 10% of the conversion rate, which is great.
There is a direct relation between the word count and the CPA. It is proven that the conversions from the long-tail product keywords are way economical as compared to those from the generic short-term keyword searches. Therefore, this is why employing long-tail keywords are a must in creating, optimizing and retargeting your PPC Campaigns.
Always remember that on an average your long-tail keywords will represent 80% of your terms that will further account for 20% of your leads. However, we at Techies Infotech, Australia understand that your goal is to create leads which are low in cost. Moreover, 80% of your leads generated from your head terms will represent only 20% of your keywords. Therefore, our team of experts will help you create and optimize PPC Campaigns by focusing on long-tail keywords, so as to reduce your cost-per-lead yet help you achieve business.