September 6, 2009 by Matt Thomas
This week we’ve been talking about long-tail keywords and how important they are to pretty much all PPC marketing campaigns. What we haven’t discussed yet however, is exactly how best to turn your expensive generic keywords into the more cost effective long-tail variety. Well, we’ve come up with a few tips that should get you on your way.
1. Brands and serial numbers
Always include any unique information about the product. Instead of just having ‘laptop computer’ have ‘Hewlett Packard laptop’ that’s much more specific. Also, if the product has a serial, make or model number include that as part of a separate keyword. It may seem like overkill but people really do search that specifically.
Value Judgements
Putting values in front of keywords often works well, particularly when they’re price focussed. Think about it. How many times have you entered a search term that had cheap, budget or best price in it.
Modifiers
Finally, all of the above can be amended by modifiers like ‘buy’ ‘buy online’ ‘uk’ etc. to make them even more specific.
Put all that in place and your campaign will grow from an amateur twenty word campaign to a professional level thousand-worder in no time and you’ll reap the savings. Just be careful to organise your adgroups properly, otherwise you’ll drown in a sea of keywords.
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