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  • Writer's pictureEllen Silva

Long-Tail Keywords - Benefits of Using Long Tail Keywords in Paid Search Strategy

Updated: Apr 20, 2023

Buyers of Google Adwords are chasing the “head” keywords and driving up their costs.

There is a huge opportunity in keywords with natural language patterns as search behaviors evolve. Long-tail keywords are hard to find and optimize without machine learning or deep learning.

What Exactly are Long-Tail Keywords?

Have you ever wondered how to make your paid search strategy more effective, targeted, and cost-efficient? The answer is simple: long tail keywords! These are longer, more specific keyword phrases that users often type into search engines when they're looking for something very specific.

For instance, instead of searching for "running shoes," a user might type in "best running shoes for flat feet and overpronation." Targeting these types of keyword phrases help marketers improve paid search campaigns in multiple ways.

Why are long-tail keywords important for SEO in the paid search strategy?

Long tail keywords play a crucial role in paid search strategy for several reasons. They help you:

  • Reach a more targeted audience with high purchase intent.

  • Reduce competition and cost per click (CPC).

  • Increase conversion rates and overall return on investment (ROI).

Now, let's dive deeper into understanding long tail keywords and their significance in search engine marketing.

Definition and examples

Long tail keywords are search terms or queries that typically are three or more words long, making them more specific long-tail keywords and focused than their shorter counterparts. If you focus on long-tail keywords strategy, you might have lower monthly search volumes but higher conversion rates because they target users who know exactly what they're looking for.

For example:

Head keyword: "laptops"

Body keyword: "gaming laptops"

Long tail keyword: "affordable gaming laptops for students"

What did we understand about long tail keywords?

Long tail keywords are longer, more specific keyword phrases that typically consist of three or more words. For example, "women's waterproof hiking boots" is a long tail keyword, while "hiking boots" is a shorter, more broad keyword known as a head or body keyword.

The magic of long tail keywords lies in their specificity. Since they are more targeted, they are better at capturing search intent, which is crucial in search engine marketing. Long tail keywords also tend to have lower search volume and less competition, making them an ideal choice for businesses looking to improve their paid search strategy.

Online Search Behaviors

Online searches with keyword patterns are changing rapidly. Many searchers are asking questions like: "How to set up a Google Adwords account" or "What is the best air fryer". We are seeing longer form searches (more natural language-based) which is further creating challenges to managing scale. However, there are opportunities to find better patterns, reduce costs, and win more customers with the same dollars.

Long Tail Keywords for SEO and SEM

In addition, research shows why long-tail keywords are good for search engine optimization (SEO) as well as search engine marketing (SEM). According to Neil Patel, long-tail terms will help you "generate organic search traffic to your website. They’re the holy grail of SEO strategy."

Long-tail searches account for 70% of all queries. Also, the long-tail keywords actually convert at a higher rate because there is more user intent when a searcher is specific with their words.

Why Should I Add Long-Tail Keywords?

By expanding your keyword library, you'll see that these keywords typically have a lower cost per click and less competition and hence easier to rank. Therefore, keywords like these potentially receive a high search volume, higher click-through rate, and higher position for less budget.

Another benefit of adding more long-tail keywords is that you are spreading out your possible reach to other potential visitors that you haven't explored. Testing new related keywords help you find new opportunities to scale. We recommend that you create targeted landing pages when targeting new use cases or audiences.

How Should I Set Up New Keywords in My Campaigns?

When adding a large number of new keywords, you should ensure that they are being added to the most relevant Ad Groups in the campaigns for the best possible performance. The Responsive Ads should include these new keywords in the headlines and sometimes in the description. You can always add new Ad Groups as tests and try out a new cluster of keywords to see how the performance goes.

Additionally, you'll want to make sure you consider the different match types when adding long-tail keywords. If they are lower volume, it's best to add them as Phrases or Broad matches so you can get some activity.

Exact Match can be used but many times we see a very limited search volume. Google will give the status of "low search volume" and you probably won't see any impressions come through.

Is it time to find long-tail keywords? Data Bid Machine can help! Reach out to Schedule a Demo Today.

What does Data Bid Machine Do?

Data Bid Machine uses machine learning to uncover the long-tail keywords for your website. Our deep learning algorithms will find terms you may not realize are sending you traffic organically or from similar paid search queries.

Also, Data Bid Machine looks at your competitors to see what keywords they are buying. Using this competitive intelligence, we suggest additional long tail keywords that will help you grab more visitors.

Even Google search results, popular keywords, keyword suggestions, and people search also that we aggregate long-tail keyword ideas and find the best-related keywords, that you aren't currently buying.

Data Bid Machine creates themed ad groups within your Google Ads SEM campaigns to organize and cluster the keywords that will generate more traffic for your PPC ads.

Our strategy is to uncover the newest trending upwards keywords and add those to your campaigns in the most relevant spot for the best potential performance.

Once the campaigns are running, Data Bid Machine will update CPC bids on a daily basis either up or down depending on performance and conversions. AI technology increases and decreases bids to optimize your budget and give you the most performance possible.

Final Thoughts

Long-tail keywords tend to be more specific and targeted compared to short tail keywords, making them a valuable addition to your paid search strategy. You can improve targeting and relevance by using long tail terms in your campaigns, leading to higher conversion rates and a boosted ROI.

Google search console and the Google keyword planner can be useful tools to help you find long-tail keywords and use them in your content. These low-competition keywords from Google are easier to rank for and can drive targeted traffic.

By incorporating a large number of long-tail keywords into your content, you can capture a larger number of long-tail search queries, making your content more discoverable and relevant.

Keywords with high specificity are often easier to rank for and can lead to a higher number of conversions. Therefore, including long-tail keywords in your paid search strategy can be a valuable way to drive targeted traffic and improve your overall results.

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