In organic search targeting the so-called long tail has almost been rammed down our throats. In PPC? Not so much. Maybe because it seems harder to do? PPC Expert Alan Mitchell shows you step by step how to target PPC's long tail.
Using Google AdWords Display Advertising, you can show ads to potential customers as they browse the web. There are several ways to target these customers. For example, you can select the specific sites that you want your ads to appear on (placement targeting), or create a context from a selection of themed keywords, placing your [...]
When your long tail runs into the tens of thousands of phrases before permutation, you have a problem.
The trick for a successful and comprehensive long-tail PPC strategy is to be effective. Rather than permutating every possible keyword 'stem' with every possible location, build your keywords and ad groups strategically.
SO how well does organic search perform over paid search? And who clicks those ads anyway?
With these new custom segments it is possible to gain insight in the relationship and synergy between your Adwords campaigns and apply a more detailed attribution modelling to your online marketing activities.
Increasing your CPC bids or making changes to improve your Quality Scores might help to increase your ad rank and increase your Impression Share, but this may be at the expense of your campaign's performance and profitability.