When building out a pay per click advertising campaign, the temptation is always to pick a few high volume key words, write a couple of ads and get the campaign up and running. Unfortunately, that is a recipe for a high cost per click, and a high cost per conversion.
The search engines use a bid pricing model for key words, and the higher the volume, the more the advertiser interest, and therefore the higher the bids. However, the real gold in Colorado Springs pay per click advertising is in finding those key words that are relevant to the advertiser’s business but do not have a lot of competition. Take a look at the list below from my pay per click campaign:
This data, taken from the Google keyword tool shows the number of monthly searches, and estimated average cost per click (CPC) for 8 terms relevant to my business. The last 6 terms on the list will be significantly less costly to bid on that the first two. However, the combined volume of the last 6 is 1,981 monthly searches, more than the highest single volume term.
This, in a nut shell, shows the power of the long tail in PPC. There are at least a thousand long tail terms being searched every day for most businesses. While individually they are not as powerful as the big volume terms, collectively they can be very powerful.
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