Why and how long tail campaigns perform better?

Why and how long tail campaigns perform better?

In mosts markets there aren’t that fare between domination and not being able to make campaigns profitable or even have your ads shown in Google Ads.

So why don’t you start making the ultimate Google Ads campaign?

Usually the answer is a variation of lack of time and skills.

Before going into how this can be done, without to much time and skill, we can look at what you can gain from it.

  • High quality score, impression share and conversion rate
  • Low CPC and bounce rate
  • Low management cost
  • Lower skill and concentration level needed

Which all adds up to a large profitable market share.

By building the ultimate long tail Google Ads campaign, you get high performance from the beginning. I use less time building campaigns this way, than with the traditional methods and the time used on maintenance is much less.

Everybody in the industry is concerned with in/outsourcing and their job being taken over by someone else. If you make a very targeted campaign with thousands of targeted ad groups, it becomes difficult to take over by someone else.

Why does long tail campaigns perform better?

There are two reasons. One is that you can optimize the whole customer experience to maximize the chance getting a conversion and the other has to do with getting Google to love you.

Optimizing the customer experience
Search keywords vs. search terms: Keywords are what activate your ads and search terms are what the searcher have write in the search box. If keywords and search terms are very similar, then you have a lot of control. You can send the searcher directly, where they can solve their problem and convert. You can also have a low bid on low performing keywords and a high bid on high performing keywords, instead of an average bid on a main keyword. That way you can get a larger share of the good customer and let your competitors have a bigger share of the less attractive customers. Best of all is that Googles automatics bidding engines work very well with targeted Ad Groups, so you don’t have to use time on adjusting bids.

How often haven’t you hear, that customers are becoming less loyal, more expensive and difficult to convert? Maybe it is just a competitor that is vacuuming Google for the best customers and are able to do so by being real good at targeting.

Ads: By knowing exactly what the customers are searching for, you are able to address it in the ad. If the searchers are looking for a “cheap leopard cover for Samsung s8” you can write: “Choose between 5 leopard cover for Samsung s8, starting at 99¢” instead of something more general like: “See our many colored and pattern covers for your mobile”.
You should improve CTR significant and thereby get a larger market share. Because you are saying precisely what you are offering, you conversion rate will also increase (if they don’t have 99¢ and want a leopard cover for Samsung s8, they don’t click your ad).

Landing page: With long tail keyword bidding, you already select the searcher that is the most valuable. They have decided if they like your offer before they click on your ad. So you are left with very targeted and highly valuable customers. So your job is just to close the deal. If you are selling mobile covers, then it is just to show the 5 leopard cover for Samsung s8, starting at 99¢. One easiest method of marking targeted landing pages is to use filters. If you use the filter option in your cover-shop, you choose to show covers for: Samsung s8, leopard pattern and sorted after price ascending.

Optimizing for quality score
Even quality score is just a mark given by Google, that determine how often your ads will be shown, it also has real life effect on how much you pay per click. If you have a keyword with quality score of 1 and you changes it to a quality score of 10. Google will let you pay app. 8 times less per click.

So if you have a quality score of 10 and pay 1 USD per click and your competitors with a quality score of 1, have to pay more than 10 USD to to gets his ad shown before yours.

So even you improve nothing else that quality score, you can save large sums of money by improving your quality score.

How quality score are calculated
Google Ads quality score consists of 3 components:

  • Landing page experience
  • Ad relevance
  • Expected clickthrough rate (CTR)

Each component is marked with:

  • Below average
  • Average
  • Above average.

The quality score formula looks like this:

Quality score = 1 + Landing page experience + Ad relevance + Expected clickthrough rate (ECTR)

Points are given like this:

If you get “above average” i all components you get: Quality score = 1 + 3.5 + 2+ 3.5 = 10

Let go through how a long tail campaign builder improve quality score.

Expected clickthrough rate (ECTR): To improve ECTR, you need to improve CTR. If you have a good product, CTR is always high if your ads only appear in front of interested potential customers and suggest a good solution to their problem.
The best method to control who sees the ads is with many long tail keywords and many negative keywords. If you only have one specific target in each ad group, you are able to link to the page that solve the problem and suggest the solution in the ad.

Ad relevance: You get a long way, if you use the same words in the ads, the searcher have used. If competition is high, you also need to match intention. If the searcher is looking for information and your are offering a product or the user is looking for a product and you are offering a service, you didn’t match the intention. Not only does a mismatch of intentions gives a low CTR and conversion rate, but it also hurts your quality score.
You can only match the intention by targeting very precise and act on the information you get.

Landing page experience: It is a bit like ad relevance, where you need to match words and intention. If competition is hard, you might have to optimize your landing page as you do for SEO. If you get organic ranging for the same keywords, as you use in Google Ads, when you should be alright.

Help us give our new Google Ads tool a test drive here (Yes it is the best tool to make target Ad Groups)

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