One of the crucial parts of setting up an AdWords campaign is selecting keywords to target. In fact, keywords are the most important targeting option you have, alongside geographical targeting, of course.
Too many people are tempted by short keywords, however, including single-word keywords. The temptation exists because of the search volumes that short keywords generate.
In reality, though, using longtail keywords in your AdWords Campaign is often the secret to success.
In simple terms, longtail keywords are phrases of four or more words. For some campaigns, three-word keywords might also qualify as being a longtail keyword.
This means longtail keywords represent the detailed and highly specific searches that people do on Google. Take a look at these keyword examples:
The first option will have the highest search volume, but if you are a hotel on Auckland’s North Shore catering to families, you will get better results from an AdWords campaign that targets the final keyword in the list above – the longtail keyword.
This is because the person searching is close to a buying decision, i.e. they know exactly what they want and are now looking for options to book. It is also easier for you to tailor your AdWords ad and landing page to this keyword.
So, when creating a new AdWords campaign, don’t focus on high search volumes. Instead, think about things like CTR, CPC, and CPA. When you do, longtail keywords become much more attractive.
After all, which of the following would you prefer: targeting your ads at the right people and converting a high percentage, or displaying your ad to loads of people who are not really interested or not ready to buy?
The first option is much better, which means using longtail keywords.
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