Understanding Tail Terms And Improving Ppc Performance Part1

In the arena of search engine marketing, a search marketer keeps looking for different options to make effective his Pay Per Click campaign

. A better PPC campaign management needs a better understanding of the tail terms. These low cost but highly effective keywords can help improve the performance of your Pay Per Click campaign. Therefore, it becomes extremely important to explore these keywords and step towards an effective tail management system.

Several marketers find themselves puzzled over the question whether this tail term will prove to be a reward or a risk for my Pay per Click campaign? Bidding on an underexposed keyword may prove to be highly rewarding and at the same time bidding on an overused or popular keyword may not give you the required conversion rate. Then how to recognize potential tail terms that can help improve PPC campaign management?

The best way to solve this problem is to start using an algorithmic approach in your PPC campaign management. The technology-based approach enables you to use a predetermined mixture and helps build confidence by scaling up your Pay per Click campaigns.

You can take for example, a campaign of over 12,000 keywords. You have sufficient data to determine keywords which are good or bad for say, 1500 of them. These are the keywords from which we have more or less expectations (depending upon the fact that the keyword is good or bad). The rest (around 10,500 keywords) are relatively low confidence keywords because they lack sufficient data making you unsure of what to expect from which keyword. Of these 10,500 keywords, around 4,000 have been on page 1 and thus have been given a chance to showcase their potential. However, remaining 6,500 keywords have not been on page 1 and are therefore potential gems. Marketers while doing search engine marketing should concentrate on these keywords in order to boost their pay per click campaign.

However, theres a risk factor associated with these keywords. Many of these would have been bid over an average number of times in the previous campaigns. Bidding them again would increase the risk. It is better to concentrate on low bid keywords as they are uncovered gems with a low risk potential.

by: Nimit Shah

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