Using long tail keywords to target customers who are about to make the purchase decision can be a tricky task but it is still doable.
To start off, let us try to understand what long tail keywords are. It is a 3 or more word phrase. These specific keywords show up low down in the search results, however, are strictly targeted towards your customers. For more precise comprehension, let us see how a searcher comes up with this long tail keyword and inserts it within the query box to achieve the desired results. A customer using a long tail keyword is extremely focused and knows what he needs and is looking around to purchase the product, not just browse through. Let us explore how this happens:
- Mike is faced by multiple problems when it comes to his old, run don keyboard. A couple of keys have fallen off and others have to be pressed hard to work properly…tsk tsk! He starts looking around for a keyboard and enters the most basic query “keyboards”. He is just getting a hang of all the products out there in the market.
- He ends up clicking on a few links (organic and paid). The information he gets helps him decide what he wants – a wireless keyboard in order to work remotely. His next specific query is for “wireless+keyboard”
- He browses through the search results and ends up being on Logitech’s website. He clicks through it and finalizes that this is the company he will buy from. He further looks in and checks out the various products offered by Logitech and makes his pick – the G15 LCD keyboard.
- He, then, goes on to find out the best deals out there for this type of keyboard. His specific query being “G15 LCD keyboard”.
Using a long tail keyword basically means that you need to be able to accommodate Mike and others needs and help him access what he is browsing for. The most specific keyword, in this case the product type, is the one that will get the focused customer to your landing page. He might be the only one looking for that specific product that day, however, it will be a sure shot sale for you. So, how can you help him do this?
Relevant account structure
Review your website and offered products and organize the PPC campaign around these. This way, you can easily make an ad group for each product with highly targeted keywords and ad text aimed at selling your products effectively.
Show the customer why he should buy from you
Right after breaking down and defining the structure of your account, write an effective ad text. Show the searcher the exact specifications and features about the product and create a situation that compels him to click on that ad. When Mike puts in a specific query, your ad should display that query right there for him to click on. Give a benefit to tell him why he should buy from you.
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