So what are long-tailed and short-tailed keywords? And how can they help achieve over-the-top result in your PPC campaign? Let us get into some ranting here…

Long-tailed keywords are keywords that are very specific and will usually result in a conversion (either a sale or opt-in) as the person who types these kind of keywords are very eager to look for something. Some examples of long-tailed keywords can be a model number of a digital device (E.g. “Dell Inspiron 1520 Laptop”)  or keyphrase like “online florist Singapore and free delivery” As you can see from these types of keyphrases, the intent of buying is very high and that is why a conversion will usually occur.

On the other hand, short-tailed keywords are very broad and general, such as “online florists”, “flowers”, “Singapore flower”, etc.  This type of keywords may or may not result in high conversion because the searchers are not very targeted, in other words, they might not be buyers. For example, if someone types in “online florists” in Google, he or she may want to find out how to start a florist business online, or is wanting to buy flowers from online florists. Then, for people who want type in “Singapore Flower” as a search term may not really want to buy flowers online. He or she could be just looking for the flower that represents the country Singapore. Do you get it?

I’m not saying that short-tailed keywords won’t result in conversion. For example, key phrase like “aircon servicing” can be very targeted for companies who provide aircon servicing and repair to consumers.

Therefore, it is all about choosing the right keywords for your PPC campaign so as to make your campaign effective. Before you add any keyword to your campaign, make sure that the keywords make sense to you. If you are using Google Adwords for your PPC campaign, what you can do is to design various ad groups and do split testing. After split testing, delete those keywords that do not convert. This will help you to come out with ad groups with the best mix of both short-tailed and long-tailed keywords, and start driving quality traffic to your website.

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