Why You Should Be Using Long Tail Keywords in Your PPC Ads
If you’re using pay-per-click (PPC) ads to market your business, you know that choosing the right keywords is critical to the success of your campaign. But have you considered using long tail keywords? While broad keywords may seem more appealing because they have a high search volume, long tail keywords can actually be more effective. In this article, we’ll explain why you should be using long tail keywords in your PPC ads.
What Are Long Tail Keywords?
Before we dive in, let’s define exactly what we mean by long tail keywords. Broad keywords are short, one or two word phrases that describe your product or service. For example, if you sell running shoes, your broad keywords might include “running shoes” or “athletic footwear”. Long tail keywords, on the other hand, are longer, more specific phrases that are less frequently searched. For example, “best running shoes for women with flat feet” or “trail running shoes for rocky terrain”. These specific phrases are often used by people who know exactly what they’re looking for.
Why Long Tail Keywords Work
So why are long tail keywords effective in your PPC ads? There are several reasons:
- Less Competition: Because long tail keywords are very specific, there’s less competition for them. This means that you can often bid less on these keywords and still get a good position in the search results.
- Higher Conversion Rates: When people search for specific long tail keywords, it’s usually because they’re looking for something very specific. If your ad matches their search, they’re more likely to click on it and convert.
- Lower Cost Per Click: Because long tail keywords are less competitive, they often have a lower cost per click (CPC) than broad keywords. This means you can get more clicks for your budget.
How to Find Long Tail Keywords
Now that you understand why long tail keywords are important, how do you find them? Here are a few methods:
- Google Keyword Planner: This free tool from Google allows you to enter a broad keyword and it will suggest related long tail keywords that you can target in your PPC campaign.
- Google Search: Type your broad keyword into Google and see what related searches come up in the “People also ask” or “Searches related to” sections.
- Competitor Analysis: Look at your competitor’s website and see what keywords they’re targeting in their PPC campaign. You may find some long tail keywords that you hadn’t thought of.
How to Use Long Tail Keywords in Your PPC Ads
Once you’ve found some relevant long tail keywords, how do you use them in your PPC ads? Here are a few tips:
- Be Specific: Use the long tail keyword in both the headline and description of your ad. This lets the searcher know that your ad is relevant to their search.
- Focus on Benefits: Highlight the benefits of your product or service in your ad. If someone is looking for a specific solution to their problem, they want to know how your product can help them.
- Include a Call to Action: Encourage the searcher to take action by including a clear call to action in your ad, such as “Buy Now” or “Sign Up Today”.
Conclusion
Long tail keywords may not have as high of a search volume as broad keywords, but they can be more effective in your PPC ads. They have less competition, higher conversion rates, and a lower cost per click. By using the methods we’ve outlined to find and use long tail keywords in your PPC ads, you can improve the success of your campaign and get more clicks for your budget.