Adwords: Focusing on “Long-Tail Words”

“Smaller advertisers have a better shot of appearing on the crucial first page of search results, and there are big opportunities for all advertisers to attract attention by bidding on less popular, multi-words… (says) research firm AdGooroo. Read the full story at Internet Retailer magazine.

In other words, focus your campaign on the “longer-tail words” (i.e., “red australian shephard short hair dog” instead of just  “dog” or “australian dog”). You may get far fewer impressions but your click-through-rate will be much, much higher. Well, of course, this is nothing new. Chris Anderson wrote a great book about it back in 2006, The Long Tail: Why the Future of Business is Selling Less of More. A good example of what this all means was explained in his book: A Borders bookstore carries about 100,000 titles; meanwhile at Amazon, 25% of Amazon’s total “sales come from outside its top 100,000 titles.” The 20th century was about hits and broadcasting; the 21st century is about nices and narrowcasting. This is, as most people know by now, the heart of e-commerce.

BTW here’s another fun fact about broadcasting versus narrowcasting: Today’s hit “CSI” is watched by 15% of TV households. Compare that to “I Love Lucy’s” 74%. Niche is the thing now.

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