Long tail keywords convert better and there are a lot of them

Several studies found out that long tail keywords have a much higher conversion rate than single word keywords. Long tail keywords are very specific keywords that consists of 4 or more words.

According to a recent Hitwise study, more than 18% of searches contain five or more keywords. In addition, Google says that "20% of the queries Google receives each day are ones [they] haven't seen in at least 90 days, if at all."

The wrong long tail keywords will just cost you money

The facts above indicate that it might be a good idea to use broad match for all of your keywords. It's just not possible to include all possible keywords manually in your campaigns. Google recommend to use broad match with your keywords:

"Broad match is a great way to capitalize on those unexpected, but relevant queries. When you include a keyword as a broad match, your corresponding ad is not only eligible to appear alongside queries with that exact spelling, but it can also capture keyword expansions that include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords."

Unfortunately, it's not that easy. If you use broad match for all of your keywords then your ads will be shown for a lot of unrelated searches and you'll pay a lot of money without getting something in return.

For example, the word "tiger" would be used for searches regarding Tiger Woods, the Siberian tiger, tiger sharks, the town Tiger in Georgia, etc.

For that reason, it is important to exclude the long tail keywords that are not related to your website.

Negative keywords will increase your conversion rate

You can enter so-called negative keywords in your Google AdWords campaigns. If a long tail keyword contains one of your negative keywords, your AdWords ads won't be displayed.

For example, if you enter "-free" as a negative keyword, your AdWords ad is not displayed if someone searches for free things. Negative keywords are an excellent tool for excluding Internet users looking for free items only.

You can also use negative keywords to display an ad for specific target groups. An insurance broker might want to exclude people who are searching for books about insurance. He could enter "book" and "books" as negative keywords.

If one of your keywords has multiple meanings ("tiger" would trigger "tiger woods" and "siberian tiger", "tiger shark", "tiger, georgia") then you should add negative keywords that remove the unrelated searches.

Broad match can help you to get more customers but you have to be very careful with that option. If you use broad match with your keywords, don't forget to use negative keywords so that you don't pay for unwanted traffic.

Many more tips on how to improve your AdWords ads can be found in our eBook "Writing Successful AdWords". If you don't want to use broad match, the keyword manager in IBP can help you to quickly create long tail keywords that target specific groups and regions.


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