The basic accounting equation dictates:
Assets = Liabilities + Owners’ Equity.
In the Google Adwords world, this translates to:
Keyword Ad Rank = Keyword Quality Score x Keyword Bid Price (CPC)
Simply put, higher the Quality Score, higher is your Ad rank and at a lower CPC.
While there are a number of factors that influence the Quality Score, the relevance of the keyword to the ad group, ad text and landing page is critical in deciding the score. Long-tailed keywords can be one of such influencing factor in improving the quality score of your ads.
Let’s think of a Webstore which sells a wide range of Samsung cell phones. As part of the SEM keyword strategy, let’s go through a few iterations:
Iteration 1 Keywords: “Samsung Cell Phones”, “Samsung Phones”, “Samsung Android Phones”
Well, the problem with these keywords are that they’re too broad and hence very expensive in terms of CPC.
Sample ad copy across all keywords – This Ad is very generic
Iteration 2 keywords: “Samsung Galaxy S”, “Samsung Galaxy Note”, “Samsung Galaxy Stratosphere” and the combination with “Cell Phones”, “Phones”, “Android Phones” etc.
Now we are getting a bit more specific where we are targeting the Samsung Galaxy subset of keywords. I can further add a layer to differentiate a Samsung Galaxy SII Vs SIII Vs S4.
Sample Ad Copy for Samsung Galaxy S4 – Here we are able to target a specific product with the text. Also notice the landing page consistent with the S4.
Iteration 3 keywords: “Buy Samsung Galaxy SIII”, ““Samsung Galaxy SIII price”, “Buy Samsung Galaxy SIII price”, “Samsung Galaxy SIII discount”, “Buy Samsung Galaxy features” , “Compare Samsung Galaxy SII v SIII” and the combination with “Cell Phones”, “Phones”, “Android Phones” etc.
Notice here that we have moved away from matching the keywords with the product to matching the keyword with the users search intent.
Sample Ad copies:
Add to that the possibility of including the Dynamic Keyword Insertion (DKI) option and the intent based long-tailed keywords become incredibly powerful.
Notice that from Iteration 1 through Iteration 3, we have increased the Keyword length from 2 words to 4+ words. In effect we have moved from the generic keywords to intent based long-tailed keywords.
If Long-tailed keywords are so effective, why are they not the standard used in defining Adwords keywords?
Second, with a crowd of Long-tailed keywords, there could be a competition within internal campaigns for an account. E.g. A “Samsung Galaxy SII Discount” will be competing against a “Samsung Galaxy SII Offer” within the same campaign. Two ways of avoiding this conflict are through a. Having well defined negative keywords for each ad-group b. Using a combination of Broad Match Modifier keywords.