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The Long Tail is Dead. Meet the Wide Tail
Search: New Frontiers in Paid and Organic SearchDavid Rodnitzky, CEO, PPC Associates
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What is the Long Tail?
• Low volume, high intent keywords– “San Francisco bad credit mortgage rates”– “V4600 42 inch LED Flatscreen TV”
• Historically, an arbitrage opportunity• Common long tail examples
– Geo-modifiers– SKUs– Misspellings– Adjectives
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Why the Long Tail is Dead
• Google instant search
• Location intent
• Misspellings irrelevant
• Expansion of broad match
• Tons of keyword tools
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What This Means for SEMs
• Stop wasting your time on finding “secret” keywords
• Start focusing on your “head terms”
• We call this “keyword sculpting”– Put your team keywords in their own ad
groups– Create and test highly customized ad text– Create and test highly customized landing
pages– “Alpha Beta” approach
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So Life is Easy for SEMs, Right?
• The long tail is dead . . . Introducing the wide tail!
• The wide tail is management of multiple PPC opportunities across multiple networks at multiple stages of intent
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Wide Tail Examples
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How to Handle the Wide Tail
• An expert at everything is an expert at nothing
• Prioritize opportunity
• Understand demand fulfillment and intent
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Summary
• Sculpting head terms is the key to success on traditional SEM
• SEMs must expand beyond search to cover all PPC opportunities
• The future is complicated, but bright for SEMs!