My regular paid search column at SearchEngineLand in case you missed it: A quick poll: How many marketers think sending the same email to the whole file will perform better than individually tailored emails based on each recipient's past behavior? How many think sending non-personalized direct mail pieces will outperform personalized outreaches? Anybody? Anybody? ... Bueller? If no one thinks the monolithic approach would ever beat the segmentation approach, why is it that some PPC professionals advocate ditching the long tail KWs and letting broad match catch the tail? The benefits of the long tail are exactly like the benefits of segmentation above.
- The more targeted ad is served having better ad copy which raises CTR and therefore Quality Score. This leads to more traffic from the same number of user searches.
- The more targeted user search necessitates a more targeted landing page. Not the "Fender Guitar" page, the "Fender 4 String Bass" page. That more targeted page will generate a higher conversion rate, hence more sales from the traffic generated.
- Folks looking for "Fender 4 String Bass" will have a much higher conversion rate than those searching for "Fender guitars". That fact coupled with #2 above means higher bids on the more targeted ads, putting the ads for the most targeted traffic higher on the page than the more general terms could be yielding more impressions and higher CTR.
- With more of the highly targeted traffic going to the tail KWs the less targeted, more general KW will be bid down to more accurately reflect the value of the traffic. As I mentioned in my post on syndication partners, better resource allocation leads to a bigger program at the same efficiency.
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