Long tail theory challenges the search marketing industry, experts say

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Introduction: Foreign media recently published an expert analysis of the article, said that over a period of time, many advertisers in the purchase of search keywords have been "long tail theory" as a guide, many search marketing experts also recommend advertisers to try to buy all the composition of "long tail" keyword. But as the price of search keywords gets higher, the long tail theory is no longer fully applicable.

What is the long tail theory?

Chris Anderson, editor-in-chief of Wired magazine in 2004, pioneered the concept of "long tail" in an article, mainly used to describe an economic model, such as Amazon or Netflix (Anderson). Long tail terminology is also commonly used in statistics such as the distribution of wealth or the use of vocabulary. The rationale of the long tail theory is that as long as the channels of storage and circulation are large enough, the market share that the demand is not flourishing or the products that sell poorly will be equal to or even bigger than the market share that the few hot products occupy. That is, many small markets converge into the market energy that can match the mainstream big market.

The long tail theory has a good explanation to the user's keyword search behavior and the effect transformation, and it has positive significance to make effective search engine marketing strategy. For example, 50% of all keywords that a user retrieves from a search engine generate 80% of their traffic. Is it not worth the effort to focus on the other 20% of the traffic? The fact may be the opposite, as the other key words that only bring in 20% traffic are likely to have a higher conversion rate.

Long Tail theory meets challenge

However, in today's search marketing market, the "Long Tail theory" has met with new challenges. As more and more advertisers realize the value of search keywords, almost all the keyword prices are rising, it becomes increasingly difficult to get all the keywords that make up the "long tail". In addition, for small advertisers, such a "cast net" approach may also pose a danger. For example, their ad-entry rate could be at a very low level; even worse, their advertising budgets may soon be depleted.

In fact, less than 20% of search keywords bring in 90% of conversions, as evidenced by many data and research results. There are certainly exceptions, but those who have been involved in search marketing in various fields know that this is true. Dexteritymedia, an advertising agency, recently made a study on which keywords searchers use to find their customers ' products or services. To achieve the most accurate results, Dexteritymedia also integrates historical analysis data. Finally, dexteritymedia a list of thousands of keywords. Even at the lowest prices, these keywords are still valuable. If there are companies in the same industry to bid, their value is to raise the water to create high.

The problem is not the legitimate clicks that originate from the "Long tail" keyword, but the information searcher, the shopper, the wrong search, or fraudulent clicks. The latter may not be large, but if the size of the "long tail" is taken into account, advertisers will still be spending a lot of money. Obviously, for an advertiser with a limited search marketing budget, the money should be invested in 20% search keywords that bring a higher conversion rate.

New Strategies for Advertisers

So, what exactly should advertisers do? It is best to do everything, while focusing on the "long Tail" at the same time, find their own key words. To achieve this goal, advertisers should pay attention to the following points: first of all, advertisers should reasonably allocate advertising budget, in the "long tail" keyword and the main keywords on the allocation of different budgets. Second, always focus on keyword conversion rate, adjust the main keywords and the "long tail" keyword distribution. Third, if the main keywords have been played to the limit, but the return is not ideal, then advertisers should pay more attention to the "long tail." This, of course, is mainly for advertisers who have enough budgets.

Article Source: Iya Technology: http://www.eyaweb.com