Tong: Subversion of Long tail keyword advertising theory

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After reading this article, you will get the following benefits:

1. Subvert the traditional AdWords keyword setting theory

2. Learn a real effective keyword focus strategy

3, the message has the opportunity to win, the winner will receive a value of 3800 Yuan DVD tutorial set

In the traditional way of setting up AdWords ads, there is a concept that sounds very NB called Long Tail keywords, google official propaganda, Google agents vigorously promote, Google advertising experts fire, Google customers have spent a lot of money. Today, I will use this article to subvert this concept.

What is the long tail keyword theory?

Netizens search time to use the word is strange, around a hot word, there are a lot of related words, these words a large number of people, the more biased search for less, forming a common tail, but the total sum up to far more than this hot word. So, a lot of theory experts think: when the customer put the keyword ads, the more keywords to choose the better, because this will get more sales opportunities. However, there is a difference between theory and reality, and even many times it is the opposite result.

I have seen a lot of Google agent to some traditional enterprises set up the AdWords ads, a simple business enterprise, can set up seven or eight ad groups, and then each ad group can choose dozens of, or even hundreds of keywords, and the choice of keywords more and more, which led to the result is that Companies spend more and more money, and returns are getting lower.

Two, why the long tail keyword is easy to problem?

When you add keywords, you may just want to increase your chances of getting a client, but the real thing is to add keywords and get more opportunities right, but you're also increasing your chances of wasting advertising. I've seen many of the AdWords ad accounts set up by companies, because using the long tail keyword theory, the results of the test found that most of their advertising fees are a bit related to their business, but did not really bring them the customer's keywords.

For example, a website space business company, if blindly using the long tail theory, may be "free space" that the word waste a lot of advertising costs, because the free space of the search volume is the word site space 10 times times. You may say that when you choose a keyword, you do not choose the word free space, but by default, you do not match the keyword you choose, and it defaults to a wide range of matches. When users search for free space, your ads will still appear. Matching mode settings, we later specialized articles, here continue to criticize the long tail keyword theory.

The blind use of long tail keyword theory, not only will cause you a large amount of advertising costs wasted, and can not make your advertising quality quickly increase the score. You want, you each ad group under the advertisement, is around a core word to design, if the choice of long tail keyword too much, will cause many long tail keyword and your advertising language matching degree is not high, so that the click rate will not be too high. Click-through, matching degree and advertising quality score has a direct relationship, so will result in the quality of advertising drop.

Third, how to focus on key words?

The first step: do not choose too many keywords, choose the most accurate keywords, and then around the key words to design ads, improve the matching degree, increase the click Rate, thereby enhancing the advertising score.

The second step: appropriate to add relevant keywords, not simple in the list of keywords added, to use keyword matching settings to optimize the keyword settings, that is, a wide range of matching, phrase matching, complete matching, negative matching four kinds of reasonable combination of use.

The third step: the use of Google ' analysis tools for the conversion rate of different keywords to detect, keep the conversion rate of the key words, and gradually remove the low conversion rate of the key words, that is, to continuously reduce the keyword. A lot of keywords, looks like the relevance seems very high, at the same time the click Rate is also very high, but not necessarily can bring orders, such keywords to be through the tool to focus on exclusion.

The fourth step: focus on the higher order conversion rate of the keyword, and then mercilessly put.

Long tail theory is very suitable for SEO, because you increase the number of keywords, the more opportunities, your costs will not increase, but will increase your web page, so that your optimization becomes easier. But if you put the long tail theory on AdWords, there is caution. Theory is dead, must be flexible!

Blog Message winning event description:

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Author: Tong

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