PPC & the Long Tail: How Important is it, Anyway?
Thursday, February 18, 2010 - 1 PM EST (10AM PST)
How important is the long tail? As with most pieces of the paid search game the answer is "it depends." The importance varies tremendously by the type of business, the number of products/services offered, and how people search for what the advertiser offers. But for almost any sizeable program the tail matters enough to justify attention.
In this webcast, PPC expert George Michie discusses the significance of the long tail in PPC campaigns, share the results of a recent empirical study, and discuss why broad match isn't an adequate substitute.
- The wide range of tail values that empirical research reveals
- The types of accounts that tend to benefit the most from a long tail
- Why broad match is not an adequate replacement for the tail
- Strategies for building and managing the tail cost effectively
If you're currently managing a PPC campaign at any level, find out why proper management can prevent the need for a 'tail-ectomy.'
George Michie is CEO and Co-Founder of The Rimm-Kaufman Group. He is a frequent speaker at industry conferences such as Shop.org, Internet Retailer, SMX Advanced, and others. He is a regular contributor to the Paid Search column for Search Engine Land, and guest lectures at the University of Virginia's McIntire School of Commerce and Darden Graduate School of Business.