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Leveraging the Long Tail

Leveraging the Long Tail



Dan Marques, director of online marketing and analytics, Gemvara ...

Dan Marques, director of online marketing and analytics, Gemvara

Chris Kenney, associate director of online marketing and analytics, Gemvara and former search marketing manager, VistaPrint



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Leveraging the Long Tail Leveraging the Long Tail Presentation Transcript

  • Leveraging the Long Tail
    Chris Kenney
    Dan Marques
  • Agenda
    About Us
    Why Leverage the Long Tail
    How to do it
    Paid Search
  • About Us
    Chris Kenney
    Dan Marques
  • Why??
  • Example - Amazon
    Amazon.com makes 57% of sales from keywords outside of the "popular" terms
    37,000,000 results in Google
    25% of books sold are outside the top 100,000 best sellers carried by traditional retailers (5M titles)
    Amazon Merchant program allows massive inventory with $0 inventory risk
  • Example - Netflix
    Netflix has over 100,000 titles on DVD
    Mix 30/70 New Releases vs. All Other Titles
    Blockbuster retailers generates approximately 90% of its rentals from new releases
    Algorithmic ratings and reviews powered by the community facilitates discovery
     61% of the Netflix’s 15 million subscribers have rented a movie or TV show streamed over the Internet in the past year 
  • Example - Gemvara
    Over 1 billion jewelry SKUs
    Every piece customizable in 25 gemstones and 8 precious metals
    Capitalizing on Trends – Black Diamond Engagement
    Tails within Tails
  • How to Do It - SEO
    Create Flat Site Architecture that is Spider Friendly
    Rules based content creation and meta data
    Over time build relevant, unique content. (Reviews, Discussion Forums, Blogs, etc)
    Get powerful in links deep into your site to promote crawling
    Reduce the number of low value pages with ‘no index’
  • How to Do It - PPC
    Build tight knit ad groups, bid on all three match types.
    Use broad match as your learning ground for keywords you should be adding in exact match and as negatives.
    Build a scalable and automated process for keyword build outs and bidding
    The additional layer of granularity leads to:
    More efficient bidding
    Higher CTR’s
    Improved Conversion Rates
    Higher Quality Scores
    Lower CPCs
  • How to Do It - CSE
    Auto-generate product pages and feed capability
    Build large organized feed with as many fields as possible
    Submit to multiple CSEs to get maximum exposure (include Google Product Search - it’s free)
    Optimize bids over time
  • How to Do It - CSE
  • Q&A