DSPy a system for AI to Write Prompts and Do Fine Tuning
adtech SF 2012 Search new frontiers in paid and organic search by David Rodnitzky
1. The Long Tail is
Dead. Meet the Wide
Tail
Search: New Frontiers in Paid and
Organic Search
David Rodnitzky, CEO, PPC Associates
2. What is the Long Tail?
• Low volume, high intent keywords
– “San Francisco bad credit mortgage rates”
– “V4600 42 inch LED Flatscreen TV”
• Historically, an arbitrage opportunity
• Common long tail examples
– Geo-modifiers
– SKUs
– Misspellings
– Adjectives
3. Why the Long Tail is Dead
• Google instant search
• Location intent
• Misspellings irrelevant
• Expansion of broad match
• Tons of keyword tools
4. What This Means for SEMs
• Stop wasting your time on finding “secret”
keywords
• Start focusing on your “head terms”
• We call this “keyword sculpting”
– Put your team keywords in their own ad
groups
– Create and test highly customized ad text
– Create and test highly customized landing
pages
– “Alpha Beta” approach
5. So Life is Easy for SEMs, Right?
• The long tail is dead . .
. Introducing the wide
tail!
• The wide tail is
management of multiple
PPC opportunities
across multiple
networks at multiple
stages of intent
7. How to Handle the Wide Tail
• An expert at everything is an expert at
nothing
• Prioritize opportunity
• Understand demand fulfillment and intent
8. Summary
• Sculpting head terms
is the key to success
on traditional SEM
• SEMs must expand
beyond search to
cover all PPC
opportunities
• The future is
complicated, but
bright for SEMs!