adtech SF 2012 Search new frontiers in paid and organic search by David Rodnitzky

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  • 1. The Long Tail isDead. Meet the WideTailSearch: New Frontiers in Paid andOrganic SearchDavid 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
  • 6. Wide Tail Examples
  • 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!
  • 9. Thank You• david@ppcassociates.com• @rodnitzky• www.ppcassociates.com/blog