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

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

  1. 1. The Long Tail isDead. Meet the WideTailSearch: New Frontiers in Paid andOrganic SearchDavid Rodnitzky, CEO, PPC Associates
  2. 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. 3. Why the Long Tail is Dead• Google instant search• Location intent• Misspellings irrelevant• Expansion of broad match• Tons of keyword tools
  4. 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. 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. 6. Wide Tail Examples
  7. 7. How to Handle the Wide Tail• An expert at everything is an expert at nothing• Prioritize opportunity• Understand demand fulfillment and intent
  8. 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. 9. Thank You• david@ppcassociates.com• @rodnitzky• www.ppcassociates.com/blog

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