Spend more efficiently

Ensure max coverage with a long tail strategy

Overview

The long tail could provide an untapped opportunity to connect with potential customers. Invest in these areas and see volumes grow.

Some searches have an obvious connection to a business and are classified as high intent queries, for instance “buy washing machine”. Most queries, however, aren’t as obvious. In a particular industry, the majority of queries might only appear a handful of times. We call this the long tail, which can be made up of thousands of queries.

You achieve maximum coverage if you consider all of these long tail queries and are prepared to place an ad against them. By placing an ad against each of these queries, you ensure that you’re always open for business to a potential customer.

The long tail can be really beneficial:

  • It ensures that you have visibility when a user searches for a relevant commercial query.
  • Long tail queries are often neglected by less sophisticated advertisers. They will have significantly lower costs per click as a result of lower auction intensity.
  • Effectively maximising long tail coverage increases the opportunity to engage with customers and ultimately achieve your business goals.

You can make sure a long tail strategy works for you by measuring and valuing touchpoints properly (via conversion tracking and attribution). You can also consider incorporating audience signals into the strategy, perhaps only bidding on the long tail for certain types of customers or using a specific message. This will help to improve efficiency further.

If you’re concerned about the relevance of the long tail, use Smart Bidding to make sure that the right bids are selected for every auction based on a number of signals as well as the query. If the system believes that a user searching for one of your long tail queries isn’t valuable, it will bid down in order to hit your overall campaign goal.

Key takeaways

The long tail could provide an untapped opportunity to connect with potential customers. Invest in these areas and see volumes grow.

These less intense auctions can result in lower costs per click and help you achieve your goals by improving overall efficiency.

Next steps

  • Dynamic Search Ads

    Learn about Dynamic Search Ads. These are able to pick up traffic that’s relevant to your website but that you don’t have a keyword in place for (often the long tail). The dynamic nature means you’re serving relevant ads and users are clicking through to relevant content.

  • Here to help

    Speak to your Google representative about your current coverage and unlock potential new keyword sets that will help grow your business. If you don’t have a dedicated Google rep, get in touch with our support team for advice.

  • Think beyond the keyword

    Strategy that’s underpinned by audience signals, creative excellence, and solid measurement and attribution will make your advertising spend work harder.

  • One

    Dynamic Search Ads

    Learn about Dynamic Search Ads. These are able to pick up traffic that’s relevant to your website but that you don’t have a keyword in place for (often the long tail). The dynamic nature means you’re serving relevant ads and users are clicking through to relevant content.

  • Two

    Here to help

    Speak to your Google representative about your current coverage and unlock potential new keyword sets that will help grow your business. If you don’t have a dedicated Google rep, get in touch with our support team for advice.

  • Three

    Think beyond the keyword

    Strategy that’s underpinned by audience signals, creative excellence, and solid measurement and attribution will make your advertising spend work harder.

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