Paid search strategy: It’s all about dealing with scarcity

Let’s talk paid search strategy. It’s a fact: long-tail marketing is not for everyone. There’s no doubt it can be an important driver of growth and fabulous ROI. But the success of this strategy will depend on your ability to make the most out of scarce data. Time for some PPC analysis.

While there isn’t necessarily a default PPC strategy template with all the “right answers” for modifiers such as time, device and geo targeting, some business models are the perfect fit for long-tail marketing. Such could be the case of retail companies with extensive catalogs or extremely seasonal products, whose information has already changed by the time you’ve finished reading this post.

But before delving into the complexities of long-tail marketing, before they even begin investigating their PPC marketing strategies, advertisers first need to ensure that they have clean data to work with. If your keyword and catalog data are not looking pretty, it’s a smart decision to take some time to trim and groom it beforehand. It’s cleanup time!

Let’s say you are ready to move to the next step in your paid search marketing strategy. Depending on the size and complexity of your product catalog, automation will probably be the only reasonable option if you want to expand your keywords to millions of terms. But don’t panic. There are lots of tools available for keyword discovery:

–       Google Keyword Planner

–        Wordtracker

Of course, long-tail keywords imply new bidding scenarios. Most SEM bidding tools make recommendations on keywords and placement bids only if they have over 100 clicks. This will always result in sub-optimal performance. Again, there is no magical PPC strategy template to follow here. Because individual long-tail terms gather very little click and conversion data on a single keyword basis, it’s hardly possible to estimate bids based on past performance.

Therefore, your PPC marketing strategies should look for a bidding tool that understands the long-tail strategy. QuanticMind, in fact, uses natural language processing (NLP) technology to group keywords and assign ads. Combining weighted indexes along with a semantic score, this software can predict the financial value of a keyword with little or no history. Needless to say, this is especially handy in the case of the long-tail.

The final key to success in paid search engine marketing with the long-tail is also being able to analyze big data. You need to find a way to understand the value of an incoming click based not only on the keyword itself, but also factoring in the combination of elements such as match type, search devices, the user’s location, the copy of the ad, the landing page, the language, and any other signal you can track from the search engines. In other words, it’s all about leveraging a variety of data inputs. And to do so, it is probably a good idea to have the robots on your side.

Don’t walk away only because this sounds complex. If it’s meant for your business, long-tail marketing can be the elevator to success. And as the wise lady Helen Keller once said, “there are no shortcuts to any place worth going”. Just learn the steps and dance to the tune of the long-tail – in the long run, your paid search strategy will benefit greatly.

Chaitanya Chandrasekar

Prior to QuanticMind, Chaitanya built and managed the traffic acquisition platform and was part of the Data Science team at NexTag. His experience in the industry and knowledge of platforms led to his co-founding QuanticMind. He strongly believes in the power of data technology, which can help decipher Big Data to unlock new ideas and opportunities. Chaitanya earned his Master of Science in Mechanical Engineering from Stanford University.

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