SES Amsterdam: Using the long tail effectively

Tue 17 March 2009 16:15, Jeffrey Bleijendaal

SES Amsterdam: Using the long tail effectively

This session starts with Frans giving a short summary of facts concerning Internet and specifically search engine users. The important ones are:
 - Internet users start searching via search engines
 - Many users who buy their products online compare prices on comparison sites.

Looking at the long tail it’s important to understand the phases in the customer buying cycle; AIDA (Attention, Interest, Desire and Action) and in which phases you want to be visible.
In the Attention-phase generic keywords are being used and further along in the cycle the keywords become more and more specific.

Manually or a management tool?
Managing SEA-campaigns can consume a lot of time when you have multiple campaigns with many keywords and ad texts. Eventually the time spend in doing it manually becomes too high that using a management tool is cheaper.
When you’re there and you want to select the ideal tool you might think about:

  • Which platforms are integrated (Google, Yahoo!, MSN, etc.)
  • Costs for putting a large campaign live (expensive Google tokens)
  • Filtering opportunities via the XML-feed
  • Optimization of the quality score
  • Rules based optimization of the campaign
  • Etc.

Unfortunately this session was basically more about deciding to manage manually or automatically and not really about the long tail itself, but still the numbers shown where interesting and I think they will win the Spin Award. :-)



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