SES Amsterdam: Using the long tail effectively

Tue 17 March 2009 16:15, Jeffrey Bleijendaal

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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