Long-tail keywords better for pay-per-click

14:00 2nd March 2010

Long-tail keywords produce better results in pay-per-click (PPC) advertising campaigns.

That is the opinion of digital marketing professional Frank Watson, who said that long-tail keywords in PPC resulted in a larger return on investment than short keywords.

He said this could also be applicable to organic search campaigns, although long-tail keywords could often take longer to get right.

Writing for Search Engine Watch, he commented: "It takes more work to develop the right terms, but the rewards are worth the effort."

Mr Watson added that carrying out a little research could enable a digital marketing professional to target their PPC campaigns better.

"Look at your competitors' deeper pages that rank for these terms to get an idea about how to strengthen your effort," he said.

Mr Watson explained that it would then be simple to get above that site in search engine results pages.

This comes after search marketing technique specialist Alan Mitchell said that long-tail keywords are worth the added time and energy in a PPC campaign.

He explained that by using numerous long-tail keywords in a PPC campaign, a digital marketing professional could see an increase in the amount of traffic visiting a site.

Mr Mitchell added that many people in the search marketing industry believe long-tail keywords to be cheaper.