Despite reports that 45% of companies intend to increase their spend on paid search in 2009 Econsultancy), it is interesting to note that 15% of businesses are reported to have witnessed a decline in the effectiveness of paid search (NMA).
The recent changes in Google’s bidding policy and also the demand for paid search has seen cost-per-click rates rise steadily, yet the ROI has been falling. The rising cost per click rates has meant that many people are shifting their focus from pricy keyword bidding to long tail. The power of long tail is undeniable and The Web Marketing Group is pushing their unique long tail strategy forward, with great success. (Find out more about LtaS here.)
There is clear evidence that businesses are changing their online marketing focus to look at the wider perspective. For many, targeting long tail keywords is still an unknown prospect, yet the importance of long tail is gradually getting more exposure.
People want their money to go further, and with the economic climate as it is, getting a significant ROI is the top of every company’s agenda. Targeting single keywords through PPC might seem like a plan in the short term, but long tail is the long term solution and the key to improving an online marketing strategy.
Think about it – if you are competing against millions of other companies for the same keyword, your cost per click will rocket and it is clearly not as cost-effective as targeting long tail.
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