How Important is your Brand to Keyword Search?
We all know the importance of the long tail. Below is a quick graphic emphasizing the importance of it and how to best analyze your data.
- Look at all of your keywords their conversion over the last year.
- Bucket them by the number of conversions they had in the last year. If you’ve got a head term with a large number of conversions, for example 5/day, that’s 5*365=1,825 for the year.
- Multiply the number of keywords getting that many conversions.
- Graph it out.
The result is a chart like the one below showing the total volume of conversions coming from the head to the tail.
This chart is based on actual client data and displays a typical head-tail distribution. Collectively, the most insignificant keywords, the ones that have only one conversion all year, account for as many conversions as the largest head term.
Head terms and Brand terms are always going to be a major part of your spend and revenue but it’s these low volume terms that are crucial to account growth and profitability. Therefore, they should be an important part of your account strategy. There are two components to a healthy fat tail: coverage and efficiency. You need all possible converting searches included in your account. A retailer, for example, should endeavor to have their entire product catalog included in their account. Second, you need to tailor your bids efficiently. This is an art and a science unto itself but at the very least you should be evaluating and bidding on each term regularly – ideally daily. Setting a bunch of flat $.10 or $.20 bids is just leaving money on the table. The fat tail highlights the importance of managing your long tail keywords effectively. If managed well, not only is the long tail economical but is also a big volume driver.
By: Shay O’Reilly Business Analyst (Feb 23, 2010)
Source: 
Charles Kao
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