Recent stats have shown an increase in the clicks of long tail keywords as compared to short keywords. So if you have a company selling toys, then running a PPC campaign for “I want to buy kids toys” is more effective than for simple “Kids toys”. Visitors now a day have become very smart and want to search only specific things. The increase in the volume of long tail keywords is a proof for this. In USA the number of searches for long tail keywords has increased and can easily be understood by the table below.

Long tail keywords and PPC

Experian, which is a leading data provider, said that the increase in searches for long tail keywords has increased by 60% in last three months. So you can easily get an idea how effective a PPC campaign can be if you follow these long tail keywords. The other benefit of such keywords is that the bidding for top positions is very low. So you can easily target a larger volume of keywords with less investment.

There are basically two approaches to long-tail paid campaign: source as many keywords as possible of relevant keywords so that you can capture them all as exact matches, or rely on the broad and phrase matches to trigger the tail searches. A much better approach is to go with the mixture of both. Recent stats from search engine giant Google revealed that about 25% of the total search keywords are brand new. So you can easily get an idea of the growth in market and a need to optimize your PPC campaign. It is very important to understand the market before running any paid campaign to get the most out of your investment.

1)    One of the most important points to consider before designing your PPC campaign is your keyword research. Keywords are the prime source of any search in the search engines, hence, until and unless you know which keyword to target in the add, it will be very difficult to place your add.
2)    Try to add you contact details like web address and contact number in the add. This can save your money as people can directly visit your website using the URL instead of clicking the link.

3)    It is very important to properly design the landing page of your add. For example, if your add is about selling toys and your landing page is the home page of your website which sells many products including toys, then that is not an intelligent decision. Your landing page in this situation should be the final apply page where payment should be made.
It is not only about placing your PPC ads on number of keywords, but the way you design your add also matters a lot. Many a times you will end up in having impressions of your add but you will have very less clicks. This can be averted using proper ad designing methods.

Other major factors include the popularity of the keyword for which the advertisement is being done. If the keyword is very popular then the competition will be very high. So the advertiser will charge very high for this type of popular keywords. Major Websites which does PPC are popular search engines like Google, Yahoo, Bing etc. Other than these, Facebook is also getting popular as a PPC hosting destination. Google as well other search engines charge the advertising company on a bid basis i.e. the advertising company will bid for the position of their ad.

Mostly the highest bid will be placed on top of the search or the best Ad with highest Quality Score and maximum number of clicks will get the top position. The PPC advertisement can be seen on Google on the right hand side of search result page as sponsored results.
PPC is getting popularity as the investment on paid search can be really worth if the advertisement campaign is designed in a smart manner. The website which is appearing in the organic search results as well as sponsored results is having higher chances of getting click on their PPC campaign. So SEO mixed with PPC is much more worth as compared to only running PPC campaign. Also the keyword selection is very important for running PPC as the ad should be present only for the keywords which your site targets for. Using irrelevant keywords can be a loss as you may expect low quality traffic for such keywords.