By eliminating the physical presence of a store, online retailers are able to offer an almost unlimited selection of products, based on their suppliers, to an unlimited group of consumers in their local market and internationally.

By applying the theory of Chris Anderson’s Long Tail economics companies will target a wide spectrum of niches along the curve. This theory makes it possible for ecommerce shops to continue to compete once a certain segment becomes saturated and also provides the foundation for bidding on keywords within an ecommerce campaign, by bidding on long tail keywords.

Long tail keywords

Long tail keywords are an extension of the specific product you are selling. Each word within the keyword is specific to product including, features, model numbers, colors etc.

Example

Product: Casio Exilim EX-Z100BE

Keywords:  Casio Exilim EX-Z100BE, Casio Exilim EX-Z100BE 10.1 Megapixel, Exilim 28 mm lens, Exilim 4x optical zoom

Why use long tail keywords?

As a consumer moves along the purchasing cycle from getting informed about the products available to the actual purchase, they will be refining their search terms. At one point the consumer was searching for a digital camera, but once they establish the features they want they will include them within the search and then narrow it down to a specific brand and product. During the final stages of the consumers search long tailed keywords can be used along with prices in the text ad to capture the consumer at their point of purchase.

How to convert from your long tailed keywords

  1. Highly specific landing pages containing full product descriptions and product pictures.
  2. Call to action; order online, on sale, buy now.
  3. Insert the price of the product within your text ad. If your price is within the range of the consumer, who already knows the specific product they want to purchase, then the conversion rates will increase.
  4. Make it easy for the user to purchase the product they want. i.e. quick and painless checkout.

To get started on long tail keywords based on your products you can create the campaigns in one of two ways. The first would be to long tail the entire company’s database and produce keywords for each and every product and the second would be start with the top 10 to 20 products and add on products as conversions come in. Each method will be cost effective and like all campaigns you need to monitor conversion rates, cost per conversions and cost per transactions.

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