| There must be a good handful of people out | | | | also catch a lot of people that aren't going to be |
| there who have websites concerned with | | | | interested in what you have to sell them. |
| promoting various aspects of credit cards. And | | | | If you want to sell fishing gear you need to |
| how many of them, I wonder, have launched a | | | | connect with those people who want to buy |
| pay per click advertising campaign and tried to | | | | fishing gear. What are they going to be looking |
| focus on the term 'credit card'? | | | | for? They will be clicking on the pay per click ads |
| If they have, they will no doubt have noticed that | | | | that specifically mention fishing rods, fishing tackle, |
| this is a very expensive term to bid on. Not only | | | | fishing bait, and so on. The word 'fishing' alone |
| that, it puts them shoulder to shoulder with most | | | | could relate to anything. |
| of the big name companies out there who have | | | | These longer terms are called long tail keywords, |
| the budgets to pay the money for those terms. | | | | and they can save you a fortune in pay per click |
| So does that mean you will be blown out of the | | | | advertising. They will also invariably lead you to |
| water if you have a popular product that you | | | | customers who are ready to buy something, as |
| cannot afford to bid on when it comes to | | | | opposed to people who are just after information. |
| keywords? | | | | It does take a little longer to research these |
| Not necessarily. The key is to think longer. Your | | | | longer terms, and to figure out which ones are |
| pay per click ad can still find the right people who | | | | likely to get you the best return on your |
| need whatever it is you are trying to sell. You | | | | investment. But the time spent doing this is |
| just have to try and reach them further down | | | | always worth it. It does take a little longer to |
| the line, so to speak. | | | | research these longer terms, and to figure out |
| What do I mean by this? Well, instead of using a | | | | which ones are likely to get you the best return |
| basic term you would use one that is more | | | | on your investment. But the time spent doing this |
| detailed. Let's suppose you have a website which | | | | is always worth it. You will get more clicks for |
| sells fishing supplies. You might find that bidding on | | | | your budget, and you stand a real chance of |
| the word 'fishing' is too expensive for your | | | | converting more of those clicks into worthwhile |
| budget to stand. What's more, that term might | | | | sales as well. |