Thursday, November 23, 2006

PPC Keywords: Long Tail or Tall Neck? Fat Torso!

Ralph Wilson's newsletter today brought a new term to the in the long tail discussion. I thought Tall neck was a cool addition - but now we have the "torso" (which I from now on choose to call the "Fat Torso").

The principles are perfectly sound - it describes where the real value keywords are for PPC campaigns:

It's not the tall neck, where all of the generic, one word, high traffic, sometimes very high priced keywords are. Those keywords are typically reserved for those with more money than brains.

It's also not necessarily the long tail, where you'll find thousands of three and four word highly targeted but infrequently searched words. These are great - don't get me wrong! It's just that on many of the phrases the trickle of traffic may not be worth the trouble.

It's the Fat Torso! The part in the middle with typically two word phrases that have a decent amount of traffic, a reasonable cost, and good targeting. Andrews suggestion is that most people don't spend enough time making the torso as fat as possible. He pushes us to think of all of the variations of your possible words. Have you really got them all???

All good (or at least great) PPC managers will know this, and revisit the list frequently to make sure, but Andrew Goodman just named it. Congratulations on coining a new term, Andrew.

The full article is here:

And wasn't I pleased to see that Andrew is from my very own city of Toronto, Canada!

Hey Andrew - if you are looking at your link reports or referring sites and come across this post, please drop me a line.

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