Any reader familiar with the basics of SEO will be familiar with the term Long-Tail, it is the basic principle that a combination of smaller results ( the decreasing tail in a graph) when combined can equal the sum of the spike. In short: think outside of the box as the lesser known keywords when combined can generate more traffic to your site than you can shake a stick at!
So how can we use this principle in our PPC campaign? Simple, watch the big boys. TV ad campaigns spend millions ensuring that we are aware of brands but where they are notoriously lax is in the online follow –up. Your competitors brand terms may be expensive, but guess what.. their strap line usually isn’t, that’s the long tail. Let the big boy spend millions getting their strap line across and then jump on the back.
Searchcowboys.com has shown a classic example of possible brand hijacking with T-Mobile. Currently spending millions promoting the Sim Only Plan on Television with the music star Pink, T- Mobile seem to have missed a trick as their competitors are all bidding on that term, while T-mobile rank 2nd for a PDF! Not the most engaging user content and certainly not what you would expect from such a large company.
And the 1st SERP? www.ukphoneshop.com/sim-only-plans.asp Never heard of them? Me neither! That’s the David and Goliath effect of the long-tail!