Study has shown that the click distribution of keywords follows power law. The majority of the clicks are from a small set of keywords, while most of the keywords only get a small number of clicks. Hence, they are called long tail keywords.
Sometimes, long tail keywords are specific keyword phrases with 3 or more words when visitors use near the end of the purchase funnel and thus are highly valuable. For example, for the furniture industry, a generic head search term “furniture” may attract lots of traffic, but exact keyword like “blue contemporary sofa” are more likely to find potential consumers who has a higher conversion rate.
Long tail keywords are extremely valuable for paid search marketing because the cost-per-click is likely low due to smaller set of competition. By targeting these specific long-tail keywords in PPC campaigns, one can get higher ad ranking with higher conversion rate without breaking the bank account.
To find those long tail keywords, one can download search query report. With our service, our customers can bid on those keywords properly and gain big business value.