Want better results from your PPC campaigns? Focus on long-tail keywords. These are specific phrases (3+ words) that cost less, have less competition, and convert better than broad terms. Here’s why they work and how to use them:
- Higher Conversions: Long-tail keywords align with user intent, making them 36% more likely to convert.
- Lower Costs: Less competition means lower cost-per-click (CPC).
- Better Quality Scores: High relevance boosts your ad’s performance and lowers costs.
For example:
- Instead of "running shoes", target "best waterproof running shoes for women."
- Instead of "dog food", use "organic dog food for senior dogs with allergies."
Quick Tips to Get Started:
- Use tools like Google Keyword Planner or Ahrefs to find long-tail keywords.
- Focus on exact and phrase match types for better targeting.
- Add negative keywords to avoid irrelevant clicks.
- Group related keywords into tightly focused ad groups.
- Regularly track performance (CTR, conversion rate, CPA) and adjust bids.
Long-tail keywords make up 70% of searches and can transform your PPC strategy by driving more qualified traffic for less money. Ready to optimize your campaigns? Let’s dive in.
Long Tail Keywords For Google Ads and SEO – Long Tail Keyword Examples
Benefits of Using Long-Tail Keywords in PPC Campaigns
Long-tail keywords offer three key benefits that can elevate your PPC campaigns: lower costs, higher conversion rates, and better Quality Scores. These advantages make your campaigns more efficient, helping you stretch your budget while driving stronger results.
Lower Cost-Per-Click (CPC)
One of the standout perks of long-tail keywords is their affordability. Since fewer advertisers target these specific phrases, the competition – and therefore the cost – is lower. For instance, a broad keyword like "insurance" might cost several dollars per click, but a more detailed term like "best car insurance for young drivers in Chicago" is likely to cost much less.
The savings don’t stop there. Long-tail keywords often result in higher click-through rates (CTR) because they align more closely with user intent. When Google sees that your ads are getting clicked more often, it rewards you with better Quality Scores, which can reduce your CPC even further. For small businesses, this creates an opportunity to compete without needing a massive advertising budget.
Higher Conversion Rates
Long-tail keywords shine when it comes to conversions. These keywords capture highly specific search intent, often signaling users who are ready to take action. For example, someone searching for "running shoes" might just be exploring options, but a query like "waterproof trail running shoes for women size 8" indicates a clear intent to buy.
Here’s the kicker: the average conversion rate for long-tail keywords is 36%, far exceeding the 11.45% conversion rate of even the best landing pages. Why? Because long-tail searches often reflect commercial or transactional intent.
Data backs this up – 56% of buyers use search queries with three or more words, while only 7% rely on one-word searches. This shows that users searching with long-tail terms are typically further along in their decision-making process.
"Long-tail searches aren’t just longer. They’re also more specific. They usually have commercial or transactional search intent." – Brian Dean, Founder of Backlinko
This specificity translates directly into better conversion rates.
| Keyword Type | User Intent | Conversion Rate | Search Behavior |
|---|---|---|---|
| Short-tail | Research/Browse | Lower | Early funnel |
| Long-tail | Purchase/Action | 36% average | Bottom funnel |
Better Quality Scores
Using long-tail keywords doesn’t just improve conversions – it also boosts your Quality Scores. These keywords naturally enhance relevance between your ads, keywords, and landing pages, which Google values highly. Better relevance leads to improved ad positions and lower costs.
For example, an ad tailored to "organic dog food for senior dogs with allergies" is far more focused than a general ad for "dog food." This level of specificity not only increases your CTR – a critical component of Quality Scores – but also enhances overall campaign performance. In fact, long-tail keywords typically have 2.5 times the conversion rate of short-tail keywords.
By aligning your landing page content with the precise search query, you create a seamless experience for users, ensuring they find exactly what they’re looking for. This alignment – between search intent, ad copy, and landing page content – is what Google rewards most.
"Google rewards relevancy. By using long-tail keywords that closely match your offering, your ad relevancy increases. This, in turn, improves your Quality Score, can lower your CPC, and improve your ad ranking." – Charlotte St. Pierre, Senior Account Specialist, JumpFly
How to Find and Research Long-Tail Keywords
Finding the right long-tail keywords takes the right mix of tools, an understanding of user intent, and insights into your competitors’ strategies. The goal is to pinpoint keywords that offer low competition but high commercial value – a winning combination for PPC campaigns.
Using Keyword Research Tools
The foundation of successful keyword research lies in choosing the right tools and knowing how to use them effectively.
Google Keyword Planner is a reliable starting point for PPC advertisers, as it pulls data directly from Google’s platform. To uncover long-tail opportunities, sort the results by average monthly searches, focusing on keywords with lower search volumes. This simple step can help you find keywords that might otherwise be overshadowed by high-volume terms.
For deeper insights, tools like Ahrefs’ Keywords Explorer and Site Explorer are excellent. Use filters to set monthly search volumes up to 300, Traffic Potential (TP) up to 300, and Keyword Difficulty (KD) between 0-20. These settings highlight low-competition, long-tail keywords that are often overlooked .
Another useful resource is Semrush‘s Keyword Magic Tool and Keyword Gap tool, which are particularly effective for uncovering keyword variations and spotting gaps in your current strategy.
"Long-tail keywords are nothing more than keywords with low monthly search volumes. It doesn’t matter if they’re made up of two, three, or 10 words." – Joshua Hardwick, Head of Content @ Ahrefs
Don’t overlook simpler methods like Google Autosuggest and forums such as Reddit for fresh ideas. These tools can provide a snapshot of popular queries, though it’s crucial to validate them with detailed research to ensure they align with true long-tail keyword opportunities.
Once you’ve identified potential keywords, the next step is understanding their search intent to ensure they align with users ready to take action.
Understanding Search Intent
Long-tail keywords often reveal user intent with precision. When someone types a detailed query, they’re essentially telling you what they want.
For PPC campaigns, focus on commercial and transactional keywords, as these users are typically closer to making a purchase. Keywords with terms like "best", "buy", "discount", "near me", or "reviews" often signal purchase intent. For example, a query like "best running shoes for flat feet under $100" clearly shows a user ready to buy, with specific criteria in mind.
Analyzing the search results page (SERP) is another way to grasp intent. Look at what Google ranks as most relevant for a specific query. A notable example is Moz’s 2024 strategy shift. By optimizing their domain tool page for "Domain Authority checker" based on updated search intent, they regained the top ranking for that keyword.
Why does this matter? Studies show that roughly 70% of page views come from long-tail keywords. Their specificity makes them a goldmine for PPC campaigns.
Competitor Analysis for Long-Tail Keywords
Once you’ve built a list of potential keywords, competitor analysis can help refine your strategy and uncover untapped opportunities.
Start by identifying your direct and indirect competitors. Direct competitors sell the same products or services, while indirect competitors cater to the same audience but with different solutions. Tools like Semrush, SpyFu, and Ahrefs can provide detailed insights into competitor keywords and ad strategies.
This step complements your earlier research by highlighting areas your competitors are targeting – and where they might be missing out.
Dive into search term reports to examine negative keyword strategies. This can reveal opportunities to expand your campaigns with long-tail variations. Focus on areas such as product features, problem-solving phrases, comparison-based searches, and location-specific modifiers. For instance, if your business offers software solutions and competitors are targeting "project management tool", you might explore variations like "project management software for remote teams" or "project management tool with time tracking."
It’s also worth analyzing the relationship between organic and paid keyword performance. Look for high-converting terms and study competitor bidding behavior. Tools like Google Auction Insights can help you track bid patterns by time of day or week. For example, an eco-friendly yoga mat retailer noticed competitors bidding more aggressively in the morning but scaling back in the afternoon. This insight allowed them to adjust their strategy and bid more effectively during lower-competition periods.
"Effective PPC competition analysis requires examining both the visible and hidden aspects of competitors’ strategies." – Dr. Augustine Fou, Digital Marketing Expert
Lastly, map keyword patterns to different stages of the customer journey. This can help you identify underserved areas in the conversion funnel. Pay attention to bid adjustments across devices and locations to fine-tune your targeting. These small tweaks can make a big difference in maximizing your PPC results.
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Adding Long-Tail Keywords to PPC Campaigns
Once you’ve done your keyword research, the next step is incorporating those long-tail keywords into your PPC campaigns effectively. This involves creating targeted ad groups, choosing precise match types, and using negative keywords strategically.
Setting Up Ad Groups for Long-Tail Keywords
To make your campaigns more effective, create focused ad groups based on specific long-tail keywords. Group related keywords into clusters of 10–20 keywords and use a logical naming format like "Product_Location_MatchType" to keep everything organized and relevant to your ads and landing pages.
For example, if you run a bakery, you could set up separate ad groups for "wedding cakes" and "birthday cakes." Within the wedding cakes ad group, you might include keywords like "custom wedding cakes with flowers", "three-tier wedding cake designs", and "gluten-free wedding cakes near me." Meanwhile, the birthday cakes ad group could focus on terms like "dinosaur birthday cakes for kids", "sugar-free birthday cake delivery", and "custom photo birthday cakes."
This level of organization helps improve click-through rates (CTR) and Quality Scores. When someone searches for a term like "gluten-free wedding cakes with buttercream frosting", and your ad addresses that exact need, you’re more likely to see higher engagement and better performance. Be sure your ad copy and landing pages naturally include these keywords.
Choosing the Right Match Types
The match types you choose will play a big role in how effective your long-tail keyword strategy is. One important rule: avoid broad match for long-tail keywords – it defeats their purpose.
"Using broad match for long tail keywords defeats the purpose of using them in the first place." – SharpLeadMedia
For long-tail keywords, exact match is often the best choice, as it ensures maximum relevance and alignment with user intent. When search volume is low, phrase match can serve as a useful backup. Here’s a breakdown of the match types:
| Match Type | Pros | Cons | Best For |
|---|---|---|---|
| Exact Match | High relevance, better CTR, higher conversions | Limited impressions, needs pairing with others | High-performing long-tail keywords with volume |
| Phrase Match | Precise targeting, less irrelevant traffic | Smaller reach than broad match | Keywords with moderate search volume |
| Broad Match | Wide reach, finds related terms | Can waste budget on irrelevant clicks | Generally not recommended for long-tail keywords |
Start with exact match for better control over your budget, and add phrase match if needed. For keywords with lower search volume, consider bidding lower, while increasing bids for those showing strong conversions. Since long-tail keywords make up around 70% of all searches, getting this step right can significantly impact your campaign success.
Using Negative Keywords to Improve Campaigns
Negative keywords are your tool for ensuring your ads are seen by the right audience. They help block irrelevant searches, so your budget is spent only on traffic that’s more likely to convert.
"By blocking irrelevant searches, you can ensure your ads reach the right audience, maximize your ROI and streamline campaign performance." – Chris Cabaniss, Co-founder, Falcon Digital Marketing Ad Agency
Before launching your campaign, use keyword research tools to identify terms you don’t want your ads to appear for. For instance, if you’re advertising home AC repair services, adding "car" as a negative keyword will prevent your ads from being shown for automotive AC repair searches.
You can also use n-gram analysis to spot single words that make certain searches irrelevant. If you sell premium products, adding words like "free", "cheap", or "discount" as negatives can help avoid clicks from bargain hunters unlikely to convert.
To save time, create shared negative keyword lists that can be applied across multiple campaigns. Templates for common negative keywords in your industry can also streamline setup for new campaigns.
When reviewing your search terms report, look for queries with a low CTR, poor conversion rates, or high costs per conversion. If any of these apply, consider adding those terms as negatives. Don’t forget to include common misspellings and variations of your negative keywords to cover all bases. Regularly monitor metrics like CTR, conversion rates, and ad spend to fine-tune your negative keyword list over time.
"Negative keywords are essential for minimizing wasted spend and maximizing PPC performance. By preparing in advance and regularly refining your lists, you can ensure your ads consistently reach the right audience." – Chris Cabaniss, Co-founder, Falcon Digital Ad Agency
This approach is especially important when using broad match keywords. While broad match increases visibility, strong negative keyword management ensures that exposure doesn’t come at the expense of precision.
Tracking and Improving Long-Tail Keyword Performance
Once your long-tail campaigns are live, the real work begins – tracking their performance and making adjustments based on data. Regular monitoring and fine-tuning are key to ensuring these keywords drive meaningful results for your PPC efforts.
Key Metrics to Track
To measure success, focus on key metrics like CTR (Click-Through Rate), conversion rate, CPA (Cost Per Acquisition), and Quality Score. Dive into search term data to uncover new long-tail opportunities and refine your targeting. Pay attention to the actual search queries triggering your ads; they often reveal untapped keyword variations.
CTR is a great indicator of how well your ads resonate with searchers. Long-tail keywords usually deliver higher CTRs because they align more closely with user intent. If certain terms are underperforming, it might be time to tweak your ad copy to better match the searcher’s expectations.
When it comes to conversions, long-tail keywords often outshine their short-tail counterparts. According to BlueWinston.com, product-specific long-tail keywords boast an average conversion rate of nearly 10% – 2.5 times higher than head terms.
CPA is another critical metric, particularly when managing your budget. Long-tail keywords often lead to cheaper conversions compared to generic searches. Keeping an eye on this metric ensures your campaigns remain profitable.
Quality Score also deserves attention. Long-tail keywords tend to score higher due to their relevance and lower competition, which can reduce your ad costs and improve placement.
And here’s an eye-opener: searches with five or more words make up nearly 25% of all impressions. This highlights why tracking long-tail performance is essential for capturing a large chunk of search traffic.
"Long-tail keywords are crucial for a successful PPC campaign due to their specificity, lower competition, and higher conversion potential." – Senuto
These metrics provide the foundation for testing and optimization.
A/B Testing for Long-Tail Keywords
To improve your long-tail keyword performance, experiment with A/B testing. This involves comparing two versions of an ad or landing page to determine which delivers better results. Focus on testing elements that could have the biggest impact on your outcomes. For example, try tweaking ad headlines, descriptions, or call-to-action buttons.
When A/B testing, change only one variable at a time to pinpoint what drives success. Run both versions simultaneously to avoid time-based factors that could skew the results.
"A/B testing equips you with a way to answer such questions, test different hypotheses, and, ultimately, improve your results." – Art Zabalov, PPC Expert
"A/B testing is more than just a method; it’s a pathway to refine your PPC campaigns, fostering engagement and success." – Avi Kumar
During tests, track metrics like CTR, conversion rate, and ROAS (Return on Ad Spend). Use a simple spreadsheet to organize your test data and ensure that both test and control groups have similar sample sizes for accurate comparisons.
The insights gained from A/B testing can directly inform your ongoing strategy adjustments.
Ongoing Optimization Methods
Optimizing long-tail keywords is not a one-and-done task – it requires constant attention. Review your performance metrics weekly, focusing on CTR, conversion rate, and CPA. For underperforming keywords, analyze whether the issue lies with ad copy, targeting, or landing page alignment.
Bid adjustments are also critical. Since long-tail searches often have low volumes, base your bid changes on performance rather than traffic numbers. Increase bids for keywords that convert well and lower them for those that fail to meet your CPA goals.
Your search terms report can be a goldmine for discovering new long-tail opportunities. Look for queries that led to conversions but aren’t currently part of your targeted keywords. These can be added to your campaigns to expand your reach.
Landing page optimization is especially important for long-tail keywords. Pages that directly address specific customer questions are 72% more likely to convert. Additionally, content tailored to specific queries sees 19.8% more traffic than generic pages.
Here’s a real-world example: A SaaS company in the project management space reorganized their content around long-tail keyword clusters identified through customer support interactions. The result? An 89% increase in organic traffic over six months and a 34% boost in lead quality scores.
"Long-tail keywords, while having lower search volumes, tend to have higher conversion rates due to their specificity and alignment with user intent." – Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest
Conclusion: PPC Success with Long-Tail Keywords
Long-tail keywords are a game-changer in PPC advertising, yet they often don’t get the attention they deserve. Research shows that 91.8% of search queries are long-tail keywords, and 77.91% of organic conversions happen through keywords that are three or more words long. Even more impressive, phrases with 10–15 words can generate 2.18x more clicks than shorter, 1–2 word phrases. These stats highlight why long-tail keywords deserve a central role in your PPC strategy.
The financial perks are just as compelling. Since long-tail keywords face less competition, they come with lower cost-per-click rates. On top of that, their high user intent often leads to better conversion rates and improved Quality Scores. Together, these factors can significantly boost your return on ad spend. For instance, targeting highly specific queries like "best project management software for small marketing agencies" helps you connect with users who are ready to take action.
To succeed with long-tail keywords, you need a clear plan. Start by conducting detailed keyword research using tools like Google Keyword Planner. Then, organize your findings into tightly themed ad groups and write ad copy that directly addresses the needs of your audience. Don’t overlook the importance of adding negative keywords to eliminate irrelevant traffic, and make sure to regularly track your campaign performance to refine your approach.
One of the best things about long-tail keywords is their potential to scale. While individual keywords may have lower search volumes, collectively they can drive a significant amount of high-quality traffic. This also helps you avoid relying too heavily on expensive, competitive terms that can drain your budget without delivering worthwhile results. By focusing on long-tail keywords, you can build a PPC strategy that’s both cost-effective and results-driven.
If you’re ready to take your PPC campaigns to the next level, consider getting a free PPC audit from The PPC Team. Their expertise can help you uncover hidden long-tail opportunities and craft a strategy tailored to your goals.
Long-tail keywords aren’t just a theory – they work. With a systematic approach, these intent-driven phrases can become the cornerstone of your most successful PPC campaigns.
FAQs
How can long-tail keywords help boost the Quality Score in PPC campaigns?
Long-tail keywords can play a big role in boosting your Quality Score in PPC campaigns. Since these keywords are highly specific and closely match user intent, they face less competition. This often leads to higher click-through rates (CTR) and better ad relevance – two critical factors that influence your Quality Score.
On top of that, using long-tail keywords can help you save money. They tend to have a lower cost-per-click (CPC) and attract more qualified traffic, as they often target users who are closer to making a purchase. By zeroing in on these precise terms, you can create ad campaigns that not only connect better with your audience but also deliver stronger overall results.
What are the best ways to find effective long-tail keywords for PPC campaigns?
To find effective long-tail keywords for your PPC campaigns, a mix of tools and strategies can make all the difference. Start with Google Keyword Planner, which gives you insights into search volume, competition levels, and cost-per-click for various keywords. Another helpful option is Semrush, which not only suggests detailed keywords but also highlights less competitive, long-tail opportunities.
Beyond these tools, try leveraging Google’s autocomplete suggestions and the related searches section to uncover popular long-tail variations. You can also analyze your competitors’ keyword strategies to spot potential gaps or opportunities. By blending these methods, you’ll be able to pinpoint highly specific long-tail keywords that can boost your campaign’s performance and lead to better conversions.
What are negative keywords, and how can they improve my PPC campaign performance?
Negative keywords are words or phrases you deliberately exclude from your PPC campaigns to keep your ads from showing up in irrelevant search results. By cutting out these mismatched queries, you can direct your budget toward high-intent keywords that are more likely to lead to conversions.
To make the most of negative keywords, regularly check your search query reports. Look for terms that trigger your ads but fail to bring in meaningful clicks or conversions. Once identified, add these as negative keywords. This approach helps you improve your click-through rate (CTR), cut down on unnecessary ad spend, and enhance your overall return on investment (ROI). By refining your audience targeting, your ads are more likely to connect with the right people, making your PPC campaigns far more effective.