28 Jul '14, 1pm

Managing The Very Short Tail: 9 Tips To Manage A 10 Keyword Account

Everybody loves the long-tail and diversified PPC accounts. However, sometimes these ideals just aren’t possible. Some accounts inherently have only a short tail. This applies heavily to lead gen advertisers that measure post-lead activity to determine actual profitability. Are the insurance quote requests turning into policies? Are the edu inquiries turning into students? Are the mortgage loan applications turning into loans? Let’s call these final post-lead conversion points “Revenue Conversions.” What most single-service lead generating companies find is that they have a very short profitable tail. In fact, most have about 10 or 20 non-brand queries that consistently produce meaningful lead volume and consistently produce the “Revenue Conversions,” too. For an MBA program, it will be “MBA,” “MBA program,” “MBA programs,” etc. For an auto insurance provider, it will be “...

Full article: http://searchengineland.com/managing-short-tail-10-tips-m...

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