An analysis of the importance of the long tail in search engine marketing
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1) The document analyzes the importance of the "long tail" in search engine marketing campaigns. It presents research on whether success is driven by a large number of less popular keywords or a few important keywords. 2) The study tested three hypotheses: that the distribution of searches, clicks, and conversions is concentrated among a few keywords; that increasing the number of keywords has little effect; and that the most popular keywords capture most future activity. 3) The results supported all three hypotheses, finding the distribution is concentrated, increasing keywords provides diminishing returns, and the most popular keywords predict future success, not the long tail of less popular keywords.
An analysis of the importance of the long tail in search engine marketing
- 1. An analysis of the importance of the long tail in search engine marketing Presenter: Chun-Wei Chuang Instructor: Dr. Pi-Ying Hsu Date: March 2 ,20111
- 2. Citation Bernd, S., Jochen, E., & Oliver, H. (2010). An analysis of the importance of the long tail in search engine marketing. Electronic Commerce Research and Applications, 9, 488-494.2
- 3. Content3
- 4. Introduction Search engine marketing grows steadily throughout the world.4
- 5. Literature reviewSearch engine by far is the largest source of revenue for Google (Edelman et al. 2006)Search engines have become the man tool consumers use to locate information ( Rangaswamy et al. 2009)5
- 6. The search engine marketing campaign6
- 7. Long tailAnder (2006) coined the phrase ¡°long tail¡± to describe the phenomenon that nitch product can gain a significant share in total sales. 7
- 8. Long tail8
- 9. The purpose of the studyThe researchers doubt that the long tail, based on the large number of rather less popular keywords, drives the success of search engine marketing campaigns. 9
- 10. Research QuestionWhether the use of many different keywords drives the success in search engine marketing or whether this success is driven by a few but important keywords?10
- 11. Keywords Which one is better?VS.11
- 13. Methodology13
- 14. HypothesisH1: The distribution of searches, clicks and conversions across keywords is concentrated.14
- 15. Description of three search engine marketing campaigns15
- 16. Concentration of searches and clicks across keywords16
- 17. ResultsH1: The distribution of searches, clicks and conversions across keywords is concentrated.17
- 18. HypothesisH2: An increasing number of keywords has a rather small effect on the number of searches, clicks and conversions.18
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- 22. ResultsH2: An increasing number of keywords has a rather small effect on the number of searches, clicks and conversions.22
- 23. HypothesisH3: The use of the most popular keywords at one point in time is sufficient to capture the vast majority of searches, clicks and conversions in future periods23
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- 26. ResultsH3: The use of the most popular keywords at one point in time is sufficient to capture the vast majority of searches, clicks and conversions in future periods.26
- 28. Reflection28
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- 30. NoteShort tail Hugh MacLeod30
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