“Keep your eyes on the prize…hold on.”…Bruce Springsteen
Many of the paid search accounts that I’ve worked with contain a geographical component and I have a well-used spreadsheet that contains the names of the biggest U.S. Cities, States, and State Abbreviations for those accounts. I often combine this list with my “core” keywords so that my ads can reach the geographical paid search long tail.
But, as I was examining the conversion keywords on one particular account, I had the following paid search epiphany:
“IN” is not only the abbreviation for Indiana but is also a very common adverb / preposition.
“OR” is not only the abbreviation for Oregon but is also a common conjunction.
I was getting conversions with “Keyword + ‘in’” or “Keyword + ‘or’” that had nothing to do with geography. Instead, these were unique long tail searches that I not likely would have captured but for my inclusion of “in” or “or” with my keyword. The remainder of the queries weren’t accounted for in my campaign and I would have had a much lower chance of landing the visitor except in the unlikely event that I would have captured them with my much more competitive generic keyword.
When I do searches in AdWords that contain “Keyword + ‘in’” or “Keyword + ‘or’”, I notice that my ads are in higher relative positions vis a vis my competitors.
Therefore, if you are looking to get some additional long tail exposure with your paid search campaigns, try combining your core keywords with prepositions and conjunctions. I think you’ll find the additional ad exposure to be quite worth it.