Thursday, February 18, 2010 – 1 PM EST (10AM PST)

How important is the long tail? As with most pieces of the paid search game the answer is “it depends.” The importance varies tremendously by the type of business, the number of products/services offered, and how people search for what the advertiser offers. But for almost any sizeable program the tail matters enough to justify attention.

In this webcast, George discusses the significance of the long tail in PPC campaigns, shares the results of a recent empirical study, and discusses why broad match isn’t an adequate substitute for the long tail.

He will cover:

• The wide range of tail values that empirical research reveals.
• The types of accounts that tend to benefit the most from a long tail.
• Why broad match is not an adequate replacement for the tail.
• Strategies for building and managing the tail cost effectively.

Register now for this event!