Every SEM manager knows that the bulk of her revenue comes from a few keywords ("the head") and a smaller but significant part of revenue comes from low volume keywords ("the long tail"). Dealing with the tail is tricky as tail keywords have little data. When done right, tail keywords can be very profitable and drive overall lift but when done wrong, one can burn through a lot of cash very quickly.
Our new whitepaper The Tale Behind the Tail deals with these issues and explains how tail terms can be managed to get you to maximize your returns. The reader will learn about the concept of the long tail, the problems you will face when managing it manually and finally about automated model based algorithmic solutions for the long tail.
We would love your feedback.
Dr. Siddharth Shah
Director, Business Analytics
Glad to hear somebody call the tail the tall tale it is...
Posted by: Tim Cohn | May 25, 2010 at 10:19 AM