Data quality is critical for campaign success Test everything at scale Because long tail terms receive very little traffic on an individual basis, it’s tough to effectively test keywords, creative and landing pages one at a time. As a result, you need to scale your tests to thousands of terms. For example, if you are testing a creative, try multiple versions of the same ad where you dynamically insert either a price or color across hundreds of campaigns and ad groups. Assign segments for color and price to each of these creatives in your analytics tool so you can perform cross-campaign analysis of performance. Tail terms demand a different approach to bidding Retailers should factor in product margin and inventory data
Practical Long Tail Strategies For Enterprise-Class Paid Search Campaigns
