Head vs. Long Tail Keywords Analyzed: Impressions, Clicks, Conversions & Profitability

An analysis of about 1.5 million keywords over six months across multiple clients, campaigns, and verticals reveals how many impressions, clicks, and conversions head and long-tail keywords generate and which keywords are the most profitable.
Read more here.

I think this should have been pretty obvious for everyone:

  • Very short keywords cannot really be used by advertisers or are mostly used by people who do not exactly know what they want and will reformulate the search before clicking anywhere.
  • Working on very very long keywords is just a waste of time.

But it’s nice anyway to see it documented with numbers. Although, this "study " actually already assumes that the keyword length is the only relevant parameter and doesn’t try to check whether the length combined with other parameters might actually better explain some parts of the results.

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