What are long-tail keywords and how do they impact Google Ads campaigns?

Long-tail keywords are search phrases that are longer and more specific than more commonly searched for keywords. They are called "long-tail" because if you plot the frequency of keyword searches on a graph, the longer, more specific keywords make up the "long tail" of the distribution.

Long-tail keywords can have a significant impact on Google Ads campaigns because they are often less competitive and less expensive than more general keywords. This is because there is typically less demand for long-tail keywords, which means that advertisers can often bid on them at a lower cost per click (CPC).

In addition, long-tail keywords can be more targeted and relevant to the user's search intent, which can lead to higher click-through rates and conversion rates. This is because long-tail keywords are often more specific to the user's needs and interests, which makes it more likely that they will be interested in the advertiser's product or service.

To use long-tail keywords effectively in a Google Ads campaign, it's important to conduct thorough keyword research and to identify long-tail phrases that are relevant to the advertiser's target audience. Advertisers can then create ad groups and ad copy that are tailored to these long-tail keywords, which can help to improve the relevance and performance of the ads.

Overall, long-tail keywords can be a valuable addition to a Google Ads campaign because they can help advertisers to reach a more targeted audience at a lower cost.