Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy.

 

How To Do Long Tail Keyword Expansion:

Adwords.Interface

  1. Go into an account.
  2. We’re going to be doing this campaign by campaign, and we generally sort by cost or by conversion because the campaigns with the greatest amount of cost will generally be affecting performance the greatest and campaigns with the greatest amount of conversions will most likely have the most long-tail keywords in the search query report..
  3. Once you’ve selected your campaign, select your date range.
  4. Go to the keywords tab.
  5. Click search terms.
  6. Look through the list of search queries that triggered one of the ads to find search queries or terms that triggered a conversion but that we did not catch in our initial research.
  7. We’ll be adding them into an excel sheet.

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Excel

  1. In excel you should have four columns set up – one labeled ‘Campaign,’ another named ‘Ad Group,’ another labeled “Keyword,’ and another labeled ‘Criterion type.’
  2. You’ll be placing the keyword in the column labeled ‘Keyword,’ what campaign and ad group you’re working in under ‘Campaign’ and ‘Ad Group,’ and you’ll be adding exact and phrase matches of the keyword in the ‘Criterion Type’ column (so we’re really adding two keywords to the account).
  3. We’ll be adding these to Adwords Editor.

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Adwords Editor

  1. Open the account in Adwords editor.
  2. Download the campaigns.
  3. Make sure you’ve got the account selected (not campaigns or ad groups).
  4. Go to and select  ‘Keywords and Targeting.’
  5. Select ‘Keywords.’
  6. Select ‘Make Multiple Changes’
  7. Paste the keywords from excel.
  8. Check to see that the columns are labeled correctly.
  9. Select “Process.’
  10. Select ‘Finish and Accep Changes.’
  11. Select ‘Keep Changes.’
  12. Look through the account in Adwords Editor to make sure that everything is in its place, then select Post.
  13. Select ‘Post.’

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