Discover How to Use Longtail Keywords for More Efficient PPC

When you use shorter keywords in your AdWords advertising PPC campaigns, one of the up-hill battles that you will regularly face is one of competition. This article details how to use longtail keywords.

Simply put, competition can be fierce – but visits can be unpredictable, and ROI can be severely limited.

If you focus on a smarter, more organic implementation of longtail keywords, things change for the better. You may initially pull in a lower amount of traffic, but it will be of higher quality – and your return on investment will benefit.

This article explains how to use longtail keywords.


Longtail keywords are three and four-word phrases that are very specific queries.

The biggest benefit of using longtail keywords is that you are targeting precisely the audience you are looking for with laser-focused precision. That audience will be further along the customer journey and, as a result, closer to their intended point-of-purchase. 

Amazon makes great use of longtail queries, serving ads for hyper-specific queries, including colors and size variations.

Check out a few longtail keyword ad examples from Amazon.

How to use LongTail Keywords


Longtail queries historically have lower competition than shorter keywords, meaning that the amount you are bidding will be less, too. The same is true of your CPC (cost-per-click).

You may be paying slightly less money for fewer impressions, but you have a much better chance of connecting with the searchers you are trying to reach at the same time.


To locate the right longtail keywords for your campaigns, use the “Search Queries” report in Google Analytics to see the actual, real-world search queries that resulted in your AdWords ads being triggered. These are also called exact match keywords. 

This provides an incredibly valuable level of insight into exactly how users are searching for the types of products or services you offer.  Adding these terms to your campaigns gives you an opportunity to refine your AdWords keyword list to reach that audience with terms they are already using.

For the best results with your keyword research and website keywords, add a keyword as a “Secondary Dimension” to see which of your search queries were matching which keywords in your account.

To check longtail queries, change the “Primary Dimension” value to “Query Word Count.” This will use a space as the delimiter, providing a total count of all the words used in the search query.

You can then add those terms to your Adgroups and keywords if you have not already.

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