PPC & the Long Tail: How Important is it, Anyway?

Speaker: George Michie, CEO and Co-Founder, The Rimm-Kaufman Group

In this webcast, PPC expert George Michie discusses the significance of the long tail in PPC campaigns, share the results of a recent empirical study, and discuss why broad match isn't an adequate substitute. He'll discuss:

The wide range of tail values that empirical research reveals
The types of accounts that tend to benefit the most from a long tail
Why broad match is not an adequate replacement for the tail
Strategies for building and managing the tail cost effectively

If you're currently managing a PPC campaign at any level, find out why proper management can prevent the need for a 'tail-ectomy.'

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