• Traffic of a higher quality and bigger conversion rates. Long-tail keywords are more specific. Compare “games” vs. “education games for kids”. The second query is more relevant to the searcher, so it can attract traffic of a higher quality and has a greater conversion potential.
  • Long-tail keywords are less competitive, and therefore cheaper. People often ignore such keywords, as they imply more work and advertising expertise.
  • More sustainable results. If you target only popular keywords, the chances are that a big player will come and outbid you, which will cause your impressions and revenue immediately drop. With long-tail keywords, all traffic is distributed between multiple keywords, which makes the problem less pressing.
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