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What is the difference between key word and long tail search?

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# 1
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What is the difference between key word and long tail search?

 

Also, what are the watch outs/rationale for keywords that appear to be owned by many other accounts?  Example, say we are a utility rebate program and we want to include a keyword that is a specific type of water heater/and or furnace.  We know that that the manufacturer as well as other service providers are currently using that keyword as it/they appear at the top of the page already.  Is there a benefit to jumping on this train?  If so what?  Or should it be avoided and if so, why? 

 

And how would  it impact our Cost per Click?

 

HELP!!!

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Accepted by MosheTLV (Top Contributor)
September 2015

Re: What is the difference between key word and long tail search?

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# 2
Top Contributor

Hi,

 

Keywords are not "owned" by anyone. Each advertiser bids on the keywords. When a search query appears that could trigger your ad, it goes into an auction with all other advertisers whose ad could be triggered by the query. The ads appear in order of AdRank. (AdRank = QS * max CPC bid)

 

In most cases, seeing other ads on the page indicates the keyword is working well for other advertisers. If those advertisers are competitors, it's usually a good target. Seeing no ads on a page usually indicates the keyword has been tried with little or no success.

 

But, it you are advertising a utility rebate program, appearing along with manufacturers and suppliers may not be what you want. I really don't know enough about what you do to answer that question.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords