• Find Resolution, Monday, August 4, 2008 12:45 PM

Lance Neuhauser poses the question of whether too many marketers are focusing on targeting the long tail in lieu of doing the work (and reaping the rewards) that stem from high-impact, high-volume "head" search placements.

He argues that the amount of time it takes to research, develop and test 20+ long-tail ads could be wasted when compared to the amount of time it would take to do the same for far fewer ads that target the head. Particularly when those head of the tail ads can garner greater visibility and greater numbers of conversions.

"Remember that search should be used for more than just direct response," Neuhauser says. "Maximum awareness driving campaigns are a function of reach and frequency, of which the head terms, even at a high cost per click, can make you most successful."

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