This is old news but needs to be retold umpteen times because we just tend to forget this and run after the high traffic words. While reviewing the site of a client, I noticed that while he is getting much more traffic from a single word keyword, the conversion rate of the more accurate long tail term is much higher. Here are the exact figures:
1. sunglasses – conversion rate – 0.71%
2. wholesale sunglasses – 3.42%
(That is 481.69% better).
Keep looking for the more accurate terms that describe your exact product offering and if you can match your landing page well, you can look forward to some excellent ROI.