While perusing an SEO white paper, I came across fun terms like PYT(page yeild theory) and KEI which made my head hurt even more than usual. The paper described the long tail nature of searches and the amount of uniques each month. My question to you pros is does the unique nature of long tail search terms lend itself to being exploited only by broad or phrase match? It seems to be the only way to get the clicks.Or am I missing something?
Actually by its nature it seems long tail would be suited to exact match. That is how they come into existance. Broad match on long-tail keywords is probably not terribly fruitful. It would not likely have much of a difference, though, in terms of pricing, as you might find with the different types on shorter and more competitive keywords.
I think the way to catch those long tail searchers is to allow your medium tail (2 word and 3 word phrases) to not be exact matches ie. dont put those key words in quotes. Many long tail terms are often extended versions of the more popular, and competitive, 2 and 3 word phrases. Using quotes around your key words for exact match will effectively shut off most of the long tail. Use some 4 and 5 word phrases to capture some more of that long tail that those other, higher bidding competitors, are already ranking higer with their broad match bid on the 3 word phrase. A lower bid on a closer match (your 4 word vs. their 3 word) may put you in a better position in paid results for many of those long tail terms. MAYBE. This is not something I've tested. Just what comes to mind now.