Everyone always says focus on long-tail keywords for Pay Per Click advertising. How is this helpful? For example, say I place an ad with the long-tail keyword specific match on "payday loans in bumblefuck,ky". My competitor is bidding on a broad match of "payday loans", so his ads show for every search containing the text "payday loans" including for searches for my long-tail keyword. How to long-tail keywords result in less competition/lower CPC?