Presumably the "long tail" are the little searched PPC words that, in agregate (thousands of words?), can make up a significant addition to your lead generation. They cost less because few if any are bidding on them. I think "long tail" is a marketing ploy of the big three search engines. They use this to get some PPC for those "unpopular words".

It seems to me that it is just as powerful to use popular words on unpopular search engines. A prospect is a prospect wherever they come from, right?

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