September 5, 2009 by Trent Morgan
#4: People don’t Search Generically
People don’t search in the same way they used to. In the early days of the internet people would search generically, though as people have figured out the internet and how it works, the average search query has increased in length year on year as people recognise the need to separate the wheat from the chaff in order to find appropriate results.
PPC advertisers need to be in step with this trend and be matching those long tail search terms exactly in order to save the maximum amount of money. Of course this is more work than simply putting in broad match generics to act as catch all keywords though the potential savings and profits make it more than worthwhile.
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