New Google Research: Can The Long Tail Be Covered Without Broad Match?

by Matt Lawson
Google talks all the time about the necessity of broad match. As a representative of Google, I’ve argued the importance of this match type myself. I believe in broad match, but talking to a lot of advertisers, it’s clear that many aren’t believers. The common argument we hear is that heavily built-out exact, phrase or broad match modifier keyword lists are enough to cover the long tail.Read the full article