My newest Search Engine Land column is now out titled: Broad Match + Negative Keywords = A Profitable Long Tail.

Start with these 4 ideas:

• The ‘long tail’ of keywords is useful to add to PPC campaigns
• 20% of all searches on Google have not been seen in the past 90 days (you just can’t have every negative keyword)
• Broad match is often undervalued and often its suggested to not use it
• Negative keywords are incredible for shaping when your ads are triggered

When trying to reach the long tail of keywords – since you just cannot simply have every keyword in your account, a combination of broad match long tail keywords combined with negative keyword to filter out unwanted traffic can be a potent combination.

This week’s column looks at these points in depths and how to use negatives across the 3 major engines.