this is pretty much a no brainer. more people have thought about making an ad for "corvette" than have thought about making an ad for "yellow 1967 corvette"
Yep there is simply more competition for short tail as there is not only more volume but less research involved. More competition equals more $$ spent unless you have a killer quality score, which i'm personally trying to master at the moment. LSI and NLP ftw.
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