Long tail Vs Short Search Queries: Which is best

This topic is actually in the debate from a long time and still bothering the advertizer to decide which search queries to target, long tail or short tail.

By the way, there is a difference between keywords & search queires - While keywords are the inventory any advertiser buys, search queries are the actual key-phrases people type into a search engine.

Based on the analysis of the google adwords accounts, researchers have come to a conclusion that long tail search queries drives more targetted clicks  than the short tail. Also long tail queires consume more PPC budget and generate more conversions with less cost per click (CPC).

Thus its important to note that:

• long tail search queries have enormous value
• to achieve high ROI, it’s important to aggressively mine negative keywords and to effectively target more specific search queries.

 So, always keep this thumb rule in mind, "Broad Match Keywods + Negative Keywords = Profitable Long Tail"