According to CNet, Pinstorm is hoping its new BroadWords software will help search marketers tap into keywords that are not as heavily bid on.
For instance, instead of placing a bid for “cheap hotel New York” for $6 or $7, Pinstorm might bid on “NY subway map” or “Statute of Liberty, where,” which attract a few buyers and sell for a few cents. Those alternative terms might not be directly related to booking a hotel room, but the person doing the searching could be a tourist or business executive trying to determine which part of town to stay in for an upcoming visit.
Pinstorm has about 7 million “cheap” search terms in its portfolio. Placing an ad for a client might involve having a position on 10,000 to 1 million search terms.