Just read the article ... twice. I'm eager to see what the future brings in the form of search engine targeting tools.
My boss always wants more targeted (i.e. longer) search phrases in the mistaken belief that the more phrases we bid on and the more targeted those phrases are, the more traffic we will get.
I disagree with him, and agree with the article.
More broad phrases = more traffic with less conversions
More targeted phrases = less traffic with more conversions
Unfortunately, it seems to be fairly common for some PPC buyers to fret about how many visitors the PPC campaigns are bringing in and equating low conversion rates accompanied by high traffic counts with poor keyphrase choices or bad ad copywriting on the part of the PPC managers. When the traffic explodes as a result of newly-purchased broad terms and the ROI dives into the underbrush, they have a hard time realizing that it is not necessary to have everyone who searches for "widget" visiting the site as a result of a paid click. It's much more profitable to have fewer paid visitors that convert more readily.
Use SEO to drive generic, broad traffic and help them convert with good site design and copywriting. Generic traffic is free, and every visitor could end up as a paying customer.
Use PPC to drive targeted, qualified traffic and help convert them with good site design and copywriting. Targeted PPC is much less-expensive than broad PPC, and you'll end up with a higher quality of visitor who is more inclined to buy what you are selling.
PPC and SEO must work together to provide the best bang for your advertising buck.
Combine those simple rules with the promise being showed by behavioral targeting and good ad copywriting, and you'll be making the most out of what the web offers.