Pay per click search engines often makes use of a common listing in order to monetize a few certain long tail terms which are yet to be targeted or even discovered by marketers. Such a listing is commonly referred to as a catch-all listing. Highly valuable in case of competitive keywords, this technique may, however, fail to deliver since a majority of search engines now make use of editorial guidelines whose very purpose is to stop bulk targeted advertising. Also, only places with low traffic and activity generally allow catch all listings. In spite of all this, such listings may even prove to be a game-changing idea for theme specific directories or search engines, as they anyway deal in pre-qualified clicks.