I absolutely agree. If your startup/project etc is the kind that falls into the long tail, you will stand to benefit from advertising a lot. For Fork the Cookb

I absolutely agree. If your startup/project etc is the kind that falls into the long tail, you will stand to benefit from advertising a lot. For Fork the Cookbook, we had at one point contemplated targeting "recipe management app" and related keywords. I did a quick estimation of effort (I work in online advertising as my day job), and decided that effort was better spent blogging and looking for bloggers.