cline - 2:31 am on Sep 27, 2007 (gmt 0)

Although it is abundantly true that expanded broad match deserves the bashing it's getting here, the conversation should be focused on answering AWA's question:

Broad match is configured (and documented) to work in a particular way, which includes 'expansions'. Given that this is so, why do advertisers who genuinely hate broad match because of the 'expansions' continue to use it - when 'exact match' is an option which would give them complete control, and when 'phrase match' is less 'exclusive' than exact, but is not expanded?

IOW: Given the horrible problems caused by expanded broad match, why do we persist in using it?