Chicago, we try to give maximum flexibility to our advertisers. They can choose between exact and more powerful matches. They can choose just to show ads on Google, to show them on Google + search partners, or to show them on Google + search partners + content partners. We let advertisers get their ads started quickly, and use clickthrough rates to disable ads that searchers don't find useful. Everything about our ads program is geared to make it easy to "set and forget," but flexible enough to allow power users to run experiments that maximize their return on investment. Lots of people find that they get better at using AdWords over time. This is the first day of a new type of program which aims to be the exact opposite of a "run of category" buy. I think that ads that are keyed to the core content of a page can be much more relevant than a typical banner ad. Anyway, welcome to WebmasterWorld, and I hope you'll stick around and keep contributing..