netmeg - 1:52 pm on Jun 11, 2010 (gmt 0)
That doesn't mean that broad match won't work for you. You can bid cheaply on broad match, and use that report to find the good ones that you're willing to pay more for, and put those into phrase match. And the ones that are completely off the mark, you can add them to the negative keywords, and keep using broad match.
If you find that you can't figure out why in the world your ads are getting clicked on for some terms, consider trying to use more precise text in your ads to further qualify the clickers. Make sure they have a pretty good idea before they click what they're going to be landing on. That helps narrow down misguided or idle curiosity clicks.