Is it ever a good/neutral idea (budget-wise) to use 'Broad Matching'?

Example: When you target a very unique brand name.

[budbiss]

I am targetting any use of the name of a specific manufacture. Fortunately the name of this manufacture is unique and as far as I can see, the word itself is not used for anything else. So, in this case, would it be ok if I use "Broad Matching" for the single word that is the name of the manufacture?

Will I pay less per click if I compile a list of multi-word broad matches and phrase matches?

[AdWordsAdvisor]

Fortunately the name of this manufacture is unique and as far as I can see, the word itself is not used for anything else.

It'd be really interesting to confirm this by doing a search on Google for that one word, and seeing what comes up. ;)

AWA

<edit>As my teachers used to say: sentance structure!</edit>

[edited by: AdWordsAdvisor at 7:35 pm (utc) on Aug. 31, 2006]

[QualityNonsense]

I'd use broad match in that example. As ever, I'd research a hefty negative keyword list. For example, for cheap widgets, I might choose 'free', 'widget repair' and 'widget fraud' as negatives.

[budbiss]

Well, our company really can offer services for virtually anything that is related to this brand that we are targetting.

The only problem with the broad match is that its $3.50 per click! Yikes!

[budbiss]

I was wondering if instead of just doing the broad search for "companyname", if we did a super long list of every combination of that name with pontential other words if that would take our dollars further.

For example:
"companyname model A"
"companyname model B"
"companyname model C"
"companyname used"
"companyname new"

You get the point I'm sure. The only problem with this is that there are SO MANY combinations.

[budbiss]

"It'd be really interesting to confirm this by doing a search on Google for that one word, and seeing what comes up. ;)"

AdwordsAdvisor,
Are you refering to what is seen in the organic results? Well, actually it doesn't really matter. If you enter the name of this brand into Google, both the organic SERPs and Adwords ads only show things which are related to this brand.

[QualityNonsense]

The closer a keyword match is, the more likely your ad is to display, I believe. And while there may be many, many combinations, you may well find that 10% of the combinations carry 90% of the traffic.