Welcome to WebmasterWorld Guest from 22.214.171.124
A little help please.
Google claims this helps advertisers cover their whole universe of terms more easily. Obviously not everyone agrees.
If you are a big user of broad match then its important to look at the Search Query Report regularly and find appropriate negatives.
[edited by: JamieBrown at 8:37 am (utc) on July 29, 2008]
Like SanDiego Art I use broad match very cautiously with lower bids, and try to put the most effort into many variations of exact and phrase match terms. For this you can use the Search Query Report the other way round, and use it to find terms that people are using to click on your broad match phrases and then add them as exact or phrase match.
Often even phrase match on single terms like "widget" is better than broad match, because its not subject to "extended broad match".