At least not to start off with. What’s broad matching? From the horse’s mouth:
“If you include general keyword or keyword phrases-such as tennis shoes-in your keyword list, your ads will appear when users search for tennis and shoes, in any order, and possibly along with other terms.”
With expanded matching it becomes even harder to know when your keywords will show, because Google will pick them algorithmically.
Broad match is usually used by experienced advertisers looking to save time (usually with a long list of negative keywords) or by lazy advertisers, who may not have the time or the inclination to target their campaigns. Broad matching can also be the right way to go for parts of certain kinds of campaign, but wading straight into it can be dangerous.
Once you understand how adwords works, then broad matching can be useful. It often gets a bad rap, but there are times when broadmatch will serve you quite well. However, if you’re going to use it, – use campaign specific negatives as well as global negatives.
