In my 4 years in PPC campaign management, I sparingly use broad matched keywords. This is because I find it very hard to control how the matches are being done. Somebody has to monitor the search queries that trigger the impression and click, and setup negatives when deemed necessary. A bit tedious task.
Then came the broad match modifier. The description in the article below looks very promising for this match type. This is a “soon to see” thing though since it’s pretty early to tell if this works out some magic.
See the article below from the official Google Adwords blog:
New keyword targeting feature rolling out globally – Inside AdWords.
