Broad Matching
Broad Matching can be very useful to fine tune a AdWords campaign. How? Use it for a week to capture what are the terms to use for Exact Matching. Now that you can use the reporting with AdWords for “Search Query Performance” to see which terms are converting for your campaign.
Read more about Search Query Performance here: Inside AdWords: How to use the new Search Query Performance report.
The key to success within AdWords is constant testing - expanding, contracting, pruning. Think of your campaigns like Bonsai trees - constant attention to gain true beauty but in the case of AdWords - more profits.