Google AdWords is a system which operates automatically on important variations of the keywords you provided. There is one catch to the system, though. Even if the terms provided are not actually found on your keyword lists, a "broad match" will still take place. Thus, in AdWords Broad Match, creating keyword variations would equate to the following:
•    Obtaining the synonyms of the keywords.
•    Getting the singular and the plural forms of the keywords.
•    Looking for significant variants and phrases which can be matched with the keywords you just provided.

Let’s say you are running an ad for a broad-matched keyword weblog.  Your ad may be found if the search queries such as weblogging, weblog services, weblog hosts are included. This is because the AdWords system is designed to trigger certain variations that will change your ad over time. In fact, the AdWords Broad Match can monitor the quality of the keywords as well as its performance, to give your ad campaign better results. Afterwards, the way that your ads are shown will result to the highest performance using significant variations.

The primary benefit of AdWords Broad Match is that it will generate more traffic to your website. It can also save you time, especially when creating advertising campaigns which are supposed to be cost-effective. Similarly, the search query performance report of Google AdWords Broad Match will be a result of the keyword variations that your ad campaigns have triggered. The AdWords report also features the negative keywords which prevent any of your advertising campaigns to be shown on certain variations.
Finally, remember that you do have the power to control your ad exposure by using the “pausing” and “deleting” processes. These are done to ensure that your ads will only get high-quality performance results and more matches on the queries that users provide so that you can have a better ad campaign overall.

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