Adwords provides several ways to target your keywords to better reach the correct audience. One way to target your keyword is through a broad match.
All keywords are automatically set to broad match. Therefore, if you don’t specify a different match it will stay on this setting.
This means that any searched combination of words and the keyword used could cause the advertisement to appear. A phrase match is another way to target keywords.
Using a phrase match means that two or more words searched must appear in that specific order for the advertisement to appear.
If the words aren’t in the same order it won’t appear. However, if there is another word in front of the phrase it could still appear.
If you don’t want your advertisement to appear when another word is in front of the phrase, I would recommend using an exact match for targeting keywords.
An exact match is just that, it matches the keywords in the same exact order with no extra words. Finally, a useful way to help target keywords is the negative match.
Rather than include words, it excludes words that were searched. For example, if you were advertising for Ontario, California, you would maybe want to use Canada as a negative match so your advertisement doesn’t show up for Canada.
When targeting your keywords, remember that it is better to be more narrow than broad. This will help you to reach your audience more efficiently.
So even if you are using the broad match, it would probably be best to include at least two words. And most importantly, remember to evaluate which option yields the best results and what isn’t working.