Ok, I’ll give it to you: broad match has its appeal. No need to worry about plurals or all the various ways a phrase could be created. Lots of impressions and therefore better odds for more volume. Less keywords. So the thought is, less work. But that’s just not true.
Do not just put everything on broad match. When advertisers do so, they remove all (or most) query control from the account. As a result, they don’t know what keywords are appearing for which queries and driving which clicks. This makes it hard to optimize, and almost always means the advertiser is paying more for their keywords than they should be.
There are four different match types on Google and three on MSN. Use them all (in separate ad groups) to create the query control every account desperately needs. Budgets, wallets, managers and clients will all be grateful.