Not "Evil" But Annoying: Google's (GOOG) "Broad Match" Can Blow Out Budgets On Unwanted Keywords
...match program, Citi's Mark Mahaney says, after speaking to many of them at a search conference in Seattle. Broad match automatically spreads ad campaigns across keywords advertisers don't necessarily want to buy--and, in some cases, can blow out budgets, resulting in more revenue for Google and worse leads. Advertisers are particularly...

