One thing that’s been worrying me in PPC setups is that broad match is now so expansive that it alows s complete word substitutions, making it more difficult to know the precise phrases being searched.
The upside is smaller groups!
I’ve taken “long tail” accounts with thousands of keywords and consolidated them down to a few hundred keywords. This became more of a common practice for me in 2007 as expanded broad match kept expanding. Why try and manage 20,000 keywords when you can get the same (or better) with 200 keywords? The time savings alone is huge and almost without fail I’ve been able to maintain or improve ROI using a smaller set of keywords.
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