When is it most appropriate to use a broad match keyword strategy in Microsoft Advertising, and what precautions must be taken to avoid wasting ad spend?

Using a broad match keyword strategy in Microsoft Advertising is most appropriate when you want to maximize reach and discover new, potentially profitable search terms, especially early in a campaign or when entering a new market. Broad match allows your ads to show for searches that are related to your keyword, even if they don't contain the exact ke....