The picture above represents Google looking at all the ads competing for the same audience, trying to decide which should be shown for the search result. Let’s use the search:
“Best markers for graphic design”
If at this stage you don’t understand the importance of Audience and who is your Audience with regards to Ad campaigns I suggest that you read this article first.
To have a chance at setting up successful ad campaigns you have to understand the match modifiers. The way in which you ads are selected or better said, which keywords and phrase are your ads being shown for.
You are the one spending the money on the ad so its your responsibility to tell Google when you want your ads to appear and to whom should they be shown.
Let’s start with Broad match modifiers.