Its prolly discussed elsewhere but im a little lazy to search it and might be a good topic for "current trends"

If i am running campaigns on google msn or yahoo i usually start with the basics and create big keyword lists that i can refine and make changes to

If at the end of the day I create keyword lists and adgroups, mainly for exact, phrase but NOT content, then it makes sense you'd need these larger lists of keywords.

Aside from tracking, why would you do this in the broad campaings? Why wouldnt you just take the root keywords? The ones that will trigger ad impressions regardless of what is typed in after or before.

I know im missing one element here and its pretty basic so snicker away