Balancing matching options, words versus
phrases, and
general versus niche keyword selections to accurately segment your audience enables you to improve quality scores (a measure of relevance as perceived by the search engines,)
find less competitive «niche» keywords, and expand impression exposures within your budget parameters (e.g. synch to Google's recommended daily budget.)
You should see their eyes light up when they realise such a tool exists — they've usually just spent an hour typing the word or
phrase into a
general search box and are pulling their hair out because they're getting hundreds of results but not
finding any actual interpretation.