Actually I finally went and checked how many queries 'net' gets on Google: between 300.000.000 and 800.000.000 (I think it's monthly). So you can imagine why you start getting so many impressions from it. The words 'dot net' is about the same.
I really don't get this thread at all - you used a word in your phrases that could be included in many other types of phrases (.net framework, bot not, fishing net, football net, basketball net etc etc) - you set it as a broad match - and then you're amazed by a high number of impressions??? Of course that will happen?!?!?!
I can definitely see what you're saying, but the notion that "one-word keyword = wrong" is definitely not right. If that keyword is a specific model number, part number or even, more broadly, an item name, I'm still getting very targeted traffic on my website that converts quite well.
Interesting Factoid James, Thanks for mentioning it, sometimes things tend to completely slip your mind for no reason whatsoever.
> If that keyword is a specific model number, part number So, if you are selling BrandABC ModelXYZ you bid only on the keyword "modelxyz"? That's just not specific enough. This would obviously trigger your ad any time someone uses that keyword but it could be for anything. Let's take the Sony Walkman for example. You bid on "walkman". Your ad triggers for "how to fix my walkman" and "history of the walkman". You want to SELL walkmans. Neither of those searches are interested in buying from you. They may not click your ad but that drives your CTR down along with your QS and increases your costs.