I have a campaign in which all key words are phrase matched. One example is "hide pond liner." When I search on that exact phrase, the ad comes up. When I search on any extended version of the phrase, such as "how do I hide pond liner," it doesn't, but other people's ads do. I don't have "how do I" as a negative keyword. So I'm confused. What else could be stopping this from working properly? Many thanks.
I now realize that I misunderstand something fundamental. If you type into google search a keyword that you know someone has a broad match on, like "tennis," and you add a word that doesn't relate in any way but that noone would ever put a negative match on, such as "shovel," no ads show at all. Why wouldn't ads with the broad matched keyword "tennis" show? Or for that matter broad matched keyword "shovel?" What am I missing here.