So I search for "original web content." I get the kinds of ads you would expect: SEO firms, article sites, article submitter software, etc. But this one ad sticks out: A Kidnapping Gone Wrong An Injured Child. Watch the drama unfold on All My Children on 7/20 abc.com/allmychildren What were these people thinking? What keywords could they have been targeting? I can only imagine that some big ad firm set up this campaign. Like they told the summer intern to set up some of those interweb ads.
That PPC ad had the #1 position in my seach so you know they are paying a pretty penny given their poor quality score. I bet their keyword was "original".
I agree with you. if they got in their KW list the broad KW : #original story web# or even #original# they mgiht appear for your query. Once again I strongly advise you to try the new report available in the adwords report center about search queries having triggered your ads even if you dont have them in your list.