broad match terms if I have
Are these terms redundant with broad match?
Broad matches match any word in the keyword and can often match plurals so in essence all those keywords compete with each other. A search for "widget" could trigger any of those keywords, for example (although it is more likely, I think, to trigger the singular).
Broad matches are really only ever effective when the keyword(s) used are very distinct and, preferably, unique. For example, broad matches can work well with specific model numbers that can only possibly be one thing (like an HP printer, or a Sony TV), or for other terms that are tightly focused.
I would strongly suggest you move to phrase or even exact matches as soon as possible, otherwise your ads will be receiving impressions for every search for "google" or "widget", which will be a huge number, giving terrible CTR and very low relevance.
Another version of Broad match - Modified Broad - is starting to impress me, though. It can still pull a fairly wide variety of searches, but sometimes that's what I'm trying to do, and the modification means that wildly inappropriate (for my purposes) searches are much less likely.
A discussion of match types is available here:
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