If Im bidding on the term Orthodontist for Chicago... do I want to bid on Chicago orthodontist or
If one or the other why? And should I bid on both? Both are broad match, and both are in the same campaign targeting Chicago.
I would bid for the following. +orthodontist (This will cover all variations, including plurals and prepositions, e.g. to orthodontist, ) AND I will target Chicago by location and by intent : Anyone physically in Chicago searching orthodontist(s), OR outside Chicago searching on Google.com for orthodontist(s) in Chicago, - will get to see the ad.
Targeting by intent is a great tool, that allows advertisers to cut the number of KWs by removing geographic names from the KWs list,- minimizing the KWs list to only the core KWs, without names of surrounding towns.
From AdWords revised targeting help article
"this means we can show your ads to anyone who shows interest in your targeted location. People can show interest in a location by including the name of the location in their searches,"