There has been some discussion online recently about how to use keyword match types within RLSA campaigns.
For those who are unfamiliar with RLSA campaigns, these are Google AdWords campaigns which target previous visitors to your site (the RL part - Remarketing Lists) when these people run new search queries (the SA - Search Ads).
For many PPC Managers there is an ingrained aversion to using Broad match keywords. and even for these RLSA campaigns many are reluctant to use anything looser than Broad Match Modified.
This, in my opinion, is an unfounded fear, and you will be doing yourself a disservice if you do not use very generic keywords in Broad Match type for your RLSA campaigns.... and here's why...