I see. Can you point me in the direction of obtaining these figures please as obviously I have made an error. Anyone know why the figures are so vastly diffferent? IE; whats the point in broad if google is giving me estimates that are way off..?
Broad match refers to searches people have made which include 'puffed' in them. For example puffed wheat, puffed up, puffed out etc. etc.
Exact match is where somebody has searched for that exact, specific term - in this instance the exact term is 'puffed'.
You can see there would be a huge disparity between the 2 results because the word 'puffed' may feature in a wide variety of terms, yet very few people would search for the exact term 'puffed' - it doesn't really mean anything.
Try an exact match search for words such as casinos, holidays etc. and that will clarify things.
Just go to the google adwords tool and do a search. Then change the setting on the right from broad to exact match. Set it to the UK (should be by default).
The exact match is really important because it's obviously an indicator of the potential relevant searches which could arrive at that domain - an indicator of relevant demand.