Google does have a much simplified version of AdWords tailored to small/local businesses. I'm not sure how keywords work in there as I've only seen it a handful

Google does have a much simplified version of AdWords tailored to small/local businesses. I'm not sure how keywords work in there as I've only seen it a handful of times and don't remember. I'd think broad match modifier works how someone new to search ads would expect normal broad match to work.