can ads only appear if someone is searching for keyword in a campaign

[Daved]

I believe that someone has been using my friends personal name in their adwords campaign and they have denied this. Is it possible that an ad can appear without that someone having the keywords in their campaign.
I realise that there is nothing illegal in this but morally as they are supposed to be a friend this has caused some upset. The person has categorically denied the use.
The person was confronted and very shortly afterwards the ad did not appear when searching for the name, yet did appear for other keywords.
I'd very much appreciate if anyone with could enlighten me as I've very little experience with adwords campaigns. Any advice would be much appreciated.

[desigac]

You should not do like this and you should have some keywords in adwords compaign then only it is useful for reach your target otherwise it should not be useful for website or busness target.






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