I'm trying to figure out when I would not want to use the phrase match and use exact match instead. It would seem that if you have a four word key phrase like top 10 penny stocks for example, that is pretty specific and you know that you will be getting the right visitor to your site. Should I be using "" instead of [] for the majority of my keywords in case someone types in Best Top 10 Penny Stocks, or does google rank me higher for the term I have in [] rather than if it is in ""?
let's say you're selling stock advise. do you think the person who searches for "stock advise" is more likely to buy form your than the person who is searching for "free stock advise"? or you're promoting dell computers a search for "dell computers company stock history" probably won't yield you a customer. makes sense?
Exact match will give you just that, your ad will only be displayed when the query matches exactly. I've seen both matching options work well but my preference tends to be lots and lots of exact match. It gives you more control and removes any chance that people are hitting your landing page using terms/combinations that you didn't think of.