A fairly noddy question, but I'd appreciate a direct answer if possible. Say I'm using only exact and phrase match and my keyword is: strong green cheese If I want to catch green strong cheese And the same words in a different order so green strong cheese, strong green cheese, what will my adgroup keywords look like? Just: "strong green cheese" [strong green cheese] or "strong green cheese" [strong green cheese] "green strong cheese" [green strong cheese] Cheers
Broad match will catch all of those scenarios however you probably want to be more restrictive. I would put "strong green cheese" and "green strong cheese" (phrase match) in the same ad group since the ads will be the same. If you don't want any other terms included in the search you will have to use exact match. Exact match will not show your ad for a search on "buy strong green cheese". Here's some more info on choosing your keyword matching options.
You should always go for exact match on words that you want to match to (if you know in advance what they are, as you do here). Google will improve your Quality Score when it sees a more restrictive match type. Use phrase match AS WELL if you want phrases containing those strings of words, but you don't know what the phrases are...
You know, there are softwares out there that can help you to permutate your keywords. I believe Keyword Transformer (google it) has such a function. You simply type in the keyword phrases, and it spits out all possible permutations of it, along with misspellings, proximity error, removed spaces, and basically every single mistake a person can type in the search bar. Also, for a free service, use Keyword Mixer (google it!). It's free, and you can get " " and [ ] around all your keywords. I use it alot and its a heck of a tool.