I have a campaign on phrase match. I see that the ad is getting triggered by these two keywords. They are pheonix seo agency seo agency phoenix Now, I want to change the keyword to exact match. So should I ONLY add [phoenix seo agency] because it is the same as [seo agency phoenix]? Or do I add both. I know it's a silly question, and I have answered this in my head before but I'm not sure what to do.
Well you have answered your own question already, if you are looking for Exact Matches then yes of course add both. You've already noticed these are the keywords that are being searched for your campaign so nail it. It may be higher competition though, so watch out for higher prices.
Check the keyword that is giving you sales and go ahead for it. Also keep in mind that in phrase match if you are getting clicks from keyword "pheonix seo agency" doesn't mean that your ads are getting trigerred by this keyword only. If you have opted for phrase then you can expect clicks from keywords matching to any of these 3 terms (pheonix seo agency). Here it goes: need a seo agency for my business pheonix seo agency seo services agency for marketing branding agencies etc I hope you have checked the same. If not then you can go ahead in campaign then select "dimensions", then in the drop down menu of view, click and select "Seacrh terms". This will give you exact search queries for which your ad is being clicked.
Might not be a bad idea to check the entire list of keywords you are matching for and add a few more as phrase match also. May also give you some ideas for negative keywords (not relevant if you are doing 100% exact match).
Yes, if you are using Exact Match then you have to use Both keyword because Exact Match doesn't means meaning of word but position of the word in keyword also matters.