What difference does it make if you add quotes to keywords? I have all keywords listed twice in my Ad Groups, half with quotes and half not, and they all get a good amount of clicks. If it's in quotes it gets more clicks, but with no quotes, better conversion rate. What should I do so I know I'm not screwing something up. I don't want to affect my campaign and lose clicks if I change anything.
Your best bet is to learn about all of the matching options. https://adwords.google.com/support/bin/answer.py?answer=6100
I mean I know what the difference is, but I don't know if having both listed in my keyword list, or even all three if I include brackets, will help or penalize my account. Just trying to figure out the best system for maximum CTR.
Focus on which version converts best. CTR is important (it plays a role in what pay for your position) but a great CTR will be pretty pointless if none of those visitors are converting.
If you have good CTR and conversion you can get rid of the quotes. If not you should also consider using brackets to drive up CTR and conversion, though you'll get less traffic.